Geely to launch Emgrand EC7 in the UK

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EC72 300x200 Geely to launch Emgrand EC7 in the UKThe UK has become the target landing ramp for several Chinese automotive manufacturers, MG was of course the first to land in the UK, but Greatwall and now Geely are poised to enter the British marketplace with the Emgrand EC7 leading the charge.

The Emgrand EC7 was recently awarded a 4 star Euro NCAP crash test award that puts it on par with some of the more famous auto brands on the market in the UK, specifically the Jeep, Jaguar, Fiat and MG models which is a stark contrast to other Chinese models which routinely gained zero stars in crash tests organized by ADAC.

For the UK market Geely has teamed up with Manganese Bronze, the taxi manufacturer which also has a joint venture with Geely to develop and produce the TX range of cabs for the UK and international markets. TX4 cabs now roll off a Shanghai production line and are sent to the UK for final assembly and sales, which makes the TX4 one of the first Chinese cars sold in the UK in an ironic twist of fate.

Geely is aiming to set up a new style of dealer network which will see dealers becoming partners in the company and will have a greater say in which products Geely will bring to market rather than a stereotypical manufacturer-dealer relationship where new products are dictated down. Geely UK’s International Director, Matthew Cheyne, believes that Geely will offer the UK car market a different sort of car, initially the Emgrand EC7 will come with a 1.5L or 1.8L gasoline engine, and will retail in the £10,000 area when launched in a years time, Mr. Cheyne said “ We see Geely as an added value brand that will offer customers more than just a cheap car. The quality is good with Euro Ncap 4 star rating, we will offer a market leading customer care package and really listen to our dealers and customers. Geely won’t sell on price alone but will occupy the place in the UK market that has been vacated by other brands as they have moved up the price scale. We will be good value, good quality and no hidden extras or nasty surprises. Good honest quality and value and a brand that makes people feel valued and listened to.

So what do UK consumers think of a Chinese car? According to Matthew early consumer feedback has been very positive “The early feedback has been uniformly good. “At the right price I would buy it.” People like the spaciousness you get from the larger car but at a smaller car price. Standard equipment is what they expect and the drive, ride and handling is comparable with all the competitors.

Initially only the EC7 will be launched with a gasoline only engine but a diesel will likely come at a later date along with some of Geely’s other vehicles including the hatchback variant of the EC7 and probably some of Geely’s soon to launch MPV and SUV offerings.

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10 Comments

  • Daniel
    December 16, 2011

    Euro Ncap 4 star rating? That’s “still in Geely’s planning stage” or does the EC7 really got a 4 star rating? (the European one, performed in France, not the ones in Spain or somewhere else)

  • John D
    December 16, 2011

    Without a diesel engine it will not succeed, like MG.

  • I _ H a t e _ C h i n a
    December 18, 2011

    That four star rating didn’t come cheap; EC7 is only 1,000 pounds less than the same class Kia with 5-star crash score, more power, and better quality.

    Good luck trying to sell in UK at that price level. EC7 might have had a chance at 7,000 pounds, but not at 10,000 pounds.

  • Daniel
    December 19, 2011

    considering KIA offers 7 years warranty!

  • twinklestar
    December 21, 2011

    Go Geely!Bring in more Emgrand products to Europe!

  • tek
    January 9, 2012

    Kia doesn’t really sell a direct competitor to this in the UK. I guess the closest would be the Cee’d. But this is more of an Optima sized vehicle and the Optima isn’t even in the UK market. The Cee’d that you’re talking about is a much smaller 5 door hatchback that’s about 1000 pounds more, but the larger estate that’d be more comparable in size is over 3000 pounds more.

  • h. parra
    June 30, 2012

    DEar english man. Chinesse products now are in all the world. Some low quality, but in the cars, the China`s production in 2011 was over 17 million of cars. 90% exported to all over the world. Do you think that all these car are bad?

  • Jonno
    June 30, 2012

    Dacia v Geely – bring it on

  • paknoosh
    January 18, 2013

    i just bought this car. really surprised . its really good car.

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