Geely Group is not only an automobile group, but also a comprehensive industrial group with the automotive industry as the core, covering automobile, mobility, finance, digital technology, education and other industries. Geely Group has a layout in the upstream, midstream and downstream of the automobile industry, and has full coverage of various technical routes such as fuel, pure electric, hybrid, battery swap, hydrogen fuel and even methanol fuel, so as to achieve "both want and want" in the absolute sense.
A lot of unlearned mercury rumor, Weibo, Zhihu, Toutiao and other self-leading long articles, etc., the basic content of the articles on these channels is to open their mouths, and the authors of the garbage articles are first of all half-hangers, and their own misunderstandings about the basic knowledge of industrial economy, company structure, car brand, car model, etc., are very large, not to mention the rigorous study of Geely Automobile.
After reading this article, you will have an intuitive understanding and cognition of Geely Automobile, and since then you can beat 99% of the semi-hanging car critics on the whole network.
How many car brands does Geely Group have?
Without further ado, let's go straight to the dry goods :
First of all, let's answer the core question, that is, how many car brands does Geely Group currently have? According to various official channels, at the time node of the Spring Festival in 2024, Geely's car brands with the right to speak are on sale
15 pcs
Querying the official channel information of the entire Geely Group, it can be found that Geely Group has a layout in the upstream, midstream and downstream of the automobile industry, and covers all technical routes such as fuel, pure electric, hybrid, battery swap, hydrogen fuel and even methanol fuel, achieving "both want and want" in an absolute sense.
In addition, Geely Group also holds shares in a number of internationally renowned car companies, such as less than 10% of Mercedes-Benz's parent company DaimlerChrysler, less than 20% of Aston Martin, and more than 30% of Renault in South Korea. The brands owned by these international auto giants with a low shareholding ratio are not included in Geely's brand category.
There are also former brands such as Zhidou and Global Eagle, which have either died out, or turned into subdivided models, or have no news, and these brands that have not been found on the official website are not counted here.
In addition, such as Qianjiang Motorcycle, Lifan Motorcycle, etc., according to Geely's official website, they are classified in the [technology] sector, and they are not counted as Geely's car brands here.
What are the 15 car brands under Geely, and what is the structure classification and logical relationship among them? In order to facilitate your understanding, Zabo has made a mind map for everyone to understand:
Of these 15 brands, 12 are called passenger cars, and 3 are commercial vehicles
Geely Group's current 15 brands are: Geely, Lynk & Co, Ruilan, Proton, Volvo, Polestar, Zeekr, Lotus, smart, Yinglun, Jiyue, Radar, Long-range, Hanma, Ouling;
Among these brands,Geely, Lynk & Co, Ruilan, and Proton belong to Geely Automobile Group
Volvo and Polestar are part of the Volvo Car Group
Zeekr, Lotus, smart, London, and Rado belong to different automotive groups
The first 12 brands belong to passenger cars, because passenger cars are oriented to consumer groups, and most of these 12 brands are relatively well-known to the public. Among them, the "Geely" brand is the founding brand of Geely Automobile, and the logo has also gone through many iterations
After changing to a six-grid shape, the subsequent re-labeling basically follows the body of the six-grid shape, and the details are improved, and now the logo of the "Geely" brand is as follows
As for the last three brands of Geely's 15 automobile brands (Yuanyuan, Hanma, and Ouling), because they are commercial vehicles, they are mainly for B-end customers, and consumer groups are basically unfamiliar with these three brands.
Before talking about how many car brands Geely has, we must first understand a basic concept, that is, the difference between [brand] and [model], what is a brand, and what is a model?
The model is a concept smaller than the brand, the main difference is actually the car logo, if the car logo is the same, but the appearance of the car is different, it is a different model of the same brand, such as Cadillac, that is a car brand under General Motors, but XTS, that is a model under Cadillac.
Now many people on the Internet say how many brands Geely has, come up and say Emgrand, Boyue, etc., at present, these are actually the "Geely" brand under the model, and it is counted in the "Geely Boutique" series, Geely boutique in addition to Boyue Emgrand, as well as Panda, China Star, Haoyue and other models, is Geely in the era of fuel vehicles of the basic plate representative.
But there are also exceptions, such as the geometry and galaxy logos, which are a little different from the old Geely, but very similar. Checking the official channels, Geely put Geometry and Galaxy under the Geely brand, and carried out structure management as subdivided models, rather than forming a separate brand like Lynk & Co and Zeekr.
Therefore, if someone tells you that Boyue, Emgrand and so on are Geely's car brands, you can concisely return to parallel goods, these are subdivided models rather than independent brands.
Geely's various brand status
As early as November 2015, Geely announced the new energy strategy "Blue Geely Action". Geely's step is at the same frequency as the state's support for the development of the new energy industry. Since 2015, various new energy vehicle companies have sprung up.
At that time, Geely said that the "Blue Geely Action" was a five-year development strategy, which fully demonstrated the group's determination to transform into a leader in the new energy vehicle technology industry, and Chairman Li Shufu even made a bold statement: "By 2020, the sales of new energy vehicles will account for more than 90% of Geely's overall sales; Among them, plug-in hybrid and diesel-electric hybrid vehicles accounted for 65% of sales, and pure electric vehicles accounted for 35% of sales. ”
In retrospect, Operation Blue Geely was hardly a success. It is also because of the failure of the Blue Action that since 2020, Geely's layout in the field of new energy has begun to accelerate, and many of Geely's brands, especially new energy brands, were basically founded around 2020
In 2017, he co-founded Polestar with Volvo;
In 2019, he co-founded smart with Meiben;
In 2021, Zeekr was founded;
In 2022, Ruilan and Radar were founded;
In 2023, Jiyue was born; At the same time, the Galaxy model was released under the Geely brand;
Looking at these Geely car brands, which ones have a higher status at present? Zabo thinks it is:
Volvo, Geely, Zeekr, Lotus
From a historical point of view, the acquisition of Volvo is the most critical step for Geely to leap from a small domestic factory to an international manufacturer, and after the acquisition of Volvo, Geely began to grow truly reborn. Geely also really learned from Volvo the chassis and other technologies that Western car companies are proud of, as well as advanced enterprise management experience, and brought Volvo's [safety] gene and brand image to Geely's subsequent new brand.
After Geely acquired Volvo, after several years of running-in, it "crossed" with Volvo to establish brands such as Lynk & Co and Polestar, which are the backbone of Geely in fuel to new energy.
The importance of the Geely brand is self-evident, and the founding brand of the world, after many iterations, still occupies an important position in the fuel vehicle market; After entering the new energy era, the role of the Geely brand has not declined significantly, as can be seen from the Geely Group's geometry, Galaxy and other models under the Geely brand, the group still has high hopes for the "Geely" brand.
The importance of Zeekr and Lotus can be seen from Geely's personnel arrangement.
ZEEKR's CEO An Conghui also serves as the president of Geely Holding Group and the chairman of Geely Automobile Group.
Lotus is a brand that has risen significantly within Geely since 2020. As an acquisition brand like Volvo, with the completion of the acquisition run-in period, Lotus will also carry Geely's ambitions in the field of pure electric vehicles in the future, especially the hope of impacting the high-end and ultra-luxury pure electric market.
At present, the CEO of Lotus is Feng Qingfeng, Feng is the old man of Geely, and he is the entrepreneurial veteran team of Brother Shushu, who has joined Geely for more than 20 years, and this personnel arrangement can already show the importance that Geely Group attaches to Lotus.
In addition, Lotus has made frequent moves in the past year or two, first poaching Mao Jingbo to assist Feng, and then listing its luxury supercar Lotus Fanhua in early 2024 to fill the gap in Geely's product matrix. Lotus needs to prove that it is worthy of Geely Group's attention in the next few years, and needs to speak with brilliant results, presumably the pressure on Feng Qingfeng is very huge.
Geely's humble brands
If you look carefully at the official website of Geely Group, you can see that Geely has only 11 brand icons in the brand picture on the homepage, missing Ruilan, Radar, Ou Ling and Hanma
Zabo guessed that it may have something to do with the brand positioning of Ruilan and Radar.
Ruilan is Geely's car brand focusing on battery swapping, and the styling and pricing are basically aimed at filling the gap of the new energy of [battery swapping], as for whether it can achieve the height of NIO, don't worry about it for the time being, but take advantage of the new energy technology tree of battery swapping.
Radar is a high-end new energy intelligent vehicle focusing on outdoor ecology, focusing on the pickup truck market segment, Zhabo mentioned this brand when introducing Shandong's new energy economic industry, and Geely put the production of this brand in Zibo, Shandong. From the perspective of production layout, the presence and importance of this brand are also not high.
As for Hanma and Ou Ling, they are both commercial vehicles, like the remote, mainly focusing on trucks, trucks, special vehicles, etc., and their presence is even lower.
The strength of these brands in Geely Group is too weak, and the sense of presence is relatively low, just like during the Chinese New Year in Shandong, those who can't drink alcohol can either not be served on the table, or can only sit at the children's table, so Zabo guesses that these brands are directly not displayed on the official website brand picture.
But the paradox is,In the official website of Geely Holdings, when introducing the full range of Geely Automobile's brands, Jiyue is missing. This may be related to Jiyue's brand genes and the name change once in 2023, and it is more likely that Geely's official website has not had time to update the relevant content.
Originally called "Jidu", Jiyue Auto is a joint venture brand established by Geely and Geely, and originally planned to open up a new cake in the new energy industry with the blessing of AI intelligent capabilities. It should be trapped by the requirements of the Ministry of Industry and Information Technology on the dual qualifications of the licensor and the producer in the new energy vehicle manufacturing, and finally changed from the "Jidu" of the equal shareholding of both parties to the "Jiyue" of Geely Holdings. The article about Jidu, in fact, can be expanded to talk about it, and there will be a chance to talk about it in a long article later.
In the middle of 2023, Zabo also did ** on Weibo, thinking that Jidu cars are more dangerous, at that time, Maverick cars such as Li Yinan and others, also because of qualification problems, directly withdrew from the new energy car manufacturing track, and Jidu also delayed the delivery of the car at that time, but in the end, Geely Holdings changed its name to Jiyue, and Jiyue is on the right track, and the new car has begun to be gradually introduced to the market.
The impact of a lot of brands
Excluding commercial vehicle brands, Geely Group currently has 12 passenger car brands, which are already on a par with the world's top automobile group, Volkswagen Group, and there are also controversial models such as Geometry and Galaxy that can be defined as brands.
In terms of the number of brands, Geely Group is already a giant in the automotive industry;
From the perspective of brand distribution and span, Geely Group has covered various technical routes such as fuel, pure electric, hybrid, battery swapping, hydrogen fuel and even methanol fuel
Fuel, hybridBy Geely, Lynk & Co, Volvo,Pure electricRelying on Zeekr, Polestar, Smart, Lotus,Swap the batteryLeaning on Ruilan,Hydrogen energyLeaning on Han Ma,MethanolRely on remote ,......
Writing this, Zabo has not only admired Geely Group, but also has a deep sense of awe, looking at the world, all the technical routes of the entire automobile industry, the large and complete layout, who else? Can't find a second home.
Geely's ambition is obvious, occupy the pit position first, no matter which technical route wins in the end, Geely will have its own first, even if hydrogen energy and even methanol are now very marginal, Geely still has the layout of the corresponding car brand, this is not only Geely to buy insurance for themselves, but also a stable model that I want all.
However, this large and comprehensive range of all categories has also brought obvious negative effects to Geely.
First of all, in terms of consumer cognition, Geely's brand pedigree is extremely complex, the models are dazzling, and the high, medium and low-end Jingwei are not particularly distinct, which has brought great trouble to consumers in choosing a car.
Because of the previous boast to write a Geely product *** As half of the industry, if you don't carefully study the relevant official information and comprehensively inquire about the relevant ** reports, it is difficult to draw accurate conclusions, followed by the positioning of Geely's internal brand pedigree and even internal fights, which is not conducive to Geely's unification of the outside world, especially in the Geely brand and the Lynk & Co brand, both of which have both fuel and plug-in, and the positioning and price difference between each other are not obvious.
Although Lynk & Co is a brand established by Geely and Volvo, compared with the Geely brand, it is not obvious in terms of products and products, and the group does not give consumers relevant brand marketing. There is a gap between the internal brand entanglement, and it may have been snatched away by competitors long ago.
In addition, internal competition will also bring about a loss of resources, and it is impossible to concentrate firepower to deal with competing fixed-point unit operations. Geely's original intention to create so many brands must be to make its customers' cake plates bigger, rather than engaging in an internal horse racing mechanism like the Internet, which means a great waste of resources for the manufacturing industry.
During the 2023 Guangzhou Auto Show, Mu Jun, deputy general manager of Lynk & Co Automobile Sales, said in an interview that Lynk & Co will have pure electric models on the market in 2024.
At present, Geely is not only an automobile group, but also a group with the automotive industry as the core, covering automobile, mobility, finance, digital technology, education and other industries. Refer to Geely's official website for introduction:
Geely Holding Group is a global innovative technology conglomerate integrating the design, R&D, production, sales and service of complete vehicles, powertrains and key components, as well as mobility services, digital technology, financial services, education and other businesses.
Brother Shu has been like a day for more than ten years, and has expressed many occasions that it is not easy to build a car, and he needs to endure loneliness. It has also shouted for its own products many times.
After the acquisition of Volvo, once Li Shufu had a dinner with a group of entrepreneurs, he talked about his Geely and Volvo at the dinner table, and an entrepreneur half-jokingly said, I will not buy Geely Volvo. Li Shufu immediately shot back: "If I build the safest car in the world, I won't die if I fall into the water, and I won't die if I hit it, will you buy it?" ”
Brother Shu has left countless classic remarks in the history of Geely's car manufacturing, such as "a car is not just 4 wheels and a sofa", "it is a middle school student who can build an SUV, and a college student who can build a good commercial vehicle", etc., with a distinct brand of the times, and the forward-looking grasp and bet on technology are also very arrogant.
In 2013, when Tesla model-s first came out, most of the domestic car companies scoffed, and Brother Shu was one of the few car companies that focused on itGeely is also the only independent car company in China that launches satellites.
In the automotive category, Geely's large and complete brand is the most significant label of Geely Holdings' brand as a whole, but how to sort out the brand's pedigree more clearly, the definition and positioning of the brand to be more clearly elaborated and promoted, and the brand's quality marketing should be stronger and more solid, or Geely needs to focus on it in the next step.
The whole brand is just the beginning, and becoming bigger and stronger is the ultimate goal.
Related new energy industry science recommendation: "One article will tell you clearly, what is EV BEV HEV PHEV DMI Reev".Zabo said new energy
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