Geely, head of Santucci: "We are the Chinese brand with the most European DNA"

Geely’s CEO, Marco Santucci, has declared, “We are the Chinese brand with the most European DNA,” marking a pivotal moment in the company's expansion into Italy. One year after its entry into the Italian market, Geely has achieved notable success, including exceeding 3,000 contracts and establishing approximately 70 sales and service points. The majority of these orders involve the Starray EM-i model, which leads the private customer segment among plug-in hybrid SUVs. This achievement reflects a successful strategy combining advanced technology, quality, Italian-inspired design, and competitive pricing. Additionally, the luxury brand Zeekr has garnered over 3,000 expressions of interest since its launch in April. The company celebrated this milestone in Naples, where the journey began, unveiling the “Rinascimento Urbano” project alongside the new Geely E2. During this event, a fully electric EX5 was donated to the Foqus Foundation to aid transportation for vulnerable individuals in the Quartieri Spagnoli neighborhood. Geely operates through different distribution models across Europe. In Italy and Poland, the brand relies on Jameel Motors, a group with over eight decades of experience in automotive distribution. This approach allows for quicker market entry by leveraging existing networks, expertise, and infrastructure. In contrast, other European countries such as the UK and Spain have opted for the National Sales Company model, managed from a European headquarters. This diversified strategy enables Geely to experiment with various approaches, akin to A/B testing in digital marketing, to determine which methods yield the best results. The acquisition of a 34% stake in Ford’s Valencia plant represents a significant industrial move. This joint venture will become operational by mid-2027, leading to the production of electrified Geely models in Europe starting in 2028. For Geely in Italy, this decision underscores a strategic intent to establish a stronger industrial presence in Europe rather than merely exporting vehicles from China. Local production reduces supply chain complexity, minimizes exposure to tariffs, and enhances consumer confidence by ensuring product reliability. Jameel Motors plays a crucial role in building trust in the Geely brand within Italy. From the outset, the company has invested in assembling a professional team, carefully selecting the sales network, opening a spare parts warehouse in Italy, and supporting the brand’s launch with substantial investments. These efforts aim to position Geely as a credible alternative to other Chinese manufacturers, offering Italian flair and reliable service tailored to Italian consumers' expectations. Looking ahead, Geely plans to expand its product range, increase local manufacturing capabilities, and further integrate artificial intelligence into vehicle development. With continued investment in both innovation and infrastructure, the brand aims to strengthen its foothold in the European automotive landscape while maintaining its distinct identity rooted in Chinese heritage yet adapted to European tastes and standards.