by Geely strives to become “Toyota from China” in the Australian market
The Australian automotive market is already saturated with Chinese brands for consumers. Players such as BYD, Chery, MG, and many others are represented here. However, competition will become even tougher, as Chinese giant Geely intends to capture the Australian market.
In 2025, the company sold over 4.1 million petrol, hybrid, and electric vehicles not only in China but also abroad. They have now appointed Alex Gu as the CEO of Geely Australia to lead operations in the region.
Toyota from China?
In a conversation with News.com.au, Gu stated that he sees Geely positioned “like Toyota, but from China.” A bold claim. However, under Gu’s leadership in his previous position in the Middle East, Geely’s sales grew from 3,000 units per year to 50,000.
And, at first glance, Geely is not resting on its laurels. They produce a long list of petrol, petrol hybrid, and electric vehicles for the consumer market. The main Geely brand offers competitive SUVs and crossovers. One of Geely’s sub-brands includes Radar Auto (also known as Riddara) — an electric pickup brand that will undoubtedly interest Australian buyers who love trucks, or as they are called, “utes.”
In addition, there are two more sub-brands: Zeekr and Lynk & Co., which occupy the premium segment. The latter is particularly interesting as it heavily utilizes the technology and synergies of another brand owned by Geely — Volvo. And that’s not all; the Geely umbrella also extends to Polestar, Smart, Lotus, and Malaysia’s Proton.
Can they truly dominate?
Geely has already managed to earn the title of best-selling car in its extremely competitive domestic market in China. The EX2 electric hatchback in 2025 surpassed the top models from BYD, Chery, and everyone else to claim this title.
However, Australia will be a completely different matter: the company managed to sell only 2,821 units in the first quarter of 2026. Their largest Chinese competitor BYD sold 17,541 cars. Geely, however, has limitations: currently, only two SUVs are offered in Australia: the EX5 EV and the Starray PHEV.
Gu says he plans to solve this problem by offering products that Australians truly need. This means that Geely Australia will introduce a dual-cab pickup, a seven-seat SUV, a genuine body-on-frame SUV, and even a full-size sedan. All of them will likely be available with various powertrain options, including conventional and plug-in hybrid variants.
The EX2, which dominated the Chinese rankings, will also arrive in Australia by the end of the year with a price of less than 30,000 Australian dollars (about 21,600 US dollars). Also on the way is the Galaxy Cruiser — a three-row all-wheel drive PHEV that will likely compete with the Denza B8.
While having a full lineup of options does not guarantee success for Geely, in the fight to become number one among Chinese brands in Australia, it will undoubtedly be beneficial.
Such an aggressive plan indicates Geely’s serious intentions not just to enter the Australian market, but to become a key player there. The comparison with Toyota, which for decades has been synonymous with reliability and mass appeal, points to the company’s ambition to occupy a similar niche. However, given the current small market share and strong competition from BYD, which already has a significant sales advantage, achieving this goal will require not only expanding the model range but also building consumer trust and an effective dealer network. Success will depend on how quickly Geely can adapt its technology and marketing to the specific needs of Australian drivers, who value practicality, spaciousness, and off-road capabilities.
