After an absence of around a decade, Chinese automaker Geely says it plans to return to South Africa before the end of 2025. Here’s what we know so far…
The man at the very helm of the Geely Auto Group has confirmed that the Chinese brand plans to make a return to South Africa – a market it quietly exited approximately a decade ago – before the end of 2025.
Back in April 2024, Cars.co.za reported that the Zhejiang-based company appeared to be plotting a comeback to Mzansi, with a global communications official based in China later telling us the project was indeed a “work in progress”. Now, Jerry Gan, CEO of Geely Auto Group, has finally confirmed the news.
“This year, we will further accelerate our globalisation layout and introduce high-value products to markets such as the UK [United Kingdom], Brazil and South Africa,” Gan said at the launch of the Geely EX5 in the Australian and New Zealand markets.
“By the end of 2025, we project that the number of Geely sales and service outlets will surpass 1 100, to provide global consumers with a more convenient and efficient service experience, while helping Geely’s continued growth and long-term development in the international market,” he added.
Of course, Geely has yet to detail exactly which models it plans to offer in South Africa, but it does say the fully electric EX5 – which has likewise gone on sale in countries like Thailand and Indonesia – will “enter more than 20 key markets to further expand its international influence”.
Furthermore, the Chinese automotive giant says, over the next 3 years, it will “continue to increase its product layout in overseas markets, launching 8 NEV [new-energy vehicle] models based on the GEA architecture, comprehensively constructing a product matrix for its market segments, and further consolidating its competitive advantage in the international market”.
While some South Africans will no doubt remember Geely for decidedly budget vehicles such as the LC hatchback, MK (hatch and sedan) and Emgrand EC7 saloon, the Chinese brand’s global portfolio has (like most) since skewed heavily towards crossovers. So, what could potentially be on the menu for Mzansi?
Well, the Geely Holding Group – which counts the likes of Volvo Cars and Lotus among its numerous subsidiaries (Geely Auto also holds a 49.9% share in Malaysian marque Proton, which itself returned to Mzansi in 2022 after a 10-year absence) – filed to trademark the latest “Geely” logo in South Africa in January 2024.
Later in 2024, Geely applied to protect the “E5” and “EX5” badges in South Africa, along with “Starray” (a 4 670-mm-long crossover also known as the Atlas and available overseas in turbopetrol, petrol-hybrid and plug-in hybrid forms), before filing to trademark the “EX2” and “EX3” nameplates in January 2025. Of course, as we’ve previously reported, Geely also applied to trademark the names of at least 4 of its sub-brands.
Indeed, it registered its “Geometry” fully electric sub-brand in SA as long ago as July 2021, while also filing to trademark “Farizon Auto” (its electric light-commercial vehicle marque) in October 2021. In September 2023, the Chinese giant applied to trademark “Zeekr” (another – somewhat more premium – pure-electric brand) in Mzansi.
But, from a local market standpoint, perhaps the most interesting application of them all was for “Riddara”. Geely made this filing in April 2023 (with a registration taking place in October 2024), after its May 2022 application for “Radar” was provisionally refused. Known as “Radar Auto” in some markets, Riddara is described as a “new-energy outdoors lifestyle vehicle brand”.
Though Riddara says it plans to offer a “full portfolio of electric lifestyle vehicles”, it so far manufactures only the RD6 double-cab bakkie – which, incidentally, was badged “R6” when it was revealed. The unibody RD6 measures 5 260 mm long (about 65 mm shorter from nose to tail than a Toyota Hilux double cab) and 1 900 mm wide, while standing 1 865 mm tall, with a ground clearance of 221 mm.
Geely Auto says it sold 2.17 million new vehicles globally in 2024, a year-on-year increase of 32%, with exports from China rising 53% to 403 923 units. Based on the former figure, Geely ranks as China’s 2nd-largest automaker behind only BYD Auto. Geely Holding, meanwhile, says aggregate sales across its various automotive brands grew 22% year on year to 3 336 534 units in 2024, setting a record for the group.
Of course, we’ll be keeping a close eye on proceedings in the build-up to Geely’s now-confirmed return to the local market – following comebacks from the likes of SAIC-owned MG Motor in 2024, Proton in 2022 and Chery in 2021 – and will share more information as we have it. Stayed tuned, folks…
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