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Leading global Chinese automotive maker Geely Auto is gearing up for its Australian debut with a series of marketing initiatives tailored to local consumers to establish a strong foothold in the market.

To bring its brand vision to life in an authentic way, Geely dived deep into the needs and considerations of Australians when buying a car. The detailed survey informed the briefing and requirements for the omnichannel approach when selecting the Australian agencies that will be working under the supervision of Geely marketing director Beryl Thomas. 

Geely Auto Australia has appointed Havas Host and dentsu as local partners as it prepares to bring the Geely Auto brand to Australia and New Zealand. The agency village will work together, covering creative, social, media, PR and website experience to support its localised brand and product launch strategy.

Havas has been named as Geely Auto Australia’s lead creative, media and social media agency. Its remit will include developing a new brand campaign, building on the automotive powerhouse’s current global platform to inspire consumers to ‘See The World In Full’.

dentsu has been handed responsibility for public relations, influencer and ambassador management, including press fleet management. dentsu’s experience business, Merkle, has been tasked with the creation of Geely’s Australian digital consumer experience, starting from the website interactions, including pre-order and test drive bookings.

Mr. Li Lei, head of Geely Auto Australia, said, “At Geely Auto, we’re not just about making cars – we’re creating a better way of living. We aim to forge a lasting impact on the Australian automotive landscape. As we move into 2025, we look forward to offering Australians a flexible, versatile, and smart mobility choice that suits the needs of the Australian way of life.

“Havas and dentsu presented ideas that resonated with our brand values, ensuring our commitment to Australia was front and centre in their approaches. We are excited to gather a team of market talents to strengthen the presence of the Geely brand.”

Gayle While, CEO of Havas Host, said, “We’re thrilled to have the opportunity to partner with the Geely Auto Australia and dentsu teams to launch the brand into the Australian market with impact. The Geely team have bold ambitions, and we’re looking forward to bringing to life the possibilities that Geely Auto products can bring to Australians.

Patricio de Matteis, CEO of dentsu ANZ, said, “We’re excited to partner with Geely Auto as it launches into the Australian market. Geely’s commitment to innovation and dedication to meeting the needs of its local customer aligns perfectly with dentsu’s values. It’s a true privilege to be able to leverage our deep experience across auto to help shape an exciting brand like Geely as it launches in a new market and redefines the auto category by enriching customers’ lives, delivering on their aspirations and practical needs without compromise.”