Comprehensive foreign reports, Geely Automobile has announced that it has reached an agreement with Manganese Bronze Holdings plc (MBH), which will serve as Geely’s distributor in the UK market. Geely Automobile plans to enter the UK market by the end of 2012.

The British "Telegraph" revealed that according to the agreement, Manganese Bronze Holdings MBH will establish a dealer network for Geely Automobile locally in the UK, supplying spare parts and providing after-sales services. The Geely Auto UK, which Geely Automobile's UK-based Geely distribution business covers, paved the way for Geely to enter major markets in Western Europe for the first time. According to relevant sources, the branch is completely independent of Geely's Volvo Car business.

Matthew Cheyne, Director of UK Market Development at Geely Automobile, will be responsible for Geely’s sales, marketing, and distributor development in the United Kingdom. It will disclose to Just-auto the plans for Geely to enter the UK market.

Pre-Pandering Work and Positioning The headquarter of Geely Automobile UK Branch will be located in Coventry City, UK, and will share the headquarters with MBH subsidiary The London Taxi Company. Cheyne pointed out that Geely Automobile will use MBH's existing marketing, logistics and financial advantages, but at the same time Geely "will recruit professionals to help establish new business."

Geely's primary mission in the United Kingdom is to create a sales network of 30 to 40 distributors to prepare for the release of Geely brand vehicles. The recruitment of professionals has already started, and Geely Automobile UK will start with a more detailed and independent business, including customer understanding and customer service work. Geely UK will establish sales and service branches in accordance with the previous Rover Rover dealership's routines and share distribution outlets with Other brand stores and small regional groups.

Cheyne believes that “cooperative work will enable Geely and the dealers to grasp the positioning of new car buyers. The success of Geely Automobile in the UK market will depend on the dealers we attract, and they will contribute to the growth and development of the brand. We hope to Different from the others, it is more customer-oriented and service-oriented. For example, the extra-long warranty will become part of our innovative consumer care package."

MBH CEO John Russell and Geely Automotive Marketing Manager Maria Holmes mentioned the success of South Korean car companies in the UK. Maria Holmes said that Geely will be positioned as a brand suitable for beginners and value for money, similar to the strategy adopted by Korean brands Kia and Hyundai. John Russell believes that the success of Hyundai and Kia in the UK will play a role in helping Geely enter the British market.

Geely Automobile will promote car buyers' awareness of Geely brand mainly through public relations and business-to-business advertising next year. The company plans to start marketing to consumers in the second half of 2012. Geely will also launch consumer websites. Co. Uk.

The Emgrand EC7 will hit the product line According to Matthew Cheyne, the Geely brand model that will first land on the UK market will be the Emgrand EC7, including the four-door sedan and the five-door hatchback, with 1.5 and 1.8 litre petrol engines. However, Geely Automobile currently has a number of models to meet the needs of the European market, Geely will focus on expanding the product lineup in the European market, adding at least one model each year in the next four to five years.

Cheyne commented that Geely's products were able to adapt to the European market environment. Not long ago, EC7 won 4-star success in the ENCAR collision assessment in Europe. In the future, Geely will also advance to the 5-star level. After entering the Western European market, Geely models will provide five years / 100,000 miles warranty.

From the price point of view, it is expected that the Imperial EC7 basic model price will be 10,000 pounds. Cheyne pointed out: "The current auspiciousness is not sales-oriented development model, but with the increase of consumer awareness of Geely products, sales will inevitably increase significantly."

The origins of the cooperation between MBH and Geely

Manganese Bronze Holdings MBH is located in London, England, and is engaged in taxi manufacturing. It mainly produces black paint taxis, the famous Black Cab.

In October 2006, Geely Automobile and MBH signed an agreement with a contract value of RMB 770 million. Geely’s subsidiary Shanghai Maple made black London taxis for MBH subsidiary London Taxi Company in Shanghai. This is also the car. For the first time overseas production. Huapu is responsible for the final assembly and sales, and has sales rights in Asia.

At the end of August this year, Geely’s Hong Kong-listed subsidiary issued an announcement announcing that Geely has reached an agreement with MBH again regarding the sales and after-sales service of Geely Automobile and its parts that are listed in the UK. Both parties will formulate a business plan within one year. After the business plan is finalized, MBH will serve as a distributor for Geely Automobile and its parts business in the UK. By December, the cooperation plan had finally settled.