Chinese carmaker Geely Auto is bringing its core, mass-market brand to the Benelux, explicitly positioning it as the group’s volume player alongside its more upmarket sister brands.
The launch, announced in Amsterdam, is not just about two new SUVs, but about how Geely intends to structure its presence in Europe: with Geely Auto targeting affordability and scale. At the same time, Lynk & Co and Zeekr cover higher-end segments.
At home, Geely has grown into one of the country’s dominant players, selling just over three million vehicles in 2025 and capturing around 11% of the passenger car market, second only to BYD at roughly 14.7%. This puts it ahead of long-established joint-venture brands such as Volkswagen, underlining how quickly the competitive landscape in China has shifted.
The scale of the rivalry is significant. BYD remains the clear leader with around 4.6 million vehicles sold in 2025. Still, Geely is rapidly closing the gap, driven by strong growth in electrified models – nearly 1.7 million units – and the success of its Galaxy range. At the same time, that growth is taking place in an increasingly aggressive market, marked by price wars, overcapacity, and margin pressure.
E5 and Starray EM-i
The brand will enter Belgium, the Netherlands, and Luxembourg in the second quarter of 2026 with two electrified SUVs, the fully electric E5 and the plug-in hybrid Starray EM-i, both positioned in the highly competitive C-SUV segment.
The E5 will be offered in three versions, priced from €37,990 to €41,990. The entry-level Pro version features a 60.2 kWh battery and delivers up to 430 km WLTP range, while the Pro+ and Max+ variants use a larger 68.4 kWh pack, offering up to 475 km WLTP range. Fast charging allows a 30-80% recharge in about 20 minutes.
The Starray EM-i follows a similar three-tier structure, with prices ranging from €34,990 to €38,990. It combines a 1.5-liter gasoline engine with an electric drivetrain, producing around 262 hp, and is available with battery capacities of 18.4 kWh or 29.8 kWh.
This translates into an electric driving range of 83 to 136 km WLTP and a total range exceeding 1,000 km, positioning it as a long-distance alternative for buyers not ready to switch fully to electric.
Both models come with a relatively high level of standard equipment for the price, including large infotainment displays, advanced driver assistance systems, and connectivity features, such as Apple CarPlay and Android Auto. The Starray EM-i also supports vehicle-to-load functionality, underlining Geely’s effort to combine practical usability with modern EV features.
With this dual approach – one full EV and one long-range plug-in hybrid – Geely is deliberately covering two key parts of the European electrification curve. It reflects a pragmatic strategy: not betting solely on battery-electric vehicles, but also offering a transitional solution in parallel.
Ambition to scale quickly
The Benelux launch also highlights Geely’s ambition to scale quickly. Rather than building its own retail network, the company is working with established local dealer groups and partners for both sales and after-sales.
That’s a more traditional approach than the direct or subscription-led models used by some of its sister brands. Geely plans to establish around 20 retail and service locations by mid-2026, expanding to 35 by year-end. A central parts distribution hub in Amsterdam will support multiple markets, underlining the importance of after-sales reliability.
While the rollout resembles the rapid dealer-based expansion seen at Chinese rivals such as BYD and MG Motor, Geely appears to be taking a slightly different route.
Where those brands rely on dedicated importers, such as Inchcape and Astara, Geely is positioning itself closer to an OEM-led model with local partners. That offers greater control over pricing, brand positioning, and customer experience, but also makes execution more complex.
The focus remains the same, however: leveraging existing dealer infrastructure and strong fleet and leasing channels to gain volume quickly in markets such as Belgium and the Netherlands.
Multi-brand strategy
This focus on after-sales infrastructure suggests Geely is aiming for long-term market presence rather than a limited import operation. Crucially, the move fits into a broader multi-brand strategy.
While Zeekr targets the premium EV market and Lynk & Co positions itself in a more design-led, semi-premium space, Geely Auto is intended to generate volume. The E5 and Starray EM-i reflect that role: practical, spacious, and competitively priced rather than performance-oriented or luxury-driven.
This layered approach allows the group to leverage shared technologies, such as platforms, batteries, and software, while addressing different customer segments. It is a strategy that has already proven effective in China, where Geely operates multiple brands under one umbrella.
The European rollout is accelerating. In addition to the Benelux, Geely has recently introduced its brand in markets such as the UK, Spain, and Hungary. The focus is clearly shifting from a fragmented brand presence to a coordinated expansion of the Geely Auto nameplate itself.
