{"id":183426,"date":"2026-03-26T10:30:11","date_gmt":"2026-03-26T09:30:11","guid":{"rendered":"https:\/\/newmobility.news\/?p=183426"},"modified":"2026-03-27T11:08:17","modified_gmt":"2026-03-27T10:08:17","slug":"geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market","status":"publish","type":"post","link":"https:\/\/newmobility.news\/fr\/2026\/03\/26\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\/","title":{"rendered":"Geely lance sa marque principale au Benelux pour s'attaquer au march\u00e9 de masse des VE dans l'UE"},"content":{"rendered":"

Le constructeur automobile chinois Geely Auto introduit sa principale marque de masse au Benelux, la positionnant explicitement comme l'acteur de volume du groupe aux c\u00f4t\u00e9s de ses marques s\u0153urs plus haut de gamme.<\/p>\n

Le lancement, annonc\u00e9 \u00e0 Amsterdam, ne concerne pas seulement deux nouveaux SUV, mais la mani\u00e8re dont Geely entend structurer sa pr\u00e9sence en Europe : Geely Auto vise l'accessibilit\u00e9 et l'\u00e9chelle. Parall\u00e8lement, Lynk & Co et Zeekr couvrent des segments plus haut de gamme.<\/p>\n

Dans son pays, Geely est devenu l'un des acteurs dominants du pays, vendant un peu plus de trois millions de v\u00e9hicules en 2025 et s'emparant d'environ 11% du march\u00e9 des voitures particuli\u00e8res, en deuxi\u00e8me position derri\u00e8re BYD<\/span><\/span> \u00e0 environ 14,7%. Elle devance ainsi des marques \u00e9tablies de longue date dans des coentreprises telles que Volkswagen, ce qui souligne la rapidit\u00e9 avec laquelle le paysage concurrentiel s'est modifi\u00e9 en Chine.<\/p>\n

L'ampleur de la rivalit\u00e9 est consid\u00e9rable. BYD reste le leader incontest\u00e9 avec environ 4,6 millions de v\u00e9hicules vendus en 2025. Cependant, Geely comble rapidement son retard, gr\u00e2ce \u00e0 la forte croissance des mod\u00e8les \u00e9lectrifi\u00e9s - pr\u00e8s de 1,7 million d'unit\u00e9s - et au succ\u00e8s de sa gamme Galaxy. Dans le m\u00eame temps, cette croissance s'inscrit dans un march\u00e9 de plus en plus agressif, marqu\u00e9 par la guerre des prix, la surcapacit\u00e9 et la pression sur les marges.<\/p>\n

E5 et Starray EM-i<\/strong><\/p>\n

La marque fera son entr\u00e9e en Belgique, aux Pays-Bas et au Luxembourg au deuxi\u00e8me trimestre 2026 avec deux SUV \u00e9lectrifi\u00e9s, le E5 enti\u00e8rement \u00e9lectrique et le Starray EM-i hybride rechargeable, tous deux positionn\u00e9s sur le segment tr\u00e8s concurrentiel des C-SUV.<\/p>\n

\"\"
Int\u00e9rieur du Geely E5 \/Geely<\/figcaption><\/figure>\n

La E5 sera propos\u00e9e en trois versions, dont les prix s'\u00e9chelonnent entre 37 990 et 41 990 euros. La version d'entr\u00e9e de gamme Pro est \u00e9quip\u00e9e d'une batterie de 60,2 kWh et offre jusqu'\u00e0 430 km d'autonomie WLTP, tandis que les variantes Pro+ et Max+ utilisent une batterie plus importante de 68,4 kWh, offrant jusqu'\u00e0 475 km d'autonomie WLTP. La charge rapide permet de recharger le 30-80% en 20 minutes environ.<\/p>\n

\"\"<\/p>\n

Le Starray EM-i suit une structure similaire \u00e0 trois niveaux, avec des prix allant de 34 990 \u20ac \u00e0 38 990 \u20ac. Elle associe un moteur \u00e0 essence de 1,5 litre \u00e0 un groupe motopropulseur \u00e9lectrique, produisant environ 262 ch, et est disponible avec des batteries d'une capacit\u00e9 de 18,4 kWh ou de 29,8 kWh.<\/p>\n

Cela se traduit par une autonomie \u00e9lectrique de 83 \u00e0 136 km WLTP et une autonomie totale de plus de 1 000 km, ce qui en fait une alternative longue distance pour les acheteurs qui ne sont pas pr\u00eats \u00e0 passer enti\u00e8rement \u00e0 l'\u00e9lectrique.<\/p>\n

\"\"
Geely Starrey<\/figcaption><\/figure>\n

Les deux mod\u00e8les sont dot\u00e9s d'un niveau d'\u00e9quipement de s\u00e9rie relativement \u00e9lev\u00e9 pour leur prix, notamment de grands \u00e9crans d'infodivertissement, des syst\u00e8mes avanc\u00e9s d'aide \u00e0 la conduite et des fonctions de connectivit\u00e9, telles qu'Apple CarPlay et Android Auto. Le Starray EM-i prend \u00e9galement en charge la fonctionnalit\u00e9 de chargement du v\u00e9hicule, soulignant les efforts de Geely pour combiner l'utilisation pratique avec les caract\u00e9ristiques modernes des VE.<\/p>\n

Avec cette double approche - un v\u00e9hicule \u00e9lectrique complet et un v\u00e9hicule hybride rechargeable \u00e0 longue autonomie - Geely couvre d\u00e9lib\u00e9r\u00e9ment deux parties cl\u00e9s de la courbe d'\u00e9lectrification europ\u00e9enne. Il s'agit d'une strat\u00e9gie pragmatique : ne pas miser uniquement sur les v\u00e9hicules \u00e9lectriques \u00e0 batterie, mais proposer en parall\u00e8le une solution de transition.<\/p>\n

Ambition de passer rapidement \u00e0 l'\u00e9chelle sup\u00e9rieure<\/h4>\n

Le lancement au Benelux souligne \u00e9galement l'ambition de Geely de se d\u00e9velopper rapidement. Plut\u00f4t que de construire son propre r\u00e9seau de distribution, l'entreprise travaille avec des groupes de concessionnaires et des partenaires locaux bien \u00e9tablis, tant pour la vente que pour l'apr\u00e8s-vente.<\/p>\n

Il s'agit d'une approche plus traditionnelle que les mod\u00e8les directs ou par abonnement utilis\u00e9s par certaines de ses marques s\u0153urs. Geely pr\u00e9voit d'\u00e9tablir une vingtaine de points de vente et de service d'ici \u00e0 la mi-2026, puis 35 d'ici \u00e0 la fin de l'ann\u00e9e. Un centre de distribution de pi\u00e8ces d\u00e9tach\u00e9es \u00e0 Amsterdam soutiendra plusieurs march\u00e9s, soulignant l'importance de la fiabilit\u00e9 apr\u00e8s-vente.<\/p>\n

Bien que le d\u00e9ploiement ressemble \u00e0 l'expansion rapide bas\u00e9e sur les concessionnaires observ\u00e9e chez les rivaux chinois tels que BYD<\/span><\/span> et MG Motor<\/span><\/span>, Geely semble emprunter une voie l\u00e9g\u00e8rement diff\u00e9rente.<\/p>\n

Lorsque ces marques s'appuient sur des importateurs sp\u00e9cialis\u00e9s, tels que Inchcape<\/span><\/span> et Astara<\/span><\/span>, Geely se rapproche d'un mod\u00e8le OEM avec des partenaires locaux. Cela permet de mieux contr\u00f4ler les prix, le positionnement de la marque et l'exp\u00e9rience du client, mais rend \u00e9galement l'ex\u00e9cution plus complexe.<\/p>\n

L'objectif reste cependant le m\u00eame : tirer parti de l'infrastructure des concessionnaires existants et des canaux de distribution et de location solides pour augmenter rapidement les volumes sur des march\u00e9s tels que la Belgique et les Pays-Bas.<\/p>\n

Strat\u00e9gie multimarques<\/h4>\n

Cet accent mis sur l'infrastructure apr\u00e8s-vente sugg\u00e8re que Geely vise une pr\u00e9sence \u00e0 long terme sur le march\u00e9 plut\u00f4t qu'une op\u00e9ration d'importation limit\u00e9e. Cette d\u00e9marche s'inscrit dans une strat\u00e9gie multimarques plus large.<\/p>\n

Alors que Zeekr vise le march\u00e9 des VE haut de gamme et que Lynk & Co se positionne dans un espace semi-premium plus ax\u00e9 sur le design, Geely Auto a pour objectif de g\u00e9n\u00e9rer du volume. Le E5 et le Starray EM-i refl\u00e8tent ce r\u00f4le : pratiques, spacieux et \u00e0 des prix comp\u00e9titifs plut\u00f4t qu'orient\u00e9s vers la performance ou le luxe.<\/p>\n

Cette approche stratifi\u00e9e permet au groupe de tirer parti de technologies partag\u00e9es, telles que les plateformes, les batteries et les logiciels, tout en s'adressant \u00e0 diff\u00e9rents segments de client\u00e8le. Cette strat\u00e9gie a d\u00e9j\u00e0 fait ses preuves en Chine, o\u00f9 Geely exploite plusieurs marques sous une m\u00eame enseigne.<\/p>\n

Le d\u00e9ploiement europ\u00e9en s'acc\u00e9l\u00e8re. Outre le Benelux, Geely a r\u00e9cemment introduit sa marque sur des march\u00e9s tels que le Royaume-Uni, l'Espagne et la Hongrie. L'objectif est clairement de passer d'une pr\u00e9sence fragment\u00e9e de la marque \u00e0 une expansion coordonn\u00e9e de la marque Geely Auto elle-m\u00eame.<\/p>","protected":false},"excerpt":{"rendered":"

Chinese carmaker Geely Auto is bringing its core, mass-market brand to the Benelux, explicitly positioning it as the group\u2019s 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 […]<\/p>\n","protected":false},"author":21,"featured_media":183434,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[77170,77160,28,77169,8,4,17],"tags":[],"class_list":["post-183426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-belgium","category-china","category-europe","category-market","category-product","category-top-stories-today","category-weekly-newsletter"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?fit=1603%2C982&ssl=1",1603,982,false],"thumbnail":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?fit=300%2C184&ssl=1",300,184,true],"medium_large":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?fit=640%2C392&ssl=1",640,392,true],"large":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?fit=640%2C392&ssl=1",640,392,true],"1536x1536":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?fit=1536%2C941&ssl=1",1536,941,true],"2048x2048":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?fit=1603%2C982&ssl=1",1603,982,true],"trp-custom-language-flag":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?fit=18%2C12&ssl=1",18,12,true],"related-thumb":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=640%2C480&ssl=1",640,480,true],"gform-image-choice-sm":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=300%2C300&ssl=1",300,300,true],"gform-image-choice-md":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=400%2C400&ssl=1",400,400,true],"gform-image-choice-lg":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=600%2C600&ssl=1",600,600,true],"mailchimp":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?fit=560%2C343&ssl=1",560,343,true],"unipress-phone":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=640%2C100&ssl=1",640,100,true],"unipress-tablet":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=1536%2C240&ssl=1",1536,240,true],"unipress-tablet-portrait":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=1536%2C180&ssl=1",1536,180,true],"unipress-tablet-landscape":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=1603%2C180&ssl=1",1603,180,true],"unipress-smartphone":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=1080%2C168&ssl=1",1080,168,true],"unipress-wide-screen":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png?resize=1603%2C180&ssl=1",1603,180,true]},"post_excerpt_stackable_v2":"

Chinese carmaker Geely Auto is bringing its core, mass-market brand to the Benelux, explicitly positioning it as the group\u2019s 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\u2019s dominant players, selling just over three million vehicles in 2025 and capturing around 11% of the passenger car market, second only…<\/p>\n","category_list_v2":"Belgium<\/a>, China<\/a>, Europe<\/a>, Market<\/a>, Product<\/a>, Top Stories Today<\/a>, Weekly Newsletter<\/a>","author_info_v2":{"name":"Joris Van Roy","url":"https:\/\/newmobility.news\/fr\/author\/jorisximcom-be\/"},"comments_num_v2":"0 comments","yoast_head":"\nGeely lands core brand in Benelux to take on EU\u2019s mass EV market - newmobility.news<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newmobility.news\/fr\/2026\/03\/26\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Geely lands core brand in Benelux to take on EU\u2019s mass EV market - newmobility.news\" \/>\n<meta property=\"og:description\" content=\"Chinese carmaker Geely Auto is bringing its core, mass-market brand to the Benelux, explicitly positioning it as the group\u2019s 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 […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/newmobility.news\/fr\/2026\/03\/26\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\/\" \/>\n<meta property=\"og:site_name\" content=\"newmobility.news\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/search\/top\/?q=newmobility.news\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-26T09:30:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-27T10:08:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/newmobility.news\/wp-content\/uploads\/2026\/03\/Geely-e1774516655810.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1603\" \/>\n\t<meta property=\"og:image:height\" content=\"982\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Joris Van Roy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@jorisvry\" \/>\n<meta name=\"twitter:site\" content=\"@jorisvry\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Joris Van Roy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/03\\\/26\\\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/03\\\/26\\\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\\\/\"},\"author\":{\"name\":\"Joris Van Roy\",\"@id\":\"https:\\\/\\\/newmobility.news\\\/#\\\/schema\\\/person\\\/c1ae99aef99238aa6a3d2e4fae62ca0d\"},\"headline\":\"Geely lands core brand in Benelux to take on EU\u2019s mass EV market\",\"datePublished\":\"2026-03-26T09:30:11+00:00\",\"dateModified\":\"2026-03-27T10:08:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/03\\\/26\\\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\\\/\"},\"wordCount\":821,\"publisher\":{\"@id\":\"https:\\\/\\\/newmobility.news\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/03\\\/26\\\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/newmobility.news\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/Geely-e1774516655810.png?fit=1603%2C982&ssl=1\",\"articleSection\":[\"Belgium\",\"China\",\"Europe\",\"Market\",\"Product\",\"Top Stories Today\",\"Weekly Newsletter\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/03\\\/26\\\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\\\/\",\"url\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/03\\\/26\\\/geely-lands-core-brand-in-benelux-to-take-on-eus-mass-ev-market\\\/\",\"name\":\"Geely lands core brand in Benelux to take on EU\u2019s mass EV market - 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