Geely launches biggest Australian campaign for new EV

Chinese automotive brand Geely has launched its biggest Australian marketing campaign to date, rolling out an integrated push for its new EX2 electric vehicle as competition intensifies in the fast-growing small EV segment.

The campaign, developed by Bastion, Dentsu PR and Tag, centres on the platform 'It's Gonna Be BIG', challenging the perception that buying a small car means compromising on technology, space or performance.

Marketing director Beryl Thomas said the campaign was designed to reinforce the EX2's positioning as an uncompromising small EV.

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"The Geely EX2 is the world's best-selling small EV, redefining the segment with impressive technology, space, storage and driveability," Thomas said.

"By turning consumer perceptions of small cars on their head, the campaign reinforces Geely's 'Uncompromising by Design' positioning."

A key part of the launch is an Australian-first virtual showroom on Amazon.com.au, allowing consumers to explore vehicle features, view state-based pricing, locate dealers and book test drives without leaving the platform.

The campaign also extends across Prime Video interactive advertising, out-of-home, social media, creator partnerships, earned media and experiential activations.

Bastion led the campaign's creative direction, while Tag oversaw social media, creator partnerships and influencer activity. Dentsu PR, Geely's earned media agency since late 2024, developed the launch's communications strategy and will continue supporting the campaign with thought leadership and data-led content.

The launch event will be held at The Cutaway in Sydney's Barangaroo precinct, marking the first automotive launch staged at the venue.