Geely taps Havas as Chinese auto brands eye Australia growth

The past 12 months have seen record sales for Chinese automotive makers in Australia, but it seems they are only just getting started.

In recent years, auto brands BYD, Haval, GM, and Geely have been steadily eroding the dominance of Toyota, Ford, Mazda and Kia. Some analysts now predict that Chinese car makers could command as much as 20% of the Australian auto market by 2025, up from around 12% in 2024.

Geely Automotive Group is among those betting on 2025 to be a landmark year for global expansion.

Last November, Geely officially entered the Australian market, describing it as crucial to its international growth strategy. The company has plans to establish an extensive network of showrooms across major cities and regional areas. Efforts to build brand recognition are now in full swing.

In January, Geely appointed Havas Media to its agency roster, joining forces with sister agency Havas Host, which will handle creative and social media, alongside dentsu, which leads PR and website development.

Havas Media is already leveraging its automotive expertise for Geely’s first consumer engagement campaign in Australia. The campaign focuses on creating meaningful connections across digital, social, and OOH channels to showcase Geely’s "impressive innovation, smart technology, and competitive edge" to millions of Australians.

As the year progresses, electric vehicles are expected to be a major consideration for Australian consumers. Chinese brands already dominate EV sales in Australia, and Geely has now begun pre-launch activities for its upcoming EX5 model.

“Bringing a car to market requires more than just a product and a strong dealership network - it’s about building a genuine connection with consumers through creative storytelling and impactful campaigns,” Li Lei, head of Geely Auto Australia, said.

Virginia Hyland, CEO of Havas Media Network ANZ, said Geely Auto has been clear about its ambitions to grow market share.

“Geely Auto’s entry into the Australian market represents a perfect alignment of innovation and opportunity,” Hyland said.

“There has never been a better time for Geely to enter the Australian market, as consumers are open to new car brands that offer exceptional technology and competitive pricing. We look forward to supporting Geely in capturing the hearts and minds of Australian consumers.”

Geely is no stranger to Australia, operating Volvo, Polestar, and Lotus brands in the market. The company also holds a 17% stake in Aston Martin, while Geely founder Eric Li is the single largest shareholder of Daimler, with a 9.7% stake.

Additionally, Geely operates a joint venture with Renault focused on developing hybrid and internal combustion engines, synthetic fuels, and hydrogen technology.

Australians set a new record for vehicle sales in 2024 with 1.22 million new vehicle sales for the full year, a small 0.3% increase on 2024, according to the Federal Chamber of Automotive Industries.

SUVs claimed 56.9% of the market, light commercial vehicles 22.1% and passenger vehicles 16.6%. December results however set a subdued tone for the year ahead, down 2.7% to 95,895 new sales.