Geely Auto is proving it is here to stay in Australia. Just five months after its launch, the brand has built a network of 43 dealerships across every state and territory. The latest milestone includes a partnership with premium retailer Autosports Group, which opened its first Geely showroom at its Leichhardt premises in Sydney.
Rapid Growth and Dealer Confidence
This pace of expansion is impressive. Few challenger brands achieve this kind of reach so quickly. The partnership with Autosports Group is significant because of its reputation and its portfolio, which includes Rolls-Royce, Bentley, Lamborghini, Maserati, Mercedes-Benz, BMW, and Audi, along with Polestar and Volvo. The fact that a premium dealer group has jumped on board so soon speaks volumes about Geely’s long-term potential.
Other major dealer groups have also joined, including Jowett Motor Group, McCarroll’s Automotive Group, Regent Motor Group, Peter Warren Automotive Holdings, Tony White Group, Kevin Dennis Motors, Sime Motors Australia, and Pickerings Auto Group. This mix of premium and volume-based partners shows that Geely is appealing to a wide range of dealership models.
Why Dealers Are Interested
Geely’s success comes down to speed to market and a strong product pipeline. The brand launched with the EX5 earlier this year and is already preparing to release its next model, the Starray EM-i hybrid SUV, next month. This regular stream of new models gives dealers something fresh to promote and keeps consumer interest high.
For context, most new market entrants struggle to get into double-digit dealer numbers within their first year. Geely’s network growth is already well ahead of that benchmark, and its national coverage is nearly complete, with Darwin next on the list.
What This Means for Car Buyers
For Australian buyers, a bigger dealer network means easier access to showrooms, test drives, and servicing locations. This is good news for anyone considering a novated lease. With more dealerships, it becomes simpler to compare models, get quotes, and use tools like Fingo’s novated lease calculator to work out potential savings.
For those considering an EV novated lease, Geely’s upcoming Starray EM-i could be an interesting option, particularly with the government’s Fringe Benefits Tax (FBT) exemptions on eligible electric vehicles.
Looking Ahead
Geely’s ability to maintain quality customer support while scaling will be the true test. Early signs show that dealer confidence is strong and the brand is building the foundations for long-term success. For buyers looking at novated leasing, this momentum means more choices and potentially better deals in the months ahead.