GEELY MOVES UP, PRICE STAYS DOWN

Geely South Africa, official importer and distributor of the Chinese-built Geely cars, has announced the appointment of a new CEO and the introduction early next year of a brand new high spec A/B class entry-level car that will retail for under R90 000.

The first new cars to be introduced by the new company recently reached dealer showroom floors and include the B/C segment Geely MK 1.5 and 1.6 Sedans for under R115 000 and a MK2 1.5 Hatch range at under R100 000.

Geely, which means ‘lucky’ in Chinese, is the largest privately-run car manufacturer in China and earlier this month Zhejiang Geely Holding Group, the Shanghai-based parent company of Geely Motor Holdings, received approval from European Union regulators for Geely’s acquisition of Volvo from Ford Motor Company for $1.8-billion.

Well-known motor industry executive John Jessup, 63, who has over 40 years of experience in the South African motor industry and has worked for companies like Volkswagen, General Motors, BMW and Nissan, has been appointed CEO of Geely South Africa.

Geely SA is owned by the Hallmark Motor Group, a sister company of the JSE-listed transportation, supply chain and logistics service provider Cargo Carriers and the family owned Magic Group, who each hold 50%. Both companies have extensive motor  interests via  franchised dealerships of Mercedes-Benz, Toyota, Volkswagen, Nissan, Hyundai and General Motors.

Hallmark has a large interest in GWM SA and has been instrumental in making it by far the most successful Chinese brand in South Africa to date.

Jessup, a graduate of the University of Port Elizabeth, is a former marketing director of both BMW South Africa and Nissan South Africa.  A keen golfer, outdoor photographer and fitness enthusiast, Jessup feels he is in good shape to take on the challenge of building the Geely brand in South Africa.

“We took over the existing Geely importer and distributor several months ago and are assembling a small but experienced team of professionals who are serious about making a success of the Geely brand in South Africa.

“Geely is a highly respected brand in China, which is rapidly becoming the powerhouse in the global automotive world,” he said.  “We are keenly aware of the need to provide South African consumers with a quality product that is backed by professional and dependable after-sales service.  I am impressed with what I have seen of the Geely vehicles.  They are stylish, well-made and excellent value for money, with loads of features that you would not expect of vehicles in the price range.

“We will be looking closely at the extensive range of Geely cars, SUVs and light commercials and we will enter one further major new market segment each year for the next three years.”

Geely South Africa, whose new head office is being completed in Midrand together with a parts distribution centre, currently has 11 dealers and aims to have more than doubled this by the end of the year.

STORY FROM PETER BURROUGHES COMMUNICATIONS