Geely Auto is gearing up for its Australian debut, launching marketing initiatives tailored to local consumers to establish a strong foothold in the market.
Geely delved into Australians’ needs and considerations when buying a car to convey its brand vision authentically.
The survey informed the briefing and requirements for the omnichannel approach when selecting the Australian agencies that will work under the supervision of Geely Marketing Director Beryl Thomas.
Geely Auto Australia has appointed Havas Host, Dentsu and Merkle as local partners to bring the brand to Australia and New Zealand. The agencies will support its localised brand and product launch strategy, covering creative, social, media, PR, and website experience.
Havas has been named as Geely Auto Australia’s lead creative, media and social media agency. Its remit will include developing a new brand campaign and building on the automotive powerhouse’s current global platform to inspire consumers to ‘See The World In Full’.
Dentsu has been responsible for public relations, influencer and ambassador management, and press fleet management. Merkle’s experience business has been tasked with creating Geely’s Australian digital consumer experience, starting with website interactions, including pre-order and test drive bookings.
“At Geely Auto, we’re not just about making cars – we’re creating a better way of living,” Head of Geely Auto Australia Li Lei, says.
“We aim to forge a lasting impact on the Australian automotive landscape. As we move into 2025, we look forward to offering Australians a flexible, versatile, and innovative mobility choice that suits the needs of the Australian way of life.
“Havas and Dentsu presented ideas that resonated with our brand values, ensuring our commitment to Australia was front and centre in their approaches. We are excited to gather a team of market talents to strengthen the presence of the Geely brand,” he says.
