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Comprehensive Marketing Strategy of Geely – With Company Overview

Updated on: Nov 7, 2022
marketing strategy of Geely - featured image

In our last article, we learned in-depth information about marketing strategy of Hyundai. We will go into more detail about the marketing strategy of Geely in this article as the top automobile manufacturer in China.

The goal is to give you some understanding of how Geely went from being a cooperative startup automobile manufacturer to becoming one of China’s most recognisable, renowned and global automobile companies.

Marketing is a part of a company’s DNA that can either make it or break it. Marketing has moved online in tandem with user behaviour around the world as users increasingly use digital devices.

If you have some interest in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover the marketing strategy of Geely in this blog. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.

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About Geely –

marketing strategy of geely - logo

Source – 1000 Marcas

Geely, also known as Zhejiang Geely Holding Group Co., Ltd. (ZGH), is a multinational Chinese automobile manufacturer with its headquarters in Hangzhou, Zhejiang. Li Shufu, a Chinese billionaire businessman, owns the business privately.

It was founded in 1986, and its Geely Auto subsidiary entered the automotive market in 1997. Geely Auto is currently the seventh-largest automaker in China, with 1.328 million sales expected there in 2021.

Globally, the group sold over 2.2 million cars in 2021, and over 17,926 plug-in electric vehicles in January 2022.

The company manufactures and sells vehicles under its own brands, including Geely Auto, Geometry, Maple, and Zeekr, as well as under the names of foreign-based subsidiaries, including Volvo Cars, Polestar, Lynk & Co, Proton, and Lotus.

It also produces and sells vehicles that are exclusively used for business purposes under the names London EV Company, Ouling Auto, and Farizon Auto.

Additionally, it makes motorcycles through its subsidiaries Zhejiang Geely Ming Industrial (Jiming and Geely brands), Qianjiang Motorcycle (QJMotor and Keeway brands), and Benelli.

It also produces electric cars under some of the previously mentioned brand names. In September 2022, the group purchased a 7.6% stake in Aston Martin Lagonda Global Holdings plc, the ultra-luxury British performance brand.

Quick Stat:

CEO Mr Jerry Gan
CMO
Area served Worldwide
Industry Automobile
Revenue 101.6 billion RMB
Vision Geely Auto enters the automobile industry with the vision of producing cars that ordinary people can afford, becoming China’s first privately-owned auto manufacturer.
Tagline Explore more

 

Marketing Strategy of Geely –

Early on, a major component of its marketing strategy of Geely was centred on pricing competition as a means of entering its numerous markets. What you should know about Geely is included in the list below:

Segmentation, Targeting and Positioning 

Segmentation – Geely segments its cars & products on the basis of income level.

Targeting – As Geely offers luxury cars their main targets are people from the upper class.

Positioning – Geely is positioned as China’s first privately-owned auto manufacturer.

Marketing Campaigns  

Best Moments With Friends Campaign

marketing strtaegy of geely - marketing campaign

This campaign was launched by Geely with the objective of building a connection with its target audience. This campaign worked so well because it resonated with their target audience. It depicts the lifestyle of the target audience.

Social Media Marketing 

Geely can be found on the following social media platforms:

  1. Instagram: 18.7k
  2. LinkedIn: 124,045
  3. Twitter: 13.5k

They are mostly active on LinkedIn and most of their posts involve product launches and advertisements.

SEO Strategies

 marketing strategy of geely - ubersuggest seo screenshot

Source – Ubersuggest 

In accordance with the SEO standards organic keywords, less than 500 are bad, more than 1000 are good and more than 10,000 are amazing. And as seen in the image above Geely has 6K+ organic keywords which is good.

Geely has monthly traffic of around 31K which is amazing as above 20,000 is good.

 Influencer Marketing 

Geely does not do any kind of Influencer Marketing. As their competitors, they can also try this type of marketing for their benefit.

E-commerce strategy 

Geely has a website on which they provide detailed information about the cars they provide with its specialisations. But they do not offer an Online buy option.

Mobile Apps

Geely offers a mobile app. The Geely Smart Ecosystem (GKUI) enables consumers to connect with their vehicles and maintain global connectivity.

With the help of the smartphone app, users can easily stay mobile and linked to their automobiles from any location, enabling them to lock or unlock their vehicles, start the engines, turn on the heating or cooling, and more.

Additionally, the app enables Geely consumers to maintain their vehicles with over-the-air updates.

Content Marketing Strategies

There are various blogs and articles in which Geely has been mentioned. Some of the articles are available on their websites.

This brings use to the conclusion of the marketing strategy of Geely.

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Conclusion – What’s unique about the marketing strategy of Geely?

The main factor in Geely’s success over its rivals is the incredible marketing initiatives it has used to draw attention to the brand among consumers.

One of the fundamental building blocks of any company is marketing, and this foundational element is undergoing a fast transformation right now. Knowing more about this expanding industry is crucial given the growing significance of digital marketing.

If you want to stay a step ahead of your rivals then learn digital marketing and use it wisely. You can learn digital marketing from IIDE’s Online Digital Marketing Course.

Hope you found this marketing strategy of Geely useful.

Find more insightful case studies on our IIDE Knowledge portal if you enjoy this kind of in-depth company study.

Please leave your comments about this case study in the space below. Thank you for taking the time to read this.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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