Geely gears up for shakeup in Spain as Chinese auto giant takes on European market under its own name
Geely’s launch lineup to feature hybrid and electric models tailored to Spanish drivers
First steps
Geely plans to establish its own dealership and service network in Spain, a rare move for new Asian entrants. By the end of the year, the company aims to open 50 showrooms across the country. To serve customers, Geely will set up a state-of-the-art spare parts warehouse capable of next-day deliveries—a move designed to allay concerns over service support and speed up the brand’s integration into the new market.
The company emphasizes that the Spanish audience shows a particular interest in new technologies and environmentally friendly solutions. That is why Geely is focusing on electrification: both vehicles that will go on sale are equipped with advanced powertrains. The Starray EM-i hybrid can travel up to 943 kilometers on a single tank and charge, while the electric EX5 offers up to 530 kilometers on one charge. These figures clearly surpass many competitor offerings.
Strategy and Ambitions
Geely does not hide its ambitions: the company aims not just to establish a foothold in Spain, but to become one of the market leaders. In recent years, the group has been actively expanding its presence across Europe, opening offices and factories in Germany, France, the United Kingdom, and Italy. Spain has become the next logical step in this strategy. In 2025, Geely sold over 3 million vehicles worldwide, with more than half being electrified models. Sales grew by an impressive 39% compared to the previous year.
A key part of Geely’s strategy is focusing on local preferences. The Spanish market is highly competitive, but also open to new brands, especially those offering innovative solutions and high-quality service. Geely is betting on affordability, advanced technology, and a personalized approach for every customer. The company promises not only modern vehicles, but also quality aftersales service, which it expects to become its main competitive advantage.
A Success Story
Geely’s journey to global recognition began in 1996, when Eric Li founded the company in Taizhou, Zhejiang province. Just a year later, Geely became China’s first private car manufacturer, and by 2002 it ranked among the country’s top ten automotive groups. In 2003, the company was reorganized into Zhejiang Geely Holding Group, and in 2005 it was listed on the Hong Kong Stock Exchange.
Since 2010, Geely has been actively acquiring stakes in well-known global brands: first Volvo, then Proton and Lotus, and in 2018—nearly 10% of Daimler AG’s shares. In 2019, Geely and Daimler established a joint venture to produce Smart electric vehicles. This aggressive expansion and diversification have made Geely one of the most influential players in the global market.
Challenges and prospects
Geely’s entry into the Spanish market comes amid intensifying competition among Chinese automakers. Around thirty brands from China are already present in Spain, each trying to carve out its own niche. However, Geely stands out not only for its scale but also for its approach: the company is unafraid to invest in infrastructure and service—something rarely seen among new market entrants.
Experts note that Geely’s success will largely depend on how quickly the brand earns the trust of Spanish buyers. The focus on hybrids and electric vehicles appears justified, given European environmental regulations and growing interest in green technologies. Nonetheless, competition with local and other Asian manufacturers is expected to be intense.
RUSSPAIN reminds readers that Geely is not only one of China’s largest automotive corporations, but also the owner of well-known brands such as Volvo, Polestar, Lotus, and Smart. Founded in 1996, the company has rapidly transformed into a global player, actively investing in innovation and expanding its presence in key markets worldwide. In recent years, Geely has focused on electrification and sustainable development, which has enabled the company to compete successfully with leading global car manufacturers.
