The Geely brand is only about 33 years old now, but in the seemingly short time since its founding days of making copycat cars, the brand has grown to be a global powerhouse. But, would any of us know of its existence had it not taken a 49.9% share in Proton?
For most lay people, that may be the case. However, longtime followers of this site (or fans of the Ford or Volvo brand) would learn of the Geely brand a little over a decade ago when Ford, then owner of Volvo, decided to put the Swedish brand up for sale. This would be Geely’s first major acquisition, and the sale amounted to US$1.8 billion, which really wasn’t much, all things considered.
The first Proton-Geely tie-up didn’t actually take place in 2017. Instead, former prime minister Datuk Seri Najib Tun Razak first spoke of a partnership in 2014, one that would see Proton expand its foothold in China. The two parties reached an agreement over the deal, which included vehicle design, sourcing, manufacturing, marketing, import and distribution for ASEAN and the China market, and was even witnessed by two-time former PM and Proton founder, Tun Dr Mahathir Mohamad.
However, Proton’s outlook continued to remain gloomy in Malaysia, troubled with slowing sales and growing debt. In mid 2016, it requested for a RM1.5 billion soft loan in order to pay vendors, which the government approved, but on the condition that it form a strategic partnership with a foreign brand to rehabilitate the business. This is where Geely really started gaining prominence in Malaysia.
Geely’s initial plan was supposedly to acquire loss-making Lotus Cars from DRB-Hicom, but in a quick turn of events, it became the leading choice for Proton as its strategic partner. There were five other notable parties that were interested in the deal, including the PSA Group, who wanted majority stake in Proton’s Tanjung Malim plant.
From this point on, well, you pretty much know how things turned out. After the launch of the X70, Proton went on to introduce three updated models, and in 2019 managed to sell more than 100,000 vehicles – the first time it did since 2015.
Its current focus is to continuously improve the model range, and hopefully meet the Q4 deadline for the launch of its most anticipated car yet, the Proton “X50.” You may check out our walk-around tour of the Geely Binyue, of which the “X50” is based on, here. Also, check out Donut Media’s coverage of the Geely brand, below. *Some pronunciations may hurt.
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With more and more speculated news,
we are inclined to choose Geely now over Honda.
Please launch a Geely model with Geely showrooms and service center
Not only that. Even buyers will choose Proton over Honda.
Proton dan rebadged berpisah tiada.
Really proud of rebadging China cars.
all about the money.
If geely open their own showroom, proton will kompom close shop lingkup.
Actually, I would suggest one better for Geely.
With Mitsubishi leaving UK, the UK distributor, Colt Cars (in Cirencester) is now looking for a new brand to represent (& rumour is that they’re open to a Chinese car brand). This is one opportunity that’s too good to let go.
Colt Cars already have existing distribution, showrooms and service centers. They have an experienced workforce. Basically, everything is in place (except for a production factory) for Geely to start selling.
Yeah. Should have launch the best geely car of all time, geely GE. Best ever.
Of cos alot people know abt existence of geely the copy cat before. Til now they still copy cat technology from volvo n merc. Geely doesnt have technogoly before this, all are copy cat.
i know about Geely way back 2007 when i did a project on upcoming international Businessman and i choose Li Shufu, the founder of Geely Group.
What is Donut Media anyways?
Goes to show that when you put a Chinese management, they can turnaround the company, unlike those lazy bloodsucking parasites free-riding for so long
Proton sign so many deals along the way, even kill of Suzuki Malaysia. Wonder how would Donut Media ran Proton in Up to Speed?!
I hope Geely can provide some fun to drive car. Don’t care what the badge is. I just want more Hrsprs per ringgit.
Proton would have done better if it is under VW group now. It almost happened, didn’t it? Sometime 2006-2009.
Look at where is Seat and Skoda now. Great cars.. Using VW platforms and mechanicals.
Waiting double carb by Geely/proton.
Diesel engine preferably. Plan for offroad use.
Geely came to my attention when they bought over Volvo. They then left Volvo to do their magic. The same can’t be said for Proton. Geely had to purge some old blood and guide Proton by holding their hand till today. They will have to continue doing it because without Geely’s knowledge and wisdom, Proton will revert to their stupid ways.
if not for Geely i wont even want to buy PROTON…. Chicken and Egg problem
But Geely still selling the carbon copy body of E130 Corolla as Yuanjing and XP40 Vios as Jinggang.
Geeky really saved them. So lucky.
Yes I know Geely. Infact this brand has been quite well known.
mo powa babeh!
sure just know geely after long saga. at the end both party has turn around the market share. why? will geely go to NAZA? of course not. why not P2? well they on the top. but P1, has everything in the world and yet they do not have the capacity to make sales. 1 day we will see a car that made by both company that will strive more profit. All the technologies are there for them. Lotus, Volvo, Daimler AG, Link&co, etc. no more rebrand.
kah kah kah dulu fan protong kutuk P2. kejer rebadge keta japang sambil tukar bumper.. at least P2 sudah mula buat rnd
protong.. kah kah kah dr berdentum2 pasal rnd engine ‘tebor’ tak cukup masak tu.. engine tgdi bla2… akhirnya jadi company rebadge keta 100%.. tukar logo..tukar right handed.. kah kah..kah shame la protong.. azlano mana? tak nak tukar bumper x50 kasi ‘keras’ mcm preve ke? kah kah..kah
boleh vss la staff rnd..jual la semua brg2 tu…simpan buat tukun ke