Geely Auto Group is a leading global automobile manufacturer founded in China in 1997. It manages several leading brands including Geely Auto, Lynk & Co, Proton Cars, and Geometry.
Geely
Industry Automotive
Geography Global
Impact A rapidly expanding portfolio
Geely came to Lynxeye wanting to challenge a specific competitor globally. Lynxeye provided an insights platform that guided Geely on how to best utilize both existing and future brands.
Challenge
Geely came to Lynxeye with the question of how to best challenge Volkswagen globally. It wished to understand if the Geely car brand could play that role in its portfolio, and if not, what other alternative routes there were.
Response
Lynxeye evaluated the Geely Group’s current portfolio of brands as well as pinpointed what a brand would need to deliver on in order to compete with Volkswagen.
The insights platform provided Geely with guidance on how to best utilize its existing brands, as well as what to focus on when developing new brands or when considering acquisitions.
Impact
Geely has rapidly extended its portfolio of brands in the years following the project. The group has added new brands like Lynk & Co, Polestar and Zeekr, as well as acquired heritage brands like Lotus and Proton.
