• Apr 16, 2010
Chinese automaker Geely Holding Group is giving that divide and conquer thing a shot. The company is apparently planning to begin selling all of its vehicles under three different brands starting next year. That means current products will likely see a logo and name change before 2010 is over and done with. Starting in 2011, Geely Holding Group will sell vehicles under the Gleagle, Emgrand and Englon banners.
And what about Marple? That brand will continue to sell alongside its three new brothers, but only until the end of its vehicles product cycles. After that, it will fade into oblivion.

Why is Geely Holding Group shaking things up like this? Our bet is the company is hoping keep from overwhelming buyers. We recently heard Geely plans to show off a total of 58 vehicles at the upcoming Beijing Motor Show. Splitting those models up between three brands would be an easy way to make the products more approachable for buyers. Besides, it worked for General Motors, right? Right??

[Source: Gasgoo]


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  • 35 Comments
      • 4 Years Ago
      They're just setting themselves up for disaster.

      • 4 Years Ago
      Where does Volvo play in this strategy?
        • 4 Years Ago
        It doesn't. They're going to keep Volvo completely separate from Geely, 'member?
      • 4 Years Ago
      btw, most chinese know these cars by their chinese name. They didnt even have english names before. As a chinese, these names in Chinese sound good for me.
      • 4 Years Ago
      Isn't Gleagle one of the Banana Splits? No wait, that's Fleagle, the only one Bill Brasky didn't hunt down and kill...

      TO BILL BRASKY!!!!!
      • 4 Years Ago
      Various names to sell the same vehicle with differents grilles as Cirrus, Stratus, Breeze, or Cavalier, Sunfire... Mazda 323, Mercury Tracer, Ford Escort... How some things looks so ridiculous when the point of vision changes...........
      • 4 Years Ago
      Maybe they're trying to confuse lawyers suing them for stealing designs?

      Now. The fun part, watching the China apologists flag this until it's removed like any post regarding unfair Chinese trade practices.

      Let the games begin.
      jojoican@gmail.com
      • 3 Years Ago
      so so
      • 4 Years Ago
      Couldn't they have chosen less-embarrassing names? Like, maybe Urkel or Booger?
        • 4 Years Ago
        LOL My thoughts exactly.

        Don't Emgrand and Englon (i.e. "Engran") sound the same to a Chinese speaker? Oooh, how tricky!

        Don't forget the New Volvo will heretofore be know as "Vorvor". LOL



        • 4 Years Ago
        Gleagle = G L Eagle = 全球鹰 (quán qiú yīng) - Literal translation is Global Eagle. It's just an acronym of: Gl for Global and Eagle.

        EmGrand = Em Grand = 帝豪 (dì háo) - Literal translation = Grand Emperor. EmGrand is an acronym for Em (Emperor) and Grand

        SHANGHAI ENGLON = 上海英伦 (Shàng hǎi yīng lún) - Literal translation is Shanghai England. It is just a variation on Shanghai and England.
        • 4 Years Ago
        SHANGHAI ENGLON - Is this in reference to MG/Rovers? (It is Geely that own them, right?)
        • 4 Years Ago
        They actually announced these names last year and I was hoping that they would hire a native English-speaking marketing firm and reconsider. Guess not.
        • 4 Years Ago
        No kidding! They sound like something you might hear on The Simpsons.
        • 4 Years Ago
        Hey, when you're part of leading the world's largest car market, you can do whatever the hell you want with brand naming.
      • 4 Years Ago
      "Dong... where is my automobile? Where is my Gleagle?"

      "Automobile???? HAHAHAHA! Lake! BIG LAKE! SPLASH!"

      Seriously though... those names suck. If they can't even come up with good NAMES then how are they supposed to sell cars here? Not just that, but what does it say about their management if they can't or won't hire an honest english speaking person who they could run names by? It either means they're too backwoods to care or too dictatorial to want to know. Neither quality makes them a good automaker.
        • 4 Years Ago
        Well played, sir. Very nice "16 Candles" reference.
      • 4 Years Ago
      Badge engineering Chinese style.
      • 4 Years Ago
      and just think...this is the company that bought Volvo....:facepalm:
        • 4 Years Ago
        Don't worry their name will be changed to Vulva.
      • 4 Years Ago
      I'm pretty sure divide and conquer means you divide your opponents into different groups.
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