• Sep 7, 2010
Geely Automotive Holdings, one of the four largest automakers in China, has announced that it will dissolve the Geely brand by 2012. The other brands under the Geely umbrella are Gleagle, Emgrand, Englon and now Volvo. The goal is to let the sub-brands emerge and strengthen sales while the Geely models fade away.

Gleagle, short for Global Eagle, is the automakers global brand, while Emgrand offers luxury options. The Englon division is responsible for the London Taxi-esqu TXN and TX4. The existing Geely Freedom Ship and Yuan Jing are going to be turned into Gleagles while the King Kong and Golden Eagle models will become Englons. If this all sounds terribly confusing to you, don't be alarmed this just means you're normal.

As the Geely brand dissolves, the company will focus on assisting their existing dealerships achieve greater levels of profitability and service. Also, they will begin to increase the number of Emgrand dealerships from 200 up to 250.




[Source: China Car Times]





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  • 30 Comments
      • 4 Years Ago
      Mercury was not put up for sale.
      • 4 Years Ago
      Gleagle ... that's about as appealing as shart. Although, they are both great at which to poke fun!
      • 4 Years Ago
      All is well in the world.
      • 4 Years Ago
      lol, Gleagle
        • 4 Years Ago
        My real question is why people keep calling their cabs London Taxi-esque or whatever...they *are* the London cabs because Geely owns a stake in the company that makes the London cabs, and the cab company has been trying to sell the rest of itself to Geely for years. They don't just look like the London cabs, they literally *are* the London cabs, just the Chinese market variant.
        • 4 Years Ago
        Dude,
        I caught a case of the Gleagles one time, took me a week to get rid of them. I will never visit another emgrand again
        • 4 Years Ago
        I suppose these names sound less stupid in Chinese?

        Anyway, good on Geely, I expect using these new names will help them in many markets.
        • 4 Years Ago
        LOL

        I think other than Volvo the words "Dog Shat" would be more marketable... But I guess they are the ones with billions of dollars................
        • 4 Years Ago
        Sounds like a Pokemon.
      • 4 Years Ago
      Say wha?

      So where does this put Volvo?
        • 4 Years Ago
        OK, took me a few reads to understand. All is well in the world.





        Till 2012 that is.
      • 4 Years Ago
      Gleagle sounds like a position in the Chinese KKK.
      • 4 Years Ago
      For real, Geely has a model called the "King Kong"? Man...I don't care how big a P.O.S. it is, I think it would be worth it to just tell people when they ask what you drive, you can say, a "King Kong." LOL. :-D
      • 4 Years Ago
      What will happen to Volvo?
      • 4 Years Ago
      How much would it cost for Geely to pay a branding company to come up with a decent name? Toyota paid a branding company to come up with names for its luxury brand and Lexus was chosen (IIRC there was Lexia among other choices).

      If anything they should have bought Saturn from GM and the toolings for the Ion and L-Series. With minor modifications and cheap prices they could become good sellers in China, Africa and other 3rd world locations.
      • 4 Years Ago
      This news makes me so glecstatic.
      • 4 Years Ago
      Could Geely be looking at GM as a model for its brand structure? Or is the name disappearing completely?
        • 4 Years Ago
        That is precisely what Geely is doing.

        It's no different from GM, VAG, HK or FHI presenting the brands as the "faces" of the company to the customer.
      • 4 Years Ago
      So Geely is going to be China's General Motors now.
        • 4 Years Ago
        That's the plan. The real challenge is execution, which not even GM managed to keep straight...
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