Geely Will Eliminate 'Geely' as a Car Brand

Chinese Auto Maker Will Focus On Emgrand, Global Eagle and Englon Brands

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SHANGHAI (AdAgeChina.com) -- Zhejiang Geely Holding Group Co. plans to phase out the Geely car brand by the end of 2011 in order to strengthen its other three brands.

But Geely will be retained as the company name, a spokesperson said.

Only three models--all compact cars--are currently marketed under the Geely brand: Freedom Ship, Kingkong and Vision. When those models undergo upgrades next year, they will be sold under other brand names, according to the spokesperson.

Geely started making cars under the Geely brand in 1997. In 2008, the private Chinese company launched three more brands, Emgrand, Global Eagle and Englon.

Under Geely's brand strategy, Emgrand is marketed for family use, Global Eagle is aimed at young people, and Englon at business use.

During the first seven months of the year, sales of Geely, Emgrand, Global Eagle and Englon totaled 138,840 units, 34,988 units, 24,921 units and 24,481 units, respectively, according to J.D. Power and Associates.

This article was first published in Automotive News China, a publication of Crain Communications.

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