Make everyone’s boutique car Geely Automobile enter a new era of brand development.

On December 15th, "Geely Automobile Brand Night" was held in the Water Cube of National Aquatics Center. Geely Borui, the flagship model of Geely, which has attracted much attention, appeared in full dress. This is an epoch-making strategic model in the history of Geely’s development and a masterpiece to lay the future brand development path of Geely Automobile. At the same time, Geely Automobile released the brand mission and brand-new brand value definition of "making everyone’s boutique car": dynamic and exquisite, confident and inspiring.

Building everyone’s boutique car Geely Automobile has entered a new era of development.

On the "Geely Brand Night", Geely Automobile released a brand-new brand positioning. An Conghui, president of Geely Holding Group, said: "China automobile market has entered a brand-new development stage, and the post-80s generation has become the main force of the market. Consumers actively embrace the international and professional vision, and their needs and consumption patterns have been upgraded in an all-round way. They are more pursuing technology, quality and self-expression than ever before. In response to the changes in this market environment and consumer demand, Geely Automobile made active strategic adjustments and released a brand-new brand strategy, which defined the brand mission in the new era as’ building everyone’s boutique car’, and under this brand mission, it refined the brand spirit of a new generation of Geely Automobile: dynamic and exquisite, self-confident. "

Geely Automobile will use the top international design team and brand-new design language to satisfy users’ pursuit of dynamic self-confidence and fashion personality. Exquisite manufacturing technology and every quality detail will be used to satisfy users’ pursuit of taste; It is necessary to use T-power and new energy engine, advanced gearbox and chassis technology to adjust and combine Volvo’s safety technology to meet users’ pursuit of driving pleasure; The global technology platform and advanced safety, health and internet technology will be used to meet users’ pursuit of reliable and caring services. Through these efforts, we will create value for the sustainable development of the brand in the new Geely era and devote ourselves to building a boutique car that meets the consumption needs of the new generation of young people.

Facing the future, Geely Automobile has clearly planned a platform-based and universal R&D strategy based on KC and FE platforms and a CMA mid-level car architecture, and provided a product portfolio with confident and dynamic design, fun driving and reliable technology for target market segments. Geely will continue to deepen its technical cooperation with Volvo in the fields of safety, indoor air quality, advanced powertrain and small high-efficiency engine, so as to push Geely automobile onto the road of rapid and sustainable development and make Geely’s product quality and brand image achieve leap-forward development.

Hanken Samuelson, President and CEO of Volvo Car Group, who made a special trip to participate in the launch of Geely Borui, said: "Like Geely, Volvo is undergoing product transformation and upgrading, and at the same time, it has launched a brand-new design language and world-leading powertrain system to achieve the goal of selling 800,000 vehicles in the medium term. Volvo and Geely Automobile cooperate sincerely, and constantly strengthen their technical cooperation, joint research and development and joint procurement, so as to achieve synergy and maximize benefits between the two brother companies. At present, CMA, the module architecture of mid-level car jointly developed by both parties, is the best example of this cooperative relationship. "

Named Geely Borui to Build the First Strategic Flagship Model in the New Geely Era

As the first flagship model under Geely’s brand new strategy, Geely Borui’s debut is undoubtedly the protagonist of brand night. Geely Borui is a mid-to high-end car built by Geely Automobile based on KC platform. The length of the whole vehicle is 4956╳1860╳1516mm, and the wheelbase is 2850 mm. The unique Fastback contour gives the whole vehicle an elegant and steady posture, which makes the design style of the whole vehicle close to the feeling of coupe and full of movement. The use of Chinese elements, such as water ripple, Chinese arch bridge and Chinese palindrome, has also created a unique surprise of oriental aesthetics, making Geely Borui a "masterpiece of great beauty" that takes into account the international design trend and China’s classical aesthetics, thus reflecting the brand-new design language and trend of Geely products in the future.

Peter Hobury, senior vice president of Geely Automobile Design, said: "We have continuously increased our investment in styling design in the past two years, established four styling centers in Shanghai, Gothenburg, Barcelona and California, and hired more than 200 top designers around the world. These investments have begun to drive a revolutionary change in Geely’s design, and Geely Borui is the pioneering work of this change. In the future, Geely will integrate the international design trend and China aesthetic elements to create a series of dynamic and exquisite products to meet the increasing demand of consumers in China. Geely Borui will lay the cornerstone of the brand-new Geely brand image and pave the way for the launch of a series of brand-new models in the future. "

Geely Borui, positioned as a "new generation of advanced dynamic car", presents a feast for consumers with the essence of global R&D by virtue of its luxurious configuration. The leapfrog technology configuration of the whole vehicle, active safety equipment, advanced in-vehicle audio-visual entertainment system, in-vehicle air quality control system, advanced sports suspension, world-class supporting system and world-class factory-Chunxiao base built according to international first-class standards all provide excellent quality assurance for Geely Borui, which perfectly explains the connotation of "quality Geely".

In addition, the chassis of Geely Borui adopts the double wishbone advanced front suspension used in luxury cars, which is adjusted by Australian PRODRIVE, and NVH integrated development is carried out by Belgian LMS company, which makes the driving process stable, reliable and quiet. 1.8T GDI turbocharged direct injection engine, 3.5L V6 high-efficiency and energy-saving all-aluminum engine, and the advanced powertrain of multi-mode six-speed automatic manual transmission combination from DSI in Australia make the driving experience smooth and pleasant.

Feng Qingfeng, vice president of Geely Group and president of the research institute, pointed out: "The R&D and manufacturing process of Geely Borui can be said to be a process of bringing together the world’s top designers, suppliers and manufacturing processes. Geely Borui not only represents the future development trend of Geely’s highest car-making technology and products, but also undertakes the heavy responsibility of enhancing Geely’s brand image, so that people can have a deeper understanding of the automobile development road of the brand in the new Geely era, which is in line with the international top level and brings together the essence of international research and development. "

Join hands with the national swimming team to build a champion brand

On the brand night of Geely Automobile, Geely Automobile also announced that it has formed a strategic partnership with China’s national swimming team, and realized the brand upgrade and value pursuit of the company in the new development period through the sports marketing platform. The leaders of the swimming management center of the State Sports General Administration, coaches and team leaders of the national swimming team, world champions Jiao Liuyang and Ye Shiwen, and Asian champion Ning Zetao attended the launching ceremony of strategic cooperation. Li Shufu, Chairman of Geely Holding Group, presented the key of Geely Borui to Shang Xiutang, Party Secretary of the Swimming Management Center of the State Sports General Administration, and Geely Borui officially became the official car of the national swimming team.

Geely Automobile has been committed to becoming an excellent China brand, presenting first-class design and quality to consumers and providing first-class service. With will, courage and wisdom, the Chinese national swimming team fought bravely in the international swimming arena, emerging a number of world and Olympic champions and building a world-class swimming team. Geely Automobile’s pioneering spirit of breaking through and taking responsibility, as well as the essence of its new brand of "exquisite dynamics and self-confidence", are highly compatible with the passion, self-confidence and positive team spirit of the national swimming team. Their experiences of competing with the world’s top rivals in their respective fields and growing rapidly according to international rules are also very similar, which is a solid foundation for this strategic cooperation.

Swimming is one of the most popular sports events with the most scientific and technological connotation. There are strict technical parameters as the standard in athletes’ equipment and training skills, which is exactly the same as Geely’s persistence in the process of building cars. The scientific and technological content and dynamic rhythm of swimming will appropriately convey the value pursuit of Geely brand.

Wang Lusheng, director of the Swimming Management Center of the State Sports General Administration, said: "Thanks to Geely Group for its great support to the swimming cause in China. In recent years, Geely has become the leader of China’s own brand, and its products have spread all over China and abroad, making China people’s dream of making cars. Our two teams compete with the world’s top rivals in their respective fields through continuous struggle and self-breakthrough, and grow rapidly. I believe that the strategic cooperation between us can convey the spirit of sportsmanship further and inspire China consumers’ pride in national brands and the sense of honor of the country. "

Li Shufu, chairman of Geely Group, said: "We hope that the national swimming team can constantly surpass itself, set a new record and achieve better results. Both Geely Automobile and the national swimming team need to further broaden their horizons, broaden their thinking, learn more excellent international experience and technology, constantly exert the spirit of breakthrough innovation and perseverance, confidently embrace future challenges, and make greater contributions to the promotion of national brands and national images. "