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Industry > Business

Geely Motor PH takes over brand’s ‘direct operations’ business model

With a direct sales company, our market can expect enhanced customer service

The press release did not mention the Coolray, but all the attached pictures were of it. You know what that means. PHOTO FROM GEELY

Ah, how time flies. Remember when Geely was the most popular Chinese car brand in the Philippines? Nearly two years ago, all it took was one mindless misstep by a dealership and all the goodwill earned in four years of hard work went kaput.

And to compound the brand’s situation, last year (2024) saw the expiration of Geely’s five-year contract with Sojitz G Auto Philippines (SGAP) of Japan. The corporate name that was being advertised back then to take over was Geely Automobile International Corporation.

Fast-forward to 2025 and the firm that will now handle Geely in our market is simply called Geely Motor Philippines. In fact, our first introduction to the name happened last month, when GMP president Will Wan paid us a visit. The purpose of that visit? Just to tell us that the company was wrapping up its transition period by focusing on its customers, and that the new subsidiary would be officially launched within the first quarter of the year.

Geely Motor Philippines president Will Wan. PHOTO BY VERNON B. SARNE

This week, we received an announcement saying that GMP would follow a “direct operations model for enhanced market focus.”

This is how the press release explains it:

“The adoption of a direct operation model brings several advantages. Closer alignment with market demand will enable GMP to better understand and respond to the specific requirements of the Philippine market, ensuring [that] products and services are more closely aligned with consumer expectations. Faster response to market changes will be possible with streamlined decision-making processes, allowing for more agile and efficient operations. Enhanced customer engagement will be achieved through direct interaction with customers, providing a more welcoming and personalized service experience. Superior quality service will be delivered by taking full control of the customer journey. Finally, the new structure will support more effective business strategies, allowing for better adaptation to local policies and market conditions.”

These Geely gentlemen are optimistic about the brand’s new chapter in the Philippine market. PHOTO BY VERNON B. SARNE

If you ask us, Geely is a good car brand that was just unfortunate to have been caught up in the unprofessionalism of a dealer’s service personnel. Which, if you think about it, happens to all other brands—Chinese or not. Maybe this is the best time to try it again, because its management knows it cannot afford another brand-breaking incident.

Let’s see how much better this “direct operations” thing is.



Vernon B. Sarne

Vernon is the founder and editor-in-chief of VISOR. He has been an automotive journalist since July 1995. He became one by serendipity, walking into the office of a small publishing company and applying for a position he had no idea was for a local car magazine. God has watched over him throughout his humble journey. He writes the ‘Spoiler’ column.



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