Chinese car-maker sees SA as launch-pad for regional expansion

Chinese car brand Geely’s drive to strengthen its presence in South Africa through an expanded dealer network and new product is starting to reap rewards, according to John Jessup, CEO of Geely South Africa. And it opens a range of opportunities for the local logistics industry. Jessup said the company had almost completed its South Africa dealer footprint and that Geely South Africa had been asked by its international parent company to directly handle adjoining territories and Mauritius. Geely is currently not available on the continent. However, Jessup believes that in terms of sub-Saharan Africa it makes sense for South Africa to be used as a launching pad. On the cards are plans to open dealerships in Namibia, Botswana, Zimbabwe, Mozambique and Mauritius. “Like with any new brand, the main challenge is gaining credibility and acceptance by owners, potential owners and dealers,” he said. Jessup expects similar challenges when taking Geely products to the rest of the continent. “Although there is some evidence of more open-mindedness to Chinese brands in some of those markets,” he added. Geely cars are imported into the SA market as fully built-up units and volumes of 5000-10 000 are expected in five years. The Geely has Swedish Volvo technology in its DNA.