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.