In a significant move in the automotive industry, Geely Automobile Group, under the leadership of its CEO, Gan Jiayue, has formally integrated two major brands, LEVC (London Electric Vehicle Company) and Radar, into its expansive portfolioThis consolidation marks a crucial step in Geely's strategy to offer a comprehensive range of vehicles, including sedans, SUVs, MPVs, off-road vehicles, and pickups, all under one umbrellaThis integration effort showcases Geely's ambition to dominate multiple segments of the automotive market and respond effectively to shifting global economic conditions and intensified competition.

The backdrop to this major restructuring initiative can be traced back to the Taizhou Declaration announced by Geely Holding in September 2022, in Taizhou, Zhejiang ProvinceThrough this statement, Geely outlined a strategic focus on its core automotive business, aiming for enhanced competitiveness through five key measures: strategic focus, integration, synergy, stability, and talent acquisition

This declaration represented the dawn of a new phase in Geely's strategic transformation.

Fast forward to October and November 2024, when Geely revealed plans for Geometry to officially merge with Geely Galaxy and Lynk & Coto join forces with Zeekr—a clear sign of its ongoing consolidation effortsThe announcement made by Gan Jiayue confirmed speculations that continued to circulate in the industry regarding the integration of Radar and LEVC into Geely's operationsThis strategic amalgamation aims to streamline Geely’s offerings and enhance its market positioning.

At the recent analysis meeting, An Conghui, President of Geely Holding and CEO of Zeekr Intelligent Technology, described these sweeping integration efforts using the phrase "cutting with large blades," emphasizing the ambitious nature of Geely's strategic realignmentCentral to this integration is a dual-horizontal layout designed to create two significant automotive business entities: Geely Automobile Group and Zeekr Technology Group.

The restructuring sees Geely Automobile Group combining brands such as Geely, Geely Galaxy, Radar, and LEVC to target the mainstream market, while simultaneously accelerating its transition towards new energy vehicles

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Meanwhile, Zeekr Technology Group aims to integrate Lynk & Coand Zeekr into a premium electric vehicle collective.

Furthermore, Geely is committed to deepening collaborations in various technological domainsThe Automotive Passenger Vehicle division intends to enhance synergy across seven critical fields, including vehicle mechanical structure, electronic and electrical architecture, intelligent driving, smart cabins, electric drive systems, power batteries, and super hybrid technologiesThis strategy has been colloquially referred to as "seven verticals," and represents one of the core actions in Geely's strategic transformation, which they have termed "two horizontals and seven verticals."

In addition to vehicle brand integration, Geely Holding's CEO, Li Donghui, discussed other integration processes taking place across digitalization, connected vehicle cloud services, and other key areas

The company also plans to strengthen its integration in critical components and power battery segments in the future.

Looking ahead to 2025, a pivotal year as the first full year of this dual-horizontal layout, Geely's passenger vehicle division has set an ambitious sales target of 2.71 million unitsThis marks an approximately 25% growth in total sales compared to 2024. Specifically, Geely Auto Group aims to achieve a sales milestone of 2 million units, while Geely Galaxy aims for 1 million units in annual salesZeekr Technology Group has set a target of 710,000 units, with the Zeekr brand aiming for 320,000 units and Lynk & Cotargeting 390,000 units.

To meet these sales goals, 2025 is positioned to be a landmark year for Geely in terms of product launchesGeely Galaxy is slated to introduce five new models, including two SUVs (one large and one medium) and three sedans (large, medium, and small).

Moreover, the methanol strategy plays a significant role in Geely's new energy roadmap and occupies a vital position in the strategic planning for 2025. The company aims to expand its methanol vehicle offerings beyond B2B operations and plans to target C-end consumers with a new sedan and SUV featuring the next-generation "Super Methanol Hybrid" technology, set for a fourth-quarter launch this year

By 2030, Geely aspires to achieve annual production and sales of 300,000 methanol vehicles.

For Zeekr, the plans for 2025 are equally ambitious, with at least three new models slated for release, including a shooting brake based on the Zeekr 007 architecture, a full-size flagship SUV, and a mid-to-large luxury SUVThis year, Zeekr is also set to officially enter the hybrid sector with the introduction of a new super power hybrid system.

The automotive landscape is expected to grow even more competitive in 2025. In response to the evolving industry dynamics, many leading automotive companies, starting in the second half of 2024, are shifting from expansionist strategies to a more retrenchment-focused approach.

Beyond Geely’s initiatives, other major players in the market, such as SAIC Motor Corporation, are also pursuing significant integration strategiesFor instance, the passenger vehicle division of SAIC announced the merging of its Roewe and Feifan marketing service organizations, highlighting the return of Feifan vehicles to its fold after an independent period starting in 2021. Additionally, the complete range of Skoda models has returned to the Volkswagen brand’s dealership network, indicating that the Skoda brand, which had operated independently since 2016, is once again integrated within SAIC Volkswagen’s oversight.