On August 2, Yang Xueliang, senior VP of Zhejiang Geely Holding, announced the official establishment of Geely's sales headquarters to coordinate marketing resources across China Star, Galaxy, Lynk & Co, and ZEEKR. Lin Jie was appointed general manager of the sales HQ and ZEEKR sales, while Fan Junyi became deputy GM overseeing Lynk & Co and Galaxy.
Sales HQ Launch: A Critical Step for the 'One [Geely](https://www.ex1000.com/en/brand/25)' Strategy
On August 2, Yang Xueliang, senior vice president of Zhejiang Geely Holding Group, officially announced on Weibo that Geely Auto Group has established a dedicated sales headquarters. This organizational restructuring was defined by Yang as "the concrete implementation of the 'One Geely' strategy within the marketing system."
The newly formed sales headquarters will oversee six first-tier group organizations, covering sales companies for four core brands:
Additionally, the sales HQ covers two supporting first-tier organizations, forming a complete marketing resource coordination system.
Personnel Layout: Clear Division Among Key Executives
Alongside the establishment of the sales headquarters, Geely completed a round of key personnel appointments:
| Executive | New Position | Responsibilities |
|---|---|---|
| Lin Jie | General Manager, Sales HQ | Overall coordination, concurrently GM of ZEEKR sales |
| Fan Junyi | Deputy GM, Sales HQ | Concurrently leads Lynk & Co sales, oversees Galaxy brand |
| Wang Bo | GM, China Star Sales | Responsible for China Star brand operations |
| Guan Jiuyang | Deputy GM, Galaxy Sales | Assists in Galaxy brand market expansion |
Yang specifically noted that the reshuffle preserves each brand's ability to stay close to the market and make quick decisions, while also facilitating resource sharing. The goal is to boost overall efficiency across Geely's multi-brand architecture and improve the user experience.
Strategic Significance: Ending Brand Fragmentation
Industry observers believe this integration ends the previous fragmentation where brand sales units operated independently, effectively creating a "one network selling all Geely vehicles" paradigm.
Core Advantages of Integration:
- Resource Sharing: Channels, marketing budgets, and user data flow across brands, eliminating redundant investments
- Cost Optimization: Centralized procurement and joint marketing reduce per-brand operating costs
- Enhanced User Experience: Consumers can explore and compare Geely's multi-brand lineup through unified channels
- Improved Decision Efficiency: Headquarters-level resource allocation reduces internal competition
However, integration also presents challenges. Brand positioning varies significantly—China Star targets mass-market quality, Galaxy focuses on new energy, Lynk & Co emphasizes youthful trends, and ZEEKR positions itself as premium EV. Balancing brand individuality within a unified architecture will be Geely's key challenge going forward.
For dealers in Central Asia and Russia, Geely's marketing system integration signals more consistent brand output and more efficient overseas support. EX1000.COM will continue tracking Geely's latest developments in overseas channel deployment.
