Geely has transitioned to a direct operations model in the Philippines, establishing a new subsidiary called Geely Motor Philippines Corp. (GMP). This move centralises control over sales, marketing, customer service, and after-sales support – all previously managed by Japan’s Sojitz G Auto Philippines.
According to a report by Visor, GMP will officially launch within the first quarter of 2025. In addition to streamlining operations, GMP plans to introduce several new models in 2025, offering various powertrain options, including battery electric vehicles (BEVs), hybrids, and internal combustion engines (ICE).
Geely’s current line-up in the Philippines includes the Geely GX3 Pro, Coolray (Proton X50), Emgrand (Proton S70), Okavango (Proton X90), and Azkarra (Proton X70).
GMP aims to leverage this direct approach to better understand and respond to the Filipino market. This strategy will streamline decision-making, enhance customer engagement, and facilitate the implementation of effective business strategies adapted to local conditions.
So, why is Geely taking matters into its own hands in the Philippines? Well, according to Visor, it seems like the brand’s reputation took a bit of a hit under the previous distributor. There were some issues with after-sales support, which didn’t exactly paint Geely in the best light.
By taking direct control, Geely can keep a closer eye on things, improve customer service, and hopefully win back the trust of Filipino car buyers.
But Geely’s efforts don’t stop at the Philippines. The Chinese carmaker has been busy making waves in other markets too. They recently set up shop in Egypt with their first factory in the region and made a comeback in Indonesia with the Geely EX5, the cousin of the Proton eMAS 7. It certainly looks like Geely is on a mission to become a global automotive powerhouse.
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