Geely’s new Australia CEO wants the brand positioned like Toyota. The company aims to be the top-selling Chinese marque locally. It plans a full model range for Australia, from hatches to SUVs. Australia’s consumer automotive market is packed with Chinese contenders. There’s a slew of competitors, including BYD, Chery, MG, and many more. Now, the market looks set to become even more diverse, with China’s Geely eyeing an Australian market takeover, no less! In 2025, they shifted over 4.1 million gasoline, gas-hybrid, and electric vehicles, not just in China but overseas as well. Now, they’ve appointed Alex Gu as CEO of Geely Australia to spearhead their operations in the region. A Toyota From China? Speaking to News.com.au, Gu said that he envisions Geely to be positioned “like Toyota, but from China.” A bold claim indeed. But under Gu, Geely went from selling 3,000 units a year to 50,000 at his previous appointment in the Middle East. And on the face of it, Geely isn’t resting on its laurels either. They make a long list of gasoline, gasoline hybrid and electric vehicles for the consumer market. The mainstream Geely brand offers some competitive SUVs and crossovers. One of Geely’s sub-brands includes Radar Auto (also known as Riddara), an electric pickup brand that will definitely be of interest to Australian buyers who love trucks, or Utes as they call them. Then, you’ve got two more sub-brands, namely Zeekr and Lynk & Co., sitting in the premium segment. The latter is particularly interesting because it heavily draws on tech and synergies from another brand that Geely owns, Volvo. That’s not all; Geely’s umbrella also extends to Polestar, Smart, Lotus, and Malaysia’s Proton. Could They Really Dominate? Geely has already managed to nab the title of best-selling car in its fiercely competitive home market of China. The EX2 electric hatch beat the best from BYD, Chery, and everyone else in 2025 to claim that title. Australia, though, will be an entirely different proposition, with the company only managing to shift 2,821 units in the first quarter of 2026. Their biggest Chinese rival, BYD, sold 17,541. Geely does, however, have a handicap in the fact that it only offers two SUVs in Australia at the moment: the EX5 EV and the Starray PHEV. Gu says he plans to tackle this by offering products that those down under actually want. That means Geely Australia will introduce a dual-cab pickup, a seven-seat SUV, a proper ladder-chassis SUV, and even a full-size sedan, all of which will likely come with a mix of powertrain options, including conventional and plug-in hybrid options. The EX2 that’s dominated China’s tables is also coming to Australia before the end of the year, with a sub-AU$30,000 (US$21,600) price tag. Also on the cards is the Galaxy Cruiser, a three-row PHEV 4WD that will likely compete with the Denza B8. While offering a full lineup of options won’t guarantee success for Geely, in its battle to be the number one Chinese marque in Australia, it’ll definitely come in handy.