Here to stay: Geely relies on the superpowers of Havas Germany in Germany

The agency Havas has been awarded the mandate for the long-term brand development of Geely Auto Germany, encompassing strategy and positioning, creative, media, digital, and dealer communications. Havas Germany has secured a significant new client in the automotive sector with Geely Auto Germany. Following a pitch, the automaker selected Havas as its agency partner for the German market. The collaboration will focus on the long-term development of the Geely brand in Germany.

Germany plays a central role in Geely's European market entry. Havas will support the company in strategically positioning the brand and building awareness, trust, and relevance in one of Europe's most demanding and competitive automotive markets.

“Geely is here to stay. Behind this brand, still new to many in Germany, stands one of the major international automotive players with corresponding technological expertise and experience. We are entering the market with products that set standards in terms of quality, technology, and value for money. Now, the focus is on establishing a clear profile for Geely in the German market and building trust with dealers and end customers. With Havas, we have found a partner who understands the brand and the market and consistently integrates strategy, creative work, and media,” says Roman Franke, Head of Marketing, Geely Auto Germany.

The mandate goes far beyond communicating individual models and is geared towards the long-term development of the Geely brand in the German market. Havas is responsible for brand strategy and positioning, as well as campaign development, the creative concept, and model communication. This also includes social media and digital communication, content production, website and newsletter management, dealer communication, and dealer recruitment. Media strategy, planning, buying and optimization, as well as event and PR support, reporting, and performance management are also part of the mandate. Services are managed within an integrated working model encompassing strategy, creative, social and digital, media, production, events, and PR.

“Building Geely in Germany is an extraordinary task. We are not simply supporting a model launch, but rather the entry of a strong international automotive brand into a key market for it. The fact that we can combine our expertise across strategic positioning, creative, media, and activation perfectly aligns with our understanding of modern brand management,” says Stephan Lachmann, CEO of Havas Germany.

The Geely Auto Group is a global automotive manufacturer headquartered in Hangzhou, China, and part of the Zhejiang Geely Holding Group, which was founded in 1986 and entered the automotive industry in 1997. Geely Auto's mission is to make intelligent, high-quality, and accessible mobility a reality for a broad audience. A particular focus is placed on electrification, connectivity, and innovative vehicle architectures for sustainable mobility.

Geely Auto is part of the Geely Auto Group, which includes brands such as Geely, Lynk & Co, and Zeekr. The Geely Auto Group, in turn, is part of the Geely Holding Group, a global mobility company with a broadly diversified brand portfolio across the automotive value chain. The Geely Holding Group ecosystem includes Volvo Cars, Polestar, Lotus, and LEVC. Furthermore, Geely has a stake in the smart brand through a joint venture with Mercedes-Benz Group AG. Additionally, Geely founder Li Shufu holds an approximately 10 percent stake in Mercedes-Benz Group AG.

With research and development centers in key innovation hubs such as Frankfurt am Main, Gothenburg, Coventry, Hangzhou, and Ningbo, the group combines global technological expertise with local market understanding. Geely is further expanding its presence in Europe and developing vehicles specifically tailored to the needs of European customers.

Havas Germany helps brands solve business challenges with communication that is culturally relevant and has a lasting impact. As a social-driven brand agency, they combine the strategic depth of modern brand management with the dynamism of social and digital culture. They develop ideas that move brands, build relationships, and drive growth – creatively, data-driven, and with measurable success.

With Converged.AI, their global AI-powered operating system, they unite data, technology, and creativity in an integrated process that enables scalable solutions along the entire customer journey. This powerful foundation is built upon which their interdisciplinary, networked, and culturally aware teams build to secure relevance and competitive strength for brands in a constantly evolving communications landscape.

As part of the global Havas Network with more than 23,000 employees worldwide, they combine the strength of an international network with the agility of a modern creative studio. Across all borders, they are united by a common ambition: to make a meaningful difference to brands, businesses, and people.