Geely puts Australian media account up for pitch
Geely Auto makes cars under its own name but also owns brands such as Volvo
Chinese automotive company Geely Auto is putting its media account up for pitch less than a year after appointing Havas as its first Australian media agency.
The Hangzhou-headquartered company confirmed to Mumbrella that the account is currently being tendered, with the winning agency to “be announced in due course.”
Havas Media was initially appointed to the account in January.
Mumbrella understands the pitch is driven by the short-term nature of the contract rather than performance issues.
The car brand is owned by Geely Holding, a Chinese automotive conglomerate that also owns Smart, Polestar, Zeekr, Lynk & Co,and Sweden’s iconic Volvo Cars.
Geely Auto began laying the groundwork for its Australian launch last year when it appointed its roster of agencies, including Havas Host and Dentsu as creative and public agencies, respectively.
It went on to officially appoint Havas in the New Year, four months ahead of its grand launch at Sydney’s Luna Park.
Geely’s Australian push comes at a time of heightened competition in the China‑owned auto segment, particularly in electric vehicles.
Arguably the biggest player, BYD cemented its local rise when it signed an estimated A$10 million sponsorship deal with NRL club the Sydney Roosters and five months later appointed former Dyson marketer Kate Hornstein as its inaugural chief marketing officer.
Meanwhile, the British‑founded brand MG — owned by state‑owned Chinese conglomerate SAIC Motor since 2007 — has also made significant local sponsorship moves, including its 2020 deal with AFL team the Port Adelaide Football Club and, more recently, its partnership with Mardi Gras.
