Geely Motor Philippines enters its sixth year with a renewed sense of direction. What began in 2019 as an ambitious challenger brand is now evolving into a more integrated and disciplined organization, directly supported by Geely Auto Group. The transition to direct operations in 2025 marks the start of a smarter, more connected era defined by operational consistency, sustainable growth, and customer trust.

This anniversary represents both survival and expansion, signaling Geely’s recognition of the lessons learned during its early years. Those lessons include costly logistics inefficiencies, inconsistent dealer coordination, and aftersales bottlenecks that tested customer confidence. The company now seeks to transform these lessons into a foundation for maturity, supported by technology, improved systems, and a more cohesive network structure.

At the center of Geely’s renewed strategy is a significant improvement in aftersales and logistics efficiency. The company recently reported a first-time fulfillment rate of about 95-percent across its nationwide dealer network, a benchmark comparable to more established automotive brands. This achievement results from a strengthened partnership with SF Philippines, a logistics company responsible for managing warehousing, inventory, and nationwide delivery operations.

This collaboration introduced stricter coordination between the Geely Spare Parts Center in Cabuyao, Laguna, a 4,700-square-meter facility valued at around $5-million in inventory, and its 12 delivery routes serving dealerships nationwide. By outsourcing route planning and fulfillment to SF Philippines, Geely has significantly shortened delivery times and improved parts availability. Dealers now report faster service turnaround and reduced vehicle downtime, two of the most visible pain points for customers in previous years.

The improvements are also evident at Geely Santa Rosa, the first dealership under the company’s direct management. The branch has become a model for operational standards, showcasing how centralized oversight, data integration, and logistics reform are redefining the brand’s aftersales experience.

The move toward integration follows several years of hard-earned lessons. As Geely rapidly expanded its footprint in the Philippines, it encountered challenges common among young automotive distributors, including fragmented supply chains, inconsistent dealer performance, and slow parts replenishment. The shortage of body repair parts, in particular, drew viral criticism and exposed weaknesses in the brand’s support structure. While early sales growth was strong, sustaining quality service across a growing network proved difficult.

By 2025, the decision to shift to direct operations under Geely Auto Group was both corrective and strategic. Direct backing from headquarters meant access to global logistics expertise, standardized systems, and tighter governance. It also allowed the Philippine operations to adopt new digital tools for inventory tracking, customer care, and service data analytics. The partnership with SF Philippines provided the logistics discipline that had been lacking in earlier years.

While efficiency is the operational focus, connection is the human element. Alongside these back-end reforms, Geely has launched several nationwide initiatives to engage and reward customers directly. These include major price rollbacks on the Coolray and Okavango, free preventive maintenance programs, loyalty rewards, and referral bonuses. Collectively, they represent an effort to rebuild and reinforce relationships with existing owners while inviting new customers to rediscover the brand.

Under the current campaign, the Coolray’s price has been reduced from ₱1,139,000 to ₱919,000 through combined discounts and financing incentives, while Okavango Elite buyers receive a ₱100,000 discount and free one-year preventive maintenance coverage. Electric vehicle buyers are also being rewarded, with EX5 Max customers receiving a ₱110,000 discount plus a Meizu Note 22 smartphone as a bonus. For existing owners, the G.O.O.D. Parts Program offers free maintenance components, and the referral program encourages community building through shared ownership experiences.

These efforts reflect Geely’s awareness that a sustainable brand relationship extends beyond initial sales. Customer satisfaction depends on trust in service, availability of parts, and the assurance that the company stands by its products. By linking promotions with aftersales improvements, Geely is ensuring that its growth narrative is matched by real benefits for Filipino drivers.

Geely’s sixth anniversary is, in many ways, a turning point. It is a moment to recognize how far the company has come, while also addressing the inefficiencies that once threatened its momentum. The brand now approaches growth not as expansion for its own sake, but as a process of refinement and reinforcement.

The decision to consolidate operations, invest in logistics, and offer customer-centric incentives suggests a brand intent on lasting relevance rather than temporary success. It is an approach rooted in humility and adaptation, acknowledging that past mistakes have informed stronger systems, smarter partnerships, and a clearer understanding of customer expectations.