Geely, the renowned Chinese automotive manufacturer, marked its official entry into the Vietnamese market with a vibrant launch event held on March 21, 2025, at Tasco Mall in Hanoi. This event showcases not only a commitment to expanding its presence in Southeast Asia but also introduces a range of vehicles tailored for local consumers. Central to the launch was the announcement of three key models: the Geely Coolray, Monjaro, and EX5, each designed to meet diverse customer needs and preferences.
Geely's foray into Vietnam aligns with an ambitious growth strategy that aims to elevate brand awareness and capture a significant market share. The presence of Vietnamese pop star Chi Pu, who has been named the brand ambassador, added a splash of glamour to the proceedings. Reflecting on her new role, Chi Pu stated, "I am thrilled to represent Geely in Vietnam and look forward to showcasing our shared values of innovation and creativity." This collaboration promises to resonate with younger audiences who are integral to the brand's marketing approach.
The highlight of the event was the unveiling of the Geely Coolray, a compact SUV designed to appeal to the eco-conscious yet performance-oriented consumer. Available in three versions—Standard priced at 538 million VND, Premium at 578 million VND, and Flagship at 628 million VND—the Coolray offers a 1.5-liter turbocharged engine with 177 PS and a robust torque of 255 Nm. It is capable of accelerating from 0 to 100 km/h in just 7.9 seconds, leveraging a 7-speed dual-clutch automatic transmission. With a warranty of five years or 150,000 km, the Coolray aims to provide buyers with peace of mind as they navigate the Vietnamese roads.
Moreover, Geely introduced the Monjaro, a more robust option in the D segment, powered by a 2.0-liter turbocharged engine that delivers an impressive 238 horsepower and 350 Nm of torque. The Monjaro features an elegant design that includes a spacious interior, a tri-screen setup, and advanced technologies such as a heads-up display (HUD) and dual-zone climate control.
The third offering, the Geely EX5, signifies the brand's entry into the all-electric vehicle market. This model is equipped with a powerful electric motor generating 218 PS, paired with a 60.2 kWh battery that allows for a driving range of approximately 430 km. With acceleration from 0-100 km/h achieved in just 6.9 seconds, the EX5 combines performance with sustainability. It also supports fast charging capabilities, enhancing convenience for users.
Indeed, Geely's plans for future growth in Vietnam appear robust. During the launch, officials revealed intentions to establish a network of 15 dealerships and 15 experience points across the country by the end of 2025. The expansion will continue with an eye toward reaching a total of 50 dealers. This strategy aims to ensure customers have access to comprehensive service options, including maintenance, financing, and auto insurance, thus enhancing their overall experience.
In alignment with these expansion efforts, Geely has announced a partnership with Tasco Auto to build a complete knock-down (CKD) assembly plant in Vietnam. The first vehicles are expected to be delivered to customers by 2026, demonstrating Geely's dedication to not only localizing production but also contributing to the Vietnamese economy.
To celebrate the launch, Geely has scheduled a series of creative engagement activities at Tasco Mall on March 22 and 23, including dance battles, graffiti art sessions on Geely vehicles, skateboard demonstrations featuring artist Anh Trần, and lively rap performances. These activities are intended to connect with younger, dynamic consumers, showcasing Geely's commitment to innovation and creativity.
As Geely establishes its presence in Vietnam, the firm aims to deliver superior automotive technology and service while strengthening ties with local communities. Geely's entry promises a new chapter in Vietnam's automotive landscape, with a focus on quality, innovation, and customer satisfaction. As a representative further emphasized, "This is a significant step for Geely as we strengthen our commitment to the Vietnamese market with high-quality products and services. Our collaboration with Tasco will ensure customers enjoy a seamless car ownership experience in Vietnam."
In summary, Geely's launch in Vietnam not only introduces cutting-edge vehicles but also reflects a comprehensive approach to market entry, poised for growth and engagement with Vietnamese customers. As consumers explore the offerings of Geely, the expectations for quality and innovation are set high, promising excitement in the automotive journey ahead.
