Geely teamed up with local partner Auto Mobility, has officially opened a new manufacturing plant in Egypt’s 6th of October City, dedicated to producing the Emgrand sedan and Coolray crossover SUV. This marks Geely’s first industrial venture in Egypt, as well as in Africa and the Middle East. The facility features two production lines with a combined capacity to produce up to 10,000 Geely-branded vehicles annually for the local market, alongside plans to export approximately 30,000 vehicles to the Middle East and North Africa (MENA) region.
Prime Minister Mostafa Madbouly expressed confidence in the plant’s potential to position Egypt as a regional hub for Geely Auto. He highlighted the factory’s dual focus on serving both domestic and regional markets, reaffirming the government’s commitment to supporting this initiative as part of its broader strategy to advance the country’s automotive sector.
Song Jim, Vice President of Geely Auto Holding Group, shared that the company is committed to boosting production capacity at its Egyptian facility, with plans to export a significant volume of vehicles manufactured locally.
Related: Proton’s First EV Sparks Doubts About Being Homegrown
Interestingly, Proton inaugurated its CKD plant in Egypt just two months ago, where it produces the left-hand drive (LHD) version of the Saga sedan. The plant also aims to export vehicles to the MENA region. Bear in mind Egypt is an LHD market.
Meanwhile, Proton is already active in South Africa, offering right-hand drive (RHD) Geely-based models such as the X50, X70, and X90. Overall, Proton’s sales in South Africa remain underwhelming. According to the National Association of Automobile Manufacturers of South Africa (NAAMSA), the brand sold just 36 units in December 2024, with total sales for the year struggling to reach 800 units for all 3 models combined.
Related: Geely Expands to ASEAN, Australia – What About Proton for RHD?
Now, however, rumors suggest that Geely might enter the South African market soon, possibly with the EX5, on which the Proton eMas 7 is based. Additionally, Geely has confirmed plans to directly enter RHD markets in the ASEAN region and Australia, a strategy that diverges from earlier intentions to utilize Proton as its representative in these markets. Notably, Geely is also set to re-enter Indonesia with the launch of the EX5 EV, while it has also formalized plans to enter Australia and New Zealand by the first half of 2025 through a partnership with the Giltrap Group.
This approach raises questions about Proton’s role in Geely’s global expansion, especially considering Proton’s existing presence in RHD markets. The shift suggests a reevaluation of Proton’s position within Geely’s broader strategy for RHD regions. Although Geely has reaffirmed its commitment to Malaysia as its regional production and R&D hub, its recent actions in markets where Proton is either already established or planning to enter suggest a different strategic direction.
Proton’s Miserable Chapter in Pakistan
Proton’s experience in Pakistan has been one of the most disappointing chapters in its history. The company collected bookings from hundreds of customers but failed to deliver vehicles, despite being in the market for over four years. Even after imposing unjustified price hikes, customers still paid the inflated amounts, only to never receive their cars. This has severely damaged Proton’s brand reputation in Pakistan and, by extension, affected the perception of Geely vehicles, such as the X70.
The X70, a rebadged Geely Boyue, had been praised in Pakistan for its superior quality, impressive list of features & equipment, and its fuel-efficient 3-cylinder Volvo-tech 1.5T engine, but the delivery failure has overshadowed its positive qualities.
Related: Proton… What a Miss…!
Chery, a leading Chinese automaker, recently announced that it would be switching its local partner in Pakistan due to dissatisfaction with progress. The company is now in talks with a more financially stable partner, with an official announcement expected soon. This is a move Proton should have made long ago, but instead, it passively allowed its reputation to deteriorate.
Can Geely Enter Pakistan?
Given how Geely is actively penetrating RHD markets, particularly in South Africa—often a precursor for Chinese car launches in Pakistan—it wouldn’t be surprising to see Geely enter our market directly. While Pakistan’s market size is relatively small in terms of volume, major players like BYD, GWM Haval, MG, and Changan are already operating here and more importantly witnessing some remarkable success. Geely will likely recognize the market’s potential, especially after observing how Proton squandered its opportunity.
Given the current landscape, do you think Geely will take the plunge and enter the Pakistani market directly? What are your thoughts on Proton’s missed opportunity, and how do you see Geely’s potential in Pakistan? Feel free to share your comments!
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com
