Geely to Release Englon Brand in Beijing

　　Earlier this year, it was said that Shanghai Maple would be incorporated into Geely’s Englon unit. Recently, reporters from Auto.sohu.com knew from the Geely Automobile Sales Company that Shanghai Maple would be officially transformed into Englon division, as one of the three sub-brands of Geely-Gleagle, Emgrand and Englon. The launch event will be held in April during Beijing International Automotive Exhibition.

　　In November 2008, Geely released Gleagle, starting multi-brand strategy. In July 2009 Emgrand-the second sub-brand of Geely was launched in the city of Ningbo. According to the original plan, only the brand named Englon had not yet been released to consumers. In early 2010, as Shanghai Maple was formally integrated into Englon division, the only work left was the launch event.

　　After the strategic transformation, Geely re-planned its sub-brands. Gleagle is based on “Fashion, Passion, Dreams”, pursuing Chinese-style fashion in driving experience. As a representative of “Luxury, Reliability and Power”, Emgrand shows entrepreneurial spirit of noble life. “Englon is the supplementation of Gleagle and Emgrand,” said Liu Jinliang, the Vice President of Geely. Englon has not only continued the classic England parentage, but also integrated the genial Chinese fashion, meeting the diverse needs of the Chinese consumers on their vehicles according to the practical situation. Englon can be said as the Mix& Match of England and Chinese. When it comes to whether the Englon brand's core values and the new car model are clear enough, consumers will find the answer in Beijing Auto Show.

　　It was reported that the production of several old models of Maple had been shut down in February 2010. Maple’s Seascape model was also officially renamed to Englon SC7, and used the logo of Englon. Other Maple models will be phased out according to market conditions. It’s expected that SC515-RV which will be launched in May will become the first model of the integrated Englon brand.

　　With continuous enrichment of new models, how will Geely create a more competitive marketing team to ensure that Englon brand will advance in a healthy and order method? Liu Jinliang told Auto.sohu.com that the authorization of Englon brand will be strictly in accordance with the Exclusive Regional Dealership System in order to protect the interest of dealerships in maximum degree. At the same time, the selection standard will be the co-operation lasting for more than three years and Englon will set long-term strategies with dealerships. (Translator: Qinghua/Kevin)

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　　http://auto.sohu.com/20100413/n271481276.shtml