Geely's Subbrands Shake Up: A Restructuring within GEV Cars

In a recent move, GeELY (GEV) Cars announced a major restructuring of its sub-brands Leoni and Ponzoni. Both brands will be integrated into the parent company's systems, with significant changes to their organizational structures.

According to the announcement, GEV Cars will establish new departments for product design and research & development, user services, vehicle marketing, sales strategy, regional sales operations, and more under its flagship brand Leoni. A dedicated department will be established for Leoni's product design and research & development (PD&D), reporting directly to CEO Li Baizhuang.

The existing Leoni business department's product experience team, project management, design, and engineering have been transferred to their new organization. Moreover, a Leoni brand products line department has also been set up.

Additionally, GEV Cars' user experience group will see an overhaul as well. Under the leadership of Shen Fei toward CECO Li Hong, a new department has been established for Leoni's sales team and regional sales companies. All these teams have merged into this new organization, which is still operating as a separate division but reports directly to the same superior.

Furthermore, Gev Cars' third sub-brand Ponzoni has also undergone structural changes, with both its business departments now being reorganized under GEV Cars' PD&D cluster, however, specific details remain undisclosed.

These moves come at a time of strong growth for Geely's brands, particularly Leoni and Ponzoni (4 months 2023 - delivered new cars: cline 23900， same yoy growth 53% , sales ring growth 58.9%)