Geely is preparing a major step in its European expansion, with the Chinese automotive giant set to unveil its first car developed specifically for European customers in 2027. Designed at the company’s European headquarters in Milan, the new model will mark a shift in strategy as Geely moves beyond adapting vehicles originally developed for China and begins creating products tailored to European tastes, driving conditions, and regulations.
The announcement signals Geely’s growing ambitions in Europe, where competition among Chinese automakers is intensifying. The group, which also owns Volvo, Polestar, and Lotus, entered the European market with models such as the Geely EX5 electric SUV and the Starray EM-i plug-in hybrid. Rather than relying exclusively on vehicles developed for its domestic market, the company now plans to give European customers a more distinctive product offering.
According to Geely product definition director Dennis Weinel, the first European-specific model is already in development and will be revealed next year. The vehicle will initially target Europe before potentially expanding into other international markets.
“This is really a product for Europe, and then from Europe it will go to other markets,” Weinel explained in an interview with Autocar.
Geely’s First European-Specific Model Is Being Developed in Milan
The upcoming vehicle represents an important evolution in Geely’s approach to the European automotive market. Until now, the company’s initial European models have largely been adapted from vehicles conceived primarily for Chinese buyers.
Weinel described these existing products as part of Geely’s “legacy portfolio,” explaining that the company had selected models according to its priorities for entering Europe and then made the necessary adjustments for local customers.
“The book was already written to a certain extent and we did the last mile on it,” he said.
That approach is now changing. Geely wants its future vehicles to reflect European expectations from the beginning of the development process, rather than relying on modifications made after a car has already been designed for another market.
Developing its first European-specific vehicle in Milan could give the brand a better understanding of regional preferences, from interior design and infotainment functionality to driver assistance systems and everyday usability.
Geely has not yet revealed the new model’s name, body style, powertrain, or technical specifications. Those details should become clearer as the planned 2027 unveiling approaches.
Geely Galaxy Cruiser Will Lead the Brand’s European Expansion
Before the arrival of its first fully European-developed car, Geely is preparing to expand its range with several new models, including a rugged SUV designed to challenge established off-roaders.
Codenamed Project KO11, the vehicle is a European-market version of the Geely Galaxy Cruiser, a model recently introduced in China. Its positioning places it in the territory occupied by the Land Rover Defender, combining an imposing exterior with hardware intended for demanding off-road conditions.
The Galaxy Cruiser features an impressive claimed wading depth of 800 millimeters, highlighting its focus on adventure driving and challenging terrain. It also shares its underlying architecture with the forthcoming plug-in hybrid version of the Lotus Eletre, although its engineering and styling priorities are directed toward a very different type of vehicle.
For Geely, the KO11 could serve as a halo model, helping establish a stronger brand identity and demonstrating the breadth of the group’s engineering capabilities.
The model will also help expand Geely’s European portfolio beyond conventional electric SUVs and plug-in hybrid family cars.
Geely Is Redesigning Its Infotainment System for European Drivers
Vehicle development is only one part of Geely’s European strategy. The company is also working to improve the software and technology that drivers interact with every day.
One of the most significant changes involves Flyme, Geely’s infotainment system. The current generation retains much of the interface and functionality used in China, but the company recognizes that European customers have different expectations.
A second-generation Flyme system is now in development, with a planned rollout in 2027. According to Weinel, the updated interface will place greater emphasis on multitasking, split-screen functionality, relevant information, and customizable widgets.
These changes could make the system more intuitive for drivers who expect a greater degree of flexibility and personalization from modern vehicle infotainment systems.
The update is particularly important as Chinese manufacturers increasingly compete with European brands on software quality, digital interfaces, and connected-car technology. An infotainment system that feels natural to European users could help Geely strengthen its appeal in a market where the overall ownership experience matters as much as the vehicle’s hardware.
Geely Responds to Criticism of Driver Assistance Alerts
Geely is also addressing complaints about the warning sounds generated by its driver assistance systems. Frequent alerts, intrusive chimes, and poorly timed warnings have become a source of frustration for some drivers across the automotive industry, particularly as manufacturers introduce increasingly sophisticated safety technologies.
Weinel identified three areas that Geely is working to improve: the volume of warning sounds, their acoustic character, and the logic determining when they are triggered.
“We are now addressing all three points to make this what our customers prefer while still being under the regulation,” he said.
The challenge is to make these systems less intrusive without compromising their safety functions or violating applicable regulations.
This work reflects a broader issue facing automakers operating in Europe, where increasingly comprehensive driver assistance requirements can introduce additional warnings and interventions into everyday driving. Finding the right balance between regulatory compliance and a comfortable driving experience could become an important differentiator for Geely.
The company says the changes are based on lessons learned from its initial European launch, suggesting that customer and media feedback is already influencing its product development priorities.
Geely Plans to Launch 10 Cars in the UK by 2030
Geely’s European ambitions extend well beyond a single new model. The company plans to introduce 10 cars in the United Kingdom by 2030, building a broader range designed to appeal to different customer groups and price segments.
Its current lineup includes the EX5 electric SUV, the Starray EM-i plug-in hybrid, and the EX2 electric supermini. The range is expected to grow to five models with the addition of the Monjaro plug-in hybrid SUV and the KO11 off-roader.
The first European-specific model, scheduled to be unveiled in 2027, will represent a further step in that expansion.
Geely’s strategy also reflects a wider shift among Chinese carmakers seeking to establish themselves in Europe. Initial market entries often rely on existing domestic-market products, allowing manufacturers to build sales networks and establish brand recognition relatively quickly. Over time, however, local development and production can help companies respond more effectively to regional expectations.
BYD is pursuing a similar approach, having entered Europe with models originally developed for China before moving toward products tailored more closely to European requirements. Its Dolphin G plug-in hybrid supermini, which is planned for production in Hungary, illustrates the growing importance of regional product development and manufacturing.
For Geely, the objective is to evolve from a manufacturer adapting existing vehicles for European buyers into a brand capable of developing products with European customers in mind from the outset.
Can Geely Compete More Effectively With European Brands?
The launch of Geely’s first European-specific car could prove significant as competition in the region becomes increasingly crowded. Chinese manufacturers are expanding their presence with electric vehicles, plug-in hybrids, advanced digital technology, and increasingly ambitious product portfolios.
Geely has several advantages, including access to the wider group’s engineering resources and its connections to established automotive brands such as Volvo, Polestar, and Lotus. However, success in Europe will depend on more than competitive specifications or attractive pricing.
Local customer preferences, software usability, driver assistance calibration, brand recognition, aftersales support, and the ability to meet European expectations will all play important roles.
The company’s decision to develop a car in Milan suggests that it understands the importance of local expertise. Its work on the Flyme infotainment system and driver assistance alerts also indicates that Geely is willing to revise existing products in response to feedback.
The crucial question is whether these improvements will translate into vehicles that feel genuinely designed for Europe rather than simply adapted for it.
With its first European-specific model scheduled for a 2027 debut, Geely is preparing to enter the next phase of its expansion. If the company can combine its technological resources with a stronger understanding of European drivers, it could become a more formidable competitor in the years ahead.
Source: Autocar; Photo: Geely