The Emil Frey Group has been appointed the official importer of Geely Auto in Switzerland and the Principality of Liechtenstein. The Swiss automotive specialist will import and distribute Geely Auto Group’s volume-focused brand, expanding its successful Swiss lineup that already includes premium player Zeekr and light commercial vehicle brand Farizon.
Aiden He, CEO of Geely Brand Europe and VP Strategy & Product at Geely Auto Europe remarks:
"Switzerland and Liechtenstein represent a natural next step in Geely's European strategy. We are thrilled to collaborate with local partners like Emil Frey Group to bring customers in the region what Geely stands for: class-leading safety, cutting-edge intelligence, and tech-driven EVs for mainstream European users."
The expansion into Switzerland and Liechtenstein, a market with a growing appetite for electrified mobility solutions, represents another important milestone in Geely Auto’s European growth strategy. Customers in these two countries will benefit from intelligent mobility solutions designed to integrate seamlessly into everyday life. To ensure the highest standards of customer experience, sales and aftersales support, Geely Auto has partnered with Emil Frey Group, one of Switzerland’s leading and most established automotive importers and retail organizations.
Philipp Rhomberg, CEO of Emil Frey Switzerland, is very enthusiastic about the new brand:
“We are truly delighted to extend our successful cooperation with Geely by this third brand and market their outstanding electric vehicles in Switzerland and Liechtenstein. With Geely’s focus on superior technology and Emil Frey’s vast experience and customer proximity, all the pieces are in place to broaden a successful partnership.”
Geely Auto will enter the Swiss market in the third quarter of 2026 with two technologically advanced electrified SUVs: the fully electric Geely E5 and the Starray EM-i plug-in hybrid.
For more information, please visit www.geelyauto.eu. Several other exciting new model announcements will follow in the coming months.
About Geely Auto Group
Geely Auto Group is a leading global automotive company headquartered in Hangzhou, China. Part of Zhejiang Geely Holding Group, Geely Auto Group develops and manufactures passenger vehicles under the Geely, Lynk & Co, and Zeekr brands.
Geely Auto achieved cumulative sales of 3,024,567 units in 2025, exceeding the full-year sales target with a year-on-year growth of 39%. New energy vehicle (NEV) sales reached 1,687,767 units, a year-on-year increase of 90%.
With a strong focus on technology innovation, electrification, and sustainable mobility, Geely Auto Group operates world-class R&D centers and manufacturing facilities across China, Europe, and key international markets. The Group is committed to delivering safe, high-quality, and intelligent vehicles enabled by advanced technologies such as hybrid powertrains, full-electric architectures, smart connectivity, and autonomous driving systems.
As a global company, Geely Auto Group continues to expand its international presence through strategic partnerships, localized operations, and industry-leading platforms. Geely strives to create mobility solutions that are greener, smarter, and more accessible, driving forward the future of sustainable transportation.
About Emil Frey
The 100% family-owned Emil Frey Group, founded in 1924 in Zurich, Switzerland, is among the leading mobility providers in Europe with a vast sales and service network for passenger cars, light commercial vehicles, trucks and motorbikes as well as the corresponding finance and logistics services. Customers have the choice between traditional car dealerships and cutting-edge digital sales platforms. The Group sells more than 600,000 vehicles a year in 21 European countries. As a family-owned company, it does not publish its revenue and profit figures.
For more information, please visit: www.emilfrey.ch
- Geely Auto Europe PR Contact: Yingchang.shi@geely.com
- Emil Frey Press Contact: Peter Hug, peter.hug@emilfrey.ch