Geely Finalizes Galaxy Marketing Group Structure with One Mid-Office & Two Brand Divisions

• Geely’s Galaxy Marketing Group has been restructured into one mid-office and two brand divisions, overseeing a total of four brands.
• The company has set a preliminary performance target for 2030, aiming to increase its current annual sales goal by more than 1.6 times.

According to AutoPix, Geely Automobile has completed a pivotal step in its “One Geely” strategy by formalizing the organizational structure of its Galaxy Marketing Business Group. The new model adopts a “small mid-office, large frontline” approach, comprising a central business mid-office and two brand-specific divisions to oversee market and sales management for four distinct marques.

Under the reorganization, the Galaxy Group will consist of the China Star Brand Marketing Division, the Galaxy Brand Marketing Division, and the Geely Galaxy Marketing Mid-Office. Each division houses a Brand Marketing Center and a User Growth Center, responsible respectively for brand building and sales channel management. The mid-office will deliver support services such as e-commerce operations and product planning.

To break down internal silos, Geely has introduced several cross-divisional leadership roles. For example, the Radar and LEVC brands—though assigned to different divisions—will both report to Galaxy Marketing General Manager Fan Junyi.

Official figures show that Geely sold 1.409 million vehicles in the first half of this year, a 47% year-on-year increase. Buoyed by this growth, the company has raised its full-year target from 2.71 million to 3 million units. Geely’s preliminary 2030 plan envisages global sales exceeding 4.8 million units, roughly 1.6 times this year’s goal.

The restructuring aims to enhance brand synergy and resource integration while eliminating redundant operations. It is also viewed as a preparatory move ahead of Geely’s proposed privatization of Zeekr, announced in May, which would eventually fold the premium EV startup into Geely’s broader organizational framework. The Galaxy Group’s new structure is expected to inform future planning for the Zeekr and Lynk & Co divisions.

Overall, this organizational overhaul represents a strategic pivot toward more efficient operations amid intensifying global competition. Whether the model can be successfully replicated across other business units, such as Zeekr, remains to be seen.