- Geely launched E5, E2 and Starray EM-i in Switzerland via an Emil Frey import partnership, signaling a push to capture growing local EV demand and leverage established retail networks.
- E5 (EX5 overseas), E2 (EX2 overseas) and Starray EM-i cover compact BEV, all-electric crossover and PHEV midsize SUV segments; Swiss registrations show BEVs up 48.7% with 4,843 units in August.
- The cars compete directly with BYD, MG, Leapmotor and incumbent European brands, while execution risks include scaling distribution, after-sales support, and meeting Geely’s raised 2026 overseas sales target.
Geely held its Swiss brand and product launch event in Zurich on Sept. 21, unveiling the Geely E5, Geely E2 and Starray EM-i as it officially entered the Swiss market.
The three models span the battery-electric compact SUV, all-electric crossover and plug-in hybrid midsize SUV segments, giving Geely a lineup that combines BEVs and PHEVs.
Notably, the Geely E5 is marketed as the EX5 in most overseas regions and corresponds to the domestic Geely Galaxy E5.
Meanwhile, the Geely E2 is badged as the EX2 globally and is the overseas version of China’s Geely Galaxy Xingyuan.
On the distribution front, Geely signed a partnership agreement with Switzerland’s Emil Frey Group in June, appointing it as the brand’s official importer in Switzerland and Liechtenstein.
Founded in 1924, Emil Frey is one of Europe’s major automotive retail groups, selling more than 600,000 vehicles annually and operating across 21 European countries.
Emil Frey already serves as the Swiss importer for Zeekr and Farizon, Geely’s new-energy commercial vehicle brand.
Adding Geely to its distribution network extends the partnership beyond individual brands to a broader range of businesses within the group.
For Geely, leveraging Emil Frey’s existing import, retail and service network could reduce the upfront cost of building sales channels in a new market while providing a foundation for future model launches and after-sales support.
Demand for EVs is growing in Switzerland. According to auto-schweiz, the Swiss automotive importers’ association, new-car registrations totaled 16,047 in August 2026, down 0.6%.
Battery-electric vehicle registrations reached 4,843, up 48.7% year on year, lifting their market share to 30.2%.
Plug-in hybrid registrations totaled 1,903, accounting for 11.9% of the market. Together, BEVs and PHEVs represented 42.1% of new-car registrations.
In the first eight months of the year, BEVs and PHEVs together accounted for 37.2% of the market, surpassing conventional hybrids for the first time.
Rising electrification in Switzerland is creating room for Chinese automakers.
In August, Chinese brands’ combined market share in the country exceeded 10% for the first time, reaching 10.3%.
Geely’s entry comes as Chinese brands such as BYD, MG and Leapmotor expand in Switzerland, while also putting it in direct competition with established European automakers.
At the group level, Switzerland forms part of Geely’s broader overseas expansion.
Geely Auto has raised its 2026 overseas sales target from 640,000 to 920,000 vehicles and set its sights on reaching 1 million overseas sales for the full year.
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