LAUNCHING a new automotive brand in South Africa is no easy task.
It takes vision, resilience, and a team capable of turning a global brand into a local success story.
Over the past six months, Jacqueline Kruger, Head of Marketing at Geely Auto South Africa, has been focused on doing exactly that, building the foundations of the Geely brand while creating the structures, strategies and team needed for long-term growth.
When Geely entered the South African market, there was no blueprint for local success. Kruger was tasked with establishing the brand’s marketing function from the ground up, creating awareness, building trust with consumers, supporting a growing dealer network and introducing South Africans to one of the world’s fastest-growing automotive brands.
“Starting from scratch is both challenging and exciting,” says Kruger. “Every decision matters when you’re building a brand. You’re not only creating awareness, but you’re also building credibility, relationships and a platform for future growth.”
One of the biggest milestones during this period has been the successful launch of the Geely E2. Positioned as a modern, technology-driven vehicle offering exceptional value, the E2 has resonated strongly with South African consumers and delivered results beyond initial expectations.
The response from the market has been remarkable. Demand for the E2 has continued to grow, resulting in an order bank of more than 1,000 customers. For a brand still in the early stages of its South African journey, this level of interest speaks volumes about consumer confidence in both the product and the Geely brand.
“The response to the E2 has been incredibly encouraging,” says Kruger. “It’s rewarding to see South Africans embrace the brand and recognise the value, quality and innovation that Geely brings to the market.”
While the E2 has provided an important launch platform, Kruger is quick to point out that it represents only the beginning of Geely’s ambitions in South Africa.
“We have an exciting product pipeline planned for the local market, and there is so much more to come. Our goal is to continue growing the brand responsibly while introducing products that meet the needs of South African consumers.”
Behind the growth of the brand is a team that continues to evolve alongside the business.
Leading Geely South Africa’s digital marketing efforts is Marketing Manager Onela Mtilwa, who is responsible for driving the brand’s online presence, digital campaigns, customer engagement, and content strategy.
Supporting the dealer network is Nomfundo Khambule, Junior Dealer Marketing Manager, who plays a key role in dealer support, website management and ensuring brand consistency across customer touchpoints.
Most recently, Itus Mofurutsi joined the business as Dealer Marketing Manager. Her arrival further strengthens Geely’s dealer marketing capabilities and network support as the brand continues to expand across the country.
“One of the achievements I’m most proud of is the team we’ve built,” says Kruger. “Everyone brings a unique skill set and a shared belief in what we’re trying to achieve. As the business grows, our team will continue to grow with it.”
Geely’s highly Born to Battle platform is designed to showcase the brand’s confidence, innovation and determination as it establishes itself in the South African market.
For Kruger, however, the focus remains firmly on the future.
With an expanding dealer footprint, growing customer demand, new product launches on the horizon and a dedicated team driving the brand forward, Geely South Africa is entering an exciting phase of its development.
Just over six months ago, Geely was a newcomer to the South African automotive landscape. Today, it has established a growing customer base, a strong foundation and a clear vision for the road ahead.
The journey is only beginning…
