Geely Auto Australia has appointed Alex Gu as chief executive officer, effective immediately, as the Chinese automotive brand approaches its first anniversary in the Australian market.
Gu will assume full responsibility for Geely Auto’s operations and strategic development across Australia while continuing his role as vice president at Geely Auto International Corporation.
The appointment comes as Geely Auto Australia prepares to enter a new development phase under Gu’s leadership, with strategic focus on strengthening local operations, enhancing customer experience and driving sustainable sales growth.
“I’m thrilled to be joining the Geely Auto Australia team at such an exciting stage of its journey,” Gu said in a statement.
“Australia is a pivotal market in Geely Auto’s global strategy. I look forward to applying my international experience to further strengthen our local presence, deepen customer trust, and lead the brand into its next phase of growth.”
Middle East success provides foundation
Gu brings more than two decades of automotive industry experience, with a proven track record in international market expansion and organisational leadership. He has been with Geely Auto for over 20 years, most recently leading operations at Geely Auto Middle East.
During his seven-year tenure leading the Middle East region, Gu oversaw operations across multiple countries and successfully led Geely Auto’s market entry into key markets including the United Arab Emirates and Saudi Arabia.
Under his leadership, Geely became a top-performing Chinese automotive brand across multiple key markets within three years, positioning the Middle East as a strategic bridgehead for the company’s global growth.
Australian market foundation established
The appointment follows the successful foundation built by Lei Li, who served as CEO of Geely Auto Australia from its establishment in 2024. Li assumed additional responsibility for Geely Auto Spain in September 2025 and is now transitioning to a full-time role leading that market ahead of its official launch.
Under Li’s leadership, Geely Auto Australia established a nationwide network of 49 sales and service outlets and achieved over 5000 vehicle sales in 2025 across a two-model lineup.
Geely Auto Australia officially launched in March 2025 with the Geely EX5, marking the brand’s entry into the Australian market as it approaches its first anniversary of operations.
The company says the strong foundation laid in 2025 positions the brand for continued growth in the region under Gu’s leadership.
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