The first Emgrand models are the EC718 sedan and wagon, which rolled off the assembly line this week in Ningbo and go on sale in early August, priced from $11,700-$17,600.
The Emgrand sub-brand was publicly unveiled earlier this year at the 2009 Shanghai Auto Show, along with two other sub-brands, Gleagle and Shanghai Englon. Gleagle will focus more on low-end products, while the Shanghai Englon brand name is reserved for more expensive models.
The Emgrand EC718 is targeted at young male customers in China, but Geely has greater aspirations for the car and the sub-brand.
Zhao Fuquan, Geely vice president and chief technical officer, said the EC718 is Geely's first model designed specially for the global market, particularly more mature markets in Europe and North America.
"From the design concept to manufacturing, the [EC718] has been developed in accordance with European standards [using] first-class parts suppliers," said Zhao, who added that Geely expects the car to achieve a four-star rating in the European NCAP crash test and a five-star rating in China.
Compared with such competitors as General Motors' redesigned Buick Excelle, the Hyundai Elantra and FAW's Besturn B50, Geely's Emgrand EC718 is larger in size, at 182.7 inches long, 70.5 inches wide and 56.3 inches tall.
Geely also equipped the model with a 1.8-liter four-cylinder CVVT engine and a five-speed transmission.
The launch of the Emgrand sub-brand is part of Geely's long-range strategy to change its brand image of poor craftsmanship and low price in both domestic and international markets.
Geely expects to sell as many as 10,000 Emgrand models this year and aims to lift sales to 50,000 units next year. The sub-brand will also extend its product portfolio to include SUV and pickup models in the future.
Geely aims to sell a total of 350,000 vehicles this year, an increase of about 40 percent from its earlier target, after first-half sales posted better than expected growth.
Inside Line says: Geely's reputation as one of the world's most ambitious auto companies becomes stronger all the time. — Vivian Jin, Correspondent
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