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What new OEMs can learn from Geely’s rapid rise
September 23, 2025
Geely hit the ground running in one of the most competitive automotive markets in the world with carsales mediahouse
Breaking into the Australian automotive market takes more than just setting up shop. With more than 60 OEMs¹ competing for just over 1.2 million new car sales each year², the landscape is among the most competitive in the world. For new market entrants, the challenge is clear: how do you make an impression in a market where consumer attention is fragmented and incumbents are well-resourced?
One recent entrant, Geely, set out to answer those questions. Backed by global credentials but starting from near-zero local visibility, the task was to quickly establish relevance, earn the consideration of Australian car buyers, and prove the ability to translate interest into action.
Building awareness in a crowded market
The first hurdle for any new badge is awareness. A new nameplate means little if shoppers aren't discovering it early in the research journey. By maintaining a consistent presence across the carsales network, Geely was able to cut through at the crucial awareness stage, recording a 2.5x increase in Search Share³. That result proved what's possible when new brands show up consistently where buyers begin their journey, on carsales.
Turning awareness into consideration
But awareness alone doesn't sell cars. What matters is how effectively it converts into genuine buyer consideration. Sustained mid-funnel visibility moved the brand “on the radar” to genuinely being shortlisted delivering a 5x uplift in View Share⁴.
And momentum carried through to intent. A 4x uplift in Lead Share⁵ demonstrated that exposure and evaluation were translating into hand-raisers — a rapid progression from introduction to action in one of the world’s most competitive markets.
The playbook for new entrants
Geely's performance underscores a clear lesson: in Australia, success isn't just about big budgets or heritage. It’s about showing up consistently at the right moments of the buyer journey. A 4x uplift in Lead Share demonstrated that exposure and evaluation were translating into hand-raisers — a rapid progression from introduction to action in one of the world’s most competitive markets.
Looking ahead
With as many as 20 brands tipped to join the local market over the next five years, not every new entrant will thrive. But those that prioritise visibility where it counts are giving themselves the best chance of success. After all, if the above is anything to go by, with the right approach your brand can move from “on the radar” to “on the shortlist”.
Is your brand looking to hit the ground running? Contact the carsales mediahouse team today to chat about turning awareness into action.
Source:
1 Federal Chamber of Automotive Industries VFACTS service, August 2025
2 Federal Chamber of Automotive Industries VFACTS service, December 2024
3 carsales Internal data, PREFACTS, Search Share % increases during campaign period April 2025 – May 2025 compared to previous period February 2025 – March 2025 (with no campaign)
4 carsales Internal data, PREFACTS, View Share % increases during campaign period April 2025 – May 2025 compared to previous period February 2025 – March 2025 (with no campaign)
5 carsales Internal data, PREFACTS, Lead Share % increases during campaign period April 2025 – May 2025 compared to previous period February 2025 – March 2025 (with no campaign)
Turning awareness into consideration
But awareness alone doesn't sell cars. What matters is how effectively it converts into genuine buyer consideration. Sustained mid-funnel visibility moved the brand “on the radar” to genuinely being shortlisted delivering a 5x uplift in View Share⁴.
And momentum carried through to intent. A 4x uplift in Lead Share⁵ demonstrated that exposure and evaluation were translating into hand-raisers — a rapid progression from introduction to action in one of the world’s most competitive markets.
The playbook for new entrants
Geely's performance underscores a clear lesson: in Australia, success isn't just about big budgets or heritage. It’s about showing up consistently at the right moments of the buyer journey. A 4x uplift in Lead Share demonstrated that exposure and evaluation were translating into hand-raisers — a rapid progression from introduction to action in one of the world’s most competitive markets.
Looking ahead
With as many as 20 brands tipped to join the local market over the next five years, not every new entrant will thrive. But those that prioritise visibility where it counts are giving themselves the best chance of success. After all, if the above is anything to go by, with the right approach your brand can move from “on the radar” to “on the shortlist”.
Is your brand looking to hit the ground running? Contact the carsales mediahouse team today to chat about turning awareness into action.
Source:
1 Federal Chamber of Automotive Industries VFACTS service, August 2025
2 Federal Chamber of Automotive Industries VFACTS service, December 2024
3 carsales Internal data, PREFACTS, Search Share % increases during campaign period April 2025 – May 2025 compared to previous period February 2025 – March 2025 (with no campaign)
4 carsales Internal data, PREFACTS, View Share % increases during campaign period April 2025 – May 2025 compared to previous period February 2025 – March 2025 (with no campaign)
5 carsales Internal data, PREFACTS, Lead Share % increases during campaign period April 2025 – May 2025 compared to previous period February 2025 – March 2025 (with no campaign)
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