Union Motors imports electric Geely cars to Israel

Union Automobile Group is preparing to compete in the electric vehicle market and is strengthening its media efforts. A source informed “Globus” that the Geo-Mobility Company of Union Motors will market the Chinese car brand Geely in Israel, and that K-Logic, a media and advertising group, has chosen to manage the ads account. K-Logic also includes the Hooligans agency, which will deal with the creative aspects of the new brand. Orenstein & Hoshen (OH!) Will be responsible for managing the media in Israel. As recently reported by Globus, a wide range of electric vehicle models manufactured in China are expected to arrive in Israel within the next year. Several months ago, Union Motors Group signed a cooperation agreement with Geely, under which it will also import the Geometry brand of electric vehicles. Geely is preparing for 2022, it is one of the leading automobile manufacturers in China. In addition to marketing the Geometry and Geely Auto brands, Geely also owns the full-fledged Volvo brand and the Lotus sports car brand, and 50% of the Lynk & Co. car brand. The group has 50,000 employees and has 12 factories and five R&D centers in China, Sweden, UK and Germany. Geely also has design centers in Shanghai, Gothenburg, Barcelona, ​​Coventry and California. The first car to be marketed in Israel will be the Geometry C, a compact crossover sedan with a state-of-the-art electric motor and a maximum power of 204 hp, which can accelerate to 100 km / h in 6.9 seconds. Marketing is scheduled to start at the beginning of 2022, so the advertising budget has not yet been finalized, but given the major competition expected in the market, it can be assumed that a large budget will be included. Union Motors makes special efforts to separate dealing with different brands in both marketing and advertising, as is the case, for example, with Lexus, Toyota and GAC. Here, too, the electric vehicle brands will be separated from other brands – in other words, a separate company, separate head offices and separate showrooms. Toyota’s advertising budget has been managed for many years by the advertising company TBWA – Yehoshua. Lexus’ advertising budget is managed by LH, which is partly owned by TBWA-Yehoshua. Segregation policy problem Since the launch of Tesla in Israel, many car manufacturers, both European and Chinese, are preparing to launch dozens of electric car brands in Israel by the end of 2022. This should spark much interest among advertising agencies, but in all likelihood not many of them will participate. In attempts to gain a share of the new budgets. Related materials, Tesla’s competitor, Geely, lands in Israel for Mobileye trials, China targets the Israeli auto market, and the reason is the separation policies of car importers (not just the Union Group) – in other words, the tendency to divide their car brands among several Companies. In this way, the vast majority of large advertising companies are already “busy” with this or that budget. It should be noted that even in the absence of adequate infrastructure for electric cars, and given that there are already alternatives in the market such as hybrid cars, this is a category that is not expected to be registered in the initial stages at least. Very high sales. Therefore, their budgets will be smaller than those of “regular” brands. However, the world is heading in the direction of electric cars, and thus in the long run, there will be a need to educate the market and allocate budgets to this topic. Geely Israel Marketing Communications Manager, Gali Sheetrit, said, “The electric vehicle market in Israel today is on the verge of boiling, with the arrival of a number of brands of electric cars. This situation requires us to make our brand differentiate and enhance marketing efforts, along with the campaign Publicity and advertising that will help us drive the brand into the awareness of the public at large. We see Orenstein & and Hoshen, Hooligans and K-Logic as strong and professional partners who will help us implement the marketing strategy that we will present. ” Posted by Globes, Israel business news – en.globes.co.il – May 26, 2021 © Copyright Globes Publisher Itonut (1983) Ltd. 2021