The Emil Frey Group has been named official importer for Geely Auto in Switzerland and Liechtenstein, its third Geely Auto Group brand alongside Zeekr and Farizon. Geely Auto will enter both markets in the third quarter of 2026 with the fully electric E5 and the Starray EM-i plug-in hybrid.

The agreement extends Geely Auto’s European push into markets both parties identify as having a growing appetite for electrified vehicles. Emil Frey Group contributes established import, retail and aftersales coverage across Switzerland and Liechtenstein to the arrangement.

In a statement, Aiden He, Chief Executive of Geely Brand Europe and Vice-President, Strategy and Product at Geely Auto Europe, said: “Switzerland and Liechtenstein represent a natural next step in Geely’s European strategy. We are thrilled to collaborate with local partners like Emil Frey Group to bring customers in the region what Geely stands for: class-leading safety, cutting-edge intelligence, and tech-driven EVs for mainstream European users.”

Philipp Rhomberg, Chief Executive of Emil Frey Switzerland, added: “We are truly delighted to extend our successful cooperation with Geely by this third brand and market their outstanding electric vehicles in Switzerland and Liechtenstein. With Geely’s focus on superior technology and Emil Frey’s vast experience and customer proximity, all the pieces are in place to broaden a successful partnership.”

Source: Geely