Emgrand
Emgrand was a Chinese automobile marque launched by Geely in 2009 and discontinued as a standalone brand in 2014.
Last updated October 12, 2026
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Overview
Emgrand was an automobile marque created and owned by the Chinese automotive manufacturer Geely. The marque was introduced during a period when Geely was reorganizing its passenger-car business around several distinct brand identities, including Emgrand, Englon, and Gleagle. Emgrand was positioned as a more upmarket and internationally oriented name within that structure, although it remained part of the wider Geely organization rather than an independent company. The marque was publicly presented at the 2009 Auto Shanghai exhibition. Its first retail production vehicle was the Emgrand EC7, a compact front-wheel-drive sedan and hatchback family. Initial EC7 production was completed at Geely's plant in Ningbo, Zhejiang, in July 2009, and the model entered the Chinese market in mid-August of the same year. The EC7 became the principal volume product associated with Emgrand and was offered in both sedan and EC7-RV hatchback forms. A larger model, the Emgrand EC8, followed in October 2010, extending the marque into the mid-size sedan segment. The product range also included the Emgrand X7 sport utility vehicle. Geely explored international expansion for the marque. In December 2011, plans were announced to introduce Emgrand into the United Kingdom, with the EC7 intended to serve as the initial model. Distribution was expected to be handled through Manganese Bronze Holdings, a Geely-owned company, under the Geely Auto UK trading name. The British launch was later placed on hold, and the planned expansion did not establish Emgrand as a UK retail brand. Emgrand also served as a platform for design and product experimentation. Its concept-car program included the GE limousine concept, first shown at the 2009 Auto Shanghai show and later presented in a refined form at the 2010 Beijing Auto Show. At the 2012 Beijing Auto Show, the marque displayed the EX8, EX9, and GE concepts. In 2013, it introduced the KC concept at the Shanghai Auto Show. The KC previewed a production mid-size sedan that was ultimately sold under the Geely name as the Geely Borui after the Emgrand marque was discontinued. The standalone marque was ended in 2014. Rather than eliminating the vehicles altogether, Geely rebranded them as Emgrand series models within the Geely brand architecture. Emgrand therefore ceased to function as a separate automobile brand and became a model or series designation under Geely. Before that transition, the marque had achieved substantial domestic sales: 203,491 Emgrand vehicles were sold in China in 2013, placing it among the country's higher-selling car brands and making it the eighth-largest Chinese brand by sales according to the cited reference. Its history illustrates Geely's short-lived multi-brand strategy and the later consolidation of those marques under the Geely name.
History
Emgrand was established by Geely as one of three new automobile marques introduced in 2009, alongside Englon and Gleagle. The initiative reflected Geely's attempt to separate its passenger vehicles into differentiated brand identities rather than market all products under one name. Emgrand was the marque associated with the EC7, EC8, X7, and several higher-profile concept vehicles. The marque's public debut took place at the 2009 Auto Shanghai exhibition. Its first production vehicles were completed at Geely's Ningbo, Zhejiang, facility in July 2009. The EC7 entered the Chinese market in mid-August 2009 as a compact front-wheel-drive sedan and hatchback family, giving the new marque a mainstream retail offering. The EC7-RV represented the hatchback variant. In October 2010, Geely added the EC8, a larger sedan intended to broaden Emgrand's market coverage. Emgrand's development program included vehicles that were not all brought to production. The GE limousine concept was shown at Auto Shanghai in 2009 and in an updated form at the 2010 Beijing Auto Show. At the 2012 Beijing Auto Show, Emgrand presented the EX8, EX9, and GE concepts. The KC concept followed at the 2013 Shanghai Auto Show and previewed a future mid-size sedan. After the brand restructuring, the related production vehicle was marketed as the Geely Borui rather than as an Emgrand model. Geely also considered selling Emgrand in the United Kingdom. The EC7 was selected as the proposed launch model, and distribution was expected to be organized through Manganese Bronze Holdings, which Geely owned, using the Geely Auto UK trading name. The proposed late-2012 launch was later put on hold, so the planned UK expansion did not proceed as originally announced. Emgrand achieved meaningful domestic scale before its dissolution. According to the cited reference, 203,491 vehicles bearing the Emgrand marque were sold in China during 2013. This placed it 23rd among car brands in the Chinese market and eighth among Chinese brands by sales for that year. In 2014, Geely discontinued Emgrand as a separate marque. The vehicles were not necessarily abandoned; instead, they were absorbed into Geely's product structure and marketed as Emgrand series vehicles under the Geely brand. The change ended Emgrand's existence as an independent brand and converted the name into a model or series designation. The episode marked a reversal of Geely's earlier multi-brand approach and a move toward a more consolidated brand architecture.
- 2014
Standalone brand discontinued
[1]Geely ended Emgrand as a separate marque and moved its products into the Geely brand as Emgrand series models.
- 2013
KC concept presented
[1]Emgrand showed the KC concept at the Shanghai Auto Show; the related production sedan was later sold as the Geely Borui.
- 2011
United Kingdom expansion announced
[1]Geely announced a proposed UK introduction centered on the EC7, but the plan was later suspended.
- 2010
EC8 launched
[1]The EC8 became the second production model in the Emgrand range.
- 2009
Emgrand introduced at Auto Shanghai
[1]Geely unveiled Emgrand alongside its other new marques, Englon and Gleagle, at the 2009 Auto Shanghai exhibition.
- 2009
EC7 production begins and sales start
[1]The first EC7 production vehicles were completed in Ningbo in July, and the model went on sale in China in August.
Products and positioning
A Geely-owned passenger-car marque intended to provide a more upmarket and internationally oriented brand identity within Geely's multi-brand strategy of the late 2000s and early 2010s.
Compact sedan and hatchback · 2009
Emgrand EC7
The EC7 was Emgrand's launch product and its principal volume model. It was a compact front-wheel-drive passenger car offered as both a sedan and, in EC7-RV form, a hatchback. Production began at Geely's Ningbo facility in 2009, followed by Chinese retail sales in August of that year.
Compact hatchback
Emgrand EC7-RV
The EC7-RV was the hatchback derivative of the EC7 family. It extended Emgrand's entry-level passenger-car range while retaining the compact-car role of the sedan. Like the rest of the original marque, it was later absorbed into Geely's broader product architecture.
Mid-size sedan · 2010
Emgrand EC8
Introduced in October 2010, the EC8 was Emgrand's larger sedan and helped the marque move beyond the compact EC7 family. It represented the brand's effort to cover a broader range of passenger-car segments before the standalone Emgrand identity was retired.
Sport utility vehicle
Emgrand X7
The X7 was Emgrand's sport utility vehicle offering. It formed part of the production range listed for the marque and broadened Emgrand beyond sedans and hatchbacks into the SUV category.
Limousine concept · 2009
Emgrand GE concept
The GE was a flagship-oriented limousine concept displayed by Emgrand in initial form at Auto Shanghai in 2009 and in a refined form at the 2010 Beijing Auto Show. It remained a concept rather than becoming a documented production Emgrand vehicle.
SUV concept · 2012
Emgrand EX8 concept
The EX8 was one of three concepts presented by Emgrand at the 2012 Beijing Auto Show. The available reference identifies its presentation but does not establish a production version under the Emgrand marque.
Automobile concept · 2012
Emgrand EX9 concept
The EX9 was shown as part of Emgrand's 2012 Beijing Auto Show concept lineup. It illustrates the breadth of Geely's design and product exploration during the period when Emgrand operated as a separate marque.
Mid-size sedan concept · 2013
Emgrand KC concept
Displayed at the 2013 Shanghai Auto Show, the KC concept previewed a mid-size sedan later marketed as the Geely Borui. The change in branding followed the discontinuation of Emgrand as an independent marque.
Controversies
Brand decisions
2014
Consolidation of Emgrand into GeelyStrategyBackground
Geely reassessed its multi-brand structure after operating Emgrand, Englon, and Gleagle as separate marques.
Action taken
Geely discontinued Emgrand as a standalone marque and rebranded its vehicles as Emgrand series models under the Geely brand.
Aftermath
Emgrand ceased to function as an independent brand, while the name continued as a model or series designation within Geely's portfolio.
2011
Planned United Kingdom market entryStrategyBackground
Geely sought to expand the Emgrand marque beyond China and identified the United Kingdom as a possible export market.
Action taken
The EC7 was selected as the proposed first UK model, with distribution expected through Manganese Bronze Holdings under the Geely Auto UK trading name.
Aftermath
The proposed launch was subsequently put on hold and did not establish a documented UK Emgrand retail operation.
Sources3 sources
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