Thu, February 16, 2012
Business > Industries

China Motor: Geely develops its own safety strategy

2012-02-16 11:20:24 GMT2012-02-16 19:20:24(Beijing Time)  Global Times

A car company's emphasis on safety technology speaks for its social responsibility, and its devotion to R&D determines whether it can grow to be stronger.

"Most of the consumers choose Geely for its outstanding safety performance", said Liu Jinliang, vice president of Geely Holding Group. In the first 11 months of 2011, sales of Emgrand EC7 reached 86,848 units, making it the best seller among all the domestic made A-class sedans. Geely cars' safety performance has been gaining an edge in competition with other brands.

Geely Group started its strategic transformation in 2007, and now it has set "safety first" as its R&D strategy; The automaker inaugurated its Auto Safety Technology Lab in 2011 and now it adopts Geely Total Safety Management (GTSM), making Geely the top performer among self-owned car brands; Geely introduced Blow-out Monitoring and Braking System (BMBS) in 2008 and further developed crash mitigation system. Panda and Emgrand EC7 won five stars in the China-New Car Assessment Program (C-NCAP) test in 2010, and the Emgrand EC7 gained Euro NCAP 4-Star Safety Rating in 2011. Over the years, Geely's mission of "making the safest car" set by its chairman Li Shufu has been achieved gradually through the hard work of the company's R&D teams.

Making the safest car

Success is the sum of small efforts

The C-NCAP test was launched in 2006, and a year later, Geely Free Cruiser got two stars in the test with 28.6 points, a moderate result that became the starting point of Geely's dedication to safety performance.

In 2007, Geely started its strategic transformation and set the company's mission as "making the world's safest, most environment-friendly and most efficient car and letting Geely cars run all over the world". In July 2008, Geely Vision became the first C-NCAP four-star car in the history of Chinese independent brand. In 2009, Geely Panda was titled "the King of Safety" by its prominent score (45.3) in C-NCAP test and became China's first independently-researched minicar achieving five-star performance in crash test. In 2010, Geely Emgrand EC7 got five-star safety rating in C-NCAP.

On November 23, 2011, Euro-NCAP published a new list of vehicle crash report and the Chinese vehicle brand Geely Emgrand EC7 owned 4-star certificate. This is the top best result from Chinese vehicle; it is also the first Chinese vehicle which owned 4-star certificate from Euro-NCAP.

"The result marks a milestone for the Chinese automotive industry, signaling that Chinese carmakers have grown rapidly in R&D and stepped up their investment in vehicle safety performance. Though the standards for a five star vehicle are going to be raised, Chinese cars will soon achieve that,"said Euro NCAP secretary general Michiel van Ratingen.

On December 29, 2011, Geely's Emgrand EC8 was rated five stars with 49.6 scores under C-NCAP, the highest score ever earned by a Chinese brand, and the result ranks the sixth among all 147 car models in the history of C-NCAP.

From two stars to five stars, Geely's achievements have condensed Geely people's efforts. "It's hard to get a 5-star certificate and even harder for independently-researched cars for they have to face the dilemma between cost and safety," said Zhao Fuquan, vice president of Geely Group.

Zhao once worked in Daimler-Chrysler Corporation. "The development cost of Mercedes-Benz is much higher than that of Geely. If Emgrand's market price is 250,000 yuan, it's no big deal for the five stars rating. However, Emgrand is just sold at the price around 90,000 yuan, and that says something for Geely's safety technology," added Zhao.

Geely Auto's breakthroughs in safety technology have gained fame in authoritative organizations, which in turn boost sales of Geely cars. Geely sold out 416,000 cars in 2010, up 30 percent year-on-year. Research from J.D. Power shows Geely is gaining popularity among consumers. All these indicate that Geely has become a trustable brand.



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