Channels Merge into China Star! Geely Officially "Incorporates" Radar

May 15, with the release of Geely Automobile's acquisition announcement, the integration of the Radar brand with Geely Automobile has officially been realized at the capital level.

According to the announcement, Zhejiang Jirun acquired all equity of Radar Automobile (Shandong) for 159 million yuan, Geely Sales acquired all equity of Radar Sales for 59 million yuan, and two other entities under Geely, CIL and GAIL, acquired all shares of Radar Thailand, a wholly-owned subsidiary in Thailand, for a total of 490,000 yuan.

Upon completion of the transaction, the Radar brand will become a wholly-owned subsidiary of Geely Automobile, and its financial performance will be included in Geely Automobile's listed company reports at that time.

Furthermore, CheYiTiao learned from relevant sources that after the launch of the integration, not only channels but the entire personnel structure of Radar Pickup will be fully merged into China Star, becoming a pickup sequence under the China Star brand, rather than existing as an independent brand.Geely's formal "incorporation" of Radar this time is considered another implementation of the "One Geely" strategy in brand integration.

Since the release of the "Taizhou Declaration" in 2024, Geely has accelerated the integration of its brands.

From Geometry and Ezst successively merging into Galaxy, to Lynk & Co merging into Zeekr in 2025, to Zeekr completing privatization and delisting, merging into Geely Automobile's listed company system together with Lynk & Co, under the guidance of "One Geely", the brand synergy has achieved significant results, and this "incorporation" of Radar can also be seen as another strategic move by Geely Automobile.

Returned Vanguard, Radar Transforms from Brand to Product Sequence

In fact, starting from 2024, the Radar brand has already conducted partial integration with Geely in terms of channels and technology.

According to the strategic cooperation agreement signed between Geely Radar and Geely Service Company, Geely Radar can use Geely's service network resources to provide relevant after-sales services to users.Not only that, some Geely outlets also hung Radar authorized signs, selling alongside Geely Automobile and sharing after-sales services.

Later in May 2025, Radar also launched Geely Radar Horizon and King Kong PHEV based on Geely Automobile Group's God of Thunder EM Super Hybrid technology.

However, at that time, Radar was still relatively independent internally, not belonging to Geely Automobile, and tended to have a peer-level relationship.

After the launch of this capital-level integration, the positioning of the Radar brand will undoubtedly undergo a fundamental shift.On the one hand, it is the external title, that is, from an independent brand to becoming a core niche category. On the other hand, it is the strategic status, Radar will return as a "Returned Vanguard", sharing strategic resources equally with "Core" businesses.

It is understood that since the brand launch in 2022, Radar has always been directly managed by Geely Holding, belonging to an independent operation body separately incubated outside the group, and there is no direct shareholding relationship with Geely Automobile, therefore, its operating performance will not be included in the listed company reports.

Looking at it now, the Radar brand at that time was more like a trial for Geely Holding in the niche segment of pickups. From a strategic priority perspective, theoretically it was far lower than Geely Automobile's main Galaxy, China Star, as well as Lynk & Co and Zeekr brands. Now that it has been included in China Star, Radar will undoubtedly receive more empowerment from the group.

As stated in the announcement, by incorporating the Radar business into the group's internal operation system, synergy effects in product planning, resource allocation, and brand management can be improved, thereby reducing duplicate investment, improving operational efficiency, and strengthening cost control.

In short, in the future, Radar will be able to fully reuse Geely's technology, supply chain, and factories. Geely can also expand its product portfolio and create another niche growth pole through this.

Filling the Niche Category, Geely Accelerates Pickup Track Layout

For Geely, choosing to bring Radar back at this time is not just another practice of the "Taizhou Declaration", but also a strategic consideration for the pickup market prospect.

Geely stated in the announcement that currently other major global pickup truck markets have relatively high penetration rates, and China's pickup market also shows significant growth potential.

At the same time, the development of electrification and intelligence technologies, including the rise in oil prices, have jointly enhanced market attention and demand for new energy pickups.In addition, with pickup restriction policies gradually relaxing in various places, Radar products are expected to meet the needs of both commercial users and individual consumers.

In the view of Geely Automobile, integrating Radar will further consolidate the group's position in the pickup niche market. After the acquisition is completed, Radar can also use Geely's international distribution channels to quickly expand into overseas markets and further promote the growth of export sales.

According to CPCA data, China's pickup exports exceeded 300,000 in 2025, accounting for over 50% of the total for the first time. In particular, new energy pickups surged by 243% last year, reaching 73,000 vehicles.

In Geely Automobile's overall plan, the overseas sales target for 2026 is guaranteed at 640,000 vehicles, aiming to sprint for 750,000 vehicles. It is worth noting that Geely's overseas sector has been relatively slow in growth compared to BYD and Chery. Now joining the Radar niche category will provide certain support for improving overseas sales.

Currently, in the new energy pickup sector, Radar has already built up a certain reputation and brand awareness. It not only ranked first in new energy pickup market share for three consecutive years, but also has a market share as high as 98% in the pure electric niche market. It can be said that Geely's highly forward-looking strategic insights enabled Radar Pickup to seize a certain first-mover advantage.

However, the new energy pickup market is also accelerating into a "Red Ocean Market".Some time ago, BYD announced that the new energy pickup brand "SHARK (Shark)" that had been exporting overseas was formally merged into Fang Cheng Bao, and will soon be sold to the domestic market. At that time, it may pose a significant challenge to Radar Pickup.

With BYD, Geely and other leading car companies adding bets on the new energy pickup track, it means a brand new niche pattern will enter the "Competition" moment. Whether Radar can become the core variable rewriting market trends after "returning to the team"? Geely's integration efficiency and competitive determination will become the key.