Geely opened its first Australian flagship showroom on Church Street in South Yarra, the Melbourne strip chock a block full of prestige car dealers. It says a lot about how geely views itself and about it dreams and hopes.
Geely South Yarra is a bright light on the corner of Church Street and Newton Street. The dark-clad building over 3 storeys looks quite flash, and such is Geely’s rise, customer deliveries have already started.
The showroom opened soon after Geely signed up its 100th dealership, in Western Australia, which shows lightening network spread across the country. A flagship is a different kind of statement, though. Anyone can fill a random strip mall dealer lot on a highway, but Church Street is where buyers go to look at expensive cars on a Saturday, and putting a Geely sign among them says the company is not planning on hanging about waiting to be gazumped.
Light up Church Street
The doors opened with a party on the 11th of November, billed as Light up Church Street. It also doubled as a stop on Geely’s national dealer roadshow.
To mark the event, a suited row of executives cut a big blousy orange ribbon emblazoned with “Geely South Yarra”, as the building’s atmospheric glow lit the dusk.
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ABOVE: Geely South Yarra flagship opening night
Kendal Yang, the dealer principal, said, “Church Street has always been where Melbourne comes to see what’s new. We’re proud to be creating a space where people can take their time with the Geely range and see where the brand is going.”
Taking your time to browse at leisure is rather the point. A showroom like this is built for lingering. There’s no workshop on site because servicing and parts are done at a separate centre in nearby Collingwood. That keeps the Church Street floor for cars and conversations rather than sweaty mechanics banging their big tools.
What’s on the floor
The current range has been reviewed and we found them worth every centime. The EX5 is the electric SUV that started Geely’s EV push. The adorable EX2 is the small electric car that made a Mini look overpriced and underbaked, and the Starray EM-i is the plug-in hybrid SUV for buyers still half committed to a petrol bowser.
The crowd on opening night were treated to upcoming models the Monjaro EM-i SUV, and Emgrand EM-i sedan, badged as Emgrand L EM-i. Both are plug-in hybrids due in early 2027. These teasers add to the Geely range, but as yet, prices and local specifications have not been revealed. Even so, a large SUV and a proper sedan give Geely cars that belong on a prestige street and the Toyota and Lexus sedans remaining now have a bit of competition.
Plug-in hybrids have received a sales boost as electrified cars take a bigger share of new sales, hitting 46% of the market in May. Pure petrol and diesel cars are virtually a thing of the past. Unlike legacy car makers flailing about in a frenzy, Geely is lining up a pair of properly priced pretties for plug-o-phobic punters who want a battery for the commute, but still want a tank for the weekend.
Why it matters
Jason Wang, Geely Auto Australia’s director of sales and network, called the store “an exciting milestone” and “another important step” in putting customers first. Geely is betting its cars will hold up under close inspection next to posh European metal.
Whether that bet pays off will depend on the Monjaro and Emgrand and what they cost in 2027. For now, the showroom is open, the first cars are going out the door, and Melbourne has a new place to kick tyres.
Geely South Yarra
| Detail | Information |
|---|---|
| Location | Corner of Church Street and Newton Street, South Yarra |
| Opened | 11th of November 2026 |
| Service and parts | Collingwood |
| On sale now | EX5, EX2, Starray EM-i |
| Coming early 2027 | Monjaro EM-i SUV, Emgrand EM-i sedan |
| Geely network | 100 dealers |
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Alan Zurvas is the founder and editor of Gay Car Boys, Australia's leading LGBTQI+ automotive publication. Before launching GCB in 2008, Alan's automotive writing was published in SameSame.com.au and the Star Observer. With over 16 years of hands-on car reviewing experience, Alan brings an honest, irreverent voice to every review — championing value and innovation over brand loyalty.
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