Emgrand

Emgrand is a former automobile marque created by Geely Automobile Holdings. Introduced in the late 2000s as a separate brand, Emgrand was intended to broaden Geely’s product lineup beyond its flagship Geely-branded models and to target value-conscious buyers in both domestic and international markets. The lineup emphasized affordable, modern passenger cars and included several sedan models.

One of the best-known Emgrand models was the EC7 compact sedan, which helped raise Geely’s profile in the global market during the early 2010s. The Emgrand brand also encompassed other sedan and crossover variants developed on Geely’s evolving global platforms. The branding strategy reflected Geely’s broader effort to diversify its offerings while leveraging international engineering and production capabilities.

Starting in the mid-2010s, Geely began consolidating its brand structure, and Emgrand was progressively phased out as a standalone marque. In many markets, Emgrand-branded vehicles were reissued under the Geely name or discontinued, as the company streamlined its branding strategy. In some regions, the Emgrand name persisted briefly as a model designation rather than a separate brand.

Today, Emgrand is mainly discussed in historical contexts as part of Geely’s branding history from the late 2000s and early 2010s. The Geely name remains the primary brand for the company’s current passenger-car lineup, while Emgrand serves as a reference to a past branding phase and a subset of Geely’s early worldwide expansion efforts.