GEELY Auto Australia has appointed Alex Gu (Xia’en Gu) as chief executive officer, effective immediately.

He succeeds Lei Li, who served as CEO of Geely Auto Australia from its establishment in 2024.

Mr Li assumed additional responsibility for Geely Auto Spain in September 2025 and will now move full time to lead Geely in Spain ahead of its official market launch in that market.

Alex Gu (Xia’en Gu), CEO of Geely Auto Australia

Geely Auto said it extends its sincere appreciation for Mr Li’s contributions in building the Australian business from the ground up to become a nationwide network of 49 sales and service outlets and more than 5000 sales in 2025.

Mr Gu joins Geely Auto Australia with more than two decades of automotive industry experience, having forged a proven track record in international market expansion, organisational leadership and long-term business growth.

He has been with Geely Auto for over 20 years, most recently leading operations at Geely Auto Middle East.

During his seven-year tenure leading Geely Auto Middle East, he successfully led Geely’s market entry into multiple countries including the United Arab Emirates and Saudi Arabia, establishing the region as a critical growth engine for the Geely brand.

Geely said that within just three years, his leadership propelled Geely to become a top-performing Chinese automotive brand across multiple key markets, positioning the Middle East as a strategic bridgehead for the company’s global growth.

The Chinese car-maker said that for Australia the brand will enter a new phase of development with a clear strategic focus on strengthening local operations, enhancing customer experience across all touchpoints, and driving sustainable sales growth.

Mr Gu said: “I’m thrilled to be joining the Geely Auto Australia team at such an exciting stage of its journey.

“Australia is a pivotal market in Geely Auto’s global strategy. I look forward to applying my international experience to further strengthen our local presence, deepen customer trust, and lead the brand into its next phase of growth.”