China’s Geely bets on longer-range, faster-charging tech over fresh EV price war
South China Morning Post
by Daniel RenFebruary 24, 2026
AI-Generated Deep Dive Summary
Geely Auto, China’s second-largest carmaker by sales, is shifting its focus away from price cuts and toward innovation in longer-range and faster-charging electric vehicle (EV) technologies to maintain its leadership in the world’s largest automotive market. The company’s CEO, Jerry Gan Jiayue, emphasized that Geely will prioritize competing based on technology, quality, brand, service, and corporate ethics rather than engaging in cutthroat price wars—a strategy he described as “opposing involution.” This approach aims to foster sustainable growth in China’s automobile sector while delivering genuine value to customers, the industry, and society.
The decision comes amid heightened expectations of a new discount war in China’s EV market, driven by sluggish sales in January. Geely has become the first major Chinese automotive group to reveal its pricing strategy for 2026, signaling a departure from traditional competitive tactics that often involve aggressive price cuts to outdo rivals. By focusing on technological advancements and quality, Geely is positioning itself as a leader in innovation, aiming to set industry standards rather than merely competing on price.
Gan’s announcement reflects a broader shift within the Chinese automotive sector toward sustainability and long-term growth. The term “involution” refers to hyper-competitive practices that can harm profitability and hinder sustainable development. By opposing such practices, Geely is signaling its commitment to driving innovation and maintaining high standards in manufacturing and corporate ethics.
As China’s EV market continues to expand, the focus on longer-range and faster-charging technologies aligns with growing consumer demand for vehicles that offer greater convenience and environmental benefits. Geely’s strategy not only positions it as a leader in technological innovation but also underscores its dedication to ethical business practices and customer-centric values. This approach could serve as a model for other automakers looking to balance competitiveness with sustainability in one of the most dynamic automotive markets globally.
In summary, Geely’s decision to prioritize technology and quality over price cuts marks a significant shift in China’s EV industry. By focusing on innovation and ethical business practices, the company is aiming to lead the market while fostering sustainable growth—a strategy that could have far-reaching implications for the global automotive sector.
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Originally published on South China Morning Post on 2/24/2026