Geely launches in Portugal with a network of 15 dealerships

Geely has officially launched in Portugal with three models and an initial network of 15 dealerships, according to a report published by ECO on 24 September 2026. Salvador Caetano is responsible for national distribution. For the franchising community, the launch offers a case study in expansion through a combination of company-owned outlets and partners, although the available information does not describe it as a franchise network.

A launch with distribution and a dealership network in place

Geely Auto Group, headquartered in Hangzhou, China, is introducing its flagship brand to the Portuguese market with the E2, E5 and Starray EM-i models. The launch therefore goes beyond announcing commercial representation: it includes a defined product range and a dealership network across several locations in the country.

Salvador Caetano is handling distribution in Portugal. Within the sales network, the report identifies company-owned dealerships operated through Caetano Retail, alongside partners such as Confimotion, EMAC and A MatosCar.

This distinction between national distribution and local sales operations is important when interpreting the announcement. The launch brings together businesses with different roles, but the published information does not detail the contractual terms applicable to each dealership. Nor does it establish that the named partners operate under franchise agreements.

The 15 launch locations

The first locations announced are Porto, Lisbon, Cascais, Braga, Guimarães, Viana do Castelo, Famalicão, Santa Maria da Feira, Aveiro, Vila Real, Portalegre, Beja, Évora, Fundão and Ponta Delgada.

The list covers both coastal and inland locations in mainland Portugal, as well as a presence in the Azores. Lisbon and Porto are part of the launch, but the initial footprint also includes cities such as Vila Real, Fundão, Portalegre, Évora and Beja. Ponta Delgada is the island location identified in the report.

For those following brand expansion in Portugal, the key point is the geographical reach of the network at launch. Rather than limiting its presence to the country's two largest cities, the announcement includes several local markets from the outset.

However, it is important to distinguish announced locations from detailed operational information. The available material does not provide addresses, premises sizes, investment per dealership or a complete breakdown matching each city to its operator. Those details would be needed for a more thorough assessment of the sales network.

Three models in the initial range

The launch range comprises the E2, E5 and Starray EM-i. According to the details reported by ECO, the E2 is a compact all-electric car, priced from €21,900, with a range of up to 497 kilometres on the WLTP urban cycle.

The reference to the urban cycle is essential: the stated figure reflects those test conditions and should not be treated as a range estimate for all types of driving. The price is also a starting price, so it does not necessarily apply to every available specification.

The Starray EM-i features Super Hybrid Plug-in technology and a combined range of up to 1,055 kilometres. This is a different measure from the urban electric range quoted for the E2, so the two figures cannot be compared directly.

The E5 completes the announced line-up. The information available for this report does not include further details on its price or range.

What matters to the franchising community

The relevance of this launch to the franchising community lies in its expansion model: an international brand is entering Portugal with a national distributor, company-owned outlets and commercial partners. That structure is worth following, without confusing automotive dealerships with franchising.

The announcement also sets clear limits on what can be claimed. It confirms the brand's arrival, the three models and the 15 initial locations, but does not disclose joining fees, application requirements, projected profitability or opportunities for new operators. There is therefore no basis for presenting this launch as a franchise investment opportunity.

Practical note: anyone considering a potential commercial partnership should first confirm the contractual model, territory availability and investment obligations with the distributor. The announced network is a starting point for that assessment, not a substitute for the partnership documentation.