The BelGee factory in Belgium is preparing to bring a new model to the Russian market. Plans call for the Emgrand 7 to start rolling off the assembly line in the coming year, signaling a deliberate expansion of Geely vehicles produced locally for Russian buyers. This move comes as management reviews competitive positioning within the segment and hopes to address growing demand for affordable, well-equipped sedans in the mid-Class B range.
Gennady Svidersky, the chief executive officer of BelGee, confirmed the company’s intentions. He noted that the Emgrand 7 is expected to carry a price point below that of the popular Coolray, a strategy geared toward attracting price-conscious consumers while maintaining a strong value proposition. In today’s market, the Emgrand 7 is anticipated to offer a compelling combination of size, practicality, and modern features that appeal to families and professionals alike.
Historically, this segment has seen steady demand from low- to mid-range buyers, with the Lada line consistently performing well and models such as Vesta, Polo, and Rio finding receptive audiences. The landscape, however, has shifted as consumer preferences evolve and new entrants intensify competition. Svidersky commented that the niche appears to be open again, presenting an opportunity for a fresh option that can compete on both price and quality. The Emgrand 7 is notably larger than many of its peers in its class, boasting a length of 4638 millimeters that translates into more interior space for passengers and cargo—an attribute highly valued by buyers seeking practicality without sacrificing comfort.
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