Why Was the Borui GE Discontinued?
3 Answers
Borui GE was discontinued due to poor sales. Below are specific details about the Borui GE: 1. Exterior: The Borui GE underwent optimized designs on multiple aspects, including the grille, front and rear bumpers, making the overall styling more dynamic and fashionable. The redesigned water ripple grille is more square and tension-filled, while the lower grille was updated from a ribbon-style to a blade-style, complemented by horizontal chrome trim, enhancing the front fascia's layered and three-dimensional appeal. 2. Interior: The Borui GE features a "Starship Cockpit" design, with soft-skinned materials extensively used. The dashboard is outlined with "V"-shaped lines, innovatively integrating the instrument panel, central screen, and co-pilot console into one, creating an IMAX-like visual effect. Additionally, it includes dual 12.3-inch LCD screens (central control and full LCD instrument panel), a sci-fi ambient light tunnel, intelligent voice control, piano key-style air conditioning controls, a floating-style gear lever with lateral design, and a driving mode knob crafted with micron-level precision, showcasing Geely Borui's pursuit of premium luxury quality and experiential refinement.
I used to drive a Borui GE and thought its hybrid system was quite well done, but unfortunately it's been discontinued. I guess the main reason is probably that sales couldn't keep up, with too many competitors in the market, like BYD's DM series being more popular. Moreover, Geely is promoting its new PMA platform architecture, with many resources being shifted to pure electric models. As an owner, I noticed that after it was discontinued last year, the dealership mainly promoted the Borui ePro as a replacement, which has a smaller battery and is more fuel-efficient. The discontinuation might also be related to the tightening of China's National VI emission standards, as the older model didn't quite meet the emission requirements. Personally, I feel it's a pity—it had good comfort, spaciousness, and was suitable for long trips, but the company's strategy changed too quickly. I suggest interested friends could consider second-hand ones or keep an eye on Geely's new hybrid models.
From an automotive blogger's perspective, the discontinuation of the Borui GE is quite normal—it was pulled from the market due to poor performance. Based on my research into Geely's data, its low sales stemmed from its relatively high price, as pure electric vehicles like the Model 3 at the same price point are more appealing to younger consumers. Additionally, its outdated technology and hybrid system, which lag behind Toyota's in terms of reliability, led to higher maintenance rates. Geely is now fully committed to new energy vehicles, such as the Galaxy series, which have significantly lower costs. Another factor is policy shifts favoring electric vehicles, with reduced subsidies for hybrids. While the official statement didn't specify the reason, analyzing industry trends makes it clear—its positioning was awkward, caught in a mid-range hybrid market that's now fragmented. Post-discontinuation, alternatives like the Borui ePro or Lynk & Co hybrids offer better value for money.
