The 2025 Geely Coolray was unveiled in an energetic and unconventional launch at Roll DXB, creating one of the city’s most culturally engaging automotive events. Rather than opting for a standard showroom reveal, Geely reimagined the retro roller-skating venue as an immersive lifestyle hub filled with music, neon lighting, movement, and digital creators. The atmosphere resembled a youth festival more than a car presentation, as skaters revolved around the Coolray beneath coordinated LED lights while DJs set the tone for the evening. Selecting Roll DXB was a deliberate move, aligning the brand with the SUV’s energetic and youthful identity and appealing directly to a creative, expressive generation.
New Coolray Highlights
The 2025 Coolray marks a bold evolution of Geely’s compact SUV lineup. Its refreshed “Energy Burst” design introduces sharper LED headlamps, a more assertive front grille, a full-width rear LED light strip, and 18-inch alloy wheels that reinforce its sporty stance. Powered by a 1.5-liter turbocharged engine, it produces 174 horsepower and 290 Nm of torque, accelerating from 0 to 100 km/h in just 7.6 seconds—placing it among the top performers in its class.
Inside, the cabin showcases a 14.6-inch infotainment screen, a fully digital instrument cluster, ventilated leather and suede seats, customizable ambient lighting, wireless charging, and advanced connectivity features. Safety is enhanced with Level 2 ADAS technologies, including Adaptive Cruise Control, Automatic Emergency Braking, Lane Keeping Assist, Blind Spot Monitoring, and a 540-degree camera system with under-chassis visibility.
Experiential Store Concept
A standout announcement during the event was Geely’s new experiential store located within Roll DXB. This innovative space goes beyond the traditional showroom concept, merging automotive design with youth culture in a setting designed for creativity and content creation. The store will host upcoming vehicle previews, lifestyle events, exclusive model teasers, and community gatherings focused on music, skating, and urban culture. By establishing a presence in a cultural destination rather than a conventional dealership, Geely demonstrates its intention to connect with the next generation of drivers on a visual, social, and emotional level.
Market Positioning
“Dubai’s compact SUV market features strong competitors such as the Nissan Kicks, Hyundai Creta, Kia Seltos, MG ZST, and Haval Jolion. The Coolray stands out through its powerful performance, upscale interior finishes, advanced technology, and youthful character. With a starting price expected around AED 75,000, it delivers impressive value by offering features typically associated with higher vehicle categories. Influencers and attendees praised its refined and modern feel relative to its price. Geely’s broader GCC strategy is clear: combine lifestyle-driven branding with solid engineering and competitive pricing, while leveraging cultural venues like Roll DXB to build stronger connections with young drivers”.
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