By on March 23, 2021

Geely Auto Group has announced the formation of an electric technology firm and automotive brand called Zeekr Company Limited. With the Chinese group already holding numerous mobility-focused brands with a penchant for electrification, it’s a bit curious to see it launching another one. But Geely has indicated that Zeekr will be aimed at the premium EV market using a similar business model as Lynk & Co.

That likely means selling vehicles as a service, rather than a product owned by the driver — something we’ve been incredibly wary of since the industry starting mulling over things like subscription services and online sales. Owned jointly owned by Geely Automobile Holdings and Zhejiang Geely Holding Group, the plan is to start launching products in China before the end of 2021. It’s quite the swift turnaround, leading us to believe there will be some platform sharing with other Geely-owned automotive brands. New product is said to be introduced every twelve months over the next five years. 

From Geely:

Under the plans, Zeekr will use Geely Holding Group’s leading Sustainable Experience Architecture (SEA) and will include its own battery technologies, battery management systems, electric motor technologies and electric vehicle supply chain support. By utilizing SEA technologies, Zeekr vehicles will be able to offer software upgrades throughout the lifetime of every vehicle through Over the Air Upgrades as well as offering an unrivalled luxury vehicle experience in terms of comfort and performance.

Zeekr will become the latest electrification initiative within the wider Geely Holding Group, in which other companies such as Volvo have recently announced ambitious zero-emission strategies. Other electrified vehicle brands within Geely Holding, including Lynk & Co, Polestar, LEVC, Geometry and Lotus Cars are also continuing to expand in different market segments, providing consumers with a wide range of electrified products and unique business offerings.

There’s not much to go on beyond Geely’s assurance that Zeekr will be providing luxury-minded products and have a decent lineup by 2025. While the promise of the Sustainable Experience Architecture could similarly lead to entirely new products, the manufacturer frequently leans upon badge-engineered products. Zeekr cars may just turn out to be slightly nicer versions of the same vehicles sold by Geely’s other brands. For now, China is the only market on the horizon. But the Geely said it had larger aspirations for the new company and was actively exploring “opportunities to satisfy global market demand for premium electric vehicles.”

[Images: Jenson/Shutterstock; Geely Auto]

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9 Comments on “Another One: Geely Announces Zeekr EV Brand...”

  • avatar
    CKNSLS Sierra SLT

    I believe this is one of the Chinese automakers not to be under estimated. I also think they will eventually be the first Chinese automaker to import in to the U.S.

    • 0 avatar

      Volvo and Buick already import cars to the U.S. So it would be the third.

      • 0 avatar

        I think Volvo stopped importing the S60L, ironically it seems ‘Murica is the sole source of S60 production now.

        “The U.S. became the sole global source of the S60 sedan after production in China was phased out in early 2019.[5]”

  • avatar

    If I’m not mistaken, Geely the one who bought Volvo, has a Caddylike badge? Will be tough fight for Geely to go up against domestic market with players like NIO, XPENG etc.

  • avatar

    How timely, I am desperately looking forward to buying luxury EV from Chinese company. Cannot be soon enough. To burn my house. With Polestar? No it is not authentic Chinese.

    China does not need other markets. There are more customers in China than in the rest of the world. And then Europeans and Japanese will never buy Chinese cars. That leaves only US, former USSR and may be India and CANZUK.

  • avatar

    Zeekr sounds like a nasty lockroom term.

  • avatar

    We don’t really need Zeekr.

    We already have Geekr (Tesla), Meekr (Kia), Reekr (which can be found on any Craigslist or Facebook Marketplace), Beekr (Audi, BMW or whatever dentists are driving), Seekr (Jeep), Peekr (white van driven by the local pervert), and Weekr (anything with a CVT).

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