Geely, the Chinese concern that includes Volvo, is said to have plans for a new EV brand called Zeekr. Zeekr would focus on the so-called premium segment and thus mainly target Tesla. However, that does raise questions about Polestar.
Reuters reports based on ‘sources’ that Geely is working on a new brand that should only focus on higher positioned EVs. That in itself is not surprising. In the context of the transition to electric, one brand or sub-brand after another is being created. Geely itself has also proven several times not to shy away from new brands. In addition, the Chinese also show themselves from the innovative side, such as with the special sales concept of Lynk & Co.
At the same time, a premium EV brand from Geely also raises questions, because with Polestar, the Chinese already have such a thing in their hands. Reuters sources don’t say a word about that fresh EV builder, and Geely herself hasn’t commented on the plans at all, so there’s nothing left to do but guess. It could be that Geely sees a gap for a premium brand for EVs that does not fall under Volvo. Polestars are indeed built in China, but the brand emphatically positions itself as Swedish and also makes the ties with Volvo abundantly clear in its design language. Zeekr does not have that link and can therefore behave more independently. In addition, there is a chance that Zeekr will target markets other than Polestar.
Client and shareholder
Zeekr would be placed under the umbrella of Lingling Technologies, a Geely division dedicated solely to EVs. Interestingly, Zeekr buyers can also become shareholders of Lingling, thus further strengthening ‘the bond between brand and customers’. Something similar is of course also happening with Tesla, whose stock market value has an interesting history to say the least.
Zeekr’s cars should be based on the SEA architecture announced last year. Naturally, the brand works according to the latest fashion: instead of traditional dealers, trendy ‘shops’ appear in city centers and there is a strong emphasis on ‘online’.
The above image only shows a Geely nose and is not a direct reference to Zeekr other than that.