How do Geely brands fit into a car list?

Discover more about Geely, one of the world’s top ten to fifteen car manufacturers based on car sales in 2024, to evaluate the readiness of your car list for Europe. - How does your car list react to the Chinese automotive push? - Are Geely’s vehicles appropriate for corporate needs and budgets?

Stay updated on product:

Whether you're a car enthusiast or not, staying updated on the Chinese manufacturers entering the European market can be overwhelming. At Fleet Logistics, we visit several manufacturers to help clients understand new products and their positioning, including Zeeker, the premium BEV brand from Geely.

Why Zeekr now?:

Zeekr recently launched the 7X, adding a key vehicle to its lineup. This mid-size electric premium D-segment SUV is designed to compete with models like the Tesla Model Y. It features advanced technology, rapid charging capabilities, and a luxurious interior. With a range of 615 km on the WLTP cycle, it offers ample engine power, generous interior space, and a variety of amenities.

About Geely:

Geely is a Chinese car manufacturer founded in the late 1990s. In 2024, it sold 3.34 million vehicles worldwide. The group owns Volvo, Polestar, Smart, Lotus, Lynk & Co., Zeekr, Geely, Proton, and the London Electric Vehicle Company (the London black cabs). This multi-brand strategy has enabled Geely to leverage shared technology and global supply chains while catering to the diverse demands of various consumer segments worldwide.

Each brand in the group contributes to a comprehensive ecosystem that fosters rapid innovation, geographic expansion, and a strong response to the changing landscape of mobility and energy—solidifying Geely’s status as a significant global player in both traditional and electric vehicles.

About Zeekr:

Zeekr, which serves as the parent company of Link & Co., was founded in 2021 and currently offers three vehicles. However, it plans to accelerate its go-to-market strategy by launching two new models each year, leveraging the group’s platforms and manufacturing synergies. This showcases the immense potential that the Chinese automotive industry can harness, which is ultimately why we assess Geely alongside other Chinese brands.

Outstanding points about Zeekr:

1. The Golden Battery: Geely has engineered a 100 kW nickel manganese cobalt battery, installed for the first time on the 7X, that can charge from 10% to 80% in real, proven conditions in Denmark within 13 minutes on a 360 kW DC ultrafast charger. This achievement is outstanding and has the potential to be a game-changer for BEV adoption rates. Although not all public stations provide ultra-fast charging, this marks a significant point. Their battery technology is top-notch. The 7X’s advanced 800-volt electrical system reduces the current needed for a given power level, thereby reducing stress on the battery and charging components while improving longevity and safety.
2. A 10-year, 200.000 km warranty directly from the car maker. This impressive statement of trust in their product also protects second-hand buyers of the vehicles and should ensure stable residual values for the BEV carmaker for the first drivers taking company car leases. Moreover, it should redefine the boundaries of maintenance costs, overall suggesting the TCO should be appealing.

Downsides we expect Geely will address:

1. Geely manages its brands in silos, like many other carmakers. A corporate client would struggle to reap the typical advantages of signing a single agreement covering all brands, including the more popular Volvo, Polestar, Link & Co., Lotus, and Zeeker, which could be an intriguing option. Lynk & Co. occupies the middle market with a lower-tier car policy featuring ICE and PHEV offerings, while Volvo adopts a similar engine strategy at the upper level. Polestar and Zeekr, both BEV brands with distinct design appeals, could cater to both the middle and upper markets with their model range.   Lotus presents a unique case, presenting challenges in status, engine power, list price, and heritage when compared to some traditional company car models for senior staff members. When approached as a group, Geely’s offerings are somewhat compelling.
2. Network and dealer expansion is in progress. The group is enhancing its distribution channels and service networks across Europe to support its established brands, including Volvo, Polestar, and Lotus, along with newer entries like Zeekr and Lynk & Co.

About the Zeeker car lineup:

The Zeekr 001 is a premium E-segment sedan measuring 4.9 meters, featuring a sleek coupe-like silhouette and impressive acceleration, with list prices ranging from € 55.000 to € 70.000. It is designed to compete with established high-performance electric sedans, offering a blend of aesthetic boldness and cutting-edge in-cabin technologies for an engaging driving experience. The 001 is equipped with 86 kWh to 100 kWh batteries, providing a driving range of 590 to 620 km on the WLTP cycle, and delivering up to 544 horsepower.

• Where it fits in the car list: at the management level, it competes with the Audi A6 e-tron and high-performance electric sedans that blend aesthetic boldness with cutting-edge technology. The vehicle meets the required standards in terms of performance and safety, while the list price is lower.

The Zeekr 7X is a premium D-segment 4.8-meter SUV with state-of-the-art ultra-rapid charging capabilities and a luxurious interior. List prices range from € 53,000 to € 63,000. Two battery sizes, 75 kW and 100 kW, offer a range of up to 615 km on the WLTP cycle and impressive engine power. Designed for families, the 7X provides ample interior space and a combined rear and front loading capacity of 600 litres. The 15.4-inch central control monitor also offers various amenities, including air suspension control, driving modes, a full vehicle camera view, and multiple autonomous parking features. It is essentially a one-size-fits-all premium BEV SUV.

• Where it fits in the car list: It is also a management-level vehicle, competing with the BMW iX, with its main advantage being ultra-fast charging capability. However, it targets a broader customer base than the 001 model due to a combination of space, lower list price, and an impressive range of all-in functionalities. With the 10-year 200.000 KM warranty, we expect to see adequate residual values and competitive lease rates.

The Zeekr X is a premium compact 4.4-meter C-SUV designed for urban lifestyles. This SUV targets “adventurers and families,” competing with the Volvo EX40, providing an excellent balance of space, functionality, and performance. List prices range from € 38.000 to € 48.000. It features a dual-motor system with engine outputs between 268 hp and 428 hp, enabling the most powerful version to accelerate from 0 to 100km/h in just 3.8 seconds. Equipped with a 69 kW battery, it offers a range of 330 km to 446 km on the WLTP cycle and boasts a fast charging time of 29 minutes using DC. The vehicle is loaded with safety features and includes a 14.3-inch central display.

• Where it fits in the car list: just above the entry-level category due to its premium qualities. It should be competitive for several reasons, including list price, quality, features, handling, and an attractive design. The vehicle should be quoted favourably, depending on its residual value position.

Image from the left: Caroline Thonon - Nexus Communication, Michael Pohl - FleetXperts, Joshua Formis - Fleet Logistics