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Geely’s New Electric Car Push Is Decidedly New Age: Hyperdrive Daily

Zeekr beer, fast food, firecrackers. What's the Chinese carmaker playing at?

Manufacturing Inside A Geely Automobile Holdings Ltd. Plant Ahead of China PMI Data
Photographer: Qilai Shen/Bloomberg

What does Zeekr even mean? The word can’t be found in any dictionary yet Zhejiang Geely likes it so much that it’s applied for several dozen sub-brands under the moniker, commercial registration data show.

One of those brands is for an electric car. That makes sense -- while Geely is China’s biggest manufacturer of local-branded conventional automobiles, it’s plowing resources into EVs, like all carmakers. But it’s also applied to use the Zeekr name for air conditioners, clothing, furniture, fast food, beer and even firecrackers. What is the company playing at?