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Geely Targets Apple, Big Tech With Its New Electric-Car Unit

  • Zeekr brand to include lifestyle goods to build loyalty
  • Deliveries to start in September, with 50,000 target for 2022
Production line at the Zeekr manufacturing plant in Ningbo, China.
Production line at the Zeekr manufacturing plant in Ningbo, China.Photographer: Gilles Sabrie/Bloomberg
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Chinese automaker Zhejiang Geely Holding Group Co. will use its new Zeekr electric-car unit to take on tech giants like Apple Inc. and Xiaomi Corp., which also have ambitions to enter the burgeoning EV market.

Zeekr Co., which will be run independently, is seen as combining the characteristics of a tech company with Geely’s carmaking expertise, Geely President Andy Conghui An said in an interview with Bloomberg Television. He said that will give it an edge against a new wave of potential rivals from the tech industry, which could see cars become like a piece of hardware that is constantly improved with software upgrades.