AutoBeta(AutoBeta.net)03/19 Report--

Geely is promoting a new high-end brand, or "Zeekr", with unused brands and sales strategies to compete with Tesla, according to media reports.

According to reports, the Zeekr brand will be owned by Geely's newly launched electric car company "Lingling Technologies" (Chinese name "00 Technology"). In the future, the brand will launch new brand models based on Geely's newly developed ESA architecture. In addition, Geely will also set up an independent sales team for the brand, open a showroom in the city center, integrate direct sales and dealer sales models, and directly control price and inventory at a fixed price.

According to Tianyan inquiry, Geely Holdings has applied for a number of "ZEEKR" trademarks, involving means of transport, design research, advertising sales, scientific instruments, design research, communication services, etc., and the trademark status shows that "registration is under application".

In fact, Geely has no shortage of new energy brands. At present, Geely has three electric car brands: polar Star, Geometry and Maple Leaf. Among them, Polar Star is a high-performance electric vehicle brand, jointly owned by Geely and Volvo. Geometry car belongs to Geely Automobile's high-end pure electric brand, which is at the same level as Geely and Lecker brands. Maple Leaf is also Geely's pure electric brand, focusing on the B-end market.

At present, Geely already has a high-end brand in the electric car market, as to why it plans to launch a new high-end brand, or has something to do with the current development of Geometry. Data show that Geometry currently has two models, Geometry An and Geometry C, with cumulative sales of only 9818 vehicles in 2020 and 1181 in January this year.

In addition, some industry insiders speculate that Geely's new brand may be jointly owned by Baidu and Geely.

On January 11, Baidu and Geely Holdings announced that they would jointly form an electric vehicle company. The new joint venture will be controlled by Baidu and operate independently for the passenger car market. In terms of business content, the new company will lay out the whole industry chain of intelligent vehicle design, development, manufacturing, sales and service. On Feb. 20, Baidu CEO Robin Li said on the fourth quarter conference call that he plans to launch a new smart electric vehicle product in the next three years. At present, the two companies are discussing the possibility of future product development based on Geely's "SEA vastness" architecture. Jidu Automobile Co., Ltd., a joint venture company of Geely Baidu, was officially established on March 2, with a registered capital of 2 billion yuan.

However, after all, market speculation is only market speculation, "ZEEKR" is jointly owned by Geely Baidu or held separately by Geely, can only wait for further official disclosure. In response to the above news, the relevant person in charge of Geely Holdings responded that it would be announced in due course.

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