Restructuring of the Geely group's luxury brand aims to cut out intermediaries and focus on a premium dealer network in the domestic market
Chinese luxury electric vehicle manufacturer Zeekr changed its operational structure in Brazil this April. The company ended the shared management model with the Gandini Group, started at the end of 2024, to become a wholly-owned subsidiary of the Chinese parent company. The centralization seeks to align the national strategy with the global guidelines of the Geely group, owner of Zeekr, Volvo, Smart and Lotus, among others. The idea is to eliminate intermediaries to provide greater logistical and commercial agility to the Brazilian branch.
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Under the new configuration, Diego Borghi was appointed CEO of Zeekr Brazil. With previous experience as sales director for Latin America, Borghi now reports directly to the headquarters in Hangzhou, China. The change aims to ensure that financial contributions and the definition of the product portfolio occur without the obstacles of outsourced management, allowing a faster response to the demands of a growing market.
Among the priorities of the new management is the reformulation of the dealer network: the brand intends to detach itself from groups that operate generalist brands to seek exclusive partnerships with large conglomerates in the luxury segment. The objective is to establish certified points of sale that offer specialized technical support and after-sales services compatible with the average ticket of the models.
The restructuring precedes the launch of high-performance models in the domestic market, such as the Zeekr 007 GT electric station wagon, according to QUATRO RODAS. At the top of the range, the vehicle delivers 645 hp of power and all-wheel drive, using the SEA platform to optimize the center of gravity.
In addition to technical performance, the manufacturer focuses on expanding capillarity in strategic markets, such as São Paulo, Rio de Janeiro and Brasília, structuring parts distribution centers to reduce maintenance time and consolidate the brand’s reliability among Brazilian consumers.
