With a focus on global expansion, Geely's premium brand replaces CEO and seeks to accelerate operation in the domestic electric market
Zeekr’s Brazilian operation will undergo a structural change as of March 2026. The Geely group’s premium electric vehicle brand will no longer respond to entrepreneurs in Brazil to report directly to the parent company in China. The reorganization is accompanied by a change in command: executive Diego Borghi assumes the presidency in the country, succeeding Ronaldo Znidarsis.
The move is part of the “Acelera Brasil” strategy and repositions the national market within the manufacturer’s global hierarchy. By shortening the decision line with the headquarters, Zeekr seeks to streamline import processes and portfolio expansion. Currently, the brand operates in a restricted niche, but on the rise: in January, there were 53 vehicles registered, which represents 0.64% of share in the segment, according to data from Fenabrave.
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Although the absolute numbers are still modest, Zeehr’s performance already puts it on the radar of traditional manufacturers such as BMW, Volvo and Mercedes-Benz in the electric segment. The difference lies in the maturity of the network: while the European ones have consolidated infrastructure and offer hybrids, the Chinese one focuses exclusively on total electrification and state-of-the-art embedded technology.
The reorganization in Brazil reflects global adjustments. Recently, Geely integrated Lynk & Co into Zeekr’s China structure to gain scale. In Paraná, the group has an agreement with Renault for the production of the Geely EX5, which, although it does not contemplate the local manufacture of Zeekr models in the short term, establishes a strategic industrial base for future expansions of the brand in the South American market.
