Geely is quietly laying the groundwork for its entry into Canada following the reduction of tariffs on Chinese-made EVs, publishing a wave of new job postings tied directly to launching its brand in the country.
Over the past few days, Zeekr International has listed at least six senior leadership roles based in the Greater Toronto Area, covering key functions required to launch a new automotive brand from the ground up. The postings include Head of Sales, Marketing, Product, Aftersales, Network Development, and Legal Counsel.
Although the postings are listed under Zeekr International, each role is explicitly tied to the “Geely Auto Brand,” suggesting the Canadian launch will focus on Geely’s EV lineup rather than Zeekr, its premium, high-end subsidiary.
Building a full Canadian operation
Unlike a soft market entry through imports or partnerships, these roles point to a full-scale, direct presence. For example, the Head of Network Development position focuses heavily on establishing and managing a dealer network, including evaluating dealer performance, setting operational targets, and expanding market coverage.
Meanwhile, the Head of Marketing role outlines responsibilities like brand positioning, digital retail strategy, CRM systems, and even planning vehicle launch events—clear signs that Geely is preparing for a coordinated, consumer-facing debut.
The six roles cover nearly every major pillar of a national automotive operation, from sales and aftersales support to legal oversight and product planning.
Why now?
Earlier this year, Ottawa replaced its 100% tariff on Chinese-built electric vehicles with a quota-based system and a significantly reduced import duty of just 6.1%. That policy shift has opened the door for brands like Geely to enter the market at competitive price points.
Geely has previously indicated it plans to launch in Canada before the end of the year.
What vehicles could arrive?
While no official lineup has been announced, Geely Auto’s portfolio in China spans affordable sedans, SUVs, and plug-in hybrids, many built on the same Sustainable Experience Architecture (SEA) platform used by Zeekr.
That could position Geely to compete in Canada’s growing demand for more affordable EVs—especially as future regulations require a portion of imported vehicles to fall below key price thresholds.
A crowded field is forming
Geely isn’t alone in targeting Canada. Other Chinese automakers, including BYD and Chery, have also been taking steps toward entry, ranging from dealer network planning to vehicle certifications.
Still, Geely may have an advantage. Through sister brands Volvo and Polestar, it already has an established presence and experience navigating Canadian regulations—something new entrants will need time to build.
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