It’s no secret that Chinese automakers want to get into the United States.
In fact, in the pre-coronavirus world, many were in a race to move sales here. But a lagging production line, then rising geopolitical tensions and tariffs, has closed the door for now. At least, officially, every day, someone asks a BYD representative about US expansion plans, only to hear them admit there are no plans, and we should stop asking about them.
However, Geely Group– Indeed, your owner Volvo and Polestar– He was a little more optimistic. Since at least 2022, Geely has quietly appeared in the United States, with products and important people unrelated to Volvo. The brand was testing the waters, asking whether Americans would really accept a Chinese car that didn’t run through a Scandinavian filter.
Geely and Zucker at CES 2026
Photography: Patrick George
This year CESGeely has emerged again, this time with its namesake brand and the fast-growing Zeekr brand, showcasing a few of the vehicles it sells worldwide – oh, And a hidden advertisement about the possibility of selling cars in the United States Within 24 to 36 months.
But how exactly? Whether it’s fault standards, software, or definitions, the barriers remain high.
This announcement was pushed back a bit when I spoke with Geely’s Vice President and CTO Li Chuanhai, who claimed that Geely had not “officially” announced any plans for the U.S.
However, the way forward for America is much clearer than we think. I’ve been covering China, Geely, and all of their brands for a while now; All the pieces fall into place if you’re paying attention. If Geely emerges, perhaps it could bring “something different” to the U.S. market, said Ash Sutcliffe, head of global public relations for Geely Holdings.
Geely and Zucker at CES 2026
Photography: Patrick George
Does America need Chinese cars?
The US auto market is starving for choices. Rivian CEO RJ Scaringe said it’s better here: There’s just… About four or five compelling options in the US electric vehicle segment for less than $50,000. I’m inclined to agree; There’s a metaphor about the office here at InsideEVs Trips to China made me angry and gave me a bad attitude toward electric cars in the American market.
But this isn’t just me. Through the strength of our writing as well as social media posts from people getting Chinese electric cars, there is a surprising amount of awareness and desire among Americans in general. The level of equipment and technical tricks the cars can do attracts buyers, and not just very cheap cars either.
Geely and Zucker at CES 2026
Photography: Patrick George
What cars did Geely bring? Two large luxury hybrid SUVs, both of which look like something Americans would buy. It’s as if the brand is courting us, without getting permission from our father: the US government. It’s a fun flirt, though.
“Social media is where our data shows Americans are most likely to gain knowledge about Chinese cars, and many of the Chinese vehicles featured on social media are absolutely packed with features, technology and content that American drivers can only dream of,” Ed Kim, president of market analysis firm AutoPacific, told InsideEVs. “As such, the perception is that many Chinese cars are high-end luxury cars. While low-cost Chinese electric cars are more likely to find a ready audience here, technology-packed luxury Chinese models also sell for a higher price.”
Geely and Zucker at CES 2026
Photography: Patrick George
Geely and Zucker at CES 2026
Photography: Patrick George
Geely and Zucker at CES 2026
Photography: Patrick George
I’ve been writing about progress in Chinese cars for some time now, e.g Nios to replace the batteryor Xiaomi, which can integrate your car into every part of your home technology ecosystem. Geely may not have battery swapping (for non-commercial drivers) or highly integrated technology ecosystems, but it has been vying for the fastest plug-in electric vehicle via its EV. Golden brick battery It can be charged from 20% to 80% in less than 10 minutes.
Overall, the implementation of its current products may be superior to the West when it comes to software and overall user experience. I’ve been saying this for a long time, but ever since Geely showcased its products in front of American journalists in America, others have come to understand it too.
At CES, Geely showed America what it’s been missing
Geely’s presence at CES took two forms. The first was a static display on the CES show floor of the larger-than-life PHEV supercar, the Zicker 9XThe Kia Telluride is the size of a Geely Galaxy M9 PHEV. The second prototype was held at the Las Vegas International Speedway, where a group of Geely, Lynk & Co and Zeekr vehicles were rolled out to the Mexican market for the press to test.
Geely and Zucker at CES 2026
Photography: Patrick George
I’ve actually driven most of those cars, like Link & Co 08, Remember, Zicker 7X and Zakr 001. There were a couple that were new to me, like the entry-level Geely EX5 and Lynk & Co 09 I, but I sat in both in China at some point. Overall, the models on display were very competent, just as I remember from what I experienced in China. Interior quality was great, as was the quick and responsive infotainment screen.
Geely and Zucker at CES 2026
Photography: Patrick George
The driving dynamics of all the cars were good, with cars like the 7x and Many Americans may find that the Zeekr 7X outperforms cars like the Cadillac Optiq or Audi Q6 E-Tron; I definitely do.
Geely and Zucker at CES 2026
Photography: Patrick George
So what’s holding them back? Well, it’s certainly not crash standards. Even from my first meeting in 2022, Zeekr representatives have explained exactly what the Zeekr 001 crossover station wagon will need to be in order to be compliant with U.S. crash standards. This was later backed up with a trip to Geely’s headquarters in Hangzhou, China, where I explained that the R&D facility in the Southern California region was partly designed for compliance, even here in the US.
From every conversation I’ve had with Geely and its PR people at any of its brands, the question of whether its cars can pass our crash standards would be just a simple matter of tweaking, not starting over in a dramatic way. The era of Chinese cars that break down in an accident is over. These cars are already highly competitive in Europe, a market not known for lax safety regulations.
Anti-China tariffs may also be a stopping point, but they are also not a complete deal-breaker. Since Geely fully owns Volvo, it has access to its own supply chain and manufacturing facilities. This includes its factories in Europe and America; The brand openly said that it considered making non-Volvo models in other plants to get around the exorbitant tariffs. For example, Polestar 4 It shares much of its under-the-skin design with the Zeekr 001, yet its production in South Korea means it escapes a 100% tariff on final production.
The real obstacle will be the software.
headache software
The US Department of Commerce established a Total ban on “connected cars” with software from China For model year 2027, with that escalating to 2030 devices.
This is not great for Geely, or any Chinese brand, and even some Western brands as well. Chinese cars are arguably so impressive because of their software suite, and losing that would make the cars less good. Presumably they’ll have to start over or use something more off-the-shelf, depending on the Polestar or Volvo models.
Geely and Zucker at CES 2026
Photography: Patrick George
However, this may not be as insurmountable as it seems either. Sino Auto Insights’ Tu Lu believes the relatively broad period of 24 to 36 months is specifically intended to comply with US data privacy and point-of-origin laws. In a conversation with Autoline, Sutcliffe mentioned ensuring that Geely remains compliant with data and software laws wherever the brand goes, something that was later reiterated in a conversation I had with Quanhai.
“If I listen to (Sutcliffe’s) comments about adhering to local laws, that tells me that the timeline he mentioned of 24 to 36 months is the path they expect they need to take to ‘localize’ (their programs),” Lu said via email. “It should be noted that ‘Heritage’ (the automaker) will likely take at least twice that time frame to identify, test, qualify and supply new components to replace existing ones. Even then, most would bet on taking on such an enormous task. The biggest risk there is the inability to find a Western source that can match the price, features and quality of its Chinese counterpart.”
Geely and Zucker at CES 2026
Photography: Patrick George
I think the last part of Le’s comments is the key here. Software really makes these cars. Zeekr, Geely, and Lynk & Co have great software interfaces, with screens that are as fast, reliable, and well-organized as they are huge.
In comparison, Volvo’s software is notoriously bad, and although it has gotten better since it was introduced, I don’t think what I experienced in EX90 or EX30 It can hold a candle to the Zeekr 7X or Geely EX5. Unfortunately, the Flyme Auto software interface, developed by Meizu, is likely to be banned for the US
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Source: Patrick George
However, there is still a real desire for choice here in our market, both from buyers and from the brands themselves. “It’s a big prize in the US market,” Lu said.
The US market saw 15.5 million cars sold in 2024, while the second largest single country market (excluding China) is India, with just 4.3 million units sold. Any other single market combined would need a high double-digit market share in order to get the sales and turnover numbers achievable from the US market, Lu said. This in itself will always be the biggest attraction for any Chinese automaker.
“(Chinese automakers) know they can compete with anything the legacy automakers are offering now and (most likely) in the coming years,” Lu said. “if it was Great Wall of China And Geely’s booths at CES this year and last are any indication, they’d be absolutely right with those assumptions.
Contact the author: kevin.williams@insideevs.com
