Chinese automaker Geely has signaled serious intent to enter the US market within the next 2-3 years, but faces significant regulatory hurdles centered on software and data security concerns that could determine whether the company’s ambitious expansion plan succeeds.
At CES 2026 in Las Vegas, Ash Sutcliffe, Director of Global Communications at Geely Holding Group, revealed that the conglomerate plans to announce its US market entry strategy within 24-36 months. The announcement specifically highlighted Zeekr and Lynk & Co as potential brands for US consumers, marking a more concrete signal of expansion than previously disclosed.
The Software Challenge
The most significant obstacle Geely must overcome isn’t tariffs or consumer acceptance—it’s US regulatory scrutiny over Chinese automotive software and vehicle connectivity technologies. Recent US regulations restrict Chinese software in vehicles, reflecting national security concerns about data collection and potential vulnerabilities.
Sutcliffe addressed this head-on, stating that as a global company, Geely is accustomed to navigating different regulatory frameworks. He noted that the company follows various countries’ data protection standards, from the EU’s GDPR to California’s CCPA, and would adapt its systems accordingly for US compliance. However, this raises questions about whether Geely would need to fundamentally redesign its software architecture—a costly proposition that could delay launch timelines.
Geely’s Strategic Advantages
Despite regulatory challenges, Geely possesses significant structural advantages. The conglomerate already operates a fully functional manufacturing plant in Ridgeville, South Carolina, that has produced Volvos and Polestars since 2018. This existing infrastructure—combined with Geely’s portfolio of established Western brands including Volvo, Polestar, and Lotus—positions the company differently than purely Chinese competitors.
This domestic production capability directly addresses import tariffs on Chinese-made vehicles, which Geely executives emphasized as a key consideration. By manufacturing locally, Geely could sidestep many trade barriers while meeting regulatory requirements.
Product Strategy and Competitive Positioning
Geely tested three vehicles at CES, including the Zeekr 7X electric crossover priced at $32,000—roughly $7,000 cheaper than Tesla’s Model Y. This aggressive pricing signals Geely’s intention to compete directly with established American EV manufacturers on value while maintaining technological sophistication.
Current Status: Evaluation Phase
As of February 2026, Geely remains in the evaluation stage. The company has not filed US regulatory paperwork, announced US-specific models, or begun building a dealer network. Sutcliffe’s comments reflect strategic intent rather than finalized expansion plans.
The timeline suggests a 2029 potential launch window, contingent on resolving regulatory and compliance issues. Whether US authorities will permit Chinese automotive software on American roads—and under what conditions—remains the central question determining Geely’s success or failure in capturing a slice of the world’s largest EV market.