Chinese-owned Geely signals interest in U.S. market, but faces significant barriers

During a media test drive at the 2026 CES show, Ash Sutcliffe, head of global communications for China’s Geely Holding Group, shared insight into how the company could potentially sell its future EVs in the U.S.

The details: Sutcliffe said Geely is considering its premium Zeekr brand and Lynk & Co. as potential U.S. entries, reports Electrek.

• And Geely, which owns Polestar and Volvo, could use Volvo's South Carolina plant to build vehicles for the U.S. market, dodging the roughly 50% tariffs that make importing vehicles from China a heavy economic burden.

• "We're looking at all global markets where we can expand," Sutcliffe said. "The big question for us is when and where will we go to the USA."

• Sutcliffe added that further announcements for the U.S. will likely come within 2-3 years.

But between the lines: Geely can't just show up on U.S. shores and start selling cars. There are regulatory, political, and financial barriers to consider.

• The U.S. Connected Vehicles Rule heavily restricts vehicles with Chinese software and hardware, making it nearly impossible to import connected EVs without major redesigns.

• U.S. crash, emissions, and cybersecurity standards often require costly engineering changes and detailed supply-chain disclosures.

• Major U.S. automakers and policymakers are actively lobbying Washington to block Chinese vehicle makers, calling them an "existential threat" and pushing for stricter restrictions.

Why it matters: If Geely clears those hurdles (and that's a big if) it could bring aggressive pricing, advanced tech, and feature-packed vehicles that pressure mainstream and near-luxury segments.

The intrigue: Consumer interest in Chinese brands is climbing despite the political noise.

• A 2025 OEM survey by Kerrigan Advisors found that 76% of OEM executives believe products from official Chinese OEMs will soon make their way Stateside, given China’s growing influence on the global automotive market.

• And a study by AutoPacific revealed that 65% of U.S. consumers surveyed in 2025 were familiar with some Chinese car brands, up from 52% in 2024, with 52% indicating they would consider a Chinese car last year, with privacy and security concerns waning.

"From what we're seeing so far, there's strong demand for affordable premium and luxury vehicles," Sutcliffe said. "So, I think we're in a good place to offer the American consumer something very different."

The reality check: As of CES 2026, Geely hasn't filed U.S. regulatory paperwork, announced U.S.-spec models, or built a dealer network.

Big picture: It’ll be a few more years until the full scale of Geely’s U.S. ambitions are revealed. And while dealers don't control that outcome, they'll inherit the consequences.