Geely Auto Group Appoints New European Executives to Bolster Dual-Brand Strategy
Geely Auto Group has appointed Aiden He as CEO of Geely Brand Europe and Lothar Schupet as CEO of Zeekr Brand Europe to deepen its 'One Geely' strategy in the region.
- 3,024,567 units
- 1,687,767 units
- 39%
What Happened
Geely Auto Group announced two executive appointments in its European structure effective April 18, 2026. Aiden He was named CEO of Geely Brand Europe and Vice President of Strategy & Product, while Lothar Schupet became CEO of Zeekr Brand Europe and Vice President of Brand & User Growth. Both will report to Alex Nan, CEO of Geely Auto International Corporation.
Aiden He brings over 20 years of automotive experience in brand building and European operations. Lothar Schupet, who joined Zeekr Europe in 2023, has more than 22 years of luxury automotive leadership. The restructuring aims to support Geely's expansion into more than 20 European markets, including the Netherlands, Germany, Spain, and Hungary.
Why this matters
The leadership reshuffle signals Geely's commitment to expanding its dual-brand Geely and Zeekr presence in over 20 European markets, aiming to strengthen resource sharing and brand development.
Terms in This Story
- NEV
- New Energy Vehicle, including electric, plug-in hybrid, and fuel cell vehicles.
- One Geely strategy
- A corporate approach unifying brand operations and resource sharing across Geely Auto Group.
Summarised from the linked release; details can be imperfect — always verify against the original source.