Chinese Automakers Accelerate Push into Canada; Zeekr Launches Toronto Executive Hiring

Starting in 2026, Canada will allow up to 49,000 Chinese-made electric vehicles (EVs) to enter the country annually under a quota system. Against this backdrop, Geely Holding Group, Chery Automobile, and BYD all began preparations in the first quarter of 2024 to enter the Canadian market. Zeekr, Geely’s premium EV brand, opened recruitment on April 28 for seven senior positions in Toronto, covering core functions including sales, product, legal affairs, marketing, channel development, and after-sales service. The job postings indicate that Zeekr is advancing its local sales channel development, with the channel development lead tasked with evaluating dealer proposals and establishing operational guidelines. To date, Zeekr has not announced an official launch timeline for Canada nor issued any public comment on its progress. In March, Chery confirmed to local media that it is planning a long-term business presence in Canada and invited representatives from nearly 20 Canadian dealerships to attend the Beijing Auto Show. In April, at least two models from Jaecoo—Chery’s premium global brand—were spotted in a commercial parking lot in North York, Toronto, including two all-electric Jaecoo E5 SUVs bearing Ontario’s special manufacturer license plates. These plates, issued by Transport Canada, are strictly for purposes such as testing, display, evaluation, and exhibitions. Chery declined to comment on the matter, and Transport Canada did not clarify whether Jaecoo has initiated the certification process under the Canadian Motor Vehicle Safety Standards (CMVSS), though it noted that non-compliant vehicles may temporarily enter the country under specific conditions. BYD plans to open approximately 20 stores across Canada in 2024 through local partners. Although all three automakers have already undertaken concrete preparatory steps, industry observers expect their vehicles to officially go on sale in Canada as early as the second half of 2024. As of May 1, Global Affairs Canada—the department responsible for administering the EV import quota from China—stated that no quotas had yet been allocated.