The Giltrap Group has officially launched NordEast Vehicle Distributors, a groundbreaking new division poised to redefine the country’s relationship with electric vehicles. Dubbed “Northern precision meets Eastern energy,” what’s more, it’s the first time anywhere in the world that six powerful brands from the Geely Group have been united under one roof.
So, who’s in the lineup? The new entity brings together the established prestige of Volvo, the performance EV credentials of Polestar, and the iconic British performance of Lotus. But the real headline-grabbers are the official New Zealand arrivals of Geely, commercial vehicle specialist Farizon, and the brand on everyone’s lips, the premium EV disruptor, Zeekr.
This strategic assembly of brands is a calculated move by Giltrap to dominate the burgeoning electrified market. NordEast’s portfolio is designed to cover a staggering 85% of New Zealand’s electrified vehicle market, with an ambitious goal to deliver 5,000 fully electric vehicles within the next three years.
“We believe this is a once-in-a-generation moment for New Zealand motoring,” said Michael Giltrap at the Auckland launch event. “With NordEast, we’re building on decades of distribution heritage to set a new benchmark for the adoption of electrification.”
Zeekr: The Premium Tesla Challenger Arrives
The jewel in NordEast’s crown is arguably the launch of Zeekr, Geely Group’s premium electric brand that has Tesla firmly in its sights. Zeekr aims to be a “true disruptor in New Zealand’s luxury EV market,” blending cutting-edge technology and high performance with a level of craftsmanship previously reserved for top-tier European luxury models – It also has a potential to be cooler than Tesla
Dane Fisher, Group General Manager for NordEast, says Zeekr offers Kiwi drivers a new choice in zero-emission performance. “It delivers cutting-edge technology, high performance, and refined craftsmanship that until now has been the preserve of top-tier luxury models.”
The initial models set to land on our shores include:
- Zeekr X (Urban SUV): Starting from $59,900
- Zeekr X AWD: Starting from $69,900
- Zeekr 009 (MPV): From $149,900 (7-seat) and $154,900 (6-seat)
A Brand for Every Kiwi
NordEast’s strategy is all about accessibility and choice. While Zeekr targets the premium end, the wider group has every segment covered. Geely will offer affordable, high-tech SUVs with both pure EV and hybrid options, directly challenging other fast-growing brands (BYD cough, cough).
Farizon enters the ring with a focus on commercial vans, specifically designed to help Kiwi businesses decarbonise their fleets. This diverse lineup, from affordable city cars to luxury performance and commercial workhorses, is backed by the colossal power of their parent company.
Geely Group is China’s third-largest and fastest-growing automotive group, with electrified vehicles accounting for over half of its 1.93 million sales in the first half of 2025 alone. For New Zealand buyers, this means more than just new nameplates. Fisher explains the mission is to “redefine what Kiwis expect from electrification” by offering low-emission vehicles at price parity with internal combustion equivalents, making the latest technology accessible to everyone.
The new Geely, Farizon, and Zeekr network will be available from September 15th, launching with an impressive footprint of 14 locations and 29 showrooms across Auckland, Hamilton, Tauranga, Wellington, and Christchurch.
It’s clear to all that NordEast has officially arrived.
