Zeekr has shaken up the electric car market in its native China with uniquely styled offerings, and now has its sights on Europe – with the rest of the world to follow.
The latest in a long line of EV specialists from the east, two- year-old Zeekr follows the likes of China’s Xpeng and Vietnam’s Vinfast with a swiftly evolving model range and bold plans.
A representative told Autocar: “Zeekr’s target is to achieve annual deliveries of 650,000 units by 2025 and be among the top three in the premium EV industry globally.” And this is an ambition that can be taken seriously, because Zeekr sits within the expanding portfolio of Geely, beside Lotus, Lynk&Co, Polestar, Smart, Volvo and more. This is a group that is already very active in the premium EV market.
Questions have naturally been raised over how Zeekr could operate in this segment without affecting its sibling brands. However, Zeekr has noted only benefits, saying: “All [Geely] brands seek co-operation, to maximise resources and provide greater value for our customers.”
What’s claimed to set Zeekr apart from its stablemates, as well as others in the market, is its approach to design. It was launched with a mandate of “no more boring EVs”, led by Geely design chief Stefan Sielaff (who came to prominence at Audi) to “express a very premium look and feel but not in an opulent way”.
This is said to distance Zeekr from the ‘Russian doll’ principle followed by many other brands, whereby model distinction is defined almost entirely by size. Zeekr’s offerings to date include the 001, a sleek fastback that owes plenty to its start in life as a Lynk&Co, and the 009, a striking MPV whose blocky look is likely to polarise opinion in the way that a modern Rolls-Royce does.
The X was revealed earlier this month as a smart, medium-size crossover with some sharp, quirky detailing and is probably best considered a rival to the Volkswagen ID 3.
Zeekr’s design studio is based in Gothenburg, Sweden, and the brand feels that this location is important if it is to make an impact beyond China.