“The UK R&D process has a lot of homologation topics to prepare; it’s not a three-month job. But it’s already on the way and moving fast,” commented Schupet. “And we are in deep discussion with many dealer groups, to invest in a distribution network.” Zeekr will target groups able to manage big fleet relationships, and wants sufficient stores to ensure drivetimes are not a barrier to take up.
The brand originally launched in 2023 with an online European sales model, but it has subsequently begun to enlist a retailer network to expand sales. Another bump in the road was the EU’s imposition of additional tariffs, but finding supply chain efficiencies created “a sustainable business model in Europe,” said the region’s boss.
What’s Zeekr’s pitch to UK customers? “Our offer tackles consumers’ anxieties on range and charging,” claimed Schupet. The 7X electric SUV charges in 10 minutes like the super hybrid, and Schupet thinks this is one of the key attributes to win over European prospects.
“We’ve created a one-stop shop where they get everything covering charging services, connectivity and a 10-year warranty, in a price bracket where we are below the premiums. And you don’t have to put [on] options in to make the car nice.”
Schupet reckons it’s getting some owners out of their Porsche Taycans and into Zeekrs, and putting the brand “on the podium” of China’s top-selling importers in Europe.
“We’re [attracting] tech nerds who want to have the latest stuff. They’re coming from the Tesla world, and the traditional premium [buyers] who are asking: ‘Why must I pay so much money if I get the same or even better in some areas?’”
It’s the tried and trusted Chinese tactic of offering a head-turning price proposition – and it’s coming to the UK in 2026.
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