In mid-December 2024, Zeekr hosted its first-ever Global ZKers Day.
Which, if I'm being honest, I wasn't so sure what exactly that entails. Beyond a vague itinerary of some driving activities at Ningbo International Track, a factory tour, as well as a gala dinner, the main thing I knew ahead of my trip to China was that it was going to be cold (as it turned out, really quite cold indeed).
Having spent a few days in China, here are some key takeaways from my time there:
1. The products are good
Even with the very brief time I spent driving some of the cars (including the 001, 007 and 7X), there's no denying the engineering quality that permeates. It certainly helps that the cars are underpinned by platforms shared across other Geely-owned brands, including Volvo, Polestar, Smart and Lotus.
While there's no official word on the brands sharing technical and engineering expertise, the Zeekr products feel mechanically polished. Whether it’s the undeniable pace and handling predictability of the 001, the X's nimbleness, or the 7X's ability to crawl along a steeply inclined surface, the cars feel thoroughly well-executed for what they are meant to be.
That sense of polish also extends to the interior of the cars. This side of the flagship 009, the other cars look and feel quite similar. While some may consider this a bad thing (in the sense of lacking product differentiation), I think it's a reasonable strategy for a new brand - the interiors all demonstrate a relatively-high level of polish and build quality, and a familiar consistency and quality that remains identifiable and recognisable.
And speaking of the 009, in fact I spent the most time in one - 3 hours from Shanghai Airport and 3 more hours back. Those long journeys definitely highlighted the car's premium comfort. Lounging in one of the rear captain's chairs with massage and heating turned up (have I mentioned how cold it was?), those long journeys were delightfully comfortable.
2. Pace of development is… maybe a little confusing
500 showrooms in over 40 markets. That's the big number that the brand is putting out. But the reality is maybe a bit murkier - these showrooms seemingly include pop-ups. And Zeekr has more countries (and showrooms) targeted for 2025.
And yet, Zeekr is also clear that it isn't chasing volume, in contrast to the strategy many other Chinese brands are adopting to try to aggressively chase market share. While evidently aggressive in brand expansion, and with clear manufacturing capability (the new Meishan Intelligent Plant currently produces 520 cars a day), Zeekr wants to move with pace, but not overly quickly.
Instead, the brand is more concerned about moving deliberately and strategically.
3. The brand positioning and marketing still lacks exact clarity
What exactly that deliberate strategy is, though, is still lacking exacting clarity. The brand is quite set on its 'premium' label and positioning, but even that isn't the most clearly communicated. When speaking with other journalists from different Asia-Pacific countries, it's evident that the perception of Zeekr varies across markets.
This challenge is compounded by the rapid expansion of Chinese EV brands into many markets in the region - customers could be forgiven for simply lumping all Chinese brands together in the same basket.
How then, should the Zeekr brand stand out?
Zeekr wants to be forward-looking, both in terms of technology, but also in making "un-boring" EVs. There's no denying the tech, though it's worth acknowledging that many Chinese EVs nowadays come pretty tech-filled already. As mentioned, the products themselves are good, especially when put into the context of the brand being just three years old and already having six models to market.
Then there is the more esoteric quality of "fun". The brand marketing, at this point, feels like it is still catching up. This is perhaps to be expected of a brand that, once again, is just three-years old, but it will be interesting to see how exactly Zeekr will define its identity moving forward.
4. The brand is committed to its premium-cause
The price war between Chinese brands is no secret, but Zeekr is clear that it has no intention to be part of that race to the bottom. For example, brand executives say that the Zeekr X represents the floor of the product lineup. Indeed, they are only looking upwards in terms of product positioning (and price, accordingly).
From a consumers perspective, what that means is that you can expect Zeekr to continue to pursue improved quality of its products, even if that naturally means that the brand will be pitched a a higher price point compared to most other Chinese brands.
This is all part of a broader strategy to distinguish the brand amongst a sea of Chinese EVs that cater to a more mass audience.
5. There's an air of un-traditionality
During the gala dinner, Zeekr Vice President Mars Chen addressed the crowd dressed in black pants and a Zeekr windbreaker. That new-tech casualness speaks to a brand that seemingly operates in a manner you may not expect from a traditional marque (and in many ways Zeekr is not). Does it have a whiff of Tesla about it? Perhaps. Apparently, only 15% of the company come of previous automotive backgrounds. And it sure feels like it.
That may give some indication to the brand’s broader approach - to operate with flexibility, to be open to alternative paths, and to be willing to adapt and change. In a strange way, there appears to be a confluence between the brand's willingness to approach things like a niche, small-volume manufacturer (like flying customers in for this Global ZKers Day), but also with aspirations of large-volume manufacturing.
6. The Lynk & Co question
Since November 2024, Zeekr now owns 51% of Lynk & Co. While this may be a restructuring within the wider Geely Group, there are obviously questions that are going to be raised over what this means for the two brands product-wise. There is a natural expectation of shared R&D and product development. One executive commented, "Zeekr and Lynk & Co will merge engineering resources and share supply chains, even while having differentiated products and brand marketing."
While there are no definitive answers right now, a Zeekr "super-Hybrid" was brought up. This "super-Hybrid" model will apparently sit above the 009 in the lineup, so there is some indication that the Zeekr brand may choose to not be completely EV-only, but rather also offer a hybrid (probably PHEV) model that fits within China's broader New Energy Vehicle landscape.
This latest development is yet one more instance in which the Zeekr brand may have to reconsider its exact brand identity moving forward.
7. Zeekr is willingly transparent about its next steps
In speaking to several people from the brand, it's clear that Zeekr is still work-in-progress. The brand is quite frank about the fact that the customer journey, especially on the after sales front, still requires further work and development. Additional future developments will include flagship stores in major cities, and a smart digital sales system.
And, the brand recognises that it has yet to fully and clearly define its brand identity, which at this point feels most paramount for this fledging brand.
Perhaps one surprising takeaway is precisely the admission that the brand is continuing to work with customers, partners and even the media to concretise the path ahead. It's refreshing and uncommon that a brand is so frank about its challenges ahead.
For example, we got to see the MIX, a model exclusive to the Chinese market. And while there are no official plans to export the car, Zeekr was at least open to the notion of showcasing it in other markets. Given its cheerful and alternative nature, it will certainly pique people's interests. So who knows, maybe we might see it in Singapore some way some day.
Conclusion
The terms 'co-create'/'co-pilot' came up plenty during the few days I spent in China. And that's perhaps the best way to think about Zeekr's approach. Where you may normally imagine a dogged single-minded approach, Zeekr instead is choosing a path that embraces flexibility and responsiveness (and also a transparency and openness perhaps necessitated by a NYSE-listed public company). Instead of a singular catch-all strategy, the brand instead wants (and needs) to find the right speed and volume for each market.
Truth be told, I came away from my time in China with some answers, but perhaps even more questions. And that might be a good thing - instead of being locked in to a single direction insulated from customer response, Zeekr instead has the opportunity to shape its identity in relation to an evolving automotive market. It may not yet be fully concretised, but there is certainly a sense of purpose that feels productive and actionable.
There is no guarantee of success, and time will tell if Zeekr's strategy will come to fruition. But with a strong set of products and a willingness to adapt to varying market demands, there is a road map for the path ahead.
