BMW, Mercedes and Audi have reason to worry? Zeekr certainly thinks so. In an interview with Motor1, Lothar Schupet, Zeekr’s European head, lays out his plan to win over drivers on the Old Continent.
Zeekr wants to play in the BMW and Mercedes league
Zeekr isn’t content to remain a mere Chinese automaker among many. The Geely group’s luxury brand aims to woo customers who are accustomed to BMW, Mercedes‑Benz, or Audi. To do so, it bets on a distinctive formula: the speed of Chinese manufacturing paired with a European‑focused approach to driving dynamics.
Asked by our colleagues at Motor1 at the Paris Motor Show, Lothar Schupet, Zeekr’s head of Europe, summarizes the strategy with the line “the power of a giant with a European soul.”
A leader who knows his rivals well: he spent 23 years at BMW before joining Zeekr.
The brand can lean on the technologies, platforms and supply chain of its parent group, but it does not want to merely import models designed for China.
Thanks in particular to ties with Volvo, it runs R&D activities in Sweden, Germany and the United Kingdom. That enables it to tailor its cars to local expectations.
Chinese cars specifically tailored for Europeans
The Zeekr 7GT illustrates this intent to adapt. Rather than bring to Europe the 007 sedan unchanged, the maker developed a wagon‑style variant. An intentional choice despite the small size of this segment, because Zeekr believes it better matches European tastes.
The differences go beyond the body design. Lothar Schupet stresses the importance placed in Europe on ride behavior, damping and cornering precision.
In China, he says, customers place more emphasis on certain safety‑related aspects. A single technical base must therefore be tuned specifically for each market.
Zeekr does not plan to rely solely on fully electric powertrains either. Its Super Hybrid technology features an electric motor tasked with driving the wheels, backed by an internal combustion engine for long trips. The goal is to convince hesitant motorists to move away from gasoline gradually, before potentially steering them toward a 100% electric vehicle.
Zeekr accelerates its European rollout
But to compete with the German marques, a strong set of specifications alone will not be enough. Zeekr must also build a reputation and, above all, reassure consumers about after‑sales service.
The automaker aims for more than 200 active dealers in Europe, to which would be added around 100 service points. According to Lothar Schupet, between 10 and 15 distributors join his network each week.
The stakes are particularly high in markets such as France, Germany and the United Kingdom, where the rollout will take time. Parts availability and shorter wait times will be decisive for buyers used to the premium‑brand networks.
Initial results remain modest, but they are growing: Zeekr has delivered 2,930 vehicles in Europe through April 2026. That represents almost a 250% year‑over‑year increase. The Geely group is also eyeing a Canada launch by 2027 and is looking at the United States in the longer term.
However, nothing confirms Zeekr will be part of this offensive. For now, its first challenge is to establish a foothold against the European benchmarks.
