At this year’s Paris International motor show, Chinese manufacturers made a historic impression, with 25 brands outnumbering the combined French and German presence. Among them, Zeekr stood out by unveiling its flagship 9X luxury SUV and announcing an aggressive rollout across the continent.
Owned by the Geely Auto Group yet operating independently, Zeekr is targeting the traditional luxury segment occupied by BMW, Mercedes-Benz, Audi, Range Rover and Lexus. The brand’s European chief, Lothar Schupet, emphasizes that the competition is no longer about heritage alone but about the concrete value delivered to the driver.
European footprint and sales momentum
Zeekr now serves 22 European countries and is on track to reach a network of 200 sales and service locations by the end of the year. In just three years, its European turnover has surged 200 % year-on-year. The broader Geely family—Geely Auto, Lynk & Co and Zeekr—recorded combined monthly sales of more than 10,000 vehicles in the EU for September 2026, underscoring a rapid acceptance of Chinese EVs.
While legacy manufacturers such as Volkswagen (1.8 million units) and Stellantis (1.09 million units) dominate volume, Chinese brands now claim roughly 12 % of new-vehicle registrations across the EU and the United Kingdom, with annual sales projected to top one million units. Zeekr’s rise fits squarely within this broader trend.
Premium positioning and the 9X flagship
When asked why a buyer should consider a Zeekr over a German rival, Schupet replied, “The real difference is what you get for your money.” The company’s strategy is to bundle high-end technology, performance, and craftsmanship while keeping the price lower than comparable European models. The newly launched Zeekr 9X—dubbed the “Hangzhou Bay Cullinan” in its home market—exemplifies this philosophy. Designed in Gothenburg and tuned for European roads, the 9X offers a sophisticated hybrid powertrain, a cabin that rivals traditional luxury, and a price point that undercuts many flagship SUVs.
Schupet added that “premium means something different in 2026 than it did even a few years ago.” Zeekr’s broader lineup, including the 001, X, 7X, 8X, and 7GT, already feels more luxurious than current-generation BMW and Audi offerings, yet they are priced considerably lower. The brand’s message is clear: value does not equal cheapness; it means delivering “more innovation, more craftsmanship and more of a premium experience” than a buyer would typically expect at a given price.
Residual values and warranty promise
Depreciation has long haunted Chinese EVs, but Zeekr is tackling that perception head-on. “Residuals are shaped over time by the fundamentals,” Schupet explained. The company builds its cars to a “high standard of quality and safety,” and continual over-the-air updates keep the vehicles modern throughout their life cycle. Unlike many competitors, Zeekr avoids low-spec, stripped-back variants that could flood the used-car market and erode values.
To reinforce long-term confidence, Zeekr offers a five-year warranty across Europe and is investing heavily in service infrastructure. The combination of robust build quality, software-driven improvements, and limited model dilution is intended to protect residual values and give owners a stronger return on investment.
Overall, Zeekr presents itself as a “high-end challenger with a European soul, backed by the power of a giant,” blending Chinese manufacturing scale with Swedish design expertise. Its rapid dealer rollout, soaring sales figures, and a premium-focused product suite suggest the brand is poised to reshape the European luxury EV landscape.
