Chinese electric vehicle manufacturer Zeekr begins selling cars in Germany today with three models priced from €37,990, marking a significant expansion into Europe's largest automotive market as Asian automakers intensify their push into the continent's EV sector.

The Geely-owned brand launches with the compact Zeekr X SUV, the versatile 7X family SUV, and the premium 001 shooting brake, according to specialist publication Elektroauto-News. The move represents a strategic bet by Chinese manufacturers on competitive pricing and advanced technology to challenge traditional European and American brands during the global shift toward electric mobility.

Strategic Market Entry

Zeekr targets premium retail customers alongside medium-sized fleets, corporate fleet operators, and car rental companies, according to Lothar Schupet, the company's Europe CEO. The strategy reflects growing demand from German businesses for electric vehicles as companies accelerate sustainability initiatives.

"The demand is enormous," Schupet told Elektroauto-News. "There are several DAX companies and large leasing companies waiting for our electric cars." He cited partnerships with BNP Paribas and Arval for corporate offerings, signaling institutional confidence in the brand's market potential.

Key Launch Details: Zeekr's German launch includes three models with starting prices at €37,990, supported by over 40 service centers nationwide. Orders will be processed digitally, with the company offering an eight-year or 200,000-kilometer warranty on high-voltage batteries.

Key Launch Details: Zeekr's German launch includes three models with starting prices at €37,990, supported by over 40 service centers nationwide. Orders will be processed digitally, with the company offering an eight-year or 200,000-kilometer warranty on high-voltage batteries.

Model Lineup and Specifications

The Zeekr X compact SUV enters the German market at €44,990, positioning itself as an urban-focused vehicle with premium features typically found in larger vehicles. The model includes a 69 kWh battery delivering up to 445 kilometers of WLTP range in the single-motor, rear-wheel-drive configuration. The dual-motor all-wheel-drive variant produces 315 kW and accelerates from zero to 100 km/h in 3.8 seconds.

The Zeekr 7X family SUV, which has become the brand's bestseller in Europe, offers three powertrain options. The Premium variant features a 310 kW rear-wheel-drive motor with a 75 kWh battery providing 480 kilometers of range. This model utilizes Zeekr's Golden Battery technology with LFP cells, capable of charging from 10 to 80 percent in approximately 13 minutes at a 360 kW charging station.

Long Range and Performance variants employ a 100 kWh battery with NMC cells from CATL, offering up to 615 kilometers of range. The 7X measures 4,787 millimeters in length with a 2,900-millimeter wheelbase, designed specifically for European markets at Zeekr's Global Design Centre in Gothenburg, Sweden.

The Zeekr 001 shooting brake, priced at €59,900, represents the brand's premium offering. The model features an aerodynamically optimized design with a 0.23 drag coefficient, contributing to a maximum WLTP range of 620 kilometers with its 100 kWh battery and 200 kW rear-wheel-drive configuration. A dual-motor variant delivers 400 kW of power for performance-oriented customers.

Charging Infrastructure and Technology

All Zeekr models support 22 kW AC charging and utilize 800-volt architecture for rapid DC charging. The 001 and 7X models achieve peak charging rates of 200 kW and 480 kW respectively, with the 7X Premium model capable of 10-80 percent charges in under 11 minutes at maximum power stations.

The company's partnership with CATL positions Zeekr as the first manufacturer to deploy Qilin long-range batteries in global mass production. This technology enables pure electric ranges exceeding 1,000 kilometers in certain configurations, addressing range anxiety concerns that have historically hindered EV adoption.

European Expansion Strategy

Zeekr's German launch follows successful entries into Sweden, the Netherlands, and Norway, where the brand began deliveries in December 2023. The company operates from its European headquarters in Amsterdam and maintains a design facility in Gothenburg, leveraging Sweden's automotive engineering expertise.

The brand plans aggressive expansion across Western Europe through 2027, targeting Spain, Italy, France, and the United Kingdom. This expansion strategy aims to increase European market coverage from 30 percent to 70 percent, establishing Zeekr as a pan-European electric vehicle brand.

The company currently maintains over 40 service centers in Germany, with digital ordering systems streamlining the purchasing process. This direct-to-consumer approach mirrors successful strategies employed by Tesla and other new entrants, bypassing traditional dealership networks.

Competitive Landscape and Market Context

Zeekr enters a German market experiencing rapid transformation. European automakers face mounting pressure from Chinese competitors offering advanced technology at competitive prices. The €37,990 starting price undercuts many European equivalents while delivering comparable or superior specifications.

The brand competes directly with established European manufacturers including Volkswagen, BMW, and Mercedes-Benz, as well as other Chinese entrants like NIO and BYD. Zeekr's premium positioning differentiates it from budget-focused competitors while maintaining price advantages over traditional luxury brands.

Founded in March 2021 as Geely's premium electric vehicle subsidiary, Zeekr delivered 194,933 vehicles in the first 11 months of 2024, representing 85 percent year-over-year growth. The company targets 230,000 annual deliveries for 2024 and aims to reach one million annual sales within two years following its integration with Lynk & Co.

Financial Performance and Corporate Structure

Zeekr completed an initial public offering on the New York Stock Exchange in May 2024, raising approximately $441 million in the largest IPO by a Chinese company since 2021. The company maintains a valuation of $13 billion following a $750 million funding round in February 2023 from five investors.

In November 2024, Geely Holding Group restructured its electric vehicle operations, transferring its 11.3 percent stake in Zeekr to Geely Automobile Holdings, increasing Geely Auto's total shareholding to 62.8 percent. Zeekr subsequently acquired stakes in Lynk & Co, establishing Zeekr Group as a holding company managing multiple brands.

Technology and Innovation

Zeekr vehicles utilize the Sustainable Experience Architecture platform, shared with Smart and Polestar models within the Geely ecosystem. The modular architecture supports various wheelbase lengths and battery configurations, enabling rapid product development and market responsiveness.

The company's collaboration with Mobileye focuses on developing Level 4 autonomous vehicle capabilities, targeting consumer availability by 2024. Separately, Zeekr partnered with Waymo to develop autonomous robotaxis for the Waymo One service in the United States, showcasing the brand's technological ambitions beyond traditional passenger vehicles.

Advanced driver assistance systems include 28 sensors providing 360-degree field of view, enabling 21 safety features such as collision mitigation, lane-keeping assistance, and cross-traffic alerts. Highway assist systems automate lane changes when adaptive cruise control activates, reducing driver fatigue on long journeys.

Customer Service and Warranty

Zeekr offers comprehensive warranty coverage with a five-plus-five-year program extending up to 200,000 kilometers when scheduled servicing occurs within the authorized network. High-voltage batteries receive eight-year or 200,000-kilometer protection, addressing longevity concerns associated with electric vehicle ownership.

The Zeekr Care service program provides mobile technicians capable of performing maintenance and repairs at customer-selected locations, eliminating inconvenient service center visits. This approach reflects evolving customer expectations for convenience and flexibility in vehicle ownership experiences.

Industry Implications

Zeekr's German entry intensifies competitive pressure on European automakers struggling with electric vehicle transitions. Traditional manufacturers face challenges including higher production costs, legacy infrastructure expenses, and slower product development cycles compared to agile Chinese competitors.

The competitive pricing strategy raises questions about long-term profitability and potential trade tensions. European Union authorities continue investigating Chinese EV subsidies and considering protective tariffs, which could affect Zeekr's expansion plans and pricing strategies.

However, the company's European design heritage through its Gothenburg facility, combined with partnerships with European financial institutions for leasing programs, suggests a strategy emphasizing local integration rather than pure import operations.

Zeekr's German launch represents a critical test for Chinese automakers seeking European acceptance. Success in Germany, Europe's largest car market, could validate the brand's premium positioning and facilitate expansion into other Western European markets.

The company's emphasis on corporate fleet sales provides a potentially faster path to volume than retail sales alone, leveraging business customers' focus on total cost of ownership and sustainability credentials over brand loyalty considerations.

As European governments accelerate internal combustion engine phase-out timelines and strengthen emissions regulations, competitive electric vehicle options from manufacturers like Zeekr may accelerate adoption rates while intensifying pressure on traditional automakers to lower prices and improve specifications.

The German market launch marks the beginning of Zeekr's ambitious European expansion, with the brand's success potentially reshaping competitive dynamics in the continent's automotive industry for years to come.