Zeekr VP Stefan Sielaff on Chinese EV brand's European ambitions

Zeekr, a five-year-old Chinese EV brand under Geely, is targeting European luxury buyers with a design philosophy led by VP Stefan Sielaff, a German designer trained at the RCA with stints at Audi and Bentley. The European portfolio includes four models: the X SUV, 001 Shooting Brake, 7X SUV, and new 7GT crossover. Sielaff emphasizes that Zeekr's luxury is not superficially Chinese but global, citing the 9X SUV with a rotating second row as an example. The brand's design studio in Gothenburg, Sweden, and a re-established studio in Shanghai support a clean, reduced shape language with partnerships like Bridge of Weir leather and Swarovski. Sielaff notes that Chinese customers prioritize digital infrastructure over exterior design, a trend that may influence younger European buyers. Zeekr is debating expanding into hybrid SUVs currently sold only in China, and its European dealerships in Germany recently opened. The brand is active in 40 emerging markets, with marketing and sales based in Amsterdam.