The European CEO of this premium Chinese manufacturer wants to steal customers from Mercedes, BMW, and Audi

31/10/2026 09:00

Updated to

31/10/2026 09:00

Zeekr, the premium brand of China’s giant Geely, aims to compete with BMW, Mercedes-Benz, and Audi for a share of the European luxury market. To lead this offensive, it has chosen someone who knows its rivals well: Lothar Schupet, who worked at BMW for 23 years before taking charge of Zeekr in Europe. In an interview, the executive explained that his strategy combines Chinese technology and rapid industrial development with vehicles tailored to European drivers. He is also building out a extensive sales network and focusing on hybrids to attract new customers.

Zeekr wants to compete using Chinese technology and European design

The expansion of Chinese manufacturers is entering a new phase. It is no longer just about selling affordable electric cars, but also about capturing segments traditionally dominated by German brands.

Zeekr believes it can achieve this by leveraging Geely’s industrial resources and the knowledge gained in Europe. “The power of a giant with a European soul,” Schupet summarized in an interview with Motor1.com at the Paris Motor Show.

The executive emphasizes that access to Chinese platforms, technology, and suppliers enables faster development of vehicles, while European teams are responsible for adapting them to local preferences.

The company has research and development activities in Sweden, Germany, and the United Kingdom, also leveraging its relationship with Volvo.

European drivers want cars different from Chinese ones

One of the key differences identified by Schupet lies in dynamic performance. He explains that European buyers pay special attention to suspension, handling in corners, and steering sensations, while in China there is a greater focus on certain safety systems.

The Zeekr 7GT embodies this strategy. Rather than simply importing a Chinese sedan unchanged, the company developed a family-style body design specifically tailored for the European market. “Europeans need a family car. Can’t we create something attractive and stylish?” the executive recalls about the origin of the project.

Over 200 dealerships and a focus on hybrid cars

But Zeekr knows that competing with BMW or Mercedes requires more than just good cars. Schupet explains that the company aims to exceed 200 dealerships in Europe and add another 100 service centers, with agreements being finalized at a rate of 10 to 15 locations per week.

According to the company’s own data, its European deliveries grew by 200% year-on-year between January and September 2026, although they still start from relatively low volumes.

The strategy also includes plug-in hybrid vehicles (PHEV) like the Zeekr 9X, which is already available for ordering in Spain at 121,500 euros.

Schupet believes this technology will attract buyers who are not yet convinced to give up gasoline altogether, making it easier for them to transition later to a pure electric vehicle. Zeekr’s ambition is clear: to leverage China’s industrial advantages without sacrificing the driving experience and service that European customers expect.

Its growth shows it is finding buyers, though it still needs to build a sales network and reputation capable of competing with the decades-long presence of German brands.