In a dedicated article, we discussed Polestar and its difficult period, trying to understand the reasons behind the lack of success of cars that we still consider efficient and well-made. However, it seems that Polestar is not the only Geely brand that could face challenges.
According to a report by CarNewsChina, Zeekr, the high-end brand born in 2021 from a Lynk & Co concept car, now known as the Zeekr 001—which also drives very well—had only achieved 50% of its ambitious 2024 sales target by August 2024. This could lead to falling short of the projected sales.
However, the situation between the two brands is completely different, and Zeekr, in fact, shows how it’s possible to share design with others while maintaining a completely unique identity.
Did Zeekr have an overly ambitious goal?
Andy An, CEO of Zeekr, had stated to the National Business Daily that he aimed to deliver 230,000 cars in 2024. But by August, as mentioned, Zeekr had completed just over 50% of this goal. However, this doesn’t mean the brand is struggling.
Unlike the Swedish brand, Zeekr saw an 81.4% growth in China in 2023, with 121,540 cars delivered. This is due to the launch of several vehicles, including the high-end sedan 007 and the innovative MPV MIX. To meet its target, Zeekr will need to deliver another 108,560 vehicles by the end of the year, meaning an increase from 20,106 to 27,140 units per month.
It seems unlikely, but there might be an ace up its sleeve. We’re talking about the Zeekr 7X, the brand’s flagship SUV and its first true SUV. We know that SUVs are very popular, especially in China: sales began in the country on September 20, 2024, and Zeekr already delivered 1,000 units in just four days, confirming the vehicle as a well-received alternative to the Tesla Model Y, the best-selling SUV in China.
Another success factor is the 58,429 units booked in 21 days since pre-orders opened on August 30. So, it’s possible that Zeekr might “pull off a miracle” and that its strategy will prove effective, especially since the 7X will complete the range. And here lies the first difference with Polestar, which for years only had the 2 and only began deliveries of the Polestar 3 SUV and Polestar 4 SUV coupé in September 2024, including in Italy.
Zeekr’s Identity
As we mentioned in that article, beyond sales, Polestar raises concerns for many due to its similarity to Volvo in design. However, this isn’t necessarily a negative factor, and there are two positive examples.
Consider Cupra, which in its first years as an independent brand continued with Seat cars, identical in almost every way, but with changes in colors, aesthetics, communication, and partly in setup and engines. Only now, seven years after its inception, is Cupra’s design distinctive. But the Spanish brand’s success is owed to a clear branding strategy, innovative advertising campaigns with specific colors, high contrasts, and more.
Similarly, Zeekr shares design elements with Lynk & Co, from which it originated. The two brands share a design center in Gothenburg, and the latest Lynk & Co models are very similar to some Zeekr models, especially the X. Not only that, but the two brands even share the same logo!
And yet, both are successful. This is not just because they target different market segments: Lynk & Co in China follows a traditional sales model with cars that we don’t see in Europe, but it still focuses on its own unique, youthful, and distinctive aesthetic. Zeekr, on the other hand, focuses on high-end, luxury cars that are comfortable but also very tech-forward.
These two completely different strategies allow two brands, which we reiterate share the same logo, to coexist and, despite challenges, achieve a certain level of success. This doesn’t mean it will last forever: the success Zeekr is currently experiencing was also seen by Polestar, albeit to a lesser extent, in the early years of the Polestar 2’s sales.
Nonetheless, Zeekr has greater support from Geely itself, which has allowed for continuous development and the launch of new models. In addition to the aforementioned cars, five more vehicles will be launched in the next two years, including the 007 station wagon, a crossover codenamed DX1E, another MPV currently known as Beliga, and the second SUV, Grampus.
Moreover, Zeekr will start selling plug-in hybrid vehicles from 2025, moving beyond its identity as a purely electric vehicle manufacturer.
