Almost exactly a year after it formally launched the Zeekr brand in the Philippines, multi-marque distributor Autohub Group opened what it calls the “landmark showroom” of the “global intelligent premium electric mobility technology brand.”
Zeekr was established under the aegis of the Geely Auto Group in 2021 in Ningbo, Zhejiang, China to enshrine the Chinese firm’s aspiration to compete in the premium electrified space, a market the Autohub Group believes to be promising. “The good thing about this is that even if we’re in the premium segment, our price is much better than the (competition) in this space. Yes, we’re going to target the premium segment buyers so that they look for a lower-priced vehicle like ours with the same or even better quality and technology,” Autohub President Willy Tee Ten had told this writer during the aforementioned brand launch. It’s also about locking horns with mass-market automakers playing in the high-end price space. “Theirs are the customers we’d like to capture also, so we’re hitting two birds with one stone,” continued Tee Ten.
The Zeekr Philippines showroom is located at 32nd Street corner Rizal Drive, Bonifacio Global City, Taguig. During the inauguration, the Zeekr 7X, previewed at the recent launch of the Zeekr 009 luxuy MPV, was officially launched as well. Touted as a “next-generation luxury SUV,” the battery electric vehicle highlights AI-powered displays, advanced electric technology, and elegant design.
In an interview with this writer, Zeekr International Vice President Jinjun Tian, in town for the opening of the showroom, maintained that Zeekr aims “to create a fully integrated user ecosystem with innovation as the norm.” He revealed, “Our brand uses the Sustainable Experience Architecture (SEA) and includes its own battery technologies, battery management systems, electric motor technologies and electric vehicle supply chain.”
To differentiate itself from other brands in the space, Tian explained that Zeekr focuses exclusively on electric vehicles, and it wants to be known for “cutting-edge technology and innovation” in the EV space.
Meanwhile, Zeekr International East Asia Director Jeff Cao shared the reason for entering the country – its first foothold in Southeast Asia. “Firstly, it’s one of the region’s fastest-growing and most promising EV markets, perfectly aligning with our global expansion strategy and ambition to lead the premium electric mobility segment,” he told “Wheels.” “For the Philippine market, Zeekr’s arrival signifies a transformative step: We are introducing the first 100% pure electric luxury tech brand here. This means consumers gain access to world-class, premium EVs that not only deliver exceptional driving experiences but also directly support the nation’s green transformation goals.”
Specifically, Zeekr vehicles – with zero emissions and significantly reduced noise pollution – will contribute tangibly to improving air quality and urban living environments, particularly in major centers like Manila.” The timing is also ideal, he continued, as it aligns more closely with the government’s “sustainable development agenda.”
Zeekr’s customers, Tian said, are those “increasingly ready to make the shift to electric and are more open than ever to new technology brands – especially ones purely focused on EVs.”
Compared to established, longtime premium brands in the country, Zeekr wants to be known for not just the traditional experiential benefits of luxury, but the deployment of high technology, which should allow it to appeal to a younger set of buyers as well. Its growth trajectory will obviously be greatly helped by a more robust public charging infrastructure – something that other full-electric brands are counting on as well.
For now, Zeekr is harping on the long range of its vehicles, and is banking on the increased palatability of battery electric vehicles to more car browsers and buyers.
For more information, visit www.zeekr.ph or contact (0917) 674-5555.
