Chinese automaker Geely’s electric vehicle brand Zeekr is poised to enter the South Korean market, having completed the registration of its trademark in the country. According to a report from Maeil Business Newspaper, Zeekr plans to launch its EVs in South Korea in the second half of this year, joining the competitive landscape alongside BYD, which is also gearing up for its own entry into the market.
Zeekr, established in 2021, recently made headlines with its New York Stock Exchange (NYSE) listing and subsequent earnings conference call. CEO Andy An, also known as An Conghui, highlighted Zeekr’s rapid global expansion, with a presence in over 20 countries and regions including Europe, the Middle East, and Southeast Asia. The company has already initiated deliveries of its Zeekr 001 and Zeekr X models in Europe, and plans to introduce right-hand drive versions in Singapore and Hong Kong later this year.
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Despite its ambitious plans, Zeekr faces challenges in South Korea, where domestic brands dominate nearly 80% of the market share. The company is reportedly on a recruitment drive, seeking executives from other foreign automakers to strengthen its position in the competitive South Korean market.
An emphasized Zeekr’s broader strategy, targeting significant expansions in Europe, Latin America, Southeast Asia, and the Middle East this year. However, potential tariff hikes on Chinese-made EVs in the EU could impact Zeekr’s operations in the region. The company is also eyeing North America, with Mexico set as its initial market entry.
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Zeekr’s current lineup includes the Zeekr 001, Zeekr X, Zeekr 009, and Zeekr 007, all manufactured in China. The brand plans to introduce seven new models by 2026, including the Zeekr Mix and an electric MPV codenamed ‘Zeekr Beluga’. Notably, the upcoming ‘Zeekr 007 Touring’ electric estate aims to strengthen Zeekr’s presence in European markets, complementing their SUV offerings such as the rumored ‘Zeekr Ark’ and three additional electric SUVs.
