BMW Veteran Says Chinese EV Brand Can Match Mercedes And BMW

The New Challengers

Years ago, Chinese automakers had little presence in the global market. Since then, they have grown rapidly, with BYD overtaking Tesla in battery-electric vehicle sales last year. Now, these brands are showing more confidence, with BYD even claiming it can become the world’s largest automaker by 2030, beating legacy marques like Toyota.

Zeekr, the premium brand under Geely, has also expressed confidence in its products, particularly as it looks to expand its network in Europe. Car-Editors interviewed Zeekr's Head of Europe, Lothar Schupet, about the plan, and Schupet said the brand’s cars are on par with those of premium manufacturers, likely referring to BMW and Mercedes-Benz.

“I firmly believe that our products convince with quality and performance. In my opinion, we are on par with all premium manufacturers,” Schupet said, translated from German to English.

Bringing BMW Experience

Schupet worked at BMW for 23 years, so there could be some weight behind his statement. He is navigating a familiar market, though with a brand that is still relatively new. Zeekr has launched the 001, X, 7X, and 7GT in Europe, with the latter being an all-electric shooting brake capable of recharging from 10% to 80% in just 13 minutes.

According to the interview, Zeekr is initially targeting fleet buyers, with the current goal being to expand its dealer network. Zeekr does not yet operate a dealership network in the region, only test-drive centers. Interestingly, the company is looking to partner with dealers that already represent established premium brands, including BMW, Audi, Mercedes-Benz, Jaguar, and Maserati. Dealers tied to Geely-owned brands, including Volvo and Polestar, are also being considered.

Building The Network

Schupet said Zeekr plans to open sales locations across five metropolitan areas in Germany by the end of the year, including Hamburg, Düsseldorf/Cologne, Frankfurt, Stuttgart, and Munich, with Berlin also being considered. While European production is an option, the cars will continue to come from China for now, given the “speed, flexibility, and agility” at home.

The U.S. won’t see Zeekr models anytime soon, but Geely’s presence could still get closer. Lotus, another brand under the Geely umbrella, is reportedly set to launch the China-built Eletre in Canada in July 2026, with brands like BYD and Chery expected to follow. Another sign of just how far Chinese automakers have come.

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