Chinese EV Brand Can Compete With Mercedes and BMW, Says BMW Veteran

Chinese automakers are rapidly challenging global leaders, with BYD targeting the top spot by 2030 and Geely’s Zeekr positioning its vehicles as direct rivals to BMW and Mercedes-Benz. Zeekr’s European head, Lothar Schupet, affirms that the brand’s quality and performance now match established premium manufacturers.

Drawing on his 23-year tenure at BMW, Lothar Schupet brings significant expertise to his leadership role at Zeekr. While the brand remains a relatively new entrant, it is aggressively expanding its European portfolio with models such as the 001, X, 7X, and the 7GT—a high-performance electric shooting brake capable of charging from 10% to 80% in just 13 minutes.

As detailed in recent reports, Zeekr’s current strategy focuses on capturing the fleet market and building a robust dealer network. Although the company currently operates primarily through test-drive centers, it aims to establish formal partnerships with dealerships that represent established premium manufacturers, including BMW, Audi, Mercedes-Benz, Jaguar, and Maserati. Furthermore, the company is evaluating potential collaborations with dealerships currently aligned with Geely-owned brands, such as Volvo and Polestar.

Lothar Schupet has announced that Zeekr intends to establish sales operations across five major German metropolitan areas by the end of the year, including Hamburg, Düsseldorf/Cologne, Frankfurt, Stuttgart, and Munich, with Berlin currently under consideration. While the company is exploring the feasibility of European production, vehicles will continue to be imported from China for the foreseeable future to leverage the manufacturing speed and operational agility afforded by its domestic facilities.

Although the U.S. market will not see the introduction of Zeekr models in the near term, Geely is steadily expanding its North American footprint. Notably, the Geely-owned brand Lotus is slated to launch its China-manufactured Eletre SUV in Canada by July 2026, a move expected to be followed by other major Chinese manufacturers, including BYD and Chery. These developments serve as a significant indicator of the rapid advancements and growing global influence of the Chinese automotive industry.