Business
Zeekr Pushes Ahead with EU Expansion Despite Tariffs, Trade Tensions
Chinese electric vehicle (EV) manufacturer Zeekr has reaffirmed its plans to expand across Europe, despite mounting trade frictions between the European Union and China that have led to increased import tariffs on Chinese-made EVs.
Speaking to Euronews, Lothar Schupert, acting CEO of Zeekr Europe, underscored the brand’s determination to move forward with its European expansion. Zeekr is a subsidiary of Geely Holdings, one of several Chinese automakers hit by EU tariffs introduced in response to what Brussels considers unfair state subsidies from Beijing, including tax breaks and preferential financing.
“These tariffs are definitely slowing us down,” Schupert admitted. “But we are fully committed to the European market.”
The tariffs, introduced last October, were designed to level the playing field for European carmakers who have long complained of being undercut by state-supported Chinese competition. In retaliation, Beijing launched investigations into European imports such as brandy, pork, and dairy, actions that the EU has dismissed as unjustified.
Efforts to ease tensions — including discussions around a potential minimum pricing agreement — remain ongoing but have yet to bear fruit. A recent EU-China summit in Beijing ended without significant progress.
Schupert maintained that Zeekr remains an advocate of “free trade” and stressed that the company has been steadily growing its presence in Europe since launching in the region two years ago. The initial rollout began in Nordic countries, followed by entries into Belgium, Switzerland, and other markets.
“We’re currently preparing for entry into Germany and the UK,” he said. “France, Italy, and Spain are next. Our goal is to be fully operational in these markets within the next 12 to 24 months.”
Despite frustrations over the tariffs, Schupert emphasized that Zeekr has adjusted its strategy and is now well-positioned for sustainable growth. “We’ve done our homework. Our go-to-market approach is ready.”
He also acknowledged the need to build consumer trust in a region wary of Chinese subsidies. “We are focused on brand experience, competitive pricing, and value,” he said. “That’s how we intend to win over European consumers — not with politics, but with products.”
Zeekr, which positions itself as a premium EV brand, is among several Chinese companies aggressively targeting European markets, despite the increasingly complex regulatory and political environment.
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