Zeekr bursts into the Mexican luxury electric vehicle market with high ambitions.

The arrival of Zeekr, a luxury electric vehicle brand created by the Geely Group, has marked a new milestone in the Mexican automotive landscape. Aiming to establish itself as a strong competitor against traditional brands like Audi, BMW, and Mercedes-Benz, Zeekr has already begun selling its Zeekr 001 and Zeekr X models in Mexico, with prices ranging from 799,000 pesos to just over a million. Edgar Suárez Rubio, the brand director in the country, shares his vision for the future of electromobility in Mexico and the challenges the company will face in an increasingly complex environment. Since its founding in 2021, Zeekr has had a global focus, and Mexico has been identified as a key market in its Latin American expansion. "The Mexican market has a great acceptance of innovation and technology, and the numbers prove it. The percentage of electric vehicles has grown exponentially in recent years," Suárez points out. This growth, which has seen hybrid and electric car sales rise from just over 8,000 units in 2016 to more than 77,600 in 2023, represents a significant opportunity for the brand. However, the company is not without challenges. Starting in October, the tariff exemption of between 15% and 20% for electric vehicles imported from countries with which Mexico does not have free trade agreements, such as China, will be eliminated. This change could severely impact the costs and competitiveness of Zeekr, which is based on an import business model. Suárez acknowledges that this new scenario will require a well-planned strategy to minimize the impact on the final price to consumers. In response to this situation, Zeekr has been working on a plan that has considered these changes for months. "From the beginning, we designed our strategy assuming we would lose the tariff exemption, so we have taken steps to absorb this increase without fully passing it on to the customer," Suárez assures. Despite the challenges, the company remains optimistic and hopes to sell 400 cars before the end of the year, with a waiting list already comprising 45 units. With a focus on establishing a strong presence in Mexico, Zeekr plans to open sales points in several cities. The first phase includes locations in Guadalajara, Mexico City, and Monterrey, with expansion to cities like Mérida and Querétaro on the horizon. Suárez highlights that Mérida is a promising market due to its economic growth and focus on electromobility, making it a strategic place for their development. The Zeekr director also mentions that, although exporting to the United States is not a priority at the moment, Tijuana could be a point of interest in the future. However, he clarifies that they are not looking to sell their vehicles directly in the U.S. market, but rather their focus is on consolidating their base in Mexico first. "We want to ensure we do not send a misleading message about our intentions at the border," he emphasizes. One of the aspects that most concerns the automotive industry, including Zeekr, is the evolution of the trade relationship between the United States and China, especially in an uncertain political context. Suárez expresses that any changes in tariff or trade policies could significantly influence their operations. "We are waiting to see what decisions are made after the elections in the U.S., as this could affect not only our company but the entire Mexican economy," he indicates. Despite the growing competition from other electric vehicle manufacturers, both from Chinese brands and established players like Tesla, Suárez believes that the arrival of more options in the market is positive. "The more vehicles sold, the greater the infrastructure and demand for electric cars. We do not see ourselves as competition; rather, we can collaborate to promote the acceptance of electromobility in the country," he states. Zeekr's commitment to quality and technology is evident in its production approach. Suárez reveals that the brand has learned valuable lessons from its predecessors in the market and has implemented a delivery strategy that ensures all vehicles are delivered with their spare parts available. "We will not deliver a single car until we have all the necessary spare parts in our warehouse," he assures. Finally, the Zeekr director looks to the future, with ambitious growth targets. The brand expects to sell around 1,700 units in its first full year in the market, with the possibility of increasing that figure if demand remains strong. Suárez concludes with a call for collaboration between the industry and the upcoming government to improve infrastructure and electrification policies in Mexico. "We need a clear plan that helps us facilitate the charging of electric vehicles and increase electricity production in the country," he states, making it clear that the path to electromobility will be a joint effort.