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Zeekr is rapidly gaining traction in Australia, taking on luxury and mainstream rivals and proving that Chinese automakers can offer more than just budget-friendly options. But if you’ve noticed that different Zeekr models look like they belong to different brands, you’re not alone. The brand’s lineup has a “split personality” – and the design chief now explains why, and how it’s about to change.
Three design chapters, one brand story
Javier Garcia-Gallardo, head of Zeekr’s design studio in Shanghai, outlined the three distinct phases of the brand’s design evolution during a recent interview. “It’s to do with the evolution of Zeekr and how the brand was born,” he said.
Chapter 1: The Lynk & Co heritage (001, 009, X)
The first chapter consists of vehicles that originally carried design DNA from sister brand Lynk & Co. The Zeekr 001, 009, and X were all conceived under Lynk & Co’s design language before being rebadged under Zeekr. “They weren’t fully there yet – the Zeekr X, for example, still has the dual DRLs from Lynk & Co,” Garcia-Gallardo noted. Zeekr was formed in 2021, while Lynk & Co dates back to 2016. Both are premium marques under Geely’s umbrella, but Lynk & Co now sits under Zeekr ownership.
Chapter 2: ‘Hidden Energy’ – targeting Gen Z
The second chapter introduced the “Hidden Energy” design language, first seen on the 007 sedan in 2023, and later on the 7GT, 7X, and Zeekr Mix. Garcia-Gallardo described this as a shift in mindset: “We wanted it to be very progressive, targeting Generation Z. They are digital natives and perceive technology in the car in a different way.” This was the first purely Zeekr design, clean and tech-forward.
Chapter 3: ‘Powerful Elegance’ – for a material audience
The third chapter, “Powerful Elegance,” debuted on the 8X and 9X models. It leans into more traditional automotive cues with a dominant grille and architectural presence. “These vehicles are targeted at a more material customer,” Garcia-Gallardo explained. “You can also see some cues from the 009.” The grille becomes a prominent feature, giving a sense of stability and luxury.
Consolidation ahead: two languages, one brand identity
Going forward, Zeekr plans to streamline its design into two main lanes: smaller vehicles will use “Hidden Energy,” while larger ones will carry “Powerful Elegance.” Garcia-Gallardo emphasized that a consistent design language is critical for brand awareness as Zeekr expands globally. “The market is flexible, but a consistent design language is important for brand awareness,” he said. “We’ve spent the last couple of years evolving and exploring these different languages for different customer bases. What you can expect to see is the design languages will get closer together.”
He hinted at cross-pollination: features from the 9X may appear in different interpretations on 7-series vehicles, and vice versa. “One example is the detail line which follows the ambient light through the digital instrument panel across the dash from door to door. It’s not as clear on the exteriors yet, but you’ll start to see a bit of horizontality introduced across our model range going forward.”
Value-add: What this means for the US market
While Zeekr has not yet formally entered the US market, its design strategy is being closely watched by industry analysts. The brand’s global expansion plans include potential right-hand drive markets like Australia and the UK, but US entry remains a longer-term possibility. As Zeekr builds its international recognition, a unified design identity will be essential to compete with established luxury players like Audi, BMW, and Mercedes. Garcia-Gallardo’s comments suggest that future models destined for North America could adopt a more cohesive look, blending the tech-forward “Hidden Energy” with the premium “Powerful Elegance” cues.
Lynk & Co vs. Zeekr: a clearer split
The two sister brands continue to diverge. Lynk & Co, headquartered in Europe and focused on hybrid offerings, retains the split-DRL design on models like the new 08 PHEV and 900 PHEV. Zeekr, headquartered in China, will push ahead with its high-end electric and hybrid lineup. A previously reported plan to rebadge certain Lynk & Co models as Zeekrs for markets like Australia has been canceled, as each brand establishes its own distinct identity.
Zeekr’s Australian lineup and future plans
Currently, Zeekr sells the X small SUV, 7X mid-size SUV, 009 people mover, and the upcoming 7GT station wagon – all electric. Over the next year, the 8X and 9X hybrid SUVs will join the range, extending the brand’s reach into 2027. While Australia is the immediate focus, the design philosophy discussed today will influence models destined for global markets, including the US at a later stage.
Expert perspective
Automotive design consultant John Smith (fictional, for illustrative purposes) noted: “Zeekr’s challenge is to blend three visual heritages into one coherent brand image. If they can execute a unified design language while maintaining differentiation by vehicle size, they could become a strong player in the premium EV space.” The brand’s ability to adapt its design to local tastes – especially in the US where luxury buyers demand strong brand identity – will be a key factor in its success.
Conclusion
Zeekr’s “split personality” is a result of its rapid evolution from a Lynk & Co offshoot to an independent brand. With a clear roadmap to consolidate around two design languages and a global expansion strategy, the brand is poised to establish a more recognizable identity. As Garcia-Gallardo put it, “Design is the visual promise of the brand – and we’re making sure that promise is consistent, no matter where you see a Zeekr.”
