Zeekr, Geely Group’s premium brand, is exploring a move into the off-road SUV and pickup truck markets. While no production models have been confirmed, company executives have indicated that both segments are under active consideration. This marks a potential shift for Zeekr, which has so far focused on luxury EVs and plug-in hybrids.
Zeekr’s Expansion Plans
Zeekr has established itself in the premium electric and plug-in hybrid market with models like the X, 7X, 8X, 9X, and the 009 electric MPV. Now, the brand is considering expanding its lineup to include off-road SUVs and possibly pickup trucks.
Speaking with Australian media, Zeekr vice president Mars Chen confirmed that the company is researching the off-road segment. Chen stated, “Off-road hardcore SUV is definitely one direction. We are doing the research, but will we create a G-Wagen-style, box-style? This is not clear.” He also noted that while the current 9X and 8X SUVs are not extreme off-roaders, they do offer some capability.
Potential Pickup Truck Entry
In addition to off-road SUVs, Zeekr is also considering entering the pickup truck market. Mars Chen described the idea as being in the discussion phase, saying, “Just now, we are having the internal discussion, it’s just a discussion. We want to redefine every segment. We will check on how disruptive we can be if we enter.”
If Zeekr proceeds, it could leverage hybrid and EV technology from the broader Geely Group to compete with established players.
Zeekr’s Current Flagship: The 9X
The Zeekr 9X, unveiled last year, is the brand’s most luxurious offering and is sold exclusively as a plug-in hybrid. The base version features a 2.0-liter turbocharged four-cylinder engine paired with two electric motors, delivering a combined 885 hp. An even more powerful variant with three electric motors offers 1,381 hp.
The 9X blends luxury design cues reminiscent of the Rolls-Royce Cullinan and Range Rover, positioning Zeekr at the high end of the market.
Competitor Comparison
If Zeekr enters the off-road and pickup segments, it will face competition from BYD’s Fangchengbao Bao 5, a Land Rover Defender rival with a strong off-road package. The BYD Shark 6, a plug-in hybrid pickup, targets the premium utility segment Zeekr is considering. Denza, another BYD-connected brand, offers the B5 SUV, sharing technology and market positioning with Fangchengbao’s off-road models.
These competitors have established themselves in China’s growing off-road and utility vehicle markets, often undercutting European brands on price and features.
Historical Context
Zeekr sold 87,948 vehicles in 2024, representing a decline of approximately 44% year-over-year. Despite this, the company set an ambitious target of 320,000 units for 2025, aiming for a 44% increase in sales.
This context highlights the importance of new model launches and segment expansions as Zeekr seeks to regain momentum.
Why this matters
Zeekr’s potential entry into the off-road and pickup markets signals a strategic effort to diversify beyond luxury EVs and hybrids. By targeting segments dominated by BYD and its sub-brands, Zeekr could tap into new customer bases and address shifting market demands.
The move also reflects broader trends in China’s automotive industry, where brands are leveraging hybrid and EV technology to challenge established players in every segment.
What this means for buyers
Buyers interested in premium off-road SUVs or pickups should watch Zeekr’s next moves closely. While no new models have been confirmed, the brand’s expansion could introduce new options with advanced hybrid or electric powertrains.
Those considering a purchase in these segments may want to compare upcoming Zeekr offerings with established models from BYD’s Fangchengbao and Denza brands, as well as the BYD Shark 6 pickup.
Related coverage from The Electric Viking
For more on Zeekr’s recent models and the competitive landscape, see 2026 Zeekr 7X Performance Is Proof That Tesla Isn’t The Benchmark Anymore.
Key Specs
- Current Flagship: Zeekr 9X
- 9X Base Powertrain: 2.0-liter turbocharged four-cylinder + two electric motors
- 9X Base Output: 885 hp (~660 kW)
- 9X Top Output: 1,381 hp (~1,030 kW)
- 2024 Sales: 87,948 units
- 2025 Sales Target: 320,000 units
Source
Images sourced from: carscoops.com
