Zeekr CEO Affirms Long-Term Commitment to Europe Despite New Import Caps
European officials recently announced a deal to cap Chinese hybrid and plug-in hybrid imports at 350,000 units annually.
Zeekr Europe CEO Lothar Schupet stated that the brand remains long-term committed to the European market, despite new regulatory measures restricting Chinese vehicle imports. Speaking at the Paris Auto Show, Schupet addressed recent announcements by European and Chinese officials to cap Chinese hybrid and plug-in hybrid imports at 350,000 units per year.
What Happened
Just days before the interview, regulators finalized a deal limiting annual Chinese hybrid and plug-in hybrid imports to 350,000 units. This move follows existing tariffs on Chinese electric vehicles, which Zeekr currently pays on models like its 7X crossover. The brand is simultaneously launching the 9X, a 900-horsepower plug-in hybrid flagship, which falls under the new cap. Schupet characterized the regulatory environment as a protective response to the success of Chinese manufacturers, stating, "I think it's the first one, that everyone is a little bit scared about what is happening and trying to protect."
Why It Matters
The new caps and tariffs represent a significant hurdle for Zeekr’s expansion strategy in Europe, where the company has seen its business grow 200% year over year in 2026. To mitigate political and economic friction, Zeekr is emphasizing its integration into the local economy. The company employs design, R&D, and corporate staff across European hubs and has expanded its dealer network to 200 locations. Schupet highlighted the adoption of a Bosch advanced driver assistance system (ADAS) in the updated 7X as evidence of investment in the local supply chain, noting, "We have a huge supplier network to our cars from Europe already." This strategy aims to position Zeekr not just as an importer, but as a stakeholder in Europe’s automotive future.
The Bottom Line
Zeekr intends to navigate the evolving regulatory landscape by deepening its local footprint rather than retreating. While Schupet acknowledged that the specifics of the hybrid regulations remain vague, he affirmed that the company would "deal with that" just as it has with EV tariffs, maintaining a stance of collaboration over conflict.
