According to Javier Garcia-Gallardo (Zeekr’s Head of Design Studio Shanghai), For decades, the automotive face was predictable, two eyes and a mouth. It was the universal language of the internal combustion engine. Then came the EV revolution, which largely gave us two eyes, no mouth, a clean, minimalist slate.
But Zeekr is pushing the conversation further, moving away from traditional automotive tropes to create a new, digital-first identity.
The “Imagine Beyond” Philosophy
In essence, Zeekr isn’t just building cars; they are building a global technology brand. With a team of 350 designers from over 30 nationalities split between Gothenburg and Shanghai, the brand operates under the mantra “Imagine Beyond.” The Shanghai studio, in particular, was established to bridge the gap between design and the Chinese market, accelerating development by staying close to production plants and the Hangzhou business unit.
The brand’s evolution is marked by two distinct chapters. Chapter One, which included the 001, X, and 009, established the foundation. Chapter Two, however, is where the design language truly matures into what the team calls “Hidden Energy” .
The Technology Island
Zeekr’s Hidden Energy language is a direct response to a youthful, digital-native customer base. These buyers aren’t looking for traditional car cues; they are looking for products that reflect their digital ecosystem. Zeekr’s solution is the band, a graphical element that acts as a technology island.
Think of it less like a radiator grille and more like the design language of high-end consumer electronics. On the Zeekr 7 GT, this band is a canvas, featuring nearly 2,000 LEDs that allow for customizable faces. It’s a literal connection to the owner’s “digital me,” allowing for personal expression in a way that traditional automotive design never could .
The Zeekr 7 GT – The Ultimate Gran Tourer
The Zeekr 7 GT is the purest expression of this new era. It’s a masterclass in proportions: an extremely long wheelbase, short overhangs, and a roofline that stretches back to create a silhouette that is both elegant and aggressive. It’s a hybrid of sports car aesthetics and wagon-like utility, topped off with a rear ducktail that makes the car look like it’s ready to attack the road even when standing still.
Inside, the focus is on a home feeling. The cabin uses sweeping lines that run from door to door, creating a sense of openness. Crucially, Zeekr has shown they are listening to their drivers. While the Zeekr 7X was button-free, the Zeekr 7 GT integrates physical buttons on the center console, a direct response to customer feedback requesting more tactile control.
Luxury Without Dogma
As Zeekr looks to the future with the 9X and 8X, they are proving they aren’t interested in being dogmatic. They understand that a 9X, (which carries the confident, serene presence of a yacht parked in a harbour), requires a different approach than the dynamic, aggressive Zeekr 7 GT. Yet, the DNA remains consistent.
Tarmac Takeaway
Javier summed things up by saying that Zeekr is anchored by three pillars, Technology to drive development, Performance to silence the competition, and Luxury as the guiding star.
Whether it’s the sweeping interior lines or the customisable LED bands, Zeekr is proving that the future of the car isn’t just about getting from A to B, it’s about the emotional connection between the machine and the driver. Enough said in our opinion.
