Zeekr bursts into the Mexican luxury electric car market with high expectations.

The arrival of Zeekr, the luxury electric car brand from the Geely Group, in the Mexican market represents a significant milestone in the country's automotive industry. Since its launch last July, the company aims to position itself in a highly competitive segment, facing major names like Audi, BMW, and Mercedes-Benz. Edgar Suárez Rubio, director of Zeekr in Mexico, has shared his vision for this ambitious project that, despite tariff challenges and competition, he believes will capture the attention and interest of Mexican consumers. Since its founding in 2021, Zeekr has aimed to establish itself as a global brand. Suárez highlights that Mexico is an attractive market for transportation electrification, especially in the luxury sector. With the growing demand for electric vehicles— which has increased by 44% in recent years— the Chinese brand sees a golden opportunity to introduce its premium models in a country that has shown great openness to innovation and technology. However, the tariff framework in Mexico, which will lose its exemption for the importation of electric cars from countries without free trade agreements starting in October, poses a significant challenge. Suárez argues that an extension of this exemption would be beneficial not only for Zeekr but for the entire electric vehicle industry in the country. Although the brand had anticipated this situation when designing its business plan, the additional cost this would entail could influence the final prices that consumers will pay. Zeekr has been strategic in its approach to the Mexican market, initially establishing points of sale in key cities such as Mexico City, Guadalajara, and Monterrey. As it solidifies its presence in the country, it plans to expand its network to other locations such as Mérida and Querétaro. The choice of Mérida, according to Suárez, is based on its economic growth and commitment to electric mobility, making it an ideal place to promote its vehicles. Competition in the electric car sector in Mexico is on the rise, with several Chinese brands seeking to gain ground. Suárez remains optimistic about this and asserts that they do not see brands like BYD as direct competitors, but rather as allies in promoting electromobility. He emphasizes that an increase in electric vehicle sales will generate greater infrastructure and, consequently, broader interest in this type of car. Regarding its future plans, Zeekr aims to sell 1,700 units in its first year, with projections to increase this number if the market continues to grow. Suárez believes that as more consumers become familiar with the brand and its models, acceptance and demand will rise. At the same time, they are cautious about the possibility of exporting to the United States, a market that is currently off their radar, although future moves in that direction are not ruled out. The role of politics in Zeekr's future is undeniable. Suárez mentions that the relationship between Mexico and the United States, as well as political decisions regarding tariffs, will influence their business strategy. Additionally, he calls on the incoming government of Claudia Sheinbaum to work on a more robust electrification plan that includes the creation of infrastructure and facilities for electric vehicle users. Zeekr's vision is clear: to become a preferred option in the Mexican luxury market, offering high-quality vehicles at competitive prices. With a focus on technology and innovation, the brand hopes to attract not only consumers interested in sustainability but also those seeking a superior driving experience. As the market develops, Zeekr's presence could change the rules of the game in the Mexican automotive industry, marking a new direction towards electrification and modernization of transportation in the country. With just ten months in office, Suárez has identified brand visibility as his greatest challenge. "Our biggest challenge is for people to start looking at us," he confesses. Consumer perception will be key to Zeekr's success in Mexico, where the history and reputation of car manufacturers play a fundamental role. The brand will need to work hard to build its image and establish itself in a market where competition is fierce and consumers are demanding. As 2023 progresses and the groundwork is laid for the future of electric vehicles in the country, it is clear that Zeekr's arrival in Mexico is not just a business story; it is a reflection of the ongoing changes in mobility and sustainability. The Chinese brand's bet not only brings the promise of innovation and luxury but also raises important questions about the future of transportation in a world increasingly seeking sustainable alternatives. With an eye on the coming years, Zeekr is positioning itself as a serious contender in the dynamic Mexican automotive landscape.