China’s Zeekr has yet to declare whether it will establish a UK dealership network or retain its direct-to-consumer model as the premium electric vehicle brand prepares to launch later this year.
The Geely-owned brand has appointed experienced network development specialist Tom Johnson as chief commercial officer for Zeekr UK, signalling that retail partnerships remain under consideration as it prepares to take orders before the end of 2026.
However, Zeekr has stopped short of confirming whether customers will be served through conventional franchised dealerships, an agency-style network, directly operated locations or a combination of physical and online channels.
Asked by AM whether it was seeking UK retail partners or intended to operate entirely through direct-to-consumer sales, a Zeekr spokesperson said: “As discussions are ongoing, we cannot give a concrete answer at the moment, but we look forward to sharing more soon.”
Network experience brought in
Johnson joins Zeekr from Ineos Automotive, where he was regional director for the UK, Ireland, Middle East and North Africa.
He has more than two decades of retail experience, including leadership roles at Jaguar Land Rover and Bentley Motors.
Zeekr highlighted Johnson’s understanding of the premium market, network development and sales and marketing strategy when announcing his appointment.
His recruitment suggests the manufacturer is assessing how a physical retail and aftersales presence could support its ambitions in one of Europe’s largest new car markets following launches in France, Italy, Spain and Portugal during 2026.
Lothar Schupet, chief executive of Zeekr Europe, said: “This appointment further reinforces our commitment to the UK market, a key automotive market in Europe. Tom’s background and decades of experience and passion in the industry will drive Zeekr’s launch into the UK market, with the aim to start sales later this year and have Zeekr cars on UK roads by early 2027.”
Johnson added: “I’m delighted to join Zeekr at such an exciting point in its European growth. The brand has built strong momentum across Europe, and I’m looking forward to introducing UK customers to Zeekr’s premium vehicles and helping build a successful long-term business in this important market.”
Retail partnerships remain possible
The company has historically described itself as a direct-to-consumer brand, but it has previously left the door open to partnerships where they could accelerate expansion or provide the customer experience required in an individual market.
When Zeekr first outlined its European ambitions to AM in 2023, it said it would tailor its retail business model to the needs of customers in each country and was not ruling out working with dealerships.
The first Zeekr models to be launched in Europe were its flagship Zeekr 001 luxury shooting brake (pictured below), which will deliver a zero emissions range of around 600km (372 miles), subject to WLTP homologation, and the Zeekr X SUV.