Vice President of Zeekr Group, Mars Chen, has revealed that a pick-up truck, or ute, is not being ruled out for the luxury brand’s future plans. According to Chen, the company is currently having in-depth discussions about the possibility of introducing such a vehicle.
“But for now, it’s just a discussion. We want to redefine every single segment. Once we identify the segment, Zeekr will check how disruptive we can be if we enter,” said Chen.
New Zeekr 8X is already a hit in China as the 1030kW plug-in hybrid large SUV prepares to make its way to Australia, where it will compete with models like the 2026 Range Rover Sport and Lexus RX.
Additionally, the 2026 GAC T75 has been officially unveiled in images, showcasing a new hybrid 4WD model set to challenge the Toyota Prado and Denza B5. It could also hint at a potential ute that rivals the Shark 6.
Zeekr’s innovative EV technology is poised to compete with industry giants like BYD and Tesla in China’s fast-charging infrastructure race.
Chen also mentioned that the brand has already explored MPVs and roadsters, but these are not concrete plans yet. As a relatively young company, Zeekr is eager to explore new segments in the coming years.
“At this moment, we are definitely focused on SUVs. As you know, SUVs and pick-up [ute] are the top two segments in Australia, so based on our studies, 9X will enter toward the end of the year, and 8X the beginning of next year. No doubt we will make it very clear our intention in the SUV segment.”
Regarding off-road capabilities, Chen stated that it is definitely one direction the company is exploring. However, creating a G-Wagon style or Box 4×4 is still unclear. Even the 8X and 9X models have some off-road capability, though they are not extreme.
Chen’s ambition to differentiate Zeekr from its competitors may be the key factor in deciding whether the brand will eventually introduce a 4WD or ute. He noted that Zeekr might not have enough space to stand out considering the growing number of 4WDs and utes emerging from China.
“If we cannot create enough differentiation, of course we won’t just follow or replicate [rivals].”
“For Zeekr, I think we’re going to consolidate more. Every model needs to be global. It makes no sense to customise models just for one country. Even in China.”
Chen pointed out that in the premium segment, many well-regarded luxury brands are struggling to maintain their popularity. However, boxy off-roaders like the G-Wagen and Defender tend to perform better than similarly priced options from BMW and Audi.
“If we want to be in that segment, we need to be a global brand.”
He added that Zeekr is still gathering “concrete information” on the ute segment to determine its direction. The brand specifically highlighted the Ford F-150 as a volume-leader, which may suggest that Zeekr could draw inspiration from the US-sized pick-up market.
Zeekr’s electrified approach, which includes the 8X and 9X SUVs with powerful outputs (up to 1030kW/1410Nm) while maintaining a modest petrol engine (205kW/410Nm), could disrupt a segment dominated by V6 turbo or V8 petrol engines.
Many rival automakers are investigating the potential of range-extender hybrids for large-size pick-up trucks, as seen with Volkswagen’s re-booted Scout brand in the Americas.
If Zeekr chooses to pursue the ute and 4×4 path, there could be more surprises in store. A notable display at the Beijing Motor Show was the Geely-aligned Horse Powertrain stand.
The company, a joint venture between Geely and Renault, exclusively manufactures engines and hybrid powertrains. At the show, they displayed a brand new 3.0-litre twin-turbo V6 engine paired with a unique four-speed hybrid transmission housing dual electric motors.
Representatives from the brand told CarsGuide that this setup is designed for high-output off-road and towing applications, making it ideally suited for any large Geely or Zeekr 4×4 in the future.
