Design director of Zeekr Design Centre Javier Garcia Gallardo on Zeekr’s marriage of luxury and efficiency

What unique challenges did you face when designing for the Southeast Asian market?
I think the Asian markets are known for their forward-thinking approach and attraction to technology, which aligns well with Zeekr’s brand. Singapore, in particular, represents the ambition of our global expansion strategy. The modern and clean landscape of Singapore resonates with the design of the Zeekr X, making it a perfect fit.

In terms of technological integration, we believe that the high-quality materials, focus on efficiency, and premium feel will give Zeekr a competitive edge, not only in Singapore but in other global markets as well.

What inspired the design of the Zeekr X SUV, and how does it reflect the brand’s vision?
When we started with the brief for the Zeekr X, we aimed to redefine the segment. We wanted to present a new vehicle typology within its class, illustrating how a mid-size SUV could express a new interpretation of premium design, all while delivering a technology-driven experience both aesthetically and in customer interactions.

The exterior silhouette, in particular, gives the SUV a futuristic appeal, emphasising aerodynamics and efficiency. The roofline has a distinct kick at the back, lending a sporty feel to the vehicle. Despite its aerodynamic and sporty design, the interior has a strong focus on comfort and spaciousness.

This design aligns with Zeekr’s core values—innovation, sustainability, and customer-centricity. All the features I mentioned stem from these principles that define Zeekr as a brand.

How does Zeekr balance innovation with consumer expectations in your designs?
Customer feedback is crucial for us, especially since we position ourselves as a technology brand rather than just a car company. Technology is meaningless if it doesn’t solve problems or make life easier for people. We continuously integrate customer feedback into the design and development process, whether from our customers or global partners. This feedback is essential, and we gather real data to ensure that the solutions we implement meet customer needs.

During the launch, we were shown a video of the team using artificial intelligence to collaborate globally. Can you take us through that process again?
As a design team, we start with a blank sheet of paper, and even today, this is how vehicles are designed. However, while the process begins with a sketch, the final delivery is 3D data, which is used for tooling various parts of the vehicle. Over the years, the process from sketch to data has evolved significantly.

At Zeekr, we focus on efficiency and speed. We use tools like AI and virtual reality to accelerate development and collaborate with stakeholders globally. By using these tools, we can discuss designs and potential solutions in real time, which helps us complete the process much faster than traditional manufacturers.

What is the role of sustainability in Zeekr’s design process?
Sustainability is one of Zeekr’s core values. We have targets each year to reduce our carbon footprint. In terms of design, sustainability is a key focus, particularly through aerodynamics. Better aerodynamics lead to more efficient vehicles. We’re also using high-quality, sustainable materials. Our goal is to ensure both materiality and efficiency are integrated into the design.

What trends in luxury car design do you find most exciting right now, and how is Zeekr aligning itself with these changing preferences?
Luxury is often context-specific, and it’s fascinating to see how it evolves. For us, luxury is no longer about creating overly decorative environments. We focus on giving customers a sense of home and calm through our designs, particularly in the interior. However, our exterior designs allow for more personality and expression.

Materials and colours are key areas of focus for us. As we expand globally, we’ll likely adapt our products to cater to specific market preferences. This will be crucial for our success in different regions.

How do you envision the future of luxury electric vehicles in urban environments, not just in Singapore, but in cities worldwide?
I think every major city globally is concerned with environmental regulations, and this gives Zeekr a competitive edge in the era of electrification. Moreover, consumers in the luxury market are becoming more focused on sustainability. Space and efficiency are also key.

The Zeekr X is a global vehicle, offering a spacious interior despite its compact size. This is a benefit of electric architecture, which allows us to offer more space compared to combustion engine vehicles, thus providing a more luxurious and comfortable experience.

What else can the Singapore market expect from Zeekr in the coming years?
There will definitely be more products launching in Singapore soon. Large vehicles, especially MPVs, are highly appreciated in the Singaporean market, and we hope to introduce the Zeekr 009 there soon. The 009 has already been successful in other markets, and we believe it will make a strong statement in Singapore as well.

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