Numbers should not confuse. 007 or 7? The answer, in the case of Zeekr, is simple: 007 in China and 7 in Europe, where the Chinese number is blocked by a copyright linked to a certain James Bond. In any case, it is an important number, because the declination of the 7 family – sedan, SUV and sportswagon – represents with the Mix MPV the birth of a new design philosophy – Hidden Energy – for the brand of the Geely group that designs in Sweden, in Gothenburg, and produces in China.
Athletic lines and high-tech innovation
“Hidden Energy represents a quiet power, an intrinsic confidence”, explains Jon Rådbrink: “We do not want to design cars that are too aggressive or visually loud and flashy, but we opt for a simple athletic line aiming to obtain attractive cars that one wants to live with and fall in love with, finding a balance between high-tech innovation, therefore extreme performance, and great comfort.” Rådbrink is Head for Exterior Design at Zeekr and works alongside Sergio Loureiro da Silva (Head of Interior) under the guidance of the overall Head of Design, Stefan Sielaff. It is the team that has churned out seven models in three years, with a dynamism that has few equals and that is demonstrated by other models that will emerge at the end of April at the Shanghai motor show.
A new concept of team
“We have produced seven models in three years,” says Rådbrink, who leads 25 designers: “It is the result of a transformation in our work process, which has allowed us to gain speed without compromising quality. The basis is a new concept of team and trust in that team, which is granted autonomy within a shared vision. A superteam instead of a superstar, a superdesigner, because in the face of the complexity of the process, the work of one person is not enough.
The luxury language
Zeekr was born from a rib of Lynk & Co, which the parent company – Geely – had placed alongside Volvo. A process of rapprochement has recently been started between the two brands, especially in terms of organizational and production synergies, even if from a creative point of view – design, precisely – there remains a clear distinction, with Zeekr committed to playing the luxury card (a bit like Lexus at Toyota). Hence the need for a new language.
Customers helping design
But how? Rådbrink gives an example: “Instead of giving ourselves a precise character to the signature of the light clusters, we leave it to the customer to do it, who can thus personalize his car. For the rest we think of a calm treatment, with a premium feel, for example by eliminating protruding handles or ensuring that the glass is perfectly flush with the windows.”
Performances and autonomy
The three cars of the 7 family – and the Mix itself – do not give up on aggressive performance. They may not be like the 001FR, which is the fastest electric car in production (0-100 in 2.02 seconds, 0-200 in 6.29, for a top speed of 280 km/h), but they hold their own very well. Then there is the issue of range, which in the 7GT – the latest creation, “an exercise in how to transform a sedan into a sportswagon with minimal changes” – is up to 870 kilometers, with charging times from 10 to 80 percent in 15 minutes. “It’s about finding a balance between power and the comfort of luxury. That is the Hidden Energy.”
(Full article in A&D no. 271)
