Electric Cars

Zeekr's Unwavering Resolve: Tariffs Won't Halt European Growth

The Evolving European Trade Landscape and Its Impact on Chinese EVs

European markets are increasingly implementing protective measures against electric vehicles from China. Recently, an agreement between European and Chinese officials set a ceiling on the import of Chinese hybrid and plug-in hybrid vehicles at 350,000 units annually. This development creates a complex environment for companies like Zeekr, which already contends with substantial duties on its electric vehicle imports, such as the popular 7X model. The introduction of the 900-horsepower 9X, an ultra-luxury plug-in hybrid, further complicates matters, as it now falls under these new import limitations.

Zeekr's CEO: Tariffs as a Sign of Success

In an interview, Zeekr Europe CEO Lothar Schupet reflected on these trade dynamics, suggesting that the heightened scrutiny and regulations might stem from the brand's rapid success rather than a fundamental obstacle to achieving it. He posited that the European response could be a reflection of local apprehension regarding the competitive prowess of Chinese automotive innovations. This viewpoint reframes the challenges as indicators of the company's strong market performance and the broader industry's efforts to safeguard domestic interests.

The Broader Economic Context: European Protectionism

Schupet's assessment aligns with wider concerns among European auto executives and political figures, who are increasingly worried about their domestic industry's struggle to compete with the price points of Chinese electric vehicles, even with existing high tariffs. Amidst sluggish economic growth and demographic shifts, European nations are reluctant to concede a high-value industry sector. Consequently, regulators are enacting protectionist policies, similar to those in the U.S., to provide local companies with a window to enhance their competitiveness.

Zeekr's Investment and Commitment to the European Market

Despite these protectionist tendencies, Zeekr is actively working to establish itself as a committed participant in the European economy. The company maintains design, research and development, and corporate operations across various European locations. Geely, Zeekr's parent company, has channeled significant investments into the continent. Schupet cited the integration of a Bosch advanced driver-assistance system (ADAS) into the 7X model as proof of Zeekr's dedication to engaging with local supply chains, complementing its operations in China. He underlined the extensive European supplier network supporting Zeekr vehicles and the ongoing expansion of its dealer presence, highlighting the brand's role as a substantial economic contributor that should not be underestimated.

Navigating the Road Ahead: Challenges and Unwavering Determination

While the efficacy of these sentiments in influencing European policymakers remains uncertain, particularly given the near-outright ban on Chinese cars in the U.S., Zeekr's global business continues its rapid expansion. Its European operations alone have seen a 200% year-over-year growth in 2026, supported by a continuous stream of innovative product releases. The 7X has already achieved considerable popularity, and the 9X stands out as a flagship model with advanced features and plug-in hybrid technology that, according to the CEO, German manufacturers cannot currently rival. Although the path ahead involves steep tariffs for the 7X and new hybrid caps for the 9X, Zeekr's CEO declares that the company is here to stay, emphasizing a strategy of collaboration over conflict within the automotive sector.

A significant partnership has materialized between Waymo and Toyota, as the former selects the Toyota bZ4X electric SUV to join its robotaxi fleet. Toyota will undertake the manufacturing of a specially adapted version of the bZ4X, integrating Waymo's autonomous driving system directly into the production line at its facility in Japan. The rollout of a test fleet is anticipated to begin in Japan in 2027.

This development represents the first concrete outcome of the collaboration agreement established between the two companies last year. It also provides Waymo with a vehicle manufactured in Japan, perfectly timed for its planned service launch in Tokyo, with subsequent expansions expected in the United Kingdom and other international markets. The initial agreement, signed in April 2025, primarily focused on exploring opportunities in autonomous driving, including personal vehicles, but has now progressed to the development of a tangible product. Toyota's Takaoka plant in Aichi Prefecture will be responsible for producing these vehicles, where Waymo's self-driving hardware will be directly installed and integrated during assembly, avoiding the need for retrofitting elsewhere. The robotaxi version of the bZ4X will feature several enhancements aimed at rider comfort, such as increased rear legroom, automated doors, a power liftgate, and ambient interior lighting. Specific details regarding sensor configurations, production volumes, or unit costs have not yet been disclosed.

The 2027 operational timeline is dedicated to the comprehensive testing and validation of the autonomous bZ4X fleet within Japan. Future years will see the expansion into the UK and other regions where Waymo operates, though precise dates have not been set. Both companies have also affirmed their ongoing commitment to advancing autonomous technology for Toyota's consumer vehicles and engaging in safety-focused projects with Woven by Toyota, the automaker's software division. Waymo's co-CEO, Dmitri Dolgov, highlighted the alignment between the two companies' visions, stating that Toyota's dedication to eliminating traffic accidents deeply resonates with Waymo's mission. This initiative aligns with Waymo's broader strategy, which includes plans to launch fully driverless commercial services in Tokyo in 2027, in partnership with Nihon Kotsu and GO, with an aim to scale up to approximately 100 vehicles, subject to regulatory approvals. Waymo's current fleet in the U.S. largely comprises Jaguar I-Pace SUVs, a model no longer in production. The company has been diversifying its fleet with the Zeekr-built Ojai van and the Hyundai Ioniq 5, with reports suggesting that Hyundai may supply up to 50,000 Ioniq 5 robotaxis by 2028. The addition of the bZ4X brings Waymo's vehicle platforms to four, further strengthening its scaling efforts. The refreshed consumer model of the Toyota bZ, available in the U.S. starting at $34,900, underscores the importance of an affordable, high-volume base vehicle for fleet expansion. Waymo is actively expanding, currently providing over 500,000 paid rides weekly across 15 U.S. metropolitan areas, and recently designated Toronto as its initial Canadian market, with services targeting 2028. This partnership with Toyota is a significant stride for Waymo, providing access to Toyota's manufacturing capabilities, which are crucial for overcoming current vehicle supply limitations. While the bZ4X had initial challenges, its evolution into a reliable vehicle makes it an ideal choice for robotaxi operations, prioritizing dependability over flashiness. This approach contrasts with some competitors, highlighting Waymo's strategy of integrating its autonomous technology into proven electric vehicle platforms from established automakers and incrementally expanding its service geographically. The prospect of Toyota incorporating Waymo Driver into commercially available vehicles could fundamentally alter the landscape for personal autonomous driving solutions, presenting a compelling alternative in the market.

This collaboration exemplifies the forward-thinking innovation in the automotive and technology sectors. By integrating advanced autonomous driving systems with reliable, mass-produced electric vehicles, Waymo and Toyota are not just developing new transportation solutions but are also laying the groundwork for safer, more efficient, and more accessible mobility for communities worldwide. This strategic alliance underscores a shared commitment to progress, demonstrating how collective efforts can drive significant advancements that benefit society at large, fostering a future where technology serves humanity in profound and impactful ways.