Chinese electric vehicle brand Zeekr is preparing a renewed push into the high-performance market, and the company is making no secret about the benchmark it hopes to challenge. Executives from the Geely-owned automaker say future performance-focused FR models are being developed with brands like Porsche firmly in mind.
The announcement shows Zeekr’s ambition as it looks to move beyond its current reputation as a fast-growing premium EV manufacturer. Company leadership says the next phase of expansion will focus on two areas: ultra-luxury vehicles and serious driver-focused performance models.
At the center of those plans is the revival of the FR performance sub-brand, which currently consists of just one model, the wild 001 FR electric shooting brake.
Despite launching in 2023 with headline-grabbing performance figures, the FR division has remained quiet since its debut. Now, Zeekr executives are hinting that the silence may not last much longer.
Porsche Is The Target
Speaking with Australian automotive media, Drive, Zeekr vice president Mars Chen said the company sees performance as a critical part of its future identity.
“For the Zeekr brand, we need to move upwards,” Chen explained. “How do we go up? In two directions: performance and super luxury.”
Chen acknowledged that Zeekr is still establishing itself in the premium automotive space, even as the company rapidly expands globally. He said the brand’s internal strategy changed following Geely’s broader “One Geely” initiative, which pushed Zeekr toward competing directly with established European luxury automakers.
“We need to aim at Porsche,” Chen said. “Focus on the real premium luxury segment.”
The comments reflect growing confidence among Chinese automakers that they can compete not only on price and technology, but also on driving dynamics, prestige, and brand image, areas traditionally dominated by German manufacturers.
The 001 FR Already Delivers Supercar Numbers
Zeekr’s first FR model certainly made an impression when it launched. The Zeekr 001 FR uses a quad-motor setup producing an astonishing 895kW, or roughly 1,247 horsepower.
Power comes from a 100kWh nickel-manganese-cobalt battery paired with an 800-volt electrical architecture. Zeekr claims the car can sprint from 0-100km/h in as little as 2.02 seconds while reaching an electronically limited top speed of 280km/h.
Those figures place the 001 FR firmly in hypercar territory, at least on paper. The model also received additional enthusiast credibility thanks to involvement from Kimi Räikkönen, who reportedly helped co-develop a dedicated driving mode for the vehicle.
Even by modern EV standards, the 001 FR is an aggressive statement of intent. Yet Zeekr appears to view it as only the beginning rather than the finished product.
Performance And Luxury Expansion Ahead
Chen stopped short of confirming future FR products, though he strongly suggested additional high-performance models are already in development.
“For further information, I’m really sorry I cannot share with you,” he said. “But I want you to note: the ambition is always there.”
At the same time, Zeekr is also pushing further into the luxury segment. The company recently introduced the flagship Zeekr 9X as part of its broader premium expansion strategy.
The challenge for Zeekr will be convincing buyers that it can deliver not only massive horsepower numbers and advanced technology, but also the refinement, engineering consistency, and emotional appeal expected from top-tier performance brands. Established divisions like Porsche, BMW M, Mercedes-AMG, and Nissan Nismo benefit from decades of motorsport heritage and enthusiast credibility.
Zeekr executives appear aware of that hurdle. Chen openly admitted the company still has work to do before it can truly be considered a luxury brand.
“We are not a luxury brand yet, we are humble,” he said. “But we are also confident.”
As Chinese EV makers continue climbing upmarket, brands like Zeekr are increasingly targeting the emotional side of car ownership rather than relying solely on value or technology advantages. If the FR division expands beyond the 001 FR, the next generation of performance EV competition could become far more crowded and interesting than many traditional automakers expected.