01 Not Just “Another Tesla” or “Another NIO”

In 2020, Geely Group unveiled the Lynk & Co ZERO, the first pure electric luxury coupe concept car built on the SEA (Sustainable Experience Architecture) platform. This groundbreaking model marked Geely’s official entry into the premium EV market and carried the ambitious strategy of “overtaking on the curve.”

However, by 2020, the EV market had already reached a mature stage. Tesla dominated as a global leader with its technological edge and brand power, while NIO carved out its place through premium user experiences.

This market does not need “another Tesla” or “another NIO.” New players must find their unique positioning in this fierce competition.

In such an intensely competitive market, leading with hardware technology alone is not enough. The key to success lies in creating unique user experience value.

The Undefined Lynk & Co ZERO Concept Car

02 From Lynk & Co ZERO to ZEEKR 001: Defining the “Third Path”

The Lynk & Co ZERO concept car is the predecessor of the globally acclaimed ZEEKR 001. Moving from concept to mass production required not only mature manufacturing technology but also a clear market positioning to carve out a “third path to success” in the competitive landscape.

At this critical moment, Lynk & Co partnered with CBi China Bridge to lay the foundation for a brand-new entity—ZEEKR. Lynk & Co needed to achieve precise market targeting and decisive breakthroughs for ZERO; otherwise, it risked failing to make a significant impact in the market.

How could Lynk & Co ZERO develop a strategic design from the perspective of user experience? Under the guidance of CBi China Bridge’s service design co-creation methodology, what insights did Lynk & Co uncover to achieve its brand upgrade? The answers lie ahead.

03 Starting and Ending with the User

Where do electric vehicle users come from, and why do they choose these cars?
Who are they?
What are their attitudes towards cars and brands?
To identify the target audience for ZEEKR 001, understanding the existing market was essential. In our research, we conducted one-on-one interviews with owners of four major electric vehicle brands across various cities in China. We found that EV users share some common traits.
EV owners generally have strong self-awareness, distinct personalities, and a clear lifestyle that they are passionate about. They often have strong opinions and seek a high quality of life, balancing family commitments with their hobbies. They are tech-savvy and are early adopters of products like foldable smartphones and smart home systems.

However, users of different brands also possess distinct characteristics. The main reason is that each brand conveys a different brand image through storytelling, attracting specific groups of users. EV owners tend to project a strong sense of identity onto the brands they purchase, as shown below:

Brand Perceptions Among EV Users

For example, Tesla takes on the role of a pioneer, telling a “superhero” story reminiscent of Iron Man, appealing to those in the automotive market who seek new experiences and innovations. In the eyes of its users, Tesla embodies the persona of a cold, elite IT professional.
NIO, on the other hand, tells a story centered around enjoyable experiences, attracting EV users who prioritize emotional value and connection. Users view NIO as a warm, reliable, and energetic friend.
Li Auto is perceived as an understanding middle-aged figure, while Xpeng is seen as a trustworthy and dependable companion.
Through comprehensive insights and analysis, ZEEKR 001 identified an unmet user need in the market.

04 Building ZEEKR’s Unique Advantage Through Service and Experience

The “ownership experience” of existing EV brands has matured, sharing common traits such as transparency, intelligence, predictability, and convenience, aligning with the “smart technology” attribute of their products. Most major brands use a combination of offline stores and online apps to gather private traffic and engage users through a mix of online and offline operations. They offer direct communication channels, remote services, and mobile support to enhance maintenance and repair experiences, freeing up users’ time.

However, each brand also has its service shortcomings, presenting opportunities for ZEEKR 001 to explore and improve. For instance, Tesla’s service is somewhat lacking, offering an instructional interaction where the brand leads and the user follows, resulting in limited user engagement and an absence of a cohesive, scalable user community to support sustainable growth.
In contrast, NIO provides comprehensive services and interacts with users in a nurturing way, but its heavy reliance on user feedback poses risks if expectations are not met. As the number of vehicles increases, it requires a significant investment in manpower, resources, and finances to maintain high service levels.
Li Auto and Xpeng also face challenges in their service strategies, such as inadequate service layout and infrastructure investment, as shown below:

In general, the differentiation in service among EV brands mainly comes from the “quantity” of services provided. Therefore, CBi China Bridge and the Lynk & Co team agreed that ZEEKR 001 should maintain the intelligent core of electric vehicles while breaking away from the single-dimensional competition of service “quantity” by focusing on differentiated services.

Differentiated Service as the Direction for ZEEKR

How Should Differentiated Services Be Reflected?
Leveraging the inherent strengths of Lynk & Co, which has always focused on youth and trends, this aligns with the characteristics of EV users who seek the latest trends and technology. “Trendiness” has become ZEEKR’s main breakthrough in the electric vehicle market.

Lynk & Co: Born for Trendiness

As a result, the experience positioning for ZEEKR 001 has gradually become clear:
ZEEKR 001 needs to take “smart technology” as its core, inheriting the “youthful, stylish, and sporty” DNA from Lynk & Co, while further embodying the ZEEKR philosophy of “equality, co-creation, diversity, and sustainability” to create a vibrant, trendy mobility brand for the future.

ZEEKR 001: Crafting a Trendy and Tech-Infused Lifestyle Experience

05 Crafting a High-End Trendy Experience for ZEEKR

What kind of differentiated service system and business model should be designed around ZEEKR 001 to reinforce its high-end trendy image in users’ minds? CBi China Bridge recommended creating a tech-trendy service experience covering the entire user journey—from awareness, interaction, purchase, use, to lifestyle—based on four differentiated service strategies to complete the business loop.

ZEEKR User Journey and Strategies

Setting the right strategy is important, but executing it effectively is crucial.
Through the stages of concept co-creation, iteration, and testing, all service highlights have been implemented and operationalized.

Action 1: Emphasize Experience Over Sales, Separate Sales and Experience, and Increase the Focus on Value-Added Services

Pre-Sales Experience:
ZEEKR users seek novelty and excitement. Therefore, ZEEKR combines strong online marketing with immersive offline content by collaborating with third-party platforms and its own experience centers to attract users. ZEEKR engages with crossover brands through e-commerce platforms, themed offline experiences, and events to create differentiation, catch attention, and drive targeted marketing.

ZEEKR Centers Across the Nation

In sales scenarios, ZEEKR has established specific service protocols for test drives and consultations to ensure a seamless user experience. Some owners have shared that sales staff, who are also ZEEKR 001 users, share their personal experiences, making the engagement more convincing.
Community Engagement:
ZEEKR has organized a series of community events to build connections between ZEEKR 001 owners, enhancing their lifestyle experiences and brand affinity. Activities include technology-focused Z-talks and outdoor water gun battles.

Water Gun Battle Event

Action 2: Establish a Proprietary Charging Network for Comprehensive and Flexible Charging Experiences

ZEEKR Power Charging Services:
Charging is a frequently used service for users. ZEEKR has strategically built ZEEKR Power, a closed-loop charging system that includes superchargers, a battery swap network, and integrated home charging solutions, as well as on-site charging services.
Mobile charging and shared regional charging stations provide differentiated services, addressing charging needs in special circumstances.

ZEEKR emphasizes co-creation with users, listening to their feedback. To protect user rights, ZEEKR regularly gathers feedback and has quickly responded by updating the battery warranty terms in the ZEEKR User Manual to reflect user concerns.

Action 3: Comprehensive and Personalized Ownership Experience

Premium Service Packages:
ZEEKR 001 offers various service packages beyond basic insurance, including regular maintenance, vehicle protection, repair and maintenance pick-up, tire support, convenient driving services, and exclusive vehicle experiences. The tire support service is especially popular among users who frequently drive on rough terrain, offering peace of mind.

DIY Configuration Interface

Due to ZEEKR’s strong emphasis on customization, many ZEEKR owners share their personalized modifications online right after taking delivery, creating a buzz and generating word-of-mouth marketing that further promotes the brand.

Action 4: A Sustainable Ownership Model with Upgrades, Subscriptions, and Recycling

Subscription Services:
For users who enjoy new experiences and have diverse travel needs, ZEEKR has boldly introduced a subscription model. This redefines mobility solutions in the new energy era and expands ZEEKR’s ecosystem of services. Unlike traditional car rental, ZEEKR’s subscription offers personalized options, allowing users to choose models, appearances, and additional services based on their needs, providing flexibility across various travel scenarios.
This model allows potential buyers to experience the vehicle beforehand and caters to various travel demands, gaining recognition from owners of premium brands like BMW, Mercedes-Benz, and Audi (BBA).

Trade-In Services:
To address users’ concerns during vehicle trade-ins, ZEEKR provides a one-stop professional service that supports trade-ins for any brand, ensuring smooth transitions between old and new vehicles. Unlike mainstream used car processes, ZEEKR’s trade-in procedure is transparent, fully online, and negotiation-free, offering convenience and peace of mind.

06 Play Together, Innovate Together, Grow Together

ZEEKR has redefined the relationship between the brand and its users, transforming them from “users” to “partners.”
With “intelligence” at its core and “trendiness” and “equality” as its expressions, ZEEKR connects with crossover trend industries and brands externally, while internally, it fosters a co-creative and symbiotic business model with like-minded users. This allows users and ZEEKR to “play together, innovate together, and grow together.”

Technology is the foundation, products are the gateway, but service and experience are the emotional connection that binds users. By applying service design methods, ZEEKR has transformed insights into strategies, accurately targeting its user base and designing differentiated user journeys, service concepts, experience strategies, and business models. This is the secret behind ZEEKR’s “speed,” accelerating from 0 to 100,000 vehicles.

Creating a strategy with differentiated services and experiences is a trend.
For this trend, companies have three attitudes: