Zeekr hardcore SUV and pickup 2026: what Mars Chen said and why BYD is the benchmark

© A. Krivonosov

Zeekr may be about to step outside its familiar premium-EV lane and chase the segment where BYD is growing fastest: hardcore off-roaders and hybrid pickups. This isn’t a production announcement yet — just internal research — but the direction itself matters. Chinese premium brands no longer want to be only about fast crossovers, big screens and expensive MPVs.

Zeekr vice president Mars Chen confirmed to Australian media that “hardcore off-road SUV is definitely one direction” for the brand. He said the company is exploring the idea but hasn’t decided whether it will go for a boxy, G-Wagen-style shape. At the same time, he pointed out that the current Zeekr 8X and 9X already have some off-road capability, even if they’re not extreme off-roaders.

The main reference point is obvious without spelling it out — BYD. Its off-road sub-brand Fangchengbao already sells the Bao 5 and Bao 8, which appear in some markets under the Denza name and compete with the Land Rover Defender at a noticeably lower price than European rivals. If Zeekr follows the same path, it could draw on Geely Group hardware: hybrid drivetrains, electronic torque control, air suspension, large batteries and premium-SUV know-how.

A pickup is also on the table. Chen said internal discussions about the format are already happening, and that Zeekr wants to “redefine every segment.” The obvious rival here is the BYD Shark 6 — a hybrid pickup that’s already proving a utilitarian body can sell to more than farmers and builders, reaching buyers of expensive lifestyle vehicles too.

Zeekr’s current flagship is the 9X, a large plug-in hybrid that visually splits the difference between a Rolls-Royce Cullinan and a Range Rover, while the brand is already stretching its lineup with the right-hand-drive 009 Grand. The base version pairs a 2.0-liter turbo engine with two electric motors for a combined 885 hp, while the more powerful triple-motor variant reaches 1,381 hp. That kind of hardware means Zeekr could match Fangchengbao on paper in an off-roader, but the real question is different: can the brand back up genuine off-road expectations, not just a premium showroom look.

For now Zeekr has no production off-roader or pickup — only a stated direction. But that’s increasingly how the most interesting Chinese models get made: a brand first spots where European rivals are charging too much for status, then arrives with a hybrid powertrain, strong output and a price that’s hard to ignore.