Following 2026 market launches in France, Italy, Spain and Portugal, Geely-owned Zeekr has hired experienced automotive leader Tom Johnson to spearhead the UK market ahead of its launch.

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Bringing over two decades of experience in the automotive industry, Johnson’s background includes leadership roles at JLR and Bentley Motors.

He joins Zeekr from INEOS Automotive, where he served as Regional Director for the UK, MENA and Ireland markets.

Lothar Schupet, CEO of Zeekr Europe said: “This appointment further reinforces our commitment to the UK market, a key automotive market in Europe. Tom’s background and decades of experience and passion in the industry will drive Zeekr’s launch into the UK market, with the aim to start sales later this year and have Zeekr cars on UK roads by early 2027.”

Tom Johnson added: "I'm delighted to join Zeekr at such an exciting point in its European growth. The brand has built strong momentum across Europe, and I'm looking forward to introducing UK customers to Zeekr's premium vehicles and helping build a successful long-term business in this important market.”