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Frank Li’s premium gambit: how Zeekr is winning a fight no Chinese brand has tried before

Inside Line

Frank Li didn't come to Australia to compete with BYD and MG. He came to take on BMW, Lexus and Audi — and April's VFACTS numbers suggest he's not bluffing. Inside the strategy, the dealer network, and the NVES credit bank that gives Zeekr room no premium-only rival can match.

Mike Sinclair
12 May 2026 · 6 min read

There's a statistic that Vice President of Zeekr International and Managing Director of Zeekr Australia, Frank Li, often returns to.

Before Zeekr arrived in Australia, Chinese brands held less than one percent of the premium vehicle segment (cars priced above $45,000 in the compact class, above $65,000 in the mid-size, above $85,000 at the larger end). The mainstream had been comprehensively colonised, but the premium segment, for reasons more about strategic ambition than product capability, had been left entirely alone.

Li looked at that gap and decided it was Zeekr's.

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Mike Sinclair
Mike Sinclair
Partner and Principal Columnist, TheAutoExec Network

Mike Sinclair is an equity partner and Principal Columnist for TheAutoExec Network. Mike has been testing and writing about cars, motorcycles and more for over 30 years. He was a key executive team member when ACP Media and Carsales formed Australia's leading automotive, industrial, marine and motorcycle online network in the 2000s, and the driving force behind the launch of motoring.com.au. For two decades, Mike led the large multimedia and editorial team at Carsales, and all PR and corporate communications. With significant exposure to both OEM and dealership disciplines, Mike now consults with a number of key brands on a range of automotive and powersports opportunities.

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