Zeekr 001 | Defining the CMF identity of a new premium EV brand
At a time when a new car typically launches under an established badge, the Zeekr 001 arrived as the first product of an entirely new brand - with no existing identity to lean on. That made CMF foundational rather than cosmetic: colour, material and finish were the tools used to give the brand its character from the very first vehicle, setting a foundation intended to shape every product that followed.
From a CMF perspective, the task was not to develop colours and materials for a single vehicle, but to create a premium, progressive design language capable of building recognition, trust and desirability from a standing start. Every decision contributed to defining the brand, so the language had to feel distinctive and modern while remaining flexible enough to evolve across the wider Zeekr portfolio.
The User
The CMF strategy was developed for customers seeking a premium electric vehicle that combines advanced technology with contemporary luxury. Design-conscious and forward-looking, this audience values sophistication, innovation and craftsmanship, expecting colours and materials that feel modern, refined and aligned with a progressive lifestyle. Beyond functionality, they look for products that reflect not just quality, but a clear point of view.
Design Objective
The objective was to establish a CMF vision that could become part of Zeekr’s brand DNA. Colours, materials and finishes needed to communicate innovation, quality and modern luxury while forming a consistent design language that could extend to future vehicles. The result had to feel distinctive, forward-looking and instantly recognisable as Zeekr.
Design Development
The core of the development was balancing innovation with longevity. As the first vehicle from a new brand, every CMF decision helped define Zeekr’s future identity, so each choice had to feel genuinely contemporary yet enduring enough not to date the brand it was helping to create.
Work began with a marketing brief defining the target customer, market positioning and brand aspirations, followed by research spanning automotive trends, fashion, architecture and product design. Mood boards set the emotional and visual direction, which was then translated into colour palettes, materials and trim strategies for each specification and trim level. Working closely with suppliers and material specialists, materials including leather, textiles, PU alternatives and decorative trims were sourced, developed and colour-matched to the vision, then reviewed as physical samples and material libraries with stakeholders and directors across multiple rounds of refinement — until the final specifications and design data were frozen for start of production.
Key CMF Highlights
A Foundational CMF Identity
Rather than styling a single car, the work established the colours, materials and finishes that could define Zeekr from the 001 onward. This created a CMF foundation built to extend across future vehicles, giving the new brand a consistent and recognisable signature from launch.
Premium Material Combinations
Soft-touch surfaces, sophisticated textiles and decorative trims were composed to work as a whole, creating a modern interpretation of luxury. The interplay between materials and finishes ensured that every touchpoint reinforced a sense of quality and refinement.
Collaborative Material Development
Close partnership with suppliers and material specialists made it possible to achieve the precise colour, texture and finish quality the vision demanded. This translated design intent into real materials that delivered the intended customer experience.
Outcome
The CMF direction helped position the Zeekr 001 as a premium, technologically advanced product and lent credibility to the new brand. The interior was recognised for its modern aesthetic, material quality and sophisticated atmosphere, supporting the vehicle’s broader design vision and its success in market. As the brand’s first statement of intent, it set a CMF benchmark for the products that followed.
Reflection
One of the project’s greatest strengths was the creation of a coherent CMF strategy that gave a new brand a recognisable foundation. The balance between innovation, premium quality and future scalability proved effective for both the launch vehicle and the wider brand vision.
Looking back, there is opportunity to explore sustainable and circular materials more deeply, alongside richer personalisation that lets customers build a stronger emotional connection with their vehicle. As expectations around sustainability and individualisation continue to evolve, these areas offer a natural direction for future development.
