Historically, the relationship between an automaker (or the dealer selling its cars) and a vehicle buyer was largely transactional, centered around the point of sale and subsequent visits to the service centre. The only other time the dealer might see the owner would be when it was time to sell a new car.
The idea of forming a ‘relationship’ with owners began around the start of the 21st century, with companies spending money on brand engagement, continuous touchpoints, and community building.
Beyond selling cars
Expanding engagement beyond selling/buying cars and aftersales services has today become an essential part of the business, more so as the era of electric vehicles begins. With EVs, hardware alone is no longer the sole differentiator and sustaining market presence requires building a distinct identity quickly.
This is where the brands utilize lifestyle platforms and community activities to build the relationship, hopefully lasting for as long as possible. Community initiatives serve as an organic channel for engagement, allowing new and prospective owners to share real-world experiences with their vehicles, indirectly providing testimonials that are more trusted.
One Zeekr
Zeekr, a relatively new brand in the local market (it started sales early 2024), has been actively engaging its customers with various initiatives through its ‘One Zeekr’ platform. This platform focuses on lifestyle experiences and community-driven social responsibility, going beyond mere vehicle ownership.
Since starting off with the Zeekr X Family Lifestyle Event at Awana Genting in Pahang, ‘One Zeekr’ has brought together new and existing owners for various social activities. Expansion of the platform has established an ongoing framework for events and includes a corporate social responsibility component aimed at supporting local charitable causes.
“As more customers choose Zeekr, we want to create more opportunities for them to experience what it means to be part of the Zeekr community. One Zeekr is not just about bringing owners together; it is about opening new experiences and possibilities — whether through shared interests, lifestyle activities or opportunities to contribute to the wider community,” said Eddy Lu, General Manager of Zeekr Intelligent Technology Malaysia. “We want our owners to have more reasons to come together and create experiences beyond the vehicle.”
Future One Zeekr activities will continue to balance social gatherings with structured philanthropic efforts, serving as a secondary touchpoint for its growing owner base in Malaysia.