In Episode 4 of Trend Talks, we sit down with Gustaf Gunér, Head of Brand Design at Zeekr, for a deep dive into how car brands are evolving in the age of electrification, experience design, and cross-continental collaboration. Hosted by Kaj Leissner, Agency Director, and Karin Engdahl, Group Brand Director at iO, this episode explores the convergence of automotive innovation, emotional branding, and global market expectations.
Zeekr is one of the fastest-growing EV brands globally, and in this conversation, we explore how they are redefining what a car brand can be — from the drawing board to the showroom.
From Zeekr’s first-ever appearance at CES 2025 in Las Vegas to the unexpected return of physical buttons in modern vehicle interiors, this episode highlights the changing expectations of consumers and how car brands must adapt quickly to stay relevant.
In this episode, we discuss:
- Why car design must start with emotion and end with experience
Learn how emotional design shapes user expectations and builds long-term brand value in the automotive sector. - The rising power of Gen Z and experience-driven consumers
Understand how younger generations are rewriting the rules of brand loyalty and demanding more human, flexible, and authentic experiences. - How Zeekr bridges East and West to build a truly global car brand
From Gothenburg to Shanghai—this is a behind-the-scenes look at what it takes to lead brand design for a multinational EV company. - The comeback of tactile design—yes, physical buttons are back
Discover why Zeekr is reintroducing tactile elements in an era dominated by touchscreens and minimalist interiors.
The automotive industry is undergoing one of its biggest transformations ever. As electrification becomes the norm, the differentiators of tomorrow won’t be engine specs — they’ll be brand, experience, and emotion.
Listen now.
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Published 30. May 2025