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Zeekr’s managing director, Connel Yan, explained how this Chinese newcomer sets itself apart from rivals.
Yan said Zeekr’s unique positioning and product would set it apart from traditional rivals, but sales were not the objective, at least in the short-term.
“We’re not focusing on sales, which is the primary issue for most car companies. For now, we just want to launch the brand correctly,” he said.
“For our first customers, if they come back to us and have the appropriate support that is first and foremost what we need to master.
“Australia is a very mature market, a very sophisticated market. There are now sixty five brands on the market, maybe seventy or more in the year to come [but] we are going into a position which is quite unique - I believe we’re hitting a sweet spot which is very competitive.”
That sweet spot seems to be a rung below the traditional luxury players, with the fully-electric Zeekr X coming in at “under $60,000” for the base rear-wheel drive model, and “under $70,000” for the all-wheel drive model. For reference, this will mean the X will undercut its platform-mate the Volvo EX30 by some margin in equivalent grades.
The X also features a distinct style from the comparatively minimalist Volvo, with more of a maximalist and futuristic design language, and will launch into a market where it could potentially be compared with everything from the BYD Atto 3 to the Mini Countryman electric.
Yan said Zeekr’s objective wasn’t to benchmark its rivals, noting however “the market is changing very fast, so we’ll see how we do until the end of the year, take that feedback, and look at what we’re doing well and what we could be doing better to challenge the market in 2025.”
“Our goal is to make sure a consumer has a good experience, and arrive at their destination with a smile on their face. It’s not just four wheels to get you from A to B.”
Yan said Zeekr planned to be a cut above other Chinese brands.
“We’re going into that premium space, I believe we are the first one from China to do that,” he said. “It’s one of the benefits of being of a bit more of European origin,” referring to the shared platform development with Volvo and Zeekr’s neighbouring design and development facilities in Gothenburg, Sweden.
“When people see our cars, I don’t think the first impression will be: Is it from China?”
Yet despite its Euro connection, Yan said the brand was keen not to shy away from its Chinese roots.
“How many cars are built in China nowadays? How many products are built in China these days? It’s a known fact that it’s no longer something that people should have a very high hesitation about. The product speaks for itself, it’s top quality.”
Zeekr said it will have more to share on other elements expected of an upmarket brand in the near future, but said this may include events and charging solutions for customers.
The Geely-backed Zeekr is the first brand from China to be pitched at a more premium level, although it will face competition from direct rival Xpeng before the end of the year.
Chery plans to launch its semi-premium Jaecoo sub-brand Down Under imminently, although it will focus on combustion SUVs at launch. GWM has ruled out its premium Wey division, which it says was focused on establishing a European presence.
MG will stick with its mainstream offerings in Australia, ruling out introducing its Roewe premium arm, but BYD may be more of a threat with models at a diverse range of price-points available to it. This includes higher-end ‘dynasty’ vehicles like the Han sedan, but also its new Fang Cheng Bao off-road brand (expected to be called Leopard in export markets) and its YangWang ultra-luxury division, which the local arm has already expressed interest in.
Zeekr will follow-up the X small SUV with the wild 009 people mover before the end of 2024, and has confirmed its next model will be the 7X SUV in 2025, which is expected to essentially be the Zeekr version of the Volvo EX90 or Polestar 3.
Plans for said brand’s Geely parent company to establish itself as a mainstream presence in Australia remain a mystery, although the brand has advertised jobs in Sydney.
It will be one of nearly 10 new brands to hit Australian shores in recent times — if you include BYD as well as the recently re-booted Chery, Smart, and Foton, alongside the yet-to-launch Xpeng, Leapmotor, and GAC — as Chinese automakers seek expansion markets where tariffs are more favourable.
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