GEELY AUTO(HK:00175) Zhong Guo Jing Ji Wang·2025-12-19 09:27Core Insights - The luxury SUV market is witnessing a shift with the emergence of the Zeekr 9X, which has surpassed 8,000 units in sales within two months of its launch, outperforming traditional fuel models like the BMW X5 and Audi Q7, as well as other electric competitors like the AITO M9 [1][15] - The Zeekr 9X has achieved a high average delivery price of 538,000 yuan, indicating a successful penetration into the traditional luxury car segment, and has topped various consumer satisfaction rankings, showcasing the capability of Chinese brands in the high-end electric vehicle market [1][15] - The success of the Zeekr 9X reflects a broader transformation in consumer preferences from brand symbolism to technology and experience, with over 80% of its buyers coming from traditional luxury brands [7][8] Market Dynamics - The competition in the luxury electric vehicle sector has evolved from a focus on individual features to a comprehensive assessment of architectural capabilities, with the Zeekr 9X exemplifying this shift through its innovative design and technology [5][15] - The Zeekr 9X is built on the Haohan-S architecture, which includes advanced technologies such as a super electric hybrid system and AI-driven safety features, positioning it as a leader in performance, control, and safety [4][5] Consumer Behavior - The target demographic for the Zeekr 9X includes high-net-worth individuals, with 52% of buyers having an annual household income exceeding one million yuan, indicating a shift in purchasing criteria towards technology and experience rather than brand prestige [7][8] - The evolving consumer mindset is driving a transition in the luxury car market from brand-oriented to value-oriented purchasing, with consumers seeking superior product experiences without the premium associated with traditional luxury brands [8][10] Brand Strategy - Zeekr's approach to user engagement emphasizes transparency and trust, with initiatives such as early announcements of product updates and user participation in design processes, fostering a strong relationship with customers [10][11] - The brand's commitment to user-centric service and communication has resulted in a positive feedback loop, with nearly 20% of existing Zeekr owners opting to purchase the 9X, reinforcing brand loyalty [10][11] Global Positioning - The success of the Zeekr 9X in international markets, with sales exceeding 600,000 units across over 40 countries, signifies a growing recognition of Chinese luxury vehicles on the global stage [13][14] - The vehicle's appeal in markets like Qatar and Saudi Arabia highlights a shift in the perception of luxury, moving away from traditional materials to a focus on technological innovation and user experience [13][14] Industry Implications - The performance of the Zeekr 9X marks a pivotal moment for Chinese automotive brands, transitioning from participants in the luxury market to leaders in defining new standards for luxury in the electric vehicle era [15] - The advancements made by Zeekr in technology and user experience are setting a precedent for other Chinese brands, indicating a potential shift in the global automotive landscape towards innovation-driven luxury [15]