2025年车市收官：当中国豪华品牌站上50万元赛道，极氪做对了什么？

Core Insights - The Chinese automotive industry has shown strong performance in 2025, with Geely and BYD leading the growth in the electric vehicle market, while high-end breakthroughs are essential for the industry's transition from large to strong [1] - Zeekr's impressive performance, with total deliveries of 224,133 units in 2025 and a record monthly sales of over 30,000 units in December, highlights the brand's successful penetration into the high-end market [1][6] Group 1: Market Performance - Zeekr 9X has become a phenomenon in the market, achieving over 10,000 units sold in December and a significant average selling price of 538,000 yuan, marking it as the first Chinese brand to reach this milestone in its price segment [6] - 80% of Zeekr 9X users are from traditional luxury brands, indicating its strong penetration into the high-end fuel vehicle market [6] Group 2: Brand Strategy - Zeekr's growth is attributed to its focus on high-value models, avoiding the short-sighted strategy of competing solely on price, and enhancing its product structure to increase the proportion of high-value models [7] - The brand has established a strong luxury image, becoming the official vehicle for major events and attracting high-profile owners, which reinforces its position in the high-end market [7] Group 3: Technological and Structural Advantages - Zeekr's success is supported by its long-term focus on the luxury segment and the backing of Geely's global R&D capabilities, which help overcome technical and cost challenges [9] - The brand's independent operation post-privatization allows for agile responses to market changes, while its user-centric approach enhances customer trust and loyalty [11] Group 4: Future Outlook - With the expected tax reductions in 2026, market competition is anticipated to intensify, focusing on product quality, technology, and brand value, where Zeekr's technological reserves and brand image position it favorably [12] - Zeekr aims to launch more high-end products in 2026, further solidifying its market presence and contributing to the global recognition of Chinese luxury brands [12]