极氪的豪华野心，撑得住吗？｜车圈脉动 VOL.3

Core Viewpoint - Zeekr is making a significant push into the luxury market with its flagship SUV model, the Zeekr 9X, aiming to compete with established brands like Aion, Li Auto, and even high-end models like Rolls-Royce Cullinan and Range Rover [1][2][3] Group 1: Product Features and Technology - The Zeekr 9X incorporates the best technology available from Geely, showcasing advancements in electric architecture, chassis, and driver assistance systems [2][5] - It features a self-developed 900V high-voltage architecture and a 70kWh 6C hybrid battery, achieving a pure electric range of 380 km and a rapid charging time of just nine minutes [8] - The vehicle is equipped with high-end hardware similar to luxury competitors, including closed dual-chamber air suspension and active anti-roll bars, along with an AI-driven chassis control system [8][9] Group 2: Strategic Intent and Market Positioning - Zeekr's strategy is focused on moving upmarket, targeting the high-end segment above 500,000 RMB, with plans for a premium version of the 9X that could approach the million RMB mark [11][12] - The merger with Lynk & Co has alleviated some operational burdens, allowing Zeekr to concentrate on its upscale branding without competing with lower-priced models [11] Group 3: Competitive Landscape and Challenges - The Zeekr 9X is positioned as a "hybrid all-rounder," directly challenging traditional luxury brands with its performance metrics and advanced technology [13] - However, Zeekr faces challenges in overcoming brand recognition barriers, as it is a relatively new player in the market compared to established brands like Porsche and Land Rover [16] - The company must also balance the contradiction between luxury branding and sales volume, as it aims for a sales target of 320,000 units while only achieving 280,000 in the first half of the year [16] Group 4: Future Considerations - The Zeekr 9X is set to begin pre-sales at the end of August, with official market entry expected in the third quarter and initial deliveries anticipated by the end of 2025 [16] - The company plans to achieve L3-level autonomous driving by 2025, which will require stable technology and user trust to avoid being perceived as merely "luxury on paper" [16] - Future product strategies may include launching additional high-end models alongside the 9X to solidify its presence in the luxury market [17]