花50万买中国旗舰的，是怎样一群人？

Core Viewpoint - The article discusses the emerging consumer trends in the luxury car market, highlighting the distinct preferences of two main consumer groups: the "old money" who value heritage and quality, and the "new rich" who seek novelty and technological innovation. The Zeekr 9X is presented as a vehicle that appeals to both demographics by combining traditional luxury with modern technology [2][4][8]. Group 1: Consumer Segmentation - Consumers willing to spend 450,000 to 580,000 yuan on cars can be categorized into two groups: "old money" who prefer traditional luxury brands for their heritage and quality, and "new rich" who favor tech-driven domestic brands for their emotional value [2][4]. - The Zeekr 9X has garnered attention from both demographics, indicating a shift towards a shared consumer consensus that prioritizes product experience over brand recognition [5][8]. Group 2: Product Features and Market Performance - The Zeekr 9X, priced between 455,900 and 589,900 yuan, received over 10,000 pre-orders within 13 minutes of its announcement, with a significant portion of buyers coming from high-end luxury brand owners [6][12]. - The vehicle's design and technology cater to both "old money" and "new rich," combining traditional luxury elements with cutting-edge innovations, such as a 900V high-voltage hybrid architecture and advanced driving assistance systems [13][18][20]. Group 3: Competitive Landscape - The luxury SUV market is dominated by traditional brands like the Range Rover, which sold 8,355 units at a starting price of over 1.4 million yuan, indicating a strong preference for established luxury vehicles among affluent consumers [10]. - The Zeekr 9X aims to fill the gaps in the domestic luxury SUV market by addressing technological shortcomings and enhancing user experience, as emphasized by the CEO of Geely Auto Group [9][12]. Group 4: Brand Positioning and Market Strategy - The Zeekr 9X is positioned as a flagship model that leverages the success of the Zeekr 009, which has established a strong market presence among high-net-worth individuals and celebrities [25][29]. - The vehicle's launch was strategically timed with international exposure, including a diplomatic car exhibition in Qatar, showcasing its potential in global markets [29][32]. Group 5: Target Audience - The target audience for the Zeekr 9X includes seasoned luxury car users, existing Zeekr customers, and those upgrading from traditional fuel vehicles, reflecting a diverse consumer base that values both heritage and innovation [31].