Zeekr, the premium electric vehicle brand under Geely Auto's umbrella, is making significant strides in the Australian automotive landscape. As one of the newest entrants in the market, Zeekr is positioning itself as a formidable competitor to established luxury EV makers, with an ambitious lineup and aggressive sales targets for 2025.
Current Offerings and Market Reception
Zeekr's Australian journey began in late 2024 with the introduction of two models:
- Zeekr X: A compact SUV priced competitively from $56,900 to $64,900 before on-road costs. This model has already gained traction, with approximately 200 units sold between October 2024 and January 2025.
- Zeekr 009: A luxurious large people mover, positioned at the premium end of the market with prices ranging from $135,900 to $139,900 before on-road costs.
Expanding the Lineup
The brand is set to broaden its appeal with the introduction of the Zeekr 7X in late 2025. This mid-sized SUV is poised to challenge the Tesla Model Y, featuring:
- Both rear-wheel drive and all-wheel drive variants
- Battery options ranging from 75 kWh to 100 kWh
- Advanced 800V architecture for ultra-fast charging
- Impressive performance, with the top-spec AWD version boasting 475kW of power and 710Nm of torque, capable of 0-100km/h in just 3.8 seconds
Technology and Features
Zeekr is emphasizing its technological prowess across its lineup:
- The Zeekr X offers a 14.6-inch touchscreen, wireless Apple CarPlay, and vehicle-to-load (V2L) capability
- The 7X will feature a 16-inch touchscreen and a 36.21-inch AR heads-up display
- Advanced safety features, including LiDAR and matrix LED headlights, are available on higher-end models
Sales Targets and Network Expansion
Zeekr has set ambitious goals for the Australian market:
- Targeting 2,500 to 3,000 vehicle sales in 2025
- Aiming to reach 10,000 annual sales by 2026
- Plans to expand its dealer network to 12-15 locations across Australia in 2025
Market Positioning and Strategy
As the first premium Chinese EV brand in Australia, Zeekr is working to improve perceptions of Chinese automobiles while offering a compelling alternative to established luxury brands. The company's strategy involves:
- Competitive pricing in the premium segment
- Emphasis on advanced technology and performance
- Leveraging its connection to Geely and its European subsidiaries like Volvo and Polestar
Challenges and Opportunities
While Zeekr's offerings are impressive on paper, the brand faces several challenges:
- Building brand recognition and trust in a crowded market
- Competing with established luxury marques and their loyal customer bases
- Ensuring adequate charging infrastructure and after-sales support
However, the growing appetite for high-quality EV alternatives in Australia presents a significant opportunity for Zeekr to establish itself as a major player in the premium electric vehicle segment.
As 2025 progresses, all eyes will be on Zeekr to see if it can deliver on its promises and shake up the Australian luxury EV market. With its combination of advanced technology, competitive pricing, and ambitious expansion plans, Zeekr is certainly a brand to watch in the coming years.
