Zeekr is determined to not just be another EV brand
02 Jul 2024|14,309 views
Imagine for a moment that you're a young, fully electric carmaker, intending to break out of the domestic market in which you've sunk your roots firmly over the past three years, and branch out for the first time into uncharted territory.
A lot will hinge on how exactly you introduce yourself to your new, foreign audience. And natural logic would dictate that you field your bestselling model first. If you happen to be called Zeekr, that model would be the 001, an electric wagon that packs it on in terms of sheer presence and power.
Except that Zeekr has taken a different tack. Production for the 001 remains firmly in left-hand drive for the foreseeable future, and for its first foray into right-hand drive markets - including Singapore, where it will land in the third quarter of 2024 - the brand is banking instead on two cars, set to arrive quickly one after another.
Instead of fielding the 001 (pictured) first - its bestselling model currently - Zeekr has other plans for the next phase of its global expansion
Explaining Zeekr: Premium, intelligent - and fully electric
The first model, a compact electric crossover named the Zeekr X, is a natural choice given the climate of today's market.
Referred to as an "urban SUV" - and explicitly designated as "for the city" - the car isn't large: Just slightly over 4.4m in length, over 1.8m wide, and thus logically no more difficult to manoeuvre around than a Golf, but still purportedly spacious on the inside thanks to its dedicated electric platform. In other words, it's the sort of car that would be perfect for modern Singaporean car buyers.
The second, however, is a more interesting contender for the fact that it bets on a narrower niche (albeit one surely poised for growth). Enter: The Zeekr 009, a luxury MPV.
Intelligent and green manufacturing - relying on high levels of automation - is also part of Zeekr's current game plan
But let's hit pause on those two briefly, and do a quick rewind.
Zeekr, the latest Chinese EV brand to be breaking into Singapore, is admittedly a curious name - one whose meaning is unlikely to feel any less complex when you try digging a little deeper. Still, to keep it all straightforward and simple for now, it's not wrong to see the brand as the latest all-electric star of China's gargantuan Geely Group at its very core. As a quick refresher, the Group currently takes charge of international heavyweights, including Volvo, Polestar, Lotus and Smart, on top of its domestic portfolio of brands.
By the same token that Geely's expansive reach may seem a little excessive, Zeekr's existence at all might also be puzzling to many: Do we really need so many names under the same large umbrella? Still, ponder a bit longer and you'll realise that the idea of a multi-brand mega group isn't all that uncommon in the automotive world. The Group's CEO, An Conghui, has been quoted as saying he wants Geely to be like "Volkswagen in the era of new energy".
Geely Group has grown into one of China's most powerful auto supergroups, stewarding not just its own eponymous brand, but also international heavyweights
Within that multiverse, then, Zeekr (whose full name is actually Zeekr Intelligent Technology Limited) seems primed to play the role of the buzzy, high-energy startup brand; its focus directed specifically at making electric vehicles (EVs) that are both premium, and stuffed full of the Group's latest tech. As part of its future-forward positioning, even its factories and plants are "intelligent", relying on a high level of automation, and real-time process optimisation.
Of course, getting things down pat on home-ground is part one of the equation - and part one has been done well enough so far. In just slightly over three years, Zeekr has already delivered more than 260,000 cars to customers to date (sales in European countries, including the Netherlands and Sweden, commenced in late-2023).
Absolute figures don't say too much on their own, but the key detail here is the growth between 2022 and 2023: Deliveries spiked by a commendable 65% year on year. The runway thus far has been a short one admittedly - but it is off all these combined accolades that Zeekr is launching itself into the wider world where customers drive on the opposite side.
Instead of the 001, Zeekr has chosen to field the X, a compact crossover, and the 009, a luxury MPV, into right-hand drive markets first
A deeper dive: Zeekr's first two Singapore-bound models
That brings us back to the X and 009.
Fielding these two models, Allen Li, Head of Product of Zeekr International, tells us - rather than the 001 - was a strategic choice that was undertaken only after the brand had carefully studied the needs of consumers in the region.
Specifically, Li highlights the "B or C-segment SUV" - otherwise known as sub-compact or compact crossovers - as the specific area that Zeekr had outlined for itself with the X.
But compact crossovers don't really need a hard-sell in this day and age; it's the, well, X-factor that matters when a new name tries to make its voice heard on the market.
Geely's Sustainable Experience Architecture also underpins cars from brands like Volvo and Smart
This is all the more pertinent to the Zeekr X when you consider that the key component that literally underpins it - Geely Group's Sustainable Experience Architecture 2 (SEA2) - is shared with cars like the Volvo EX30 and Smart #1. Unsurprisingly, the power outputs of both the single-motor (268bhp and 343Nm) and dual-motor variants (422bhp and 543Nm) of the X are exactly similar to those of its distant Geely Group-cousins.
But here comes a subtle yet crucial twist: With the way each brand has tweaked the electric motors, the X is the zippiest among the trio, posting the fastest 0 to 100km/h timings across both variants.
Performance may not be the singular, headlining act of the Zeekr brand, but it's worth pointing out that this is in line with how a large part of how the brand has established itself over the past three years.
The Zeekr 001 FR is a ludicrously quick, quad-motor electric wagon capable of 1,265bhp and a 2.07-second century sprint timing
When asked what kind of experience Zeekr wants drivers to have when driving the X, Li replies that on top of a good foundation of safety, "good handling and performance" are part of the brand's DNA.
"The car's original function is for drivers. This is the starting point when we design our cars." (Notably, Zeekr produces the 001 FR, the performance-oriented version of its 001 wagon capable of 1,265bhp and a century sprint timing of just 2.07 seconds.)
Still, as mentioned earlier, performance alone isn't where Zeekr is placing the most emphasis with its branding. Instead, it's the quality of 'premium-ness' that you will find highlighted time and again when it speaks of its cars.
Zeekr notes that its commitment to international markets is best evinced through its global team, and Europe-focus. The Swedish city of Gothenburg doesn't just play host to one of its two R&D Centres, but also its Global Design Centre too (Pictured: Zeekr's first showroom in Europe, in Stockholm, Sweden)
Looking at the X especially, one might immediately default to drawing direct comparisons to other Chinese brands - especially those concentrated on EVs. But Zeekr seems to be aiming higher. While the team is not entirely keen to single out competitors initially, repeated probing reveals that more expensive, and very established rivals lie within its crosshairs: Names like the BMW X1 and Mercedes-Benz GLA (or indeed EQA).
It's a bold statement; and likewise, these are heavy-hitting rivals to be taking aim at. Still, experiencing the X's cabin is likely to lend some good credibility to that bold claim of premium-ness.
The car's front doors swing open entirely on their with a button's touch (the rear ones are opened in similar fashion, but 'pop' open instead) to reveal a calming, dual-tone space, awash with soft and squidgy materials, metallic surfaces, and a suede-like headliner. At the same time, the interior has its own unique touches: The likes of a curved passenger grab handle mimicking that on a leather suitcase, and rounded metallic knobs in place of normal plastic hooks.
In line with the brand's premium positioning, one will find that the cabins of Zeekr's cars are genuinely pleasant - and even sumptuous places to be in (Pictured: Zeekr X)
Then, if the X is meant to muscle in on an obviously lucrative segment, the 009 bets big (physically and otherwise) in another area that is growing in significance: Luxury MPVs.
Here, Zeekr is contrarily - and disarmingly - frank about who it's aiming to take on.
The 009 was intentionally designed not to emulate the Toyota Alphard/Vellfire, and instead put its own spin on technologically-informed luxury
The 009, the team says, was crafted purposefully in a manner that would not imitate the Alphard/Vellfire - not just externally, where it admittedly looks like no other MPV today, but on the inside too.
Speaking in Chinese, Lucas Li, Chief Engineer of Zeekr 009, explains, "As a starting point, we observed that the MPVs of today are built with a rather traditional interpretation of luxury - and so, we asked ourselves how we can integrate technology more intensively into the car."
One interesting feature of the 009's cabin - apart from your standard luxury-MPV fare of sumptuous leather-seats, carpeted floors, and just space in spades all around - are what appear to be digital clocks on its two sliding doors. Tap them, and they reveal themselves to be touchscreens with multiple swipe-able displays for adjusting climate control.
To be clear, the 009's cabin has more than enough physical buttons to satisfy the most luddite of customers; these screens, the team says, help to reduce clutter in the rear, while also giving it the potential to embed extra functionality for future features. It's not just technology for the sake of it, but technology with a purpose.
Among Zeekr's crew of powerful global partners is NVIDIA, which produces car computer superchips that can support AI-related functions (Pictured: NVIDIA DRIVE Thor)
Furthermore, it's not that the international outlook outlined for both the Zeekr X and 009 (in terms of competition) is not without credence.
While Zeekr appears more than happy to embrace its Chinese identity, it routinely underlines where its R&D Centres have been established: Not just in Shanghai, but also in Gothenburg, Sweden. The latter simultaneously plays host to its Global Design Centre. This two-city approach - supported by a highly international team, too - isn't just for show either. It's supposed to give Zeekr an intuitive and intimate sensing of the needs of both its domestic and international audiences simultaneously.
Likewise, the technical partnerships it has inked are equally multi-national. It's an impressive roster of who's who in the auto industry, spanning the likes of CATL (for its batteries), NVIDIA (for its car computer superchips), and Yamaha (for its premium in-car speaker systems).
Beyond the tangible benefits of drawing from so many established names, however, one also gets the sense that these are arguably intentional signals that point to the brand's 'global citizen' identity.
Zeekr is confident that its initial two-model approach for Singapore is likely to meet the demands of a wide variety of customers
The Singapore plan
The phrase "diverse consumer needs" may sound a little over-used by today's carmakers, but when Zeekr claims that the two models demonstrate the brand's versatility and commitment to meeting diverse consumer needs in Singapore, it's hard to dispute it. The former is "perfect for urban environments", while the latter offers "more space and comfort for families and corporate use".
But another crucial quality of the 009 not pointed out by the team is the fact that it lends serious weight to the brand's claim of being a premium brand. If the X teases the notion of luxury with commendable eagerness, the 009 embraces the ethos wholeheartedly.
The four-seater 009 Grand is an even more convincing manifestation of Zeekr's claim of being a premium/luxury EV-maker
In fact, Zeekr has already taken things further with a clear intent to not just lock horns with Toyota - but Lexus. A four-seater 009 Grand, featuring a massive 43-inch screen in its rear cabin (among other highlights), was recently launched in China, although it remains unclear whether this will make its way to Singapore for now.
Perhaps surprisingly, Zeekr sees Singapore as a key piece in the larger plan of this establishment of its global brand presence.
"Singapore is not only [significant] due to its leadership in technology adoption, but also acts as a showcase for the region," a statement by the team asserts. "Success here can set a benchmark for quality and innovation, and help build confidence in the brand across Southeast Asia and other RHD markets."
Zeekr sees Singapore as a crucial market, with success here likely to have a cascading effect around the wider region
Casting a wide net
Narrowing down a singular identity to band your brand to can be helpful if attention-grabbing is the key goal. And on that front, Zeekr's fundamental baseline is clear: Its focus is on making premium and intelligent EVs.
Still, Zeekr seems to think that its strength lies in its marrying what appear to be opposite ideologies in the same space - and proving that these can indeed harmoniously co-exist.
It's a proud Chinese brand that simultaneously doesn't waste any chance to put its global outlook (and global team) on the pedestal. At the tender age of just three, it embraces its young upstart-energy, yet always reminds you that it has the backing of a powerful parent that was, and still is pivotal to its strength today.
Zeekr's launch into Singapore will be spearheaded by the X, which will be offered in two variants
And of course, while aggressively branding itself as a premium EV-maker, the idea of offering value to customers - that undercuts the traditional competition - is also one that it relentlessly seeks to underscore.
That showcase for the region, as mentioned above, is commencing soon. The third quarter of 2024 is shaping up to be a busy one for Zeekr, during which it intends to launch both cars and a gleaming new showroom (said to be along Leng Kee Road), all in ostensibly rapid succession.
Truthfully, how exactly reception from the public will be like remains a question mark for now. But at the very least, it's safe to say that Singaporean drivers curious enough to seek newer pastures, and embrace something markedly different from the current competition, may just find it soon.
Imagine for a moment that you're a young, fully electric carmaker, intending to break out of the domestic market in which you've sunk your roots firmly over the past three years, and branch out for the first time into uncharted territory.
A lot will hinge on how exactly you introduce yourself to your new, foreign audience. And natural logic would dictate that you field your bestselling model first. If you happen to be called Zeekr, that model would be the 001, an electric wagon that packs it on in terms of sheer presence and power.
Except that Zeekr has taken a different tack. Production for the 001 remains firmly in left-hand drive for the foreseeable future, and for its first foray into right-hand drive markets - including Singapore, where it will land in the third quarter of 2024 - the brand is banking instead on two cars, set to arrive quickly one after another.
Instead of fielding the 001 (pictured) first - its bestselling model currently - Zeekr has other plans for the next phase of its global expansion
Explaining Zeekr: Premium, intelligent - and fully electric
The first model, a compact electric crossover named the Zeekr X, is a natural choice given the climate of today's market.
Referred to as an "urban SUV" - and explicitly designated as "for the city" - the car isn't large: Just slightly over 4.4m in length, over 1.8m wide, and thus logically no more difficult to manoeuvre around than a Golf, but still purportedly spacious on the inside thanks to its dedicated electric platform. In other words, it's the sort of car that would be perfect for modern Singaporean car buyers.
The second, however, is a more interesting contender for the fact that it bets on a narrower niche (albeit one surely poised for growth). Enter: The Zeekr 009, a luxury MPV.
Intelligent and green manufacturing - relying on high levels of automation - is also part of Zeekr's current game plan
But let's hit pause on those two briefly, and do a quick rewind.
Zeekr, the latest Chinese EV brand to be breaking into Singapore, is admittedly a curious name - one whose meaning is unlikely to feel any less complex when you try digging a little deeper. Still, to keep it all straightforward and simple for now, it's not wrong to see the brand as the latest all-electric star of China's gargantuan Geely Group at its very core. As a quick refresher, the Group currently takes charge of international heavyweights, including Volvo, Polestar, Lotus and Smart, on top of its domestic portfolio of brands.
By the same token that Geely's expansive reach may seem a little excessive, Zeekr's existence at all might also be puzzling to many: Do we really need so many names under the same large umbrella? Still, ponder a bit longer and you'll realise that the idea of a multi-brand mega group isn't all that uncommon in the automotive world. The Group's CEO, An Conghui, has been quoted as saying he wants Geely to be like "Volkswagen in the era of new energy".
Geely Group has grown into one of China's most powerful auto supergroups, stewarding not just its own eponymous brand, but also international heavyweights
Within that multiverse, then, Zeekr (whose full name is actually Zeekr Intelligent Technology Limited) seems primed to play the role of the buzzy, high-energy startup brand; its focus directed specifically at making electric vehicles (EVs) that are both premium, and stuffed full of the Group's latest tech. As part of its future-forward positioning, even its factories and plants are "intelligent", relying on a high level of automation, and real-time process optimisation.
Of course, getting things down pat on home-ground is part one of the equation - and part one has been done well enough so far. In just slightly over three years, Zeekr has already delivered more than 260,000 cars to customers to date (sales in European countries, including the Netherlands and Sweden, commenced in late-2023).
Absolute figures don't say too much on their own, but the key detail here is the growth between 2022 and 2023: Deliveries spiked by a commendable 65% year on year. The runway thus far has been a short one admittedly - but it is off all these combined accolades that Zeekr is launching itself into the wider world where customers drive on the opposite side.
Instead of the 001, Zeekr has chosen to field the X, a compact crossover, and the 009, a luxury MPV, into right-hand drive markets first
A deeper dive: Zeekr's first two Singapore-bound models
That brings us back to the X and 009.
Fielding these two models, Allen Li, Head of Product of Zeekr International, tells us - rather than the 001 - was a strategic choice that was undertaken only after the brand had carefully studied the needs of consumers in the region.
Specifically, Li highlights the "B or C-segment SUV" - otherwise known as sub-compact or compact crossovers - as the specific area that Zeekr had outlined for itself with the X.
But compact crossovers don't really need a hard-sell in this day and age; it's the, well, X-factor that matters when a new name tries to make its voice heard on the market.
Geely's Sustainable Experience Architecture also underpins cars from brands like Volvo and Smart
This is all the more pertinent to the Zeekr X when you consider that the key component that literally underpins it - Geely Group's Sustainable Experience Architecture 2 (SEA2) - is shared with cars like the Volvo EX30 and Smart #1. Unsurprisingly, the power outputs of both the single-motor (268bhp and 343Nm) and dual-motor variants (422bhp and 543Nm) of the X are exactly similar to those of its distant Geely Group-cousins.
But here comes a subtle yet crucial twist: With the way each brand has tweaked the electric motors, the X is the zippiest among the trio, posting the fastest 0 to 100km/h timings across both variants.
Performance may not be the singular, headlining act of the Zeekr brand, but it's worth pointing out that this is in line with how a large part of how the brand has established itself over the past three years.
The Zeekr 001 FR is a ludicrously quick, quad-motor electric wagon capable of 1,265bhp and a 2.07-second century sprint timing
When asked what kind of experience Zeekr wants drivers to have when driving the X, Li replies that on top of a good foundation of safety, "good handling and performance" are part of the brand's DNA.
"The car's original function is for drivers. This is the starting point when we design our cars." (Notably, Zeekr produces the 001 FR, the performance-oriented version of its 001 wagon capable of 1,265bhp and a century sprint timing of just 2.07 seconds.)
Still, as mentioned earlier, performance alone isn't where Zeekr is placing the most emphasis with its branding. Instead, it's the quality of 'premium-ness' that you will find highlighted time and again when it speaks of its cars.
Zeekr notes that its commitment to international markets is best evinced through its global team, and Europe-focus. The Swedish city of Gothenburg doesn't just play host to one of its two R&D Centres, but also its Global Design Centre too (Pictured: Zeekr's first showroom in Europe, in Stockholm, Sweden)
Looking at the X especially, one might immediately default to drawing direct comparisons to other Chinese brands - especially those concentrated on EVs. But Zeekr seems to be aiming higher. While the team is not entirely keen to single out competitors initially, repeated probing reveals that more expensive, and very established rivals lie within its crosshairs: Names like the BMW X1 and Mercedes-Benz GLA (or indeed EQA).
It's a bold statement; and likewise, these are heavy-hitting rivals to be taking aim at. Still, experiencing the X's cabin is likely to lend some good credibility to that bold claim of premium-ness.
The car's front doors swing open entirely on their with a button's touch (the rear ones are opened in similar fashion, but 'pop' open instead) to reveal a calming, dual-tone space, awash with soft and squidgy materials, metallic surfaces, and a suede-like headliner. At the same time, the interior has its own unique touches: The likes of a curved passenger grab handle mimicking that on a leather suitcase, and rounded metallic knobs in place of normal plastic hooks.
In line with the brand's premium positioning, one will find that the cabins of Zeekr's cars are genuinely pleasant - and even sumptuous places to be in (Pictured: Zeekr X)
Then, if the X is meant to muscle in on an obviously lucrative segment, the 009 bets big (physically and otherwise) in another area that is growing in significance: Luxury MPVs.
Here, Zeekr is contrarily - and disarmingly - frank about who it's aiming to take on.
The 009 was intentionally designed not to emulate the Toyota Alphard/Vellfire, and instead put its own spin on technologically-informed luxury
The 009, the team says, was crafted purposefully in a manner that would not imitate the Alphard/Vellfire - not just externally, where it admittedly looks like no other MPV today, but on the inside too.
Speaking in Chinese, Lucas Li, Chief Engineer of Zeekr 009, explains, "As a starting point, we observed that the MPVs of today are built with a rather traditional interpretation of luxury - and so, we asked ourselves how we can integrate technology more intensively into the car."
One interesting feature of the 009's cabin - apart from your standard luxury-MPV fare of sumptuous leather-seats, carpeted floors, and just space in spades all around - are what appear to be digital clocks on its two sliding doors. Tap them, and they reveal themselves to be touchscreens with multiple swipe-able displays for adjusting climate control.
To be clear, the 009's cabin has more than enough physical buttons to satisfy the most luddite of customers; these screens, the team says, help to reduce clutter in the rear, while also giving it the potential to embed extra functionality for future features. It's not just technology for the sake of it, but technology with a purpose.
Among Zeekr's crew of powerful global partners is NVIDIA, which produces car computer superchips that can support AI-related functions (Pictured: NVIDIA DRIVE Thor)
Furthermore, it's not that the international outlook outlined for both the Zeekr X and 009 (in terms of competition) is not without credence.
While Zeekr appears more than happy to embrace its Chinese identity, it routinely underlines where its R&D Centres have been established: Not just in Shanghai, but also in Gothenburg, Sweden. The latter simultaneously plays host to its Global Design Centre. This two-city approach - supported by a highly international team, too - isn't just for show either. It's supposed to give Zeekr an intuitive and intimate sensing of the needs of both its domestic and international audiences simultaneously.
Likewise, the technical partnerships it has inked are equally multi-national. It's an impressive roster of who's who in the auto industry, spanning the likes of CATL (for its batteries), NVIDIA (for its car computer superchips), and Yamaha (for its premium in-car speaker systems).
Beyond the tangible benefits of drawing from so many established names, however, one also gets the sense that these are arguably intentional signals that point to the brand's 'global citizen' identity.
Zeekr is confident that its initial two-model approach for Singapore is likely to meet the demands of a wide variety of customers
The Singapore plan
The phrase "diverse consumer needs" may sound a little over-used by today's carmakers, but when Zeekr claims that the two models demonstrate the brand's versatility and commitment to meeting diverse consumer needs in Singapore, it's hard to dispute it. The former is "perfect for urban environments", while the latter offers "more space and comfort for families and corporate use".
But another crucial quality of the 009 not pointed out by the team is the fact that it lends serious weight to the brand's claim of being a premium brand. If the X teases the notion of luxury with commendable eagerness, the 009 embraces the ethos wholeheartedly.
The four-seater 009 Grand is an even more convincing manifestation of Zeekr's claim of being a premium/luxury EV-maker
In fact, Zeekr has already taken things further with a clear intent to not just lock horns with Toyota - but Lexus. A four-seater 009 Grand, featuring a massive 43-inch screen in its rear cabin (among other highlights), was recently launched in China, although it remains unclear whether this will make its way to Singapore for now.
Perhaps surprisingly, Zeekr sees Singapore as a key piece in the larger plan of this establishment of its global brand presence.
"Singapore is not only [significant] due to its leadership in technology adoption, but also acts as a showcase for the region," a statement by the team asserts. "Success here can set a benchmark for quality and innovation, and help build confidence in the brand across Southeast Asia and other RHD markets."
Zeekr sees Singapore as a crucial market, with success here likely to have a cascading effect around the wider region
Casting a wide net
Narrowing down a singular identity to band your brand to can be helpful if attention-grabbing is the key goal. And on that front, Zeekr's fundamental baseline is clear: Its focus is on making premium and intelligent EVs.
Still, Zeekr seems to think that its strength lies in its marrying what appear to be opposite ideologies in the same space - and proving that these can indeed harmoniously co-exist.
It's a proud Chinese brand that simultaneously doesn't waste any chance to put its global outlook (and global team) on the pedestal. At the tender age of just three, it embraces its young upstart-energy, yet always reminds you that it has the backing of a powerful parent that was, and still is pivotal to its strength today.
Zeekr's launch into Singapore will be spearheaded by the X, which will be offered in two variants
And of course, while aggressively branding itself as a premium EV-maker, the idea of offering value to customers - that undercuts the traditional competition - is also one that it relentlessly seeks to underscore.
That showcase for the region, as mentioned above, is commencing soon. The third quarter of 2024 is shaping up to be a busy one for Zeekr, during which it intends to launch both cars and a gleaming new showroom (said to be along Leng Kee Road), all in ostensibly rapid succession.
Truthfully, how exactly reception from the public will be like remains a question mark for now. But at the very least, it's safe to say that Singaporean drivers curious enough to seek newer pastures, and embrace something markedly different from the current competition, may just find it soon.
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