Zeekr 9X targets the $70,000–$84,000 segment with a hybrid powertrain (no pure EV due to range limits), shifts to a hybrid sales model (DTC + agents), and has pending OTA updates awaiting regulatory approval.
Wuzhen holds special significance in Zeekr’s development history. For instance, Zeekr’s current flagship model, the 009, was first unveiled in Wuzhen in November 2022.
Therefore, when Zeekr chose Wuzhen for the first launch event of the 9X—a technical presentation focusing solely on core technologies—it hinted at the 9X’s importance to Zeekr.
The content of the launch was covered in detail this morning (see “Zeekr 9X Technology Unveiled: Fully Benchmarking the Cullinan“).
This article discusses the things not mentioned at the launch, centered around the perspectives of the following executives:
- Lin Jie, Senior Vice President of Geely Auto & Vice President of Zeekr Technology
- Xu Yun, Product Lead for Zeekr 9X & Vice President of Zeekr Technology
- Chen Qi, Chief Smart Driving Scientist of Geely Holding Group & Vice President of Zeekr Technology
- Guan Haitao, Chief Business Officer (CBO) of Zeekr Technology Group
Three Key Points:
- What will the starting price be?
- Will there be a pure electric version?
- How will Zeekr’s sales model change?
Priced at $70,000–$84,000?
During the group interview, many asked for the 9X’s specific pricing. Initially, Zeekr representatives would counter, “What do you think the price should be?”
Throughout the launch event, it was clear Zeekr was still deliberating on pricing.
As the group interview concluded, a WeChat post by Geely’s Victor Yang revealed that Zeekr 9X’s “First Experience Program” had already secured 10,000 orders.
So, let’s talk about the “First Experience Program”—because a smart move by Zeekr this time was rebranding the less appealing term “small deposit” into the “First Experience Program.”
Lin Jie specifically stated the purpose of this program during the interview: “Even the best wine needs promotion; to market well, we must interact with users, not just broadcast to them. A core aspect of the First Experience Program is interacting and building connections with users, co-creating things like version naming, configurations, standard features, etc.”
Discussing the 9X’s positioning, Lin Jie said, “Lynk & Co is broadening its appeal, Zeekr is moving upmarket, and the 9X is key to implementing this entire strategy.” So, it won’t be cheap? Circling back, everyone was still curious about the 9X’s price.
Truthfully, Lin Jie didn’t give a direct answer. But a key response offered a hint.
The question was roughly: “With the popularity of large six-seater SUVs this year, how does Zeekr view this?“
Lin Jie responded that there are many six-seater SUVs this year—nearly thirty industry-wide. However, only the top few have significant sales volume.
This time, Geely is simultaneously launching three full-size SUVs: the Lynk & Co 900, the Galaxy M9, and the Zeekr 9X. These three models are part of the group’s strategic coordination.
“We let the Lynk & Co 900 go first to anchor the mid-range. Then, we introduce SUVs from other group brands in different price segments.” Lin Jie explained that even within full-size SUVs, there are sub-segments: 200,000-300,000 RMB ($28,000–$42,000), 300,000-400,000 RMB ($42,000–$56,000), and 500,000-600,000 RMB ($70,000–$84,000).
For Geely Auto Group, each of its three brands (Galaxy, Lynk & Co, Zeekr) will deploy a flagship product into one of these three full-size SUV sub-segments, aiming for top three in each.
“We shouldn’t be overconfident. But the (Galaxy M9, Lynk & Co 900, Zeekr 9X) target is to be top three in their respective full-size SUV price segments.”
Listening to this, the 9X’s pricing must fall within the 500,000-600,000 RMB ($70,000–$84,000) segment.
No Pure Electric 9X
As the 9X’s Product Lead, Xu Yun is highly respected by automotive media professionals. Previously, she led the development of Zeekr’s hit models, the 001 and 009.
Xu Yun is straightforward. When asked a core question—”Zeekr started as pure electric; why enter the Plug-in Hybrid Electric Vehicle (PHEV) segment with the 9X? Will PHEV be introduced to other Zeekr models?“—she replied directly: “Actually, in any setting, I’ve never hidden that I pursue pure electric.”
Hearing this while taking notes, I immediately looked up, my respect for Xu Yun growing.
Another gem from her: “I build cars for users, not for myself, not to stubbornly hold onto my personal ideals.“
Returning to the 9X, Big Yun explained the decision for PHEV had many reasons: technological, user psychology, and practical realities.
After the group interview, we spoke privately with Xu Yun. The core reason was her finding that under current technology, achieving a maximum pure electric range of 1000 km, or even 850 km, is very difficult.
Putting aside her “personal ideal” for pure EV, Xu Yun said many constraints she previously considered—like drag coefficient, tire rolling resistance (requiring narrower tires)—suddenly vanished.
Her exact words: “I simply let it go (made it a PHEV). When I put the engine in, I found all the constraints for this car were released.” She stated that the 9X we see today is shaped by this super PHEV system; otherwise, many aspects would change. It was a very rational and restrained choice.
During the group interview, Xu Yun also said: “If you ask my ideal, of course I only want to make pure EVs. I think the future might lead to that moment.“
So, will there be a pure electric 9X?
In a private chat afterward, Xu Yun said they had considered it, but currently, there won’t be. The reason remains the technical limitation of achieving 1000 km CLTC range for a pure EV.
We also discussed lightweighting. The 70 kWh battery providing 380 km pure electric range is excellent for a PHEV but leaves room for improvement from a pure EV perspective. Xu Yun noted the 9X uses extensive aluminum, making significant efforts in lightweighting. Thus, only the top trim will exceed 3 tonnes in curb weight.
Zeekr Moves Beyond Pure DTC strategy
Another macro-level question about the Zeekr brand concerns its sales model.
Zeekr has been a core brand among new automakers insisting on Direct-to-Consumer (DTC) strategy, though it also has “Zeekr House” operating under a DTC logic. With the formation of Zeekr Technology Group within the Geely Holding Group, will this change?
Lin Jie said he has explored this topic at both Lynk & Co and Geely.
In his view, every channel model has its advantages and disadvantages. For Lynk & Co, they are advancing a hybrid channel model combining DTC and dealer agents.
As for Zeekr, it’s currently pure DTC, including Zeekr House.
However, they have recently reconsidered their channel strategy—how to leverage the strengths of DTC while also utilizing the advantages of regional dealer agents. Therefore, they have made some channel adjustments.
Specifically:
- In Tier 1 & Tier 2 cities, and cities with high user density, Zeekr will stick to DTC.
- In Tier 3 cities where direct sales outlets already exist and perform well, DTC will continue.
- In untapped Tier 3 & Tier 4 cities, Zeekr will adopt an agent model, maintaining consistent sales policies and pricing.
- In Tier 5 & Tier 6 cities with smaller overall market capacity, Zeekr will co-establish channels with the Lynk & Co brand to reduce overall channel investment costs while upholding premium luxury service standards.
Lin Jie stated this work has begun; 10 co-branded outlets opened last month, with nearly 100 agent channels planned to join Zeekr’s network this year.
When Will the New OTA Be Pushed?
Our senior editor owns a 007.
At the 9X launch, his burning question was: Why was the new Over-The-Air (OTA) update delayed? When will it actually be pushed? This is a high-priority issue for Zeekr owners and was asked during the group interview.
Chen Qi responded candidly: As everyone can see, since March, several Zeekr models haven’t received OTAs.
However, internally, many update versions are ready, offering significantly improved experiences. Theoretically, they have more features but require stricter, longer approval cycles.
He shared good news: Those versions are already in the final stages of compliance review required by national OTA regulations. Once regulatory approval and final verification are obtained, they will be pushed rapidly to users of various models.
“Zeekr will actively cooperate with the requirements of the Ministry of Industry and Information Technology (MIIT), advancing OTA legally and compliantly under national supervision.”
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