Inside Zeekr's Chinese headquarters and the incoming Zeekr X

09/27/2024 07:01 PM

We travel to China to visit the Zeekr Headquarters, learn more about the brand, and get behind the wheel of the new Zeekr X.

Sponsored by Zeekr

There's something different about the compact SUV before us.

We can't quite put our finger on it. It's unlike anything in the segment we've seen, with its long wheelbase and short overhangs, and confident proportions.

There are futuristic headlights and an inventive, full-width tail-light, while minor elements such as the flush door handles and frameless door mirrors testify to a design team that fussed over the smallest details.

Driven down a main street in any Australian city, this is a car that would attract plenty of 'what is that!' looks, as well as just as much fascination about the badge on the rear – Zeekr.

Today, Drive is in China to hear more about Zeekr – a new electric car brand promising to lower the price of luxury electric motoring. If you've never heard of Zeekr, you're not alone. And yet two Zeekr models – including this compelling compact SUV, the X; and a statement-making electric people mover called the 009 – are arriving in Australia imminently, meaning you could feasibly have one in your driveway in the coming months. 

What is Zeekr?

Unlike dozens of electric car brands that have appeared in China in recent times, Zeekr is no aspirational start-up. Part of the Geely Group – one of China's most respected auto-makers – Zeekr counts as its sister brands Volvo, Polestar and Lotus.

"Geely is a traditional car-maker with more than 30 years' experience," Mars Chen, Vice President of Zeekr International, tells Drive. 

"So even [though] Zeekr is a newcomer … we are standing on the shoulder of a giant." 

As for the name, Ze is intended to stand for "zero", representing the start of something new. E means electric, while Kr, creatively, refers to Krypton, "a rare gas that emits light when electrified". 

What is the Zeekr X?

The sleek, contemporary SUV at the start of our story is the Zeekr X. Hit the unlock button and the flush door handles pop out, inviting you into a light-filled, open and airy interior.  

A large, 14.6-inch touchscreen declares the X a safe haven for any digital native, but that's nothing until you experience the enormous, 24.3-inch head-up display, whose augmented reality can interact with what you see through the windscreen ahead. 

It's a delight to allow your hand to trace some of the X's interior surfaces, from the beautifully soft microfibre wool headliner to the leather-feeling upholstery that covers the dashboard and doors. This is a very upmarket place to sit. 

The Scandinavian vibe is no coincidence, either – the X is designed in Sweden. 

"The X is always mentioned as one of the favourite cars of the young people here," smiles Javier Garcia Gallardo, who heads up Zeekr's Shanghai design studio. 

Garcia Gallardo is part of a global design team headed by Chief Design Officer Stefan Sielaff. Former head of design at Bentley, Sielaff now leads Zeekr's Global Design Centre in Gothenburg, Sweden. 

"I think something very particular is the actual silhouette and vehicle typology of this car," says Garcia Gallardo. "We try to merge a more traditional hatchback with B-segment SUV and I think we create a very unique aesthetic … in the darkness, you can recognise it among other cars for sure." 

Power outputs up to 315kW and acceleration of 3.8 seconds from zero to 100km/h – along with 540km range in the rear-drive model – also has us giddy to get behind the wheel. 

What can Zeekr offer to the Australian car market?

Zeekr sees Australia as a land of opportunity – with car buyers the main beneficiaries. Aussies tend to buy a high proportion of premium vehicles – and electric vehicle (EV) sales are starting to take off. While the Zeekr brand is not yet established in Australia, Chen says it has what it needs to be known and trusted by famously discerning Aussie car buyers. 

"We have our own battery, we have our own e-motor, and the last one would be the digital," says Mars. "The digital right now is playing a more and more important [role] … we have our own autonomous driving team with more than 1000 engineers … all those digital things make our car more intelligent. So three lines working together – car, energy plus digital. Zeekr has it all. 

"In the end, it's the culture. In Zeekr we believe in diversity, equality and sustainability. So all those soft culture plus hard skills, or hard competence, makes this brand very, very attractive." 

When is the Zeekr X coming to Australia?

If the Zeekr brand sounds like a bit of you – but a compact SUV or posh electric people mover isn't your thing – you needn't wait long. Zeekr wants to launch a new model in Australia every year from 2025.

Overseas Zeekr models include a handsome electric SUV about the size of a Tesla Model Y; a full-size electric sedan with a funky, futuristically fresh original design language; and a wide, low and sleek electric Shooting Brake station wagon called the 001. 

Zeekr doesn't just intend to set itself apart with funky, original design. Value is promised to be a major drawcard, and in Australia Zeekr models will be "reasonably priced", making luxury electric motoring available to more Australians – even when cost-of-living is front-of-mind. 

That means you might be able to drive down the main street of your local area attracting plenty of looks in something like the Zeekr X, without breaking the bank – and feeling like a million bucks. Watch this space. 

MORE: Zeekr Showroom

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