Dialogue | Zeekr’s Fifth Anniversary: Underground Fire, Root Culture, and Zeekr 8X
Underground fire is spreading, magma is surging forth.
This is an image constructed by Lu Xun in his work 'Wild Grass,' used to describe forces that slowly accumulate beneath the surface and ultimately reshape the landscape.
Over the past five years since its establishment, Zeekr has been like an ongoing experiment in external capability expansion. The Zeekr 001, 009, and 9X have respectively taken on key tasks of pushing boundaries in performance, space, and flagship imagination. Meanwhile, intelligentization has acted as another clear development line, continuously building up. The boundaries between products are relatively distinct, each completing their respective breakthroughs.
As Lin Jie, Senior Vice President of Geely Auto Group and General Manager of Zeekr Brand Sales Company, stated, Zeekr seized the opportunity of structural growth in the luxury new energy vehicle market during this period.
At this stage, Zeekr’s products are not ‘converging’ but rather ‘expanding.’ Each model is like an answer to an independent proposition: performance, space, flagship—each climbing higher, yet without significant integration among them.
But some changes do not occur on the surface.
The ‘expansion’ of previous years was akin to constructing different ‘magma channels’ beneath the surface. These capabilities may seem dispersed, but they were continuously accumulating within the same system, eventually converging and erupting.
The Zeekr 8X was born at this explosive juncture.
In terms of product positioning, the Zeekr 8X is a mid-to-large sized SUV that emphasizes performance and adaptability across multiple scenarios. Zeekr’s official promotional positioning for the 8X is ‘The New King of the Road,’ suggesting it is ‘the only high-performance five-seater on the market that truly balances a body length exceeding five meters, strong power, precise handling, spacious interiors, premium comfort, and comprehensive intelligence.'
More importantly, the capabilities of Zeekr 8X do not lie in breaking a single metric, but rather in balancing multiple abilities within one vehicle.
Automotive engineering is an art of trade-offs, with structural conflicts between different capabilities: faster acceleration may mean higher energy consumption; more space often comes at the expense of handling boundaries; and continuous stacking of intelligent systems can dilute the purity of mechanical performance. Performance, range, comfort, and intelligence represent different orientations, often requiring compromises to be made.
The idea behind Zeekr 8X is to bring these capabilities to the same level through a unified architecture: minimizing the experience gap under different driving conditions in terms of power, achieving a more balanced performance via real-time adjustments in the chassis, and enhancing overall consistency by integrating different modules in the intelligent system.
This is no easy task. Xu Yun, president of Zeekr's Vehicle Research Institute, said, 'There is inertia in technical thinking. The hardest part is breaking out of that mindset to completely build a new system, rather than optimizing the traditional route.'
However, 8X attempts to break through these limitations, positioning it in a relatively unique place within Zeekr's product lineup—acting as a central node bridging products like the Zeekr 001, 009, and 9X. It is neither purely a showcase of technical capability nor just a high-volume model aimed at scale.
For a long time, progress in the automotive industry has essentially been about finding balance among different variables—sacrificing one aspect to benefit another.
Zeekr’s development path over the past five years can largely be understood within this logic: first establishing individual capabilities, then gradually expanding the product boundary.
This path is not unique; it has certain commonalities and reflects a general approach in the new energy vehicle industry over the past period. When technological paths have not yet converged, breaking down complex problems into multiple verifiable parts is a more feasible engineering method.
Different strengths are distributed across different products, akin to breaking down an 'ideal car' into several sub-propositions and advancing them separately, rather than having them coexist within the same product.
From the perspective of corporate development, such attempts often occur at a specific stage. When systemic capabilities are still weak, breaking down problems helps reduce complexity; once capabilities are gradually perfected, reintegration becomes the next challenge to address.
When observed over a longer time scale, the evolution of the automotive industry is not always linear. Sometimes it advances through single-point breakthroughs, while at other times it changes course through system integration. The ZEEKR 8X corresponds more closely to the latter scenario.
Five years after ZEEKR's establishment, this shift has created certain conditions, but the outcome still awaits validation from the market and time.
An Congyue, CEO of Geely Auto Group, said that the automobile industry is like a marathon. 'We never pursue speed or short-term highlights; instead, we aim for steady progress. We must grasp the roots of technology culture and leverage this foundation to continuously drive product development forward.'
The 'root culture' An Congyue referred to might just be the magma running underground, which will eventually transform ZEEKR’s 'landscape.'
Dialogue
On the evening of the ZEEKR 8X launch event, Snow Leopard Finance and other invitees attended a closed-door meeting with the company’s management. Below is an excerpt from the interview transcript (edited for brevity without altering the original meaning):
Q: Positioning competitors as traditional luxury cars, what is the core and most irreplaceable value of the ZEEKR 8X?
Gan Jiayue (CEO of Geely Automobile Group):The core value of ZEEKR 8X lies in delivering an ultimate user experience through extreme technology and exceptional products—this has always been ZEEKR’s pursuit.
For instance, from a product perspective, every domain of ZEEKR models incorporates new technologies. The SEP Vast Super Hybrid powertrain features three motors with a total output of up to 1,030 kilowatts, equivalent to 1,400 horsepower—comparable to the combined power of two Lamborghini V8 engines. This level of performance allows mid-to-large SUVs to deliver a highly responsive driving experience that traditional automakers’ gasoline-powered vehicles cannot achieve.
Q: How is Geely progressing with its global strategic layout?
Gan Jiayue:Geely Auto's overseas sales reached 203,000 units in the first quarter of this year, marking a 126% year-on-year increase, with an overall strong performance. The Zeekr 9X, as a global model, will fully enter overseas markets in the second half of the year.
Q: How do you ensure the production capacity and delivery of Zeekr’s two flagship models?
Gan Jiayue:In September 2024, after Geely Auto released the Taizhou Declaration, it conducted a systematic integration of its functional responsibilities and established a centralized procurement center to consolidate all resources, which significantly contributed to enhancing the supply chain for the Zeekr 9X.
After the launch of the 9X, orders surged. Initially, due to the cautious approach in deploying production capacity for new technologies, we later worked closely with the supply chain to address several key issues. As a result, the Zeekr 9X achieved monthly deliveries exceeding 10,000 units for several consecutive months in the first quarter of this year and remained the top-selling model in the above-500,000-yuan price range for five consecutive months. This achievement was inseparable from the deep collaboration across various supply chains.
The Zeekr 8X and 9X share many platform-based components. After preparations before the Spring Festival and over the past two to three months, the production capacity of the 8X has increased rapidly, meeting market demand. For specific configurations, the marketing department will clarify delivery timelines for customers.
Q: The overall auto market showed relatively low performance in the first quarter, but the market response to the 9X and 8X has been highly positive, especially in the above-400,000-yuan segment. What did Zeekr get right?
Gan Jiayue:Durability and reliability are fundamental to automobiles. Many automakers excessively focus on development speed, which is irresponsible to customers. Geely Auto consistently prioritizes product quality above all else and strives to achieve excellence in product durability and reliability.
Geely Auto has invested heavily in research and development as well as validation, which is why Geely has five 'fives' in its technology system: five design centers (each model's design investment is in the hundreds of millions), five engineering centers, five testing centers, five energy formats, and five AI intelligent ecosystems.
Geely never pursues speed; we focus on steady progress. We aim to leverage Geely's 'root' culture of technology to drive continuous product advancement. The automotive industry is always a marathon, and what matters is long-term resilience and looking further ahead. We don't chase simple numbers or short-term highlights. China's auto industry needs to take a long-term view to enhance sustainable development capabilities.
Lin Jie (Senior Vice President of Geely Automobile Group and General Manager of Zeekr Sales Company):In the first quarter of this year, sales of new energy vehicles in China declined by 23% year-on-year, but luxury new energy product sales increased by 5%. It is expected that the sales scale of luxury new energy vehicles will reach 1.2 million units this year. Zeekr 9X and 8X have just entered this segment, with significant growth potential.
First, Zeekr has advantages in performance, safety, and overall vehicle manufacturing capabilities. Luxury brand users have high demands for vehicle performance. In the past, they may not have switched to new energy products due to insufficient performance or safety concerns. However, Zeekr 9X and 8X provide better options for performance and luxury enthusiasts.
Second, Zeekr has a forward-looking product lineup. Zeekr 001, the first model from the Zeekr brand, remains the best-selling shooting brake model in the global new energy market. On April 10th, the refreshed Zeekr 007 and 007GT were launched, and their order volume within three days exceeded the total orders from the first month after last year’s launch. This demonstrates a significant advantage in early product planning.
Third, trust is the cornerstone of the Zeekr brand. Through 'Zero Distance with Zeekr,' Zeekr directly addresses user concerns and prioritizes building user trust and brand reputation. User trust is precious and cannot be bought with tens of millions of dollars. These are key reasons for Zeekr's consistent monthly and yearly growth.
Q: There is considerable debate within the industry about whether to skip L3 and move directly to L4 and L5 in assisted driving. What is your perspective?
Chen Qi (Chief Intelligent Driving Scientist at Geely Holding Group and CEO of Qianli Intelligent Driving):The leap from L2 to L3 represents a significant improvement, meaning that the system or manufacturer begins to assume corresponding responsibilities. However, moving to L4 is also a process of expanding the ODD, involving some backend operations, while most other aspects continue to expand incrementally.
L3 licenses are currently being issued, and L3 functionality is available on some highways. This is part of the gradual expansion of ODD. When it expands to a certain range, it can be called L4, though the concepts differ slightly. I believe that L4 in specific scenarios will be implemented very soon.
Q: What was the biggest challenge during the development of the SEP Vast Super Hybrid System, and how did the team overcome it?
Xu Yun (Director of Zeekr's Vehicle Research Institute):Before the SEP Vast Super Hybrid, systems like HEV, PHEV, or EREV followed established thinking patterns, what we call 'extensions.' Therefore, the first challenge was breaking out of this mental framework.
To break out of this framework, we built an entirely new system fully focused on user experience—addressing what was missing and what users wanted, rather than improving, combining, optimizing, or patching existing technical routes. Building a system based on experience was the first major challenge.
Internally, the hardest challenge was cost. The entire R&D process was extremely expensive. Unlike value-for-money users, high-end users make purchases driven by experience, which is the core reason this system can win over premium customers both domestically and internationally.
Engineering challenges are Geely and Zeekr’s strengths, as we have a large number of engineers. The system is highly complex, with many problems to solve, but the final product delivered to users is simple and almost seamless to use.
I drive the Zeekr 8X between Hangzhou Bay and Shanghai, and there’s absolutely no need for the fuel engine to engage; pure electric power is sufficient, covering various scenarios.
Gan Jia Yue:Since the release of the Taizhou Declaration and the 'One Geely' strategy, our product strategy has become very clear. Zeekr’s goal is to elevate the brand higher and higher, creating a luxury technology brand powered by advanced technology, enriching the experience of Zeekr’s users.
The SEP Vast Super Hybrid system enables such a large SUV (Zeekr 8X) to achieve a 0-100 km/h acceleration of 2.96 seconds. In terms of handling, it can navigate the 108 turns of Mount Everest. Whether it's emergency braking or making a U-turn, the control is excellent. Many data points cannot be matched by competitors. This is a truly global high-performance flagship SUV.
Q: Is the demand for larger vehicles driven by genuine needs arising from family structures, or is it a phase of industry supply and demand along with following trends?
Gan Jia Yue:First, the improvement in intelligence has reduced concerns about the use cases for larger vehicles. In the past, people avoided larger cars because they weren't intelligent enough, especially when it came to parking, which was a major challenge. However, larger vehicles offer better user experiences in terms of space and comfort. Second, infrastructure is improving, roads are getting wider, and people’s activity radius is expanding, leading to a gradual increase in demand for intelligent large vehicles.
Xu Yun:Nowadays, larger vehicles are the trend. The Zeekr 9X and 8X aren’t small, but I feel that people want them even bigger.
Author: Chen Xuning
Editor: Huang Yuntao
Cover image source: Zeekr Auto
Risk Disclaimer: The above content only represents the author's view. It does not represent any position or investment advice of Futu. Futu makes no representation or warranty.Read more
Comments
to post a comment
1