After global success and expansion in 30 international markets, Zeekr will be establishing a dealer network in Australia, with an initial focus on retail sales, rather than fleet.
‘Zeekr’ is a self described ‘All Electric Brand’ owned by Geely Global Automotive. They will be entering the Australian market with a rollout of 9 dealerships and an initial model range of 2 vehicles: The Zeekr ‘X’ and Zeekr ‘009’. Zeekr plans to build a reputation of quality, affordability, and safety in the Australian market, prior to establishing a fleet network. Fleet sales are not unknown to the brand, with Zeekr Fleet running steadily in the European market.
Zeekr intends to initially enter the Australian electric vehicle market with a focus on retail sales, rather than fleet. Conal Yan, Managing Director of Zeekr Australia, stipulated that “Zeekr will focus on a retail user experience” and highlighted the importance of establishing a reputation for quality and dependability before expanding to fleet sales. Yan elaborated by stating “Zeekr will fill a space for fleet in Australia if it is needed”, and disclosed to Fleet News Group that “whilst they do not want to forget fleet customers, they will not be their initial priority.” alluding to an Australian Zeekr fleet network in a few years, pending their reputation and success.
Fleet sales are not unknown to the Geely owned company. In the European market, Zeekr advertises “Zeekr Fleet” as a “complete fleet solution” with “flexible finance options”. Whilst it is speculative what Zeekr Fleet may look like in Australia, Zeekr Europe offers enticing incentives in accordance with European Government legislation.
It is likely that novated leasing will be a major selling point for Zeekr buyers, both fleet and retail, with Chris Saltapidas, Head of Product for Zeekr Australia outlining his enthusiasm for buyers intending to take advantage of the scheme. Currently, the Zeekr ‘X’ is undervalued compared to similar electric vehicles in the same price point. It is competing with mid size electric SUVs with a higher price point. This fact, coupled with tax benefits from novated leasing an electric vehicle, will solidify Zeekrs’ position in the Australian market.
Whilst Zeekr have five products available in the global market, only two vehicles have been cherry picked to test the waters in Australia: The Zeekr ‘X’ and Zeekr ‘009’. The Zeekr ‘X’ will be a conventional, well priced and well equipped mid-size SUV with a maximum range of 540 kilometres. The ‘X’ currently has two variations: A rear wheel drive only, 200 kW and 343 Nm version with an optional convenience package and a price of $60,000 AUD before on-road costs, or a part-time all wheel drive version, priced at $70,000 AUD before on-road costs, with 315 kW and 543 Nm of torque. Zeekr were eager to express their confidence in record-low charging times for the Australian electric market, claiming a charge time from 10% to 80% in just 30 minutes on 150kW DC power.
The ‘009’ is a touch left of field compared to traditional electric vehicle offerings in Australia. It is a luxury MPV, intended for convenient, comfortable transport of six adults. In international markets, the 009 comes standard with air suspension and CCD electromagnetic damping. Furthermore, it is stated that the 009 will have a 400 Kw motor, and a range of 822 kilometers. Zeekr have not revealed the price of this vehicle in Australia, and yet, have stipulated to Fleet EV News that the vehicle will be on sale in Australia by the end of 2024.
In summary, Zeekr will focus heavily on building a reputation in the Australian retail market. It is unlikely that Zeekr Fleet Australia will be established this year, nor in 2025. Zeekr anticipates their Australian dealer network and retail sales to grow over the next two years, and will use competitive pricing, enticing warranty and a focus on product quality to build upon the allure of the Zeekr ‘X’ and ‘009’ for fleet sales in the future.
