At the launch in 2024, Fleet News Group’s Lukas Foyle interviewed Connal Yan, Managing Director at Zeekr Australia, delving into the company’s plans to establish itself as a significant player in the Australian electric vehicle (EV) market. 2025 is set to be a massive year for electric cars so we’re sharing the key points from the discussion during the slow news weeks at the start of the year.
Zeekr, a premium Chinese EV brand under the Geely umbrella, is setting its sights on delivering innovation, European-inspired design, and cutting-edge technology. With a strong focus on performance and style, the company is introducing two models to Australia in 2024: the Zeekr X and the Zeekr 009.
The Zeekr X is a medium SUV aimed at appealing to private buyers and novated lease customers. On the other hand, the Zeekr 009, an ultra-luxury MPV, is designed to provide unparalleled comfort and versatility. Connal Yan expressed confidence in the Zeekr 009’s suitability for commercial fleet use, describing it as an ideal choice for those seeking a premium transport solution.
Establishing the Brand in Australia
Zeekr’s entry into the Australian market is marked by a commitment to operating as a standalone premium brand, separate from its parent company Geely. According to Yan, this independence aligns with the brand’s strategy to cater to a distinct customer demographic. By the end of 2024, Zeekr plans to have nine dealerships strategically located across Australia’s major cities. These prime locations will ensure the brand’s visibility and accessibility for customers.
Initially, Zeekr is prioritising brand building, with fleet sales forming a secondary focus. While fleet opportunities are being explored, the company is carefully evaluating the right channels to target. The Zeekr X is positioned for private buyers and novated lease options, while the Zeekr 009’s luxurious features make it a strong contender for commercial fleet applications.
Expanding Model Range and Competitive Pricing
Zeekr’s growth strategy includes the introduction of a new model, the Zeekr 7X, in 2025. This medium-sized SUV is expected to appeal to Australia’s largest automotive segment, the mid-size SUV market. Yan noted that SUVs are the most sought-after vehicle type in Australia, with mid-size SUVs leading the demand. The addition of the Zeekr 7X will further solidify the brand’s position in this competitive space.
The pricing for Zeekr’s current models is designed to be competitive. The Zeekr X starts at under $60,000 for the rear-wheel drive variant, while the all-wheel drive option is priced below $70,000. Additionally, a premium package will be available for the rear-wheel drive variant, offering enhanced features, although exact pricing details are yet to be announced. These pricing points position Zeekr as an attractive option for both private buyers and businesses.
Safety and Reliability
Safety and reliability are central to Zeekr’s value proposition. Both the Zeekr X and Zeekr 009 boast a Euro NCAP five-star safety rating, reflecting their high-quality design and engineering. Australian ANCAP testing is also on the horizon, and Yan expressed optimism about achieving strong results.
Standard safety features include seven airbags, ensuring comprehensive protection for passengers. Zeekr’s commitment to safety extends to fleet buyers, who can expect a product designed to meet the highest standards.
Warranties and Customer Support
Zeekr offers a five-year unlimited mileage warranty for personal use, underscoring its confidence in the durability and quality of its vehicles. For fleet customers, warranties may include mileage limits, which is standard practice across the industry. Additionally, the battery warranty extends for eight years or 160,000 kilometres, whichever comes first, providing peace of mind for EV buyers.
To support its customers, Zeekr encourages vehicle servicing and warranty claims within its dedicated service network. While customers are free to choose other service providers, Yan emphasised the benefits of returning to Zeekr’s network for a seamless ownership experience.
A Strategic Approach to Fleet
Fleet remains an important focus for Zeekr as it evaluates the Australian market. Yan highlighted the potential of the Zeekr 009 in particular, noting its luxurious features and versatility as ideal for commercial applications. However, the company is taking a cautious approach to fleet engagement, ensuring it aligns with its broader brand strategy. For private buyers, the Zeekr X’s appeal is strengthened by its suitability for novated leases, a popular option in Australia’s EV market.
Zeekr’s fleet plans are informed by its successful operations in Europe, where the brand has already established a strong foothold. While details about fleet-specific offerings in Australia are still emerging, Zeekr’s initial focus remains on building brand awareness and understanding the local market dynamics.
Operational Independence and Customer Focus
Zeekr’s decision to operate independently from Geely dealerships stems from its focus on targeting a different market segment. Yan explained that this operational independence allows Zeekr to deliver a tailored customer experience and maintain its premium brand positioning.
The company’s standalone approach extends to servicing and support, with Zeekr’s dedicated network designed to offer customers an elevated level of care. This strategy ensures that buyers have access to specialised expertise and a consistent experience throughout their ownership journey.
Looking Ahead
Zeekr’s entry into the Australian market marks a significant step in its global expansion. With a focus on premium design, advanced technology, and customer-centric services, the brand is well-positioned to attract both private buyers and fleet operators.
The launch of the Zeekr X and Zeekr 009 in 2024, along with plans for the Zeekr 7X in 2025, showcases the company’s commitment to offering a diverse range of vehicles. By prioritising safety, reliability, and competitive pricing, Zeekr is setting the stage for long-term success in Australia.
As the EV market continues to grow, Zeekr’s strategic approach and focus on innovation are likely to resonate with Australian consumers. Whether for personal use or fleet applications, Zeekr’s premium EVs offer a compelling combination of performance, style, and practicality. With its bold plans and clear vision, Zeekr is poised to make a lasting impact on the Australian automotive landscape.
