Chinese electric vehicle maker Zeekr on July 19 introduced a new iteration of its 009 multi-purpose vehicle (MPV), including a new variant that significantly lowers the starting price of the luxury minivan and aims to capture a growing customer base of affluent Chinese families.
The refreshed 009 is the latest example of how Chinese automakers are attempting to build their luxury credentials and change the perception of premium cars both domestically and globally. The Geely-affiliated company expects to set “a new benchmark” for MPVs after the Toyota Alphard, it said. The revamped 009 boasts improved performance and range, as well as a number of intriguing features with Chinese characteristics, such as a series of in-car guided meditations.
“Chinese middle- to upper-class customers are replacing their large SUVs [sports utility vehicles] with MPVs that are becoming easier to maneuver and steer,” Jason Lin, a Zeekr vice president, said in an interview with TechNode (our translation). Like peers Xpeng Motors and Li Auto, New York-listed Zeekr sees big growth potential for the booming segment thanks to innovations in vehicle capabilities.
China’s MPV sales grew 16% to roughly 1.09 million last year and accounted for 5% of total passenger car sales, figures from the China Passenger Car Association (CPCA) showed. Jefferies forecast the segment to grow 20% year-on-year to 1.3 million units this year, of which 32% could be electric, up by 10% from last year. The Zeekr 009 competes with other all-electrics including the Xpeng X9 and Li Auto’s Mega, more popular plug-in hybrid models such as the Denza D9, and the gas-powered Toyota Alphard and General Motors’ GL8 Century.
An expanded lineup
The redesigned 009 comes to market with more variants in the hope of meeting a diverse range of customer needs, as both six- and seven-seat configurations are now available in different drivetrain and battery options with a price range of RMB 439,000-469,000 ($60,363-$64,488). The six-seat, dual-motor versions help to distance the revamped 009 from its predecessors, offering the fastest acceleration to 100km/h (62 mph) among MPVs – in 3.9 seconds – and a charging speed from 10% to 80% in as little as 11.5 minutes, making it suited for business travel.
And yet, Zeekr expects the new single-motor, seven-seat variants, with a center aisle to facilitate easy entry and exit from the van’s rear, to extend its reach to cover wealthy Chinese families, especially multi-generational households, at a more affordable price tag. Around 55% of existing 009 sales come from business clients, although private owners could ultimately provide a larger market, according to Lin.
While CATL’s Qilin battery enables the same charging speed as the higher-end variants, the new entry-level 009 has a longer driving range of 740 kilometers (460 miles) between charges. That range could be further improved to 900 km with a larger battery pack to ease consumer anxiety over charging infrastructure at an additional cost of RMB 50,000, although it takes 30 minutes for the battery to charge from 10% to 80%. It has a slower sprint time of 0 to 100 km/h in 7.9 seconds compared with its siblings, but is still comparable to the Toyota Alphard, which costs RMB 890,000 in China.
Chinese-oriented features
Although the remodeled Zeekr 009 claims to present a prestigious option for Chinese families using a range of high-quality interior materials and top-notch components, the company is also pushing hard to offer customized features with local characteristics to differentiate its vehicles from competitors. For instance, it offers a special chill mode with the car’s seats, lights, and music tailored to create an in-car environment for guided meditation, allowing owners to take a basic course with a series of video classes.
Other special modes include “Baby Sleeping”, for when younger family members take a nap, which automatically adjusts the air-conditioning and lights and turns down the volume of voice prompts. Some of the more traditional, upscale features that come standard with the car are air suspension that eliminates bumps for superior handling and ride quality, as well as Qualcomm’s latest-gen Snapdragon 8295 chips that enable the infotainment system with silky smooth transitions and fast responsiveness.
The all-new 009, set to be delivered on Monday, comes less than two years after the initial launch of Zeekr’s second model and follows an update in January, when two 2024 versions went on sale at a starting price of RMB 500,000. Zeekr is also selling the right-hand drive version of the luxury van in Hong Kong at HK$ 755,000 ($96,716) and aiming for delivery in the city in the fourth quarter of this year. The company launched a special Grand edition, targeting competition with the Rolls-Royce Cullinan in April.
