Pure electric luxury Car Chinese brand's top seller of the year is it?
Pure electric luxury Car Chinese brand's top seller of the year is it?
Closing in 2024, the annual sales champion of pure-electric luxury Chinese brands is not NIO, but ZEEKR
ZEEKR delivered 222,123 new cars for the year, 153 more than NIO's 221,970 and more than any other Chinese pure electric luxury brand
Moreover, the average selling price of ZEEKR's current models is around 300,000 RMB, which is really standing in the luxury market and stealing its own turf from traditional luxury brands.
ZEEKR started deliveries in October 2021, and its sales have almost doubled year by year. 2025, ZEEKR has set a goal of doubling its sales - 320,000 units.
Such a growth rate is the posture of ZEEKR. With this stance, ZEEKR will cope with the new round of elimination in the automobile industry, and run towards the annual production and sales of one million, the world's leading high-end luxury new energy automobile group.
01. Why ZEEKR?
ZEEKR's capture of the top spot for pure electric luxury Chinese brands was no easy feat.
Longitudinally, ZEEKR accomplished 96.5% of its own 2024 sales target (230,000 units). This target fulfillment rate is quite a bit higher than Tesla, NIO, and immotors , all of which are also pure electric luxury car.
And in a side-by-side comparison,ZEEKR sales are up 87% from last year, a growth rate that is few and far between. New energy vehicle industry-wide growth rate is about 40%, pure electric growth rate is even lower, about 22%. If we look at luxury brands alone, the overall market for models above 300,000 yuan has been shrinking this year. New-energy brands are still doing well, withimmotors growing 70% and NIO growing less than 40%; Avatr is growing 1.4 times, Voyah is up 71%, and Hima.Auto is also growing fast, but all three of them rely heavily on incremental plug-in hybrids for incremental growth.
Why has ZEEKR been able to stand out and excel?
From model to technology to ecological construction, the “Troika” is driving the growth of ZEEKR's delivery volume in 2024.
From the perspective of models, in 2024, ZEEKR 001, ZEEKR 009 iteration, ZEEKR 007, ZEEKR X and other product versions increased, and the new carZEEKR 009 Glory, ZEEKR 7X, ZEEKR MIX relaunched. ZEEKR is no longer in accordance with the traditional benchmarking thinking, with price, level to cut the market, but according to the needs of the user community, natively deduce the product definition, with a rich product structure, to meet the diversified needs of the market.
For example, ZEEKR MIX is neither an SUV nor an MPV, and with the attribute of versatile space, it can be the safest “baby bus”, a personal car for work, or a space for friends to play and travel. The target audience of ...... can also be very different, no matter single or family, no matter middle-aged, young, no matter highly educated or blue-collar or small boss, can have it.
In addition, unlike many models that only rely on one main selling model, ZEEKR has truly achieved the goal of “having many children to fight”, and all of them are capable of fighting---
In 2024,ZEEKR 001 steadily ranked as the top seller in all categories of pure electric vehicles over 250,000 RMB;
ZEEKR 7X accumulated more than 30,000 units delivered in 75 days after its launch, setting a record for the fastest delivery of luxury pure electric models, and reigning as the sales champion of China's pure electric SUVs with a sales volume of more than 200,000 units;
ZEEKR 009 has been the sales champion of all categories of pure electric over 400,000 for 5 consecutive months ......
A number of models became and stayed as segment champions, which is the key to the success of ZEEKR 's 2024 deliveries.
Behind the rich and competitive products is the technological heritage.
ZEEKR models are backed by technologies such as Vast-M Architecture, Vast Smart Driving and Winter March Technology, which provide “ZEEKR Safety”, “ZEEKR Handling”, “ZEEKR Luxury” and “Conquering Cold”. “Conquering low temperature” and other labels, but also make the ZEEKR super luxury product experience, set up a new standard in the field of pure electric luxury.
As for the particularly sensitive problem of replenishing energy for pure electric products,ZEEKR uses ecological construction to give users confidence.ZEEKR has laid out the industry's only “three 800” ultra-fast charging service ecology, and continues to improve the replenishment system. As of the end of December, ZEEKR has built 1,468 charging stations, of which 800 are in line with the 800V ultra-fast charging standard, and the number of charging piles is 3,893, which ranks first in the industry. The first pole charging demonstration station landed, stepping into the era of unmanned valet charging. The cumulative delivery of ZEEKR home charging piles exceeded 100,000+.
As some pure-electric brands explored early on, high-end luxury pure-electric brands, must have a self-built and self-operated replenishment system in order to sell good cars.
02.2025 target: 320,000 units
In the face of 2025,ZEEKR continues to play the “bright card”, with a sales target of 320,000 units.
In order to achieve this goal, a series of initiatives have been launched or on the way!
First of all, just after the start of the year,ZEEKR has zoomed in - limited time exclusive subsidies.
ZEEKR announced the January purchase rights and interests show that from January 1, 2025 to January 31 (inclusive), ZEEKR full range of models can enjoy a full 200,000 yuan minus 10,000 yuan of the government's time-limited exclusive subsidies, nationally and can be shared with other subsidies around the policy. In addition, all models of ZEEKR can enjoy 2-year 0% interest financial plan, up to a value of RMB 37,267, and can also be stacked with a limited time up to 15,000 RMB government replacement subsidy.
Take ZEEKR 7X as an example, you can enjoy a limited time government subsidy worth 10,000 RMB, a limited time up to 15,000 RMB government replacement subsidy, a 2-year 0% interest up to 12,434 RMB, and 15,000 RMB for the old owner to buy a new car, so the total discount for the purchase of the car can be up to 52,434 RMB.
The only way to describe this kind of benefits is to say “powerful”.
Rich and powerful products are the fundamental weapon to harvest sales.
On January 2, at Geely's 2025 sales target conference call, Geely Holding Group President and ZEEKR Intelligent Technology CEO An Conghui revealed ZEEKR 's 2025 model plan.
ZEEKR will launch three new models, which will be introduced to the market in the second, third and fourth quarters.
The second quarter will release a hunting vehicle based on the ZEEKR 007 architecture; the third quarter will release a full-size flagship SUV; and the fourth quarter will release a mid-size luxury SUV.
Both SUVs will be powered by Super Electric Hybrid.
ZEEKR 's so-called Super Hybrid system is a new form of power that combines the advantages of pure electric, plug-in hybrid and range-extended technologies, taking into account low energy consumption at highway speeds and long driving ranges while guaranteeing a full pure electric driving experience, which is expected to be unveiled during the 2025 Shanghai International Auto Show.
In today's new energy vehicle market in China, there is no doubt that the demand for plug-in hybrid extended range models is growing at a tremendous rate. in 2024, against the backdrop of an overall growth rate of about 40% for new energy and 22% for pure electric power, the sales of plug-in hybrid models will grow at a rate of 76%, and the sales of extended range models will grow at a rate of more than 90%.
The addition of super electric hybrid system models will certainly bring considerable incremental volume to ZEEKR .
With good products, better display and delivery are also needed
An Conghui also revealed that in 2025,ZEEKR will continue to increase its coverage in the third and fourth tier markets. at the end of 2024, ZEEKR 's domestic coverage of third and fourth tier cities was 61%, and it is expected that by the end of 2025, the coverage will reach 81%, an increase of 20 percentage points, realizing further channel sinking in the third and fourth tier cities, and bringing in more third and fourth tier cities for customers to reach and sales to contribute to.
The 320,000-unit target, as well as the big announcement at the start of the year, shows that ZEEKR is still “hungry” and continues to push itself to run fast.
03. “Leftovers” are king
“In the future, only 2-3 car companies will be able to survive the fierce competition in the future.” Li Shufu, Chairman of Geely Group, made this prediction a long time ago.
In 2024, the competition in the automotive industry has been elevated to another intensity: after the decline of joint venture brands, the traditional luxury brands are also showing their decline; new forces and new brands have been eliminated a number of new brands; the traditional independent brands are pulling away from the gap in the transition; and the advantages of cross-border giants have been highlighted.
In the face of a new round of elimination in the automotive industry, Extreme Krypton has also made preparations in terms of capital and organization.
In May 2024, Extreme Krypton was officially listed on the New York Stock Exchange in the United States, becoming the fastest IPO in the history of new car-making forces. The connection with the capital market means that Extreme Krypton has a stronger direct financing ability, resource integration ability, as well as market attention and appeal, and is better able to reserve food and fodder and resist risks in the period of headwinds, and utilize leverage and accelerate expansion in the period of tailwinds.
In November, Krypton and Link completed strategic integration, the new company name “Krypton Technology Group”, in one fell swoop to solve the problem of positioning and synergy of the dual brands of Krypton and Link. Krypton has the best three electric technology among the new forces, and Link has technical and product advantages in the plug-in hybrid market, the two will produce a very favorable chemical reaction in the future, after the integration will form the industry's strongest pure electric, plug-in hybrid, and even fuel full coverage of technological capabilities - in the high-end luxury market, the needs of different users of the form of power are not the same, the brand should provide a variety of power forms. In the high-end luxury market, the needs of different users for forms of power are not common, the brand should provide a variety of options.
At the same time, regardless of oil-driven or electric-driven, high-end luxury models have intelligent needs, and after the integration of Kryptonite and Link, it will be better able to synergize its resources, develop and apply the latest intelligent technologies, and provide the top-class intelligent driving and intelligent cabin that luxury brands should have.
The integration of Krypton and Link will become a new high-end luxury new energy automobile group with production and sales of 500,000 units in 2024, and in the next two years, it will build a high-end luxury new energy automobile group with annual production and sales of one million units and a global leader, which is not only a milestone that Geely Holding Group's new energy business has to conquer, but also a milestone that China's luxury brands have to conquer.