" Lower the target, thicken the product "

Author | Gong Chenyan

Editor | Li Guozheng

Produced by | Baoning Studio (gbngzs)

The weekend after the National Day holiday, the customer traffic at a shopping mall in Shunyi, Beijing, was quieter than usual. At 9 PM, some stores began to close before their official closing time, but the lights were still on at the Zeekr Center here.

In the showroom, several families dispersed around the Zeekr 7X, 007GT, and 9X. Some sat in the rear seats, measuring legroom; others chased sales consultants, asking about the details of the November new car update.

Sales Consultant Zhang Xing ((Pseudonym)) said that at this time, with this traffic volume, it would have been unimaginable a year ago.

In the summer of 2024, when the store opened, Zhang Xing joined. He remembers very clearly: in the first few months, nine out of ten people entering the store started by asking, "What brand is Zeekr?" Even someone pointed at the storefront sign, pronouncing "Zeekr" as "Ji Yan".

At the beginning of his employment, Zhang Xing started his daily work with brand education: Under Geely, established in 2021, headquarters in Hangzhou... Two years later today, he no longer needs to repeat that introduction. Most customers come in and directly discuss specs, prices, and test drives.

This change is also reflected in the numbers. Official Zeekr data shows that 37,200 new vehicles were delivered in September this year, a 103.85% year-on-year increase. Deliveries from January to September reached 288,400 vehicles, a 100.84% year-on-year increase—exactly doubled. Calculated against an annual target of 300,000 vehicles, the completion rate after 9 months reached 96.1%.

This achievement can be considered unique in the industry. Data from the China Passenger Car Association shows that in the first 9 months of this year, retail sales of passenger vehicles nationwide decreased by about 22% year-on-year, and single-month retail sales in September dropped by 24%.

According to incomplete statistics by Baoning Studio previously, in the first three quarters, the completion rate of annual targets for mainstream automakers was mostly around 50%. Better ones were above 60%. Brands like Changan, Great Wall, Xiaomi, and XPeng just crossed the 50% line.

In 2025, Zeekr stated an annual sales target of 320,000 vehicles. By the end of the year, deliveries reached 224,100 vehicles, with a completion rate just over 70%. This year, Zeekr lowered its annual target to 300,000 vehicles, yet the completion rate in the first three quarters exceeded 96%. It could be fully achieved by mid-October, reaching the annual target 2 and a half months ahead of schedule.

▍01

Volume and Price Rise Together

Looking back at recent years, Zeekr has at least 3 mysteries—sales have surged significantly 3 times.

Public data shows that the brand delivered 6,007 vehicles in 2021, surged to 71,900 in 2022, skyrocketed to 118,700 in 2023, and suddenly rose to 222,100 in 2024.

However, 2025 sales were relatively quiet at 224,100 vehicles, basically flat compared to 2024, slightly more than 2,000 vehicles.

This year, Zeekr's performance was amazingly like a mystery again—delivering 288,400 vehicles in the first 9 months, instantly pulling the 5-year climbing curve into a steep rising line.

During this period, Zeekr's offline network expanded widely.

According to Zhang Xing, all Zeekr stores in Beijing are direct-operated stores. There are currently over 25, more than 10+ since he joined in 2024, nearly doubled; there are currently 7 service centers, and another service center will be added in the Nafaxin area of Shunyi after the new year.

His Shunyi store covers 3 suburbs of Beijing—Shunyi, Miyun, and Huairou. They sell an average of more than 50 vehicles a month, which is quite good for suburban stores, while flagship city stores sell over 100 a month. "At this time last year, the whole brand sold less than 20,000 vehicles a month. In September this year, it rose to 37,200 vehicles."

As sales volume shoots up, the price band also goes up—two opposing things in the eyes of competitors, which Zeekr accomplished simultaneously.

Geely Automobile's 2026 Semi-Annual Report shows that the Zeekr brand sold 178,000 vehicles in the first half of the year. With a 12.5% sales share of the group, it contributed 31.7% of revenue, with an average customer unit price around 350,000 yuan.

In August this year, the average unit price reached 370,000 yuan. This means Zeekr's transaction volume has crossed the threshold of traditional luxury brands and bumped into the heartland of BBA (Mercedes-Benz, BMW, Audi).

From the product matrix, Zeekr 7X is a solid volume driver. Priced at 229,800 to 269,800 yuan, it achieved global monthly sales of over 10,000 consecutively in July, August, and September. Listed for over a year, it has surpassed 200,000 global deliveries. At Zhang Xing's store, the 7X contributed nearly 30% of single-month sales.

The Shooting Brake 007GT also achieved monthly sales over 10,000 for consecutive months, supporting the young customer segment.

Looking further up, Zeekr 9X has been listed for a year, with over 70,000 deliveries. Single-month deliveries in September reached 7,225 vehicles, with an average unit price exceeding 530,000 yuan.

Zeekr 009 holds the first place in the 400,000 yuan and above pure electric MPV segment.

This has become another Zeekr mystery: Why can high prices still increase volume?

"Zeekr has mastered core technologies, mature whole vehicle platforms, 900V super charging, and assisted driving. This 9X model fills a market gap. The luxury car market was BBA's. Zeekr cars have high cost performance and high tech content. There are no direct competitors in that price segment," said Zhang Xiang, Guest Professor at Yellow River University of Science and Technology, to Baoning Studio.

He believes that based on this year's performance, Zeekr's quality is guaranteed with a good reputation. It actively solves quality issues when they arise, catching both technology and market sides, which is why growth is fast.

More detailed changes are happening in sales pitches.

Those familiar with Zeekr remember its "old accounts." In August 2023, Zeekr 001 price cut by 30,000 to 37,000 yuan, lowering the starting price from 300,000 yuan to 269,000 yuan. Then within half a year, in August 2024, a facelift was launched with added features and lower prices. The saying "three moves in a year" spread in the owner group, and rights protection voices once surpassed new car voices.

Now, when Zhang Xing receives consumers, he lays out the pacing clearly a quarter in advance. For example, if 7X plans a November update, he informs customers coming to the store since August, explaining the current model's status and where the new model changed.

"Zeekr cares more about model upgrades and existing owner rights protection than before. Its most criticized flaw is being fixed bit by bit," an industry insider stated.

▍02

Flowering Beyond the Wall

One answer to Zeekr's mystery this year—achieving 96% of the annual target in the first 9 months—is that this year added a strong incremental source: the overseas market.

"2026 is Zeekr's Export Explosion Year. Export volume increased by 550%. Exports made the biggest contribution to sales and revenue. The domestic market is shrinking. Exports pulled its overall growth," Zhang Xiang said. Domestic retail market has had negative growth for consecutive months. Exports have become a common choice for automakers to hedge against the coldness of the domestic market. Zeekr's rhythm exactly hit the beat of this industry shift.

Zeekr's overseas steps are not small. On August 14, 2026, Geely Automobile Group released news that on August 11, Zeekr brand achieved a delivery milestone of 10,000 vehicles in the Australia (should be Oceania) market, with a year-on-year increase of over 1400%. In the Middle East market, on September 22, a batch of Zeekr 9Xs loaded for shipment from the Jinjiang Port in Fuzhou to the UAE. Thus, 9X orders in the UAE have exceeded 700, with a starting price locally equivalent to about 700,000 yuan.

In Europe, 9X pricing in Germany is nearly 100,000 euros, equivalent to about 780,000 yuan. The whole vehicle selling price is nearly 1 million yuan, called "Most expensive Chinese car overseas" by local media.

Zeekr 009 entered Malaysia, Thailand, and other places, becoming official transport for government officials of multiple countries.

The latest move landed on Paris. On October 12, the 2026 Paris Motor Show opened. Zeekr exhibited on-site for the first time, placing the flagship 9X at the center of the booth. The whole flagship lineup all participated, and two new cars will be released. Putting the best products onto the most watched stage in Europe, Zeekr's emphasis on overseas markets is already placed on the surface.

Currently, Zeekr's business covers over 60 countries and regions, with nearly 800 global stores. It is one of the few Chinese luxury brands to achieve deliveries on five continents. Media, after organizing official disclosed information, proposed that its overseas deliveries in September were about 15,000 vehicles, accounting for about 40% of the monthly delivery volume.

This is another Zeekr mystery: It sells well overseas and sells at high prices.

Through Geely Automobile's 2026 Semi-Annual Report data, it can be calculated that for the same vehicle, Zeekr's export gross margin is about 10 percentage points higher than domestic. At the semi-annual report conference call, Geely Automobile's person in charge stated they would raise the annual export target from 640,000 vehicles to 920,000 vehicles, testing the million-level scale. Zeekr is the main force undertaking the high-end image among them.

The overseas market also caught old models. Zhang Xing said Zeekr 7X will launch the 2027 model in November. Before the new model launch, if current models are not sold out, they will not remain in the domestic market to be dumped, but will be directly loaded on ships for export. Zeekr 001 and other models with a Q1 next year facelift will handle accordingly.

This equals the overseas market guaranteeing the domestic price system—old models have a place to go, so domestic terminals do not need to rely on price diving to clear inventory. Zeekr has maneuvering space for both volume and price.

The foundation of this approach is the global resources Geely has accumulated over nearly 30 years.

"Its success has comprehensive factors, not accidental," Zhang Xiang stated. Zeekr hit the mark on every industry step. Early on, it stepped on the financing trend trend to raise sufficient funds without running out of food like many new force peers. In product planning, features of each model are staggered to avoid homogeneity. Plus Geely acquiring Volvo, cooperating with Mercedes-Benz on smart, investing in Lotus and Proton. Backed by Geely, Zeekr's international endorsement has been thicker than others from the beginning.

Of course, this overseas chess game hides question marks. Analysts warned that Zeekr's overseas share surged to 40% in September, containing the factor of concentrated shipping at quarter end. Extended to the whole year, the cumulative share is not as high as the single month. 9X in Europe is just starting. Tariff fluctuations, geopolitical compliance are realistic thresholds.

Seems, exports—Zeekr's this flower outside the wall blooms fast, but whether it can take root still needs to see the performance of a few quarters.

▍03

Quality Distinction

Regarding the 96% completion rate, how high is the gold content? For this aspect of Zeekr, industry views vary.

From terminal actual performance, first, Zeekr's high-end model prices hold firm currently. During store visits, sales consultants stated 9X has been listed for a year, with no cash discounts, and the 530,000 yuan average price has no loosening. Zhang Xing said Zeekr does not participate in the price war, and confidence is mainly supported by this car.

Secondly, in channels, Zeekr adopts direct-operated as main, partner model as supplement. Orders and inventory are relatively clean. Zhang Xing said Zeekr current model production dates generally do not exceed one month. Factory schedules production in small batches rolling. Produce after selling out, cannot see large scale stockpiling in channels.

Thirdly, looking at resale value retention rate, this brand residual value is recovering. China Association of Automobile Dealers Jingzheng Gu Report shows Zeekr 7X with 72.5% one-year resale value retention rate ranks first among hot-selling new energy mid-size SUV Chinese brands. China Auto Data Research Institute February 2026 list shows Zeekr 009 one-year resale value retention rate 81.6%, ranking at the front of pure electric models.

However, on the other hand, some Zeekr models also have price concession phenomenon at terminals. For example, 7X full series cash direct deduction 20,000 yuan, 001 discount 22,000 yuan. Holding Beijing indication also gift value about 3,000 yuan points. It seems prices that are firm concentrate on flagship models like 9X. As for volume models, price rigidity is not that strong.

In addition, Zeekr profit situation lacks complete information. After Zeekr privatization and delisting, integrating into Geely's listed system, it no longer discloses financial reports separately. Whether the brand overall turned a loss is not yet publicly authoritative information. Worth noting, Geely Automobile 2026 Semi-Annual Report shows first half operating activities cash flow 19.924 billion yuan, year-on-year decrease 67.98%, indicating its cash collection pressure has not disappeared.

"Annual sales target is a psychological leverage the industry has used for many years. If the target is set artificially high, the first half overdrafts attention, the second half overdrafts channel and brand confidence. Finally dealers and users are disappointed," an anonymous industry analyst stated.

In his view, Zeekr lowered this year's sales target to 300,000 vehicles, 20,000 less than last year. Surface look is bowing head. Actually, it takes manpower and production capacity from making up numbers and liberates them, landing back on the product itself.

Pragmatic target setting, down-to-earth product doing. This road is starting to be verified by Zeekr.

Zhang Xiang also believes setting targets high and treating them as market promotion means is an industry convention of many years. Not completing them at year-end is not rare. What is rare is Zeekr is willing to take the target back and fill it with products and exports.

For other Chinese brands, the reference significance of the Zeekr sample lies in, rather than competing targets at press conferences, better to thicken tech and stabilize channels. Using high-end overseas to replace low-price involution.

2026 is a dividing line for the Chinese automotive industry. After the tide goes out, who is swimming naked is clear at a glance. Zeekr lowered the target, thickened the product, exchanged for 9 months achieving 96% completion of annual target. Every automobile brand can ask itself: Can Zeekr-style growth be learned?

「 Turunkan Sasaran, Perhebat Produk 」

Penulis | Gong Chenyan

Editor | Li Guozheng

Dikeluarkan oleh | Studio Bangning (gbngzs)

Pada hujung minggu pertama selepas Cuti Hari Kebangsaan, pusat beli-belah di Shunyi, Beijing mempunyai aliran pengunjung lebih sepi daripada biasa. Jam 9 malam, beberapa kedai sudah mula menutup walaupun belum tiba waktu tutup yang ditetapkan, tetapi Pusat Zeekr di sini masih menyala lampu.

Di dalam dewan pameran, beberapa keluarga berganding bahu tersebar di sekitar Zeekr 7X, 007GT dan 9X, ada yang duduk di kerusi belakang, mengukur ruang kaki; ada yang mengejar penasihat jualan, bertanya tentang butiran model baharu untuk November.

Penasihat jualan Zhang Xing (nama samaran) berkata, pada masa dan jumlah pengunjung begini, setahun lalu tidak berani difikirkan.

Bila kedai ini dibuka pada musim panas 2024, Zhang Xing menyertai. Dia ingat dengan jelas, beberapa bulan pertama, 9 daripada 10 orang yang masuk bertanya dulu "Apa jenama Zeekr". Malah ada yang menunjuk papan nama, menyebut "Zeekr" sebagai "Ji Yan".

Pada permulaan bekerja, kerja setiap hari Zhang Xing bermula dengan penerangan jenama: Di bawah Geely, ditubuhkan pada 2021, ibu pejabat di Hangzhou... Hingga hari ini dua tahun kemudian, dia tidak perlu mengulang frasa pengenalan itu, kebanyakan pelanggan yang masuk terus berbual tentang spesifikasi, bincang harga, temujanji ujian memandu.

Perubahan ini juga tercermin dalam angka. Data rasmi Zeekr menunjukkan, pada September tahun ini penghantaran 37,200 kenderaan baharu, pertumbuhan tahun ke tahun 103.85%. Januari-September penghantaran 288,400 kenderaan, pertumbuhan tahun ke tahun 100.84%—sebanyak dua kali ganda, jika sasaran setahun 300,000 unit, pencapaian 9 bulan mencapai 96.1%.

Kejayaan ini boleh dikira sendiri di dalam industri. Data Persekutuan Jualan Kenderaan menunjukkan, 9 bulan pertama tahun ini, jualan runcit kenderaan persendirian seluruh negara menurun sekitar 22% tahun ke tahun, jualan runcit September secara tunggal menurun 24% tahun ke tahun.

Semenjak pengiraan tidak lengkap Studio Bangning sebelumnya, tiga suku tahun pertama, kadar pencapaian sasaran tahunan automoter utama biasanya sekitar 50%, yang lebih baik sekitar 60% lebih, seperti Changan, Great Wall, Xiaomi, Xpeng baru sahaja melepasi garis 50%.

2025, Zeekr menyatakan sasaran jualan tahunan 320,000 unit, penghantaran akhir tahun 224,100 unit, pencapaian baru melebihi 70%. Tahun ini, Zeekr menurunkan sasaran tahunan ke 300,000 unit, pencapaian tiga suku tahun pertama sebaliknya melebihi 96%, pada dasarnya pada suku pertama Oktober boleh dicapai semua, lebih awal 2 setengah bulan mencapai sasaran tahunan.

▍01

Kuantiti dan Harga Naik Bersamaan

Lihat kembali beberapa tahun kebelakangan ini, Zeekr sekurang-kurangnya ada 3 misteri—jualan dinaikkan secara besar-besaran sebanyak 3 kali.

Data terbuka menunjukkan, jenama ini pada 2021 menghantar 6,007 unit, 2022 naik secara mendadak kepada 71,900 unit, 2023 menembak naik ke 118,700 unit, 2024 naik secara tiba-tiba ke 222,100 unit.

Tetapi, 2025 jualan agak tenang, 224,100 unit, kira-kira sama dengan 2024, lebih sedikit 2,000 lebih unit.

Tahun ini, prestasi Zeekr sekali lagi mengejutkan seperti misteri—9 bulan pertama sudah penghantar 288,400 unit, tarikan keluk pendakian 5 tahun sebelumnya, sekali tarikan menjadi garisan kenaikan curam lurus.

Semasa ini, rangkaian luar talian Zeekr disebar secara meluas.

Menurut penerangan Zhang Xing, kedai Zeekr di Beijing semua kedai langsung, sekarang sudah melebihi 25, lebih 10 lebih daripada apabila dia menyertai syarikat pada 2024, hampir dua kali ganda; 7 pusat selepas jualan sedia ada, tahun depan di daerah Nanfaxin, Shunyi akan ditambah satu lagi pusat selepas jualan.

Kedai Shunyi yang dia di, merentasi 3 daerah luar bandar Beijing—Shunyi, Miyun, Huairou, purata menjual lebih 50 unit sebulan, dianggap bagus dalam kedai daerah luar bandar, kedai besar di bandar boleh menjual lebih 100 unit sebulan. "Pada masa ini tahun lalu, semua jenama sebulan hanya menjual kurang daripada 20,000 unit, September tahun ini naik ke 37,200 unit."

Jualan naik ke atas, jalur harga juga naik ke atas—di mata pesaing adalah dua perkara tarik-menarik, Zeekr buat serentak.

Laporan Suku Tahunan Geely 2026 menunjukkan, setengah tahun pertama jenama Zeekr menjual 178,000 unit, menyumbang 31.7% pendapatan dengan bahagian jualan kumpulan 12.5%, purata harga per pelanggan sekitar 350,000 yuan.

Agustus tahun ini, purata harga per pelanggan mencapai 370,000 yuan. Ini bermakna, rangkaian transaksi Zeekr telah melebihi threshold jenama mewah tradisional, masuk ke dalam wilayah BBA (Mercedes, BMW, Audi).

Dari matriks produk, Zeekr 7X adalah tanggungjawab sebenar penjualan volume, harga 229,800 - 269,800 yuan, Julai, Ogos, September berturut-turut jualan global bulanan memecahkan 10,000, lebih satu tahun dilancarkan penghantaran global melebihi 200,000 unit. Di kedai Zhang Xing, sumbangan 7X sebulan hampir 30%.

007GT gaya hunting juga berturut-turut beberapa bulan jualan bulanan memecahkan 10,000, menopong kumpulan pelanggan muda.

Selanjut ke atas, Zeekr 9X dilancarkan setahun, penghantaran melebihi 70,000 unit, September penghantaran tunggal 7,225 unit, purata harga kenderaan melebihi 530,000 yuan.

Zeekr 009 pula mempertahankan kedudukan nombor satu MPV elektrik tulen lebih 400,000 yuan.

Ini menjadi misteri Zeekr yang lain: mengapa harga tinggi masih boleh menambah volume?

"Zeekr menguasai teknologi teras, platform kenderaan lengkap yang matang, super charging 900 volt, panduan pemanduan bantu semuanya ada. Model seperti 9X mengisi kekosongan pasaran. Dulu pasaran mewah adalah BBA, kereta Zeekr tinggi nisbah harga prestasi, kandungan teknologi juga tinggi, segmen harga itu tiada pesaing langsung." Profesor Pelawat Zhang Xiang, Kolej Sains & Teknologi Huanghe berkata kepada Studio Bangning.

Dia berfikir, dari prestasi tahun ini, kualiti Zeekr dijamin, reputasi baik, keluar masalah kualiti akan diselesaikan secara aktif, teknologi dan pasaran kedua-dua ditawan, pertumbuhan jadi cepat.

Perubahan lebih halus berlaku dalam teknik jualan.

Yang kenal Zeekr akan ingat "buku lama" dia. Augustus 2023, Zeekr 001 turun harga 30,000 - 37,000 yuan, harga permulaan diturunkan dari 300,000 yuan ke 269,000 yuan; lagi dalam setengah tahun iaitu Ogos 2024 melancarkan model baharu, tambah spesifikasi dan turun harga, "mengasah tiga pedang dalam satu tahun" kata-kata dalam kumpulan pemilik kenderaan, suara tuntutan hak pernah mengatasi suara kenderaan baharu.

Kini Zhang Xing menerima konsumen, akan mendedahkan corak dengan jelas satu kuartal sebelum, seperti 7X dirancang model baharu November, mulai Agustus dia maklumkan pelanggan kedai, model semasa apa status, model baharu ubah di mana.

"Zeekr terhadap peningkatan model, perlindungan hak pemilik lama lebih peduli dari dulu, dia pernah kesalahan paling banyak kecam, sedang diperbaiki sedikit demi sedikit." Seseorang yang dalam industri menyatakan.

▍02

Bunga di Luar Dinding

Misteri Zeekr tahun ini—9 bulan pertama mencapai 96% sasaran tahunan, salah satu jawapan adalah tahun ini ada satu sumber peningkatan yang kuat, iaitu pasaran luar negara.

"2026 adalah tahun letusan eksport Zeekr, jumlah eksport meningkat 550%, eksport memberi sumbangan terbesar pada jualan dan pendapatan. Pasaran domestik sedang mengecut, eksport menarik pertumbuhan keseluruhannya." Zhang Xiang berkata, pasaran runcit domestik berkembang negatif berterusan berbulan-bulan, eksport jadi pilihan bersama automoter untuk menghadapi kesejukan pasaran domestik, irama Zeekr, dengan perubahan industri ini tepat sejajar.

Langkah Zeekr luar negara tidak kecil. Pada 14 Ogos, Kumpulan Geely mengeluarkan kenyataan, pada 11 Ogos, jenama Zeekr di pasaran Australia (sepatutnya benua Oseania) mencapai landasan penghantaran 10,000 unit, pertumbuhan tahun ke tahun melebihi 1400%. Di pasaran Timur Tengah, 22 September, sekumpulan Zeekr 9X dari Pelabuhan Fuzhou, Pelabuhan Jiangyin dimuatkan ke kapal untuk dihantar ke Emiriah Arab Bersatu, setakat ini, 9X tempahan di Emiriah Arab Bersatu sudah melebihi 700 unit, di sana harga permulaan kira-kira 700,000 Renminbi.

Dari segi Eropah, 9X penetapan harga di Jerman hampir 100,000 Euro, kira-kira 780,000 Renminbi, harga keseluruhan hampir 1,000,000 Renminbi, digelar "kereta China paling mahal di luar negara" oleh media setempat.

Zeekr 009 masuk Malaysia, Thailand dan tempat lain, menjadi kereta rasmi pemimpin negara-negara berbilang.

Tindakan terkini jatuh di Paris. 12 Oktober, Pameran Kereta Paris 2026 dibuka, Zeekr pertama kali berikhtiar pameran di tempat, letakkan flagship 9X di tengah panggung pameran, seluruh susunan flagship diturunkan ke medan, akan mengeluarkan dua kenderaan baharu. Letakkan produk terbaik di panggung Eropah paling diminati, kepentingan Zeekr terhadap luar negara sudah diletakkan di permukaan.

Sekarang, perniagaan Zeekr meliputi lebih daripada 60 negara dan wilayah, kedai global hampir 800, adalah salah satu sedikit mencapai penghantaran lima benua jenama mewah China. Ada media berdasarkan maklumat rasmi Zeekr disusun kemudian menyatakan, September penghantaran luar negerinya kira-kira 15,000 unit, mencakup sekitar 40% penghantaran bulan itu.

Ini misteri Zeekr yang lain: laku di luar negara, juga dapat dijual dengan harga tinggi.

Melalui data Laporan Tengah Tahun Geely 2026 boleh dikira, sama kenderaan, margin keuntungan eksport Zeekr lebih tinggi sekitar 10 peratus poin berbanding domestik. Pada mesyuarat telefon laporan kewangan pertengahan, pengurus Geely Automobile menyatakan, sasaran eksport tahunan dinaikkan dari 640,000 unit ke 920,000 unit, mencuba ke skala jutaan, Zeekr adalah kuasa utama menanggung imej premium.

Pasaran luar negara juga menampung model lama. Zhang Xing berkata, Zeekr 7X akan mengeluarkan 2027 model November, sebelum model baharu dilancarkan, jika model semasa stok belum habis dijual, tidak akan ditinggalkan di dalam negara dijual murah, tetapi akan dimuatkan terus ke kapal untuk eksport. Zeekr 001 dan model lain yang diubah pada kuartal pertama tahun depan, akan ikut cara ini.

Ini bermaksud pasaran luar negara menyokong sistem harga domestik—model lama ada tempat pergi, hujung domestik tidak perlu bergantung pada penurunan harga untuk melarutkan stok, kuantiti dan harga Zeekr ada ruang bergerak.

Asas cara bermain ini, adalah sumber global yang dikumpul Geely hampir 30 tahun.

"Kejayaannya ada faktor gabungan, bukan kebetulan." Zhang Xiang menyatakan, setiap langkah Zeekr tepat mengikut irama industri. Dahulu, dia menapak di titik pembiayaan, dapat pembiayaan mencukupi, tidak seperti banyak rakan sekerja kekuatan baharu yang kehabisan bekalan; dari perancangan produk, ciri model diasingkan, mengelakkan keserupaan; lagi ditambah Geely membeli Volvo, bekerjasama dengan Mercedes smart, bergabung modal ke Lotus dan Proton, berteduh di bawah Geely, pengesahan antarabangsa Zeekr sejak awal lebih tebal daripada orang lain.

Tentu, catur luar negara ini juga ada tanda soal. Ada analisis mengingatkan, peratusan luar negara Zeekr September naik ke 40%, di dalamnya mengandungi penghantaran terkumpul di akhir kuartal, dibuat panjang ke sepanjang tahun, peratusan terkumpul tidak setinggi sebulan; 9X di Eropah baru bermula, fluktuasi cukai masuk, kepatuhan geo-politik adalah had nyata.

Secara kelihatan, eksport—bunga dinding luar Zeekr ini berkembang pesat, tetapi bolehkah mencapai akar, masih perlu lihat prestasi beberapa kuartal.

▍03

Perbincangan Kualiti

Pencapaian 96%, nilai terpendamnya berapa tinggi? Untuk Zeekr dari segi ini, pandangan pakar industri berbeza-beza.

Dari prestasan hujung akhir sebenar, pertama sekali, model premium Zeekr sekarang harga mampu dipertahankan. Dalam semakan kedai, penasihat jualan menyatakan, 9X dilancarkan setahun, tidak pernah ada diskaun tunai, purata harga 530,000 yuan tidak beralih. Zhang Xing berkata, Zeekr tidak terlibat dalam perang harga, keyakinan terutamanya disokong oleh kenderaan ini.

Perkara kedua, saluran, Zeekr mengambil langsung sebagai utama, model rakan kongsi sebagai sokongan, pesanan dan stok agak bersih. Zhang Xing berkata, tarikh pengeluaran Zeekr stok biasa tidak melebihi sebulan, kilang menghasilkan secara bergulung jumlah kecil, jual dulu, baru hasil, di saluran tidak dapat lihat stok terkumpul meluas.

Ketiga, dari kadar pemeiharaan nilai, nilai sisa jenama ini sedang naik semula. Laporan Penilaian Jingzhen Persatuan Edaran Kereta China menunjukkan, Zeekr 7X dengan kadar pemeiharaan nilai setahun 72.5%, menduduki pertama jenama China SUV sederhana baharu tenaga jualan tinggi. Dalam senarai Januari 2026 oleh Pusat Penyelidikan Data Automotif China, kadar pemeiharaan nilai 009 setahun 81.6%, menduduki peringkat depan model elektrik tulen.

Walau bagaimanapun, dari segi lain, beberapa model Zeekr juga wujud fenomena diskaun hujung. Seperti, 7X seluruh siri tunai terus kurangkan 20,000 yuan, 001 diskaun 22,000 yuan, memegang indeks Beijing hadiah lagi mata wang bernilai kira-kira 3,000 yuan. Secara kelihatan, harga teguh tertumpu pada model flagship seperti 9X,至于 model jualan volume, kekerasan harga tidak begitu kuat.

Selain itu, keadaan keuntungan Zeekr kurang maklumat lengkap. Selepas Zeekr swasta senyap dari pasaran, dimasukkan ke sistem tersenarai Geely, tidak lagi mendedahkan laporan kewangan secara bersendirian, adakah keseluruhan jenama pulih daripada rugi, tiada maklumat rasmi terbuka. Perlu diperhatikan, Laporan Tengah Tahun Geely 2026 menunjukkan, setengah tahun pertama aliran tunai aktiviti operasi 19.924 bilion yuan, menurun 67.98% tahun ke tahun, menunjukkan tekanan pembayaran tidak hilang.

"Sasaran jualan tahunan, adalah alat tarik psikologi yang industri guna bertahun-tahun. Jika sasaran ditetapkan tinggi palsu, setengah tahun pertama debit perhatian, setengah tahun kedua debit keyakinan saluran dan jenama, akhirnya pengedar dan pengguna kecewa bersama." Seseorang yang tidak mahu mendedahkan nama pakar analisis industri menyatakan.

Dalam pandangannya, Zeekr menurunkan sasaran jualan tahun ini ke 300,000 unit, sedikit kurang 20,000 dari tahun lalu, secara nyata seolah-olah menunduk, sebenarnya membebaskan tenaga manusia dan keupayaan pengeluaran dari mengumpul angka, kembali kepada produk itu sendiri.

Sasaran pragmatis, buat produk dengan tekun, jalan ini mula disahkan oleh Zeekr.

Zhang Xiang juga berfikir, menetapkan sasaran tinggi, gunakan sebagai cara promosi pasaran, adalah amalan biasa industri bertahun-tahun, tidak selesai di akhir tahun tidak pelik, peliknya Zeekr bersedia menarik balik sasaran, gunakan produk dan eksport untuk mengisinya.

Bagi jenama China lain, erti rujukan sampel Zeekr ialah, berbanding membandingkan sasaran di majlis pelancaran, lebih baik buat teknologi diperhebatkan, saluran distabilkan, gunakan eksport premium menggantikan persaingan rendah.

2026 adalah titik pecahan industri automotif China. Selepas air surut, siapa berenang telanjang, jelas sekali. Zeekr menurunkan sasaran, perhebat produk, mendapat pencapaian 96% sasaran tahunan 9 bulan. Setiap jenama kereta boleh bertanya pada hati: pertumbuhan gaya Zeekr, bolehkah dipelajari?

From a Chinese flagship to the global luxury car market, Chinese automobiles are entering a new stage of going global.

On September 22, the first Chinese new-generation luxury flagship SUV in the world equipped with the SEP Ocean Super Electric Hybrid — Zeekr 9X, officially shipped to the UAE from Fuzhou Port Jiangyin Port Area.

This is the first large-scale overseas shipment of Zeekr 9X, also meaning this Chinese flagship officially enters the Middle East market. Currently, Zeekr 9X sells for over 800,000 RMB in the UAE market, and approximately 1,000,000 RMB in the European market. The customized version of Zeekr 9X launched by the top modification brand Mansory sells for even more than 2.7 million overseas.

From relying on cost-performance to open overseas markets in the past, to today entering the global high-end market with products ranging from 500,000, 800,000 to million-level products, the logic of Chinese cars going overseas is changing.

01 First Large-Scale Shipment, Why Did Zeekr 9X Choose the Middle East as the First Stop?

On September 22, vehicles carrying Zeekr 9X departed from Fuzhou Port Jiangyin Port Area, heading to the UAE.

Zhao Chunlin, head of production and manufacturing at Zeekr brand, introduced that Zeekr 9X officially started going global in September 2026, with the first stop locked on the Middle East market, and will subsequently expand to markets such as Central Asia, Europe, Latin America, etc.

Different from the path of some models "developing domestically first, then modifying for overseas markets", Zeekr 9X adopts a global forward development model.

From the beginning of product development, Zeekr 9X has included the global market in product planning, simultaneously considering regulations and user needs of different countries and regions, and adapting for software localization, chassis calibration, and after-sales systems.

Zhao Chunlin stated that currently Zeekr 9X is sold in the form of complete vehicle export, with overseas versions sharing capacity with domestic versions. With increasing overseas market demand, it is preliminarily estimated that overseas demand may take away about 50% of capacity. And in the UAE market, the pre-sale heat of 9X has already appeared. As of the shipment, orders for 9X in the Middle East region have exceeded 700 units.

02 Starting at 800,000, Chinese cars start selling at "High Prices" Overseas

Currently, Zeekr 9X sells for over 800,000 RMB in the UAE; the European market price is approximately 1,000,000 RMB. In the domestic market, Zeekr 9X has already entered the large SUV market over 500,000 RMB and achieved high market performance.

According to materials, from January to August this year, Zeekr 9X ranked first in sales of SUVs over 500,000 RMB, and ranked first in three-year value retention rate for large SUVs between 500,000 and 1,000,000 RMB; The Jiaranlu Report shows, its NPS value is close to 85, ranking first among all models over 500,000 RMB. And when it comes to the overseas market, the price of 9X is further increased.

The 9X customized version launched by the top modification brand Mansory sells for over 2.7 million overseas, becoming one of the Chinese cars with the highest overseas selling prices. More notably, this "high price" is not an isolated phenomenon. Zeekr 009 landed in the Singapore market for over 2,000,000 RMB; Zeekr 007GT was launched in Europe, with a starting price of approximately 355,000 RMB, which is 1.7 times the selling price in the Chinese market.

This is not about selling domestic products at a lower price overseas, but allowing high-value products made in China to obtain corresponding prices overseas.

03 From "Oil Transport Vehicles" to "500,000 Level Luxury SUV": Ports Witness Changes in Chinese Cars Going Global

This change is even more intuitive in the eyes of frontline port workers. Zhang Jian, general manager of Ningbo Sanshi International Freight Forwarding Co., Ltd., has been engaged in automobile export transportation for a long time. In his opinion, this export of Zeekr 9X has a very obvious change:

In the past, "cars" were exported; now high-value Chinese cars are exported.

Zhang Jian introduced that before 2021, the vehicles transported by the company were mainly gasoline cars; with the rapid development of China's new energy vehicles, new energy vehicles started going overseas in large numbers. And the price of exported models in the past was mostly around 8,000 USD.

The mass-exported Zeekr 9X this time belongs to the high-end luxury SUV of the 500,000 RMB level, which is one of the few high-value models to go global on a large scale before. He believes that with the continuous improvement of technology, handling, chassis, workmanship, and intelligence levels, overseas consumers are beginning to pay more attention to the product power of Chinese cars themselves.

This batch of Zeekr 9X has already obtained UAE market orders before shipment, overseas consumers pay high attention to the vehicles, and even under the situation of shortage of cars in the overseas market before, some customers were willing to pay a premium to buy.

04 Why Zeekr 9X?

A Chinese luxury SUV able to enter the Middle East and sell at a price exceeding 800,000 RMB relies not merely on export channels.

Zhao Chunlin believes that the underlying advantages of Zeekr going global mainly come from technical product power, and the globalization system accumulated by Geely Group for a long time.

Currently Zeekr has applied for over 7,000 patents in total, among which overseas layout exceeds 1,500 items, covering three-electric systems, intelligent driving, body safety, intelligent cockpit, and intelligent manufacturing and other fields. And at the product level, Zeekr 9X is equipped with SEP Ocean Super Electric Hybrid, and adopts full-stack 900V high-voltage architecture, 2.0T hybrid dedicated engine, and 6C ultra-fast charging large battery technology. Its core logic is trying to balance the performance and low energy consumption of pure electric vehicles, as well as the long-range capability of traditional fuel vehicles simultaneously.

05 When Chinese Luxury Cars Begin to Enter the Global High-End Circle

Chinese brand cars are entering some consumption scenarios that previously belonged to traditional luxury brands. According to materials and UAE local media reports, Qatar Prime Minister and UAE royal members once took Zeekr 9X in official travel. In the Southeast Asian market, Zeekr 009 also became the car for some political figures' official travel.

At the same time, even facing nearly 130% tariffs in the US market, Waymo under Google still imports Zeekr models on a large scale. What is reflected behind these phenomena is that the role of Chinese car brands in the global market is changing.

In the past, overseas consumers' cognition of Chinese cars was more concentrated on "Price" "Cost-performance". But today it is technology, luxury, intelligence, and brand value, this is also the core of Chinese cars' "High-quality going global".

06 From "Going Out" to "Selling Well": Chinese Cars Enter a High-Quality Going Global Stage

From January to August this year, Zeekr firmly maintained the first place in exports of Chinese high-end brands.

As of now, Zeekr has entered more than 60 countries and regions, with nearly 800 stores globally, and achieved delivery in five continents, and Zeekr 9X's overseas territory will continue to expand, it will further enter key markets such as Middle East, Central Asia, Europe, Latin America, etc.

Zeekr 9X sailing from Fuzhou Port to the UAE, what they carry is a change in the logic of Chinese car exports:

From quantity to value, from product export to brand export, from "selling out" to "selling well".Chinese cars are starting to try to use technology, products, brands, and globalization systems to gain their own position in the global luxury car market. The large-scale export of Zeekr 9X may just be a node on this road.

When a Chinese flagship SUV priced over 800,000 RMB heads to the Middle East, when Chinese luxury new energy models begin to enter the global high-end consumption market, the story of Chinese cars "going out" is also entering the next stage.

From Made in China, to Intelligent Made in China, to Chinese Brands.

This time, the destination is the world.

Daripada produk flagship China, ke pasaran kereta mewah global, industri kereta China kini sedang memasuki fasa baharu eksport.

22 September, SUV flagship mewah baharu global pertama yang dilengkapi SEP Super Electric Hybrid - ZEEKR 9X, secara rasmi dihantar ke Emiriah Arab Bersatu dari Pelabuhan Fuzhou, Pelabuhan Jiangyin.

Ini adalah penghantaran eksport besar-besaran pertama ZEEKR 9X, yang juga bermakna produk flagship China ini secara rasmi memasuki pasaran Timur Tengah. Pada masa ini, harga jual ZEEKR 9X di pasaran Emiriah Arab Bersatu melebihi 800,000 Yuan, manakala di pasaran Eropah harganya dianggarkan hampir 1,000,000 Yuan. Versi khusus ZEEKR 9X yang dikeluarkan oleh jenama penambahbaikan teratas Mansory, harga luar negara melebihi 2,700,000 Yuan.

Dari dahulu bergantung kepada nisbah harga-kualiti untuk membuka pasaran luar negara, sehingga kini dengan produk bertahap 500,000 Yuan, 800,000 Yuan malah jutaan produk memasuki pasaran premium global, logik eksport kereta China sedang berubah.

01 Penghantaran Besar-besaran Pertama, Mengapa ZEEKR 9X Memilih Timur Tengah Sebagai Lokasi Pertama?

Pada 22 September, kenderaan yang membawa ZEEKR 9X berlepas dari Pelabuhan Fuzhou, Pelabuhan Jiangyin, menuju ke Emiriah Arab Bersatu.

Zhao Chunlin, pegawai pengurus pengeluaran dan pembuatan jenama ZEEKR menjelaskan, ZEEKR 9X secara rasmi mula eksport pada September 2026, lokasi pertama dikunci di pasaran Timur Tengah, kemudian akan dikembangkan ke Asia Tengah, Eropah, Amerika Latin dan pasaran lain.

Berbeza dengan sesetengah model "dulu dibangunkan di negara asal, kemudian diubah suai mengikut pasaran luar negara", ZEEKR 9X menggunakan mod pengembangan global.

ZEEKR 9X dari awal pembangunan produk, telah memasukkan pasaran global ke dalam perancangan produk, mempertimbangkan serentak regulasi, keperluan pengguna negara dan wilayah berbeza, serta melakukan adaptasi untuk pengasingan perisian, penandaan sistem penggantungan dan sistem selepas jualan.

Zhao Chunlin menyatakan, pada masa ini ZEEKR 9X dijual dalam bentuk eksport kenderaan utuh, versi luar negara berkongsi kapasiti pengeluaran dengan versi negara asal. Apabila keperluan pasaran luar negara meningkat, dianggarkan awal keperluan luar negara mungkin mengambil kira kira-kira 50% kapasiti pengeluaran. Dan di pasaran Emiriah Arab Bersatu, kehangatan pra-penjualan 9X telah ketara. Sehingga ketika penghantaran, tempahan 9X di wilayah Timur Tengah telah melebihi 700 pesanan.

02 Bermula dengan 800,000 Yuan, Kereta China Mula Menjual "Harga Tinggi" di Luar Negara

Pada masa ini, harga jual ZEEKR 9X di Emiriah Arab Bersatu melebihi 800,000 Yuan; pasaran Eropah harganya dianggarkan hampir 1,000,000 Yuan. Di pasaran negara asal, ZEEKR 9X telah memasuki pasaran SUV besar melebihi 500,000 Yuan, dan telah mencapai prestasi pasaran yang tinggi.

Berdasarkan bahan, Januari - Ogos tahun ini, ZEEKR 9X menempati juara jualan SUV melebihi 500,000 Yuan, dan menempati kadar penyelenggaraan nilai pertama untuk SUV besar 500,000 - 1,000,000 Yuan selama tiga tahun; laporan Jalan Jielan menunjukkan, nilai NPS-nya hampir 85, menempati ranking pertama dalam semua model melebihi 500,000 Yuan. Apabila tiba di pasaran luar negara, harga 9X terus ditingkatkan.

Versi khusus 9X yang dikeluarkan oleh jenama penambahbaikan teratas Mansory, harga luar negara melebihi 2,700,000 Yuan, menjadi salah satu kereta China dengan harga luar negara tertinggi pada masa ini. Lebih menarik perhatian, "harga tinggi" ini bukan fenomena berasingan. ZEEKR 009 di pasaran Singapura harga tanah lebih 2,000,000 Yuan; selepas ZEEKR 007GT meluncur di Eropah, harga permulaan dianggarkan 355,000 Yuan, 1.7 kali harga pasaran negara asal.

Bukan menjual produk domestik ke luar negara dengan harga lebih rendah, tetapi membolehkan produk bernilai tinggi buatan China di luar negara memperoleh harga yang sewajarnya.

03 Dari "Kereta Minyak" ke "SUV Mewah 500,000 Yuan": Pelabuhan Menyaksikan Perubahan Eksport Kereta China

Perubahan ini, dalam pandangan pekerja di lapangan pelabuhan lebih mudah dilihat. Pengurus Besar Syarikat Pengurusan Logistik Antarabangsa Ningbo Sanshi, Zhang Jian bertahun-tahun bekerja dalam pengangkutan eksport kereta, dalam pandangannya, eksport ZEEKR 9X kali ini mempunyai perubahan yang sangat ketara:

Dulu yang dieksport adalah "kereta", sekarang yang dieksport adalah kereta China bernilai tinggi.

Zhang Jian menjelaskan, sebelum tahun 2021, kenderaan yang diangkut syarikat adalah terutamanya kereta minyak; seiring dengan pembangunan pantas kereta baharu kuasa China, kereta elektrik mula banyak menuju ke luar negara. Dan harga model yang dieksport dulu, kebanyakan sekitar 8,000 Dolar AS.

ZEEKR 9X yang dieksport secara besar-besaran kali ini, termasuk SUV mewah bertahap 500,000 Yuan, adalah model bernilai tinggi yang jarang dieksport secara besar-besaran sebelum ini. Beliau berpendapat, seiring dengan peningkatan teknologi, pengendalian, sistem penggantungan, kerja dan tahap kecerdasan, pengguna luar negara mula lebih menumpukan kepada kekuatan produk kereta China itu sendiri.

Seteri ZEEKR 9X ini telah memperoleh tempahan pasaran Emiriah Arab Bersatu sebelum penghantaran, pengguna luar negara mempunyai kepedulian tinggi terhadap kenderaan, bahkan dalam keadaan kekurangan kenderaan sedia ada di pasaran luar negara sebelum ini, sesetengah pelanggan rela membayar premium untuk membeli.

04 Mengapa ZEEKR 9X?

Satu SUV mewah China mampu memasuki Timur Tengah, dan dijual dengan harga melebihi 800,000 Yuan, bukan hanya bergantung pada saluran eksport sahaja.

Zhao Chunlin berpendapat, kelebihan asas ZEEKR mengeksport terutamanya berasal daripadakekuatan produk teknologi, dan sistem globalisasi yang dikumpul oleh kumpulan Geely secara panjang.

Pada masa ini ZEEKR telah memohon paten melebihi 7,000, di mana susun atur luar negara melebihi 1,500, merangkumi bidang seperti sistem tiga-elektrik, pemanduan pintar, keselamatan kenderaan, kabin pintar serta pembuatan pintar.

Dan pada tahap produk, ZEEKR 9X dilengkapi SEP Super Electric Hybrid, dan menggunakan struktur voltan tinggi 900V Lengkap, enjin khas hibrid 2.0T serta teknologi bateri besar pengecasan pantas 6C. Logik utamanya, adalah cuba serentak menjaga prestasi model elektrik tulen dan penjimatan tenaga rendah, serta kemampuan jarak jauh model bahan api konvensional.

05 Apabila Kereta Mewah China Mula Memasuki Lapisan Premium Global

Kereta jenama China sedang memasuki beberapa skenario pengguna yang dahulu milik jenama mewah tradisional. Mengikut bahan dan media tempatan Emiriah Arab Bersatu, Perdana Menteri Qatar, ahli keluarga diraja Emiriah Arab Bersatu pernah menaiki ZEEKR 9X dalam perjalanan rasmi. Di pasaran Asia Tenggara, ZEEKR 009 juga menjadi kenderaan bagi perjalanan rasmi sesetengah pemimpin.

Serentak itu, walaupun menghadapi cukai hampir 130% di pasaran Amerika Syarikat, Waymo di bawah Google masih secara besar-besaran mengimport model ZEEKR. Fenomena di belakang fenomena ini menunjukkan, peranan jenama kereta China di pasaran global sedang berubah.

Dulu pengguna luar negara terhadap persepsi kereta China, lebih tertumpu pada "harga", "nisbah harga-kualiti". Dan hari ini adalahteknologi, kemewahan, kecerdasan, serta nilai jenama, ini juga merupakan teras "ekspor berkualitas tinggi" kereta China.

06 Dari "Keluar" ke "Jual Baik": Kereta China Memasuki Fasa Eksport Berkualiti Tinggi

Januari - Ogos tahun ini, ZEEKR tetap menempati pertama eksport jenama premium China.

Sampai kini, ZEEKR telah memasuki lebih 60 negara dan wilayah, kedai global hampir 800 dewan, dan telah mencapai penghantaran lima benua, manakala peta luar negara ZEEKR 9X akan terus berkembang, seterusnya akan memasuki secara lebih lanjut pasaran penting Timur Tengah, Asia Tengah, Eropah, Amerika Latin.

ZEEKR 9X yang berlepas dari Pelabuhan Fuzhou menuju ke Emiriah Arab Bersatu, apa yang mereka bawa adalah perubahan satu kali dalam logik eksport kereta China:

Dari kuantiti menuju nilai, dari eksport produk menuju eksport jenama, dari "Jual Keluar" menuju "Jual Baik".

Kereta China mula cuba menggunakan teknologi, produk, jenama serta sistem globalisasi, untuk memperoleh posisi sendiri di pasaran kereta mewah global. Penghantaran besar-besaran ZEEKR 9X, mungkin hanyalah satu nod di jalan ini.

Apabila satu SUV flagship China dengan harga melebihi 800,000 Yuan menuju ke Timur Tengah, apabila model baharu kuasa mewah China mula memasuki pasaran pengguna premium global, kisah "keluar" kereta China, juga sedang memasuki fasa seterusnya.

Dari Pembuatan China, ke Pembuatan Pintar China, lagi ke jenama China.

Kali ini, tujuan adalah global.