Zeekr challenges established luxury brands with its technology and features
Image: Zeekr
"In the luxury segment, a well-known logo is no longer sufficient today." With this statement, Lothar Schupet, CEO of Zeekr Europe, explicitly positions the new 9X against a traditional strength of established premium manufacturers: their brand reputation built over decades. At the German debut of this 5.24-meter-long Chinese luxury SUV with plug-in hybrid drive, the executive argued that premium customers pay more attention to "what a vehicle can actually do and what value it offers."
The 9X Ultra AWD costs starting at 119,500 euros in Germany. Its powertrain combines a 2.0-liter turbocharged gasoline engine with two electric motors and a 55-kWh battery. According to the manufacturer, the system power is 660 kW or 897 horsepower, with a maximum torque of 935 Nm. Zeekr claims the 2.9-ton six-seater can accelerate from 0 to 100 km/h in 4.1 seconds. A range of up to 179 kilometers is possible on pure electric power, while the manufacturer states the combined range reaches up to 737 kilometers.
Techinally, Zeekr relies heavily on the 900-volt architecture. The company claims a maximum direct current charging capacity of 330 kW. Under optimal conditions, the battery is said to be able to charge from 10% to 80% in 9.5 minutes. This sets the 9X apart from conventional plug-in hybrids, which typically have relatively small batteries and lower DC charging capacities. Zeekr refers to this concept as a “Super Hybrid,” though the vehicle’s own technical specifications page lists it as a plug-in hybrid with a gasoline engine and all-wheel electric drive.
The value proposition also includes the equipment policy. According to Zeekr, the Ultra AWD comes standard with a two-chamber air suspension, LiDAR-based sensors, seat heating, ventilation, and massage functions in the first two rows, a retractable OLED display, a Naim audio system, as well as a cooling and heating compartment. The interior is designed with a 2+2+2 configuration featuring six seats. This shows that the brand focuses not only on performance and range but also on a high level of standard equipment, rather than relegating essential comfort features to additional option packages.
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The brand owned by the Geely group has only been officially available in the German market since late 2025 and cannot rely on the recognition of established premium brands. As a result, Zeekr bases its positioning on technical specifications, equipment offerings, and value for money. Meanwhile, the company is expanding its physical presence: by the end of September 2026, Zeekr reported over 100 certified service partner locations and announced plans to have more than 60 dealerships in Germany by 2027.
"Premium customers want to know what a vehicle can truly do and what value it offers," said Schupet. "The Zeekr 9X is our answer: It combines exceptional performance, intelligent technology, and perfection in detail to create a compelling overall vehicle. European design, a powerful super-hybrid system with 900-volt technology, and outstanding comfort across three rows of seats capture our vision: a new class of luxury."
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About the author
Thomas Langenbucher is an expert in electromobility with experience in the automotive and financial industries. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.
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