A high-end front face?
Whether intentional or unintentional publicity, when the Zeekr009 was first exposed on the internet, it was in a dusty parking lot, and the car was facing away from us, so we didn’t see its “domineering” face.
A few days later, the Zeekr official released a teaser image of the brand’s second model, which is the Zeekr009. Compared to the size and power that people usually pay attention to, it seems that netizens have focused on the face of the Zeekr009 this time. The family front face is already distinctive enough. How many people will be deterred by the whole stainless steel style grille? As a father of a child and a potential user of an MPV, I want to know, do people who buy MPVs not care about appearance? The stainless steel frame of the front face looks like a garbled face, and in terms of recognition, it is indeed unforgettable… Does “high-end” mean ugly to the extreme alternative interpretation? In addition, the wind resistance and noise problems caused by this front face may not be friendly to families. I don’t want to erase a good mood during the process of traveling with my children.
Divide the MPV into two eras?The Geely Jié Kè 009 (Jiékè being the Chinese for Extreme Cool) is going to be released tonight, with the slogan claiming that it will divide the MPV into two different eras. This statement reminds me of the slogan used when the Lán Tú Dreamer was released. Of course, advertising slogans are like catchphrases and as long as they describe the product, any statement will do. If you want to divide them by pure electric range, then the Lán Tú already has this feature. What about pricing? Offering a super high configuration with a low price isn’t anything new. However, in the context of fluctuating car prices, the customers naturally make informed decisions based on comparison shopping, rather than impulsive buying. At least, that is how I do it, especially when spending hundreds of thousands of yuan on a vehicle. The only thing that can be used to define the segmentation between the cars is the intelligence factor; a competing factor between smart and non-smart. The amount of intelligent technology and power to electricity conversion function is dependent on the type of top equipment that is installed in the car. With that in mind, there’s no need to look at other price points.
While segmentation is not feasible, the level of intelligent technology configuration is still necessary. As an MPV, what is most important? Whether it is for family use or commercial use, for me, the most important thing is safety. Unfortunately, I haven’t seen any promotions or implemented measures yet for the 009 on this. The advertising slogan is also very similar to that of the Lán Tú, so, could it be argued that the Lán Tú has already set a standard? Regarding tonight’s launch, I think the hype will be more than the surprises. You’re welcome to prove me wrong.
A spacious Flat in the Air?
When car enthusiasts trolled the unattractive front end of the Geely Jié Kè 009, Geely decided to release several detailed images of 009’s interior on October 25. Initially, expected to be a routine part of their standard advertising promotion, it wasn’t until after the release that some questioned whether the interior space lived up to what was shown in the pictures.
The brand named the interior of 009 “空中大平层 Penthouse,” which certainly emphasizes the importance of space. The released official photos show that the vehicle is designed to promote family travel, which is consistent with Ideal’s marketing concept, creating a welcoming and warm atmosphere for family members in the car. However, this single photo has proven to be controversial.
The second-row slide rails of the Geely Coolray 009 are very long, and the seats can be adjusted to a very backward position. Judging from the legroom of the second row shown in the picture, there should not be much space left for the third row, which is the most questionable part for X. Geely Coolray 009 proposes the unique design concept of “balancing one room”, striving to create a unique “airborne flat layer” inside the car, achieving a space shift. Is such a slogan really suitable for an MPV, whether it is for family or commercial use? Although “airborne flat layer” sounds high-end, it is too exaggerated. Driving is not flying, and I have concerns about this kind of slogan.
Not to mention how good or bad the 009 is, there will always be people who love it and naturally people who choose other options. As a potential user who has been paying attention to the 009, the series of advertisements make me feel very uncomfortable and not matching the high-end positioning. There is no mention of the Lynk & Co Zero Concept, but the promotion is constantly benchmarking it, lacking originality. The most important thing – safety – is also not mentioned. Is such a brand trustworthy? Perhaps I should consider which MPV to choose.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.