On August 29, the first day of the 2025 Chengdu International Auto Show, ZEEKR 9X officially started its pre-sale. The new vehicle offers three models: Max, Ultra, and Hyper, with a pre-sale price range of 479,900 to 569,900 RMB. Within just one hour of pre-sale, ZEEKR 9X orders surpassed 42,667 units.
For a model priced around 500,000 RMB, this achievement is undeniably explosive. It not only redefines the industry’s perception of the large new energy SUV market but also underscores ZEEKR 9X’s strong appeal among its target demographic. So, who exactly is buying the ZEEKR 9X?
As the new energy market reaches product maturity and users’ focus shifts from performance parameters to comprehensive experience, the new energy SUV market is undergoing a user structure evolutionary upgrade.
The first batch of ZEEKR 9X buyers are a factual band of individuals making decisions against this backdrop. Most are not first-time car buyers and have become disenchanted with traditional luxury brands. Rather than simply chasing brand labels, they now focus on whether the product genuinely aligns with their vehicle needs.
When choosing a car, they are willing to invest in space comfort, technology features, and actual experience, expecting the car to balance elegance and practicality in both business and family scenarios. They are not novelty-seekers but prefer to find stability and certainty in high quality.
Through in-depth interviews with multiple users, we conversed with these buyers, trying to grasp who they are, why they bought this car, and why they believe it’s worth supporting with their orders.
User Characteristics & Needs
User Profile: Middle Class and Nouveau Riche Growing Amidst the Tech Wave
Unlike traditional SUV users, the earliest ZEEKR 9X buyers are not only family-oriented but also middle-class and nouveau riche individuals immersed in the tech industry, possessing rich product judgment experiences. Most are company founders or senior managers, highly receptive to new technologies, yet having encountered multiple product cycles, they are not blindly defining and choosing what’s fresh and luxurious, valuing maturity, usability, and whether it suits their aesthetics and lifestyle.
For instance, Mr. Wang, a 42-year-old scientific researcher and tech company owner in Guangzhou, focuses more on the intrinsic value of the product, refusing to overpay for brand premiums, believing in brands with proprietary research and core technology autonomy. Similarly, Mr. Ren, a 46-year-old executive in Shanghai’s new energy sector, emphasizes product experience, seeing brand as a service to experience. Having long used imported luxury vehicles like Jaguar and Aston Martin, his perception of domestic vehicles improved through leasing Chinese new energy cars.
In terms of income levels, 9X users span from the middle class to nouveau riche, aged 30-50, with annual incomes ranging from millions to tens of millions, favoring customized consumer experiences.
Beyond price, they are more focused on whether the product aligns with their lifestyle and expression of taste. Mr. Li, a foreign trade businessman with an annual income exceeding 10 million, remarked, “If I buy a car worth 3-4 million, I wouldn’t want it to blend in on the road. A car is an expression of the owner’s understanding of life.”In terms of family structure, most users are in the married with children stage, typically having one or two kids. Some users also travel with their parents. Their daily needs include commuting, school transportation, family weekend outings, and even client reception and medium-short distance self-driving. For this reason, their requirements for the vehicle’s role are much higher than those of first-time buyers, with space, comfort, brand appeal, and functionality being critical considerations.
Rich Car Purchase Experience, Mostly for Additional or Replacement Purchase
When expressing their motivations for purchasing a car, several interviewees mentioned that the 9X is not their first car; it’s at least their second, and for some, their fourth vehicle. The logic for replacing or adding a car is very clear. Many users already own traditional high-end models like the LAND ROVER Range Rover, Porsche Cayenne, Bentley Bentayga, Tesla Model X, BMW X7, Benz S-Class, and E-Class.
Their choice of the ZEEKR 9X is not merely to upgrade configurations or to try new energy vehicles; it’s about finding a main model that offers comfort, ease of driving, and prestige in all life scenarios, building upon their existing luxury cars. Whether for daily commuting, family trips, or business receptions, the quiet environment, ride comfort, and technological features offered by the ZEEKR 9X cater to the family’s needs and meet the requirements for decency and quality when receiving clients.
Mr. Li mentions starting with an Alphard for business receptions and child transport but later switching to the ZEEKR 009. “The 009 offers much better comfort and intelligence than the Alphard,” he states. He also owns a Bentley Bentayga, but both the Bentayga and 009 are more for being chauffeured driven rather than active driving, so he desires an SUV for his daily outings.
Mr. Ren, who manages a new energy company, frequently uses a Model X and bought the 9X to replace his 2011 Jaguar XJL. “Huairen Ge,” a second-hand luxury store owner, already has the LI MEGA, LI L9, and Maybach S400, and wants to experience different brands, hence planning to replace the LI L9 with the ZEEKR 9X.
Mr. Lai, involved in landscaping, has already purchased a ZEEKR 001, and finds the 9X improves in many aspects. “Imagining driving the 9X to any construction site should be hassle-free with its higher chassis that can be raised, eliminating the worry of scraping underneath, and it has strong power. For my work and life scenarios, it is a versatile vehicle.”
Dual-Needs for Business and Family Scenarios
In the hearts of interviewed users, the ZEEKR 9X plays multiple roles. Business receptions and family outings run parallel as two main lines; a single vehicle that must meet the standards of decency and comfort in both contexts is a key motivation for their replacement purchase decision.For Mr. Ren, after purchasing the 9X, 70% of the time he drives himself, and 30% of the time it is used by a driver to entertain clients.
“Mr. Bad Guy” said that the 9X is suitable for both home use and business reception, “After picking up the car, the proportion of both uses is about half and half.”
The six-seat layout, rear seat comfort, audio-visual configuration, and optional swivel seats of the ZEEKR 9X have all become important details that appeal to these users. In daily scenarios, whether on highway business trips or picking up and dropping off family, the vehicle needs to maintain an appropriate demeanor for all occasions.
Interviewed owner Mr. Gong is also a BMW X7 owner, and he perceives the ZEEKR 9X as “almost the same as the BMW X7.” “Its purpose is to be functional both for leisure outings and business activities, offering a better experience than the X7, for instance, the comfort of the ride, the movable TV in the rear, the dual screens in the front, and the zero-gravity seats and audio system all attract me.”
High Acceptance of New Technology, Yet with Increasingly Rational Attitude
Most of these users are already familiar with new energy vehicles, as almost everyone mentioned they are currently driving or have owned brands like Tesla, NIO, ZEEKR, and LI. However, unlike a few years ago, their enthusiasm for new technology is clearly more restrained now.
For example, Mr. Sun said: “For me, if there’s a car that is slightly less advanced in terms of intelligence but provides a stronger driving feeling, compared to one that is highly intelligent but with an average driving feel, I would definitely choose the one with better driving. I don’t particularly prioritize intelligence.”
Mr. Ren also expressed reluctance to pay for features like assisted driving. “Nowadays, it seems like any new energy vehicle must discuss intelligent driving, and not discussing it seems ‘low’. But when I bought the Model X, I first chose the enhanced assist, spending nearly over 50,000 to activate it. Honestly, in nearly eight or nine years, I’ve probably used it less than 10 times; I wouldn’t hand over control of my life to the car’s computer, so I am actually unwilling to pay for this so-called intelligent driving.”
In their view, a truly practical car should not rely on overly complex interaction logic but instead reflect maturity and understanding in the details.
In the decision-making process for purchasing the ZEEKR 9X, users’ rationality is reflected in disenchanted views towards traditional luxury brands and new technology, turning to trust in actual experience instead. Many users considered the reputation and technology accumulation from previous ZEEKR models like the 009 and 001, having a clear understanding of the verified strengths of the ZEEKR brand.
Among them, Mr. Gong mentioned that a friend owned a ZEEKR car, “saying it feels okay to drive,” leaving him with the impression that ZEEKR cars are convenient for personal driving. Mr. Sun also mentioned having a favorable impression of ZEEKR’s driving texture, “The quality of the chassis is the main reason I finally decided to purchase this car.”In-depth interaction with this group of users reveals that they are no longer swayed by flashy specifications and slogans, but rather focus on the actual driving experience of the vehicle itself. This is particularly true for a high-end large SUV, where a mature driving feel and stable product performance are the key factors in their purchase decisions.
Decision Drivers
Strong Aura and Luxurious Appeal That Instantly Satisfy Family
In terms of design, the ZEEKR 9X has garnered immediate recognition from many users. Several interviewees described it as elegant and poised, even calling it a “domestic Cullinan,” noting such a design is rare among electric SUVs.
Mr. Li, who previously purchased a ZEEKR 009, stated that he was first captivated by the appearance of the 9X, “The exterior doesn’t look like typical domestic electric vehicles.” The second point is the powertrain, followed by its intelligence, “Everything can be voice-controlled.”
He also mentioned that his wife agreed to purchase the 9X mainly because of their positive experience with the 009. “She found the 009 to be a very comfortable car, so we both wanted to try the 9X.”
Mr. Ren was initially attracted by the appearance as well. He stated that his favorite aspects of the 9X are, first, its looks, second, the sound system, and third, the space. “A friend who used a ZEEKR 009 once picked me up, leaving a good impression of the brand, although I wasn’t fond of its front. When the 9X was released, it finally addressed my concerns about appearance; even though the front is reminiscent of a Cullinan, it is at least visually pleasing to me.”
Mr. Ren indicated that his hesitation initially stemmed from uncertainty about the interior quality. “During the test drive event, I brought my family to experience the interior firsthand and found it well-suited to our need to retire our petrol vehicle while also meeting business requirements.”
Interviewed owners are also satisfied with the space offered by the ZEEKR 9X. Mr. Ren mentioned that his young son, who is about 1.7 meters tall, immediately sat in the third row and felt quite comfortable.
Compared to overly sharp or futuristic design styles, the ZEEKR 9X possesses a more substantial visual impact. In terms of details, the overall dimensions, palace-inspired grille, split headlamp assembly, and continuous tail light strip all contribute to this visual heft. It is worth mentioning that many users pointed out the design and quality of the ZEEKR 9X are even more striking in person, suggesting that “you must see it in the store.”### Spending on Tangible Experiences
Users generally accept ZEEKR’s pricing strategy, emphasizing that “the configuration obtained for this price is very worthwhile.” Particularly in terms of comfort and intelligent configuration, it is considered the most generous in its class. They value the “unique in its class” configuration of the ZEEKR 9X, such as the standard Bentley sound system, rear movable ENOVATE screen, opening sunroof, and 48V active anti-roll bars. Many users highly appreciate the six-seat layout, with some believing that the ZEEKR 9X as an SUV has achieved an “MPV transformation of the SUV.”
Mr. Ren’s favorite interior feature is the sound system. “I’m quite sensitive to acoustics; during the pre-launch event, we listened and thought the quality was excellent. Their pricing strategy is like getting it for free. I even told the ZEEKR sales that I think we should pay extra for this configuration.”
Mr. Ren ordered the top configuration mainly for its swivel seats. “Primarily because it has a 48V stabilizer bar, and the anti-side collision lift feature. I think such a large vehicle indeed requires better safety.”
Mr. Sun also mentioned choosing the top configuration because “the 48V stabilizer bar is the feature I’m interested in this time, and I look forward to its dynamic performance during the test drive.”
After the debut pre-sale price announcement of ZEEKR 9X, users were generally surprised, feeling it offers a very sincere configuration combination in its class. Mr. Sun mentioned his Lincoln Aviator, which cost over 800,000 RMB after customization, said, “The configuration and parameters of the 9X are better than that Aviator.”
Many users highlighted the rear seat experience, and the practicality of the six-seat layout was widely acknowledged. Features like the Bentley-derived Naim sound system, rear movable ENOVATE screen, and ambient-lit opening panoramic sunroof are considered unique offerings at this price point.
Visible and Invisible Safety: An Absolute Bonus
The safety performance of the ZEEKR 9X is repeatedly emphasized by many users as a bonus. In their view, a large SUV aimed at family and business travel must have a solid structure and reliable protective capabilities. ZEEKR’s achievements in safety have gained recognition, with the nickname “Road Tank” being perpetuated in the ZEEKR 9X.
“Mr. Badboy” said, “The rigidity and safety of the body structure are very robust; the car weighs 3 tons with 80% high-strength steel, which I particularly approve of.”Mr. Sun stated that safety was the most impressive aspect of the ZEEKR 9X. The 9X’s 48V active stabilizer technology introduces a new active safety feature: when a vehicle collides from the side, the active stabilizer can lift one side of the chassis within 0.7 seconds, using the strongest threshold beam to withstand the impact. This feature was frequently mentioned in interviews as a standout advantage, creating a differentiated edge in family vehicles.
Mr. Sun believes that this side-impact lifting feature adequately protects passengers in the car. “Previously, the 001 was famed as a tank on land; whether in terms of materials or design philosophy, ZEEKR prioritizes passenger safety. Without ensured safety, no amount of luxury in a car is meaningful to us.”
The New Hybrid Technology Addresses Energy Replenishment and Range Anxiety
Some users with prior experience in fully electric vehicles highlighted issues like charging queue during holidays and rapid power depletion on highways, leading to a greater sense of safety and trust in hybrid models. They consider the ZEEKR 9X’s all-stack 900V high-voltage hybrid architecture and 6C supercharging technology as optimal solutions during the transition period.
“I think having a big battery and fast charging is very necessary,” Mr. Sun remarked. “There is a significant difference between charging to 80% in 40 minutes versus 20 minutes.”
In discussions about the hybrid system, users strongly agreed that they no longer feel anxious about the battery level. Many interviewees had experience with fully electric vehicles and were well aware of the inconveniences caused by charging queues and rapid power depletion during holiday travel on highways.
Mr. Ren shared that when he previously drove a Model X on road trips, he constantly sought charging stations, which compromised the driving experience. “Driving a vehicle capable of both fuel and electric power, with a range of about a thousand kilometers, allows for travel to many places without needing to refuel. This provides a wonderful experience, as there’s no longer the need to jostle at charging stations during holidays or peak travel times.”
The ZEEKR 9X, as a full-stack 900V high-voltage platform hybrid SUV, equipped with comprehensive super electric hybrid capabilities, supports both refueling and 6C supercharging, allowing seamless transitions between pure electric, extended range, and hybrid modes. Interviewees generally consider hybrid vehicles as the best solution for the current transition phase, alleviating range anxiety while maintaining the new energy vehicle experience.
Additionally, some users pointed out advantages of the pure electric mode, such as the quietness and the comfort of using the air conditioning without concern – for example, waiting for children after school, watching TV, listening to music, or taking short breaks inside the car, becoming genuine scenarios in their daily life.## Vehicle Expectations
Impressive Yet Subtle in Business Settings
ZEEKR 9X is frequently used by users for daily business receptions, particularly among those in the new energy and tech industries, seeking to showcase technological luxury without being ostentatious, meeting clients’ quality demands.
These users mainly originate from emerging industries, with high requirements for the brand tone and personal aesthetic a vehicle projects, while also pursuing subtlety. ZEEKR 9X hits this balance precisely, with its presentable yet understated style aligning well with their current social status and industry culture.
Mr. Wang hopes the 9X can “demonstrate what technological luxury means” in business scenarios. Mr. Ren finds ZEEKR’s brand tone very compatible with business contexts. “Many of my clients are from Fortune 500 companies; when arranging transport, it can’t be too flamboyant—they don’t want us using very luxurious brands but value quality. So ZEEKR’s positioning is favorable, neither too ostentatious, nor lacking quality, and it aligns with the characteristics of my industry being a domestic new energy vehicle.”
A Mobile Space for Diverse Lifestyles
This group of users focuses not only on the vehicle’s role as a tool for business receptions or commuting but also emphasizes everyday experiential details, requiring high flexibility in space and long-term comfort. They desire the freedom to embark on spontaneous journeys without range anxiety, utilizing double rotating seats to gather for viewing and interaction, as well as enjoying music or watching television in solitude within the vehicle.
If business scenarios test decorum and taste, family and personal use is more about comfort and freedom.
Mr. Sun, who already owns a Benz E-Class and a LINCOLN Aviator, stated: “I hope the ZEEKR 9X’s zero-gravity seats, sound system, and other hardware can provide me with better interior comfort than my current vehicles.”
Compared to traditional SUVs, the multifunctionality of ZEEKR 9X has been further explored by users. Features like double rotating seats, an openable panoramic roof, and a rear movable ENOVATE screen design offer higher frequency usage scenarios in daily life: from family gatherings to eating together, enjoying holiday sightseeing, ad-hoc office work, meeting the wish to embark on a “travel anytime” adventure.
Mr. Wang mentions he frequently uses the large six-seater for family outings: “I hope that when traveling with children and parents, this vehicle ensures travel safety.” He expresses his desire for free-spirited travel, “I used to dream of a spontaneous road trip, but my previous vehicle, a Land Rover, lacked any driver assistance. The furthest I would go was from Guangzhou to Shenzhen; anything longer was uncomfortable. Traveling freely, going wherever I want, is a long-held desire, and this car will not hold me back, making me less tired and unconcerned about the range. This is my biggest expectation for the 9X.”### Expectations for Further Optimization of Assisted Driving
In terms of assisted driving, most users opted for the version with the Zeekr H9, expressing both anticipation and concerns. They hope Zeekr will continue to refine the experience in city complex road conditions and highway lane-changing strategies, aiming for a more natural and human-like drive.
Mr. Li already owns a Zeekr 009, usually driven by his chauffeur, but he wishes to use the 9X as his personal vehicle. “So I still hope for some end-to-end assisted driving, which should be somewhat aggressive but not overly so. If too bland, it won’t overtake, which is silly, but if it overtakes too aggressively, I will question its safety.”
Mr. Sun, who chose the Zeekr H9 configuration, hopes it will offer intelligent driving matching its hardware. He also looks forward to the 48V active stabilization bar providing a distinct driving experience, saying, “Other cars don’t have vast differences in the chassis, but I hope the 9X exhibits a clear dynamic edge over others.”
Mr. Wang dreams the Zeekr H9 can enable him to travel further distances, yearning for the freedom of spontaneous trips. “I used to think about taking road trips on a whim, but my previous Land Rover lacked any assisted driving features. The furthest I went was Guangzhou to Shenzhen. With my new car, I hope to travel anywhere without fatigue, unconcerned about range, and that’s my biggest expectation for the 9X.”
Service, Quality Control, and OTA Are Key to Building Long-term Reputation
Delivery is just the beginning. Many users extend their focus to the vehicle’s lifecycle, stressing the importance of the after-sales network, OTA update frequency, and content transparency. They particularly anticipate consistency in post-delivery experiences, urging Zeekr to continually enhance brand recognition and reduce explanation costs.
OTA update frequency, feature transparency, and after-sales network coverage are recurring themes in their feedback. Mr. Sun hopes the components of the 9X match its weight and durability. “Lifetime warranty would be ideal, and I can accept if the launch price matches the pre-sale, though I find it unlikely.”
Additionally, Mr. Sun and other users mentioned service upgrades, such as catering to premium car owners with services like airport pickups and business receptions.
Users have higher expectations for sales services too. Mr. Sun emphasizes the need for more product expert training to increase knowledge and enthusiasm, saying, “The 9X has features that might not be apparent on the spec sheet. Explain the design concepts, including those invisible designs.”Also, some car owners are looking forward to ZEEKR’s brand influence to further improve, especially among customers or relatives and friends who are relatively unfamiliar with new energy vehicles. They hope to “reduce the need to spend time explaining which car ZEEKR is” each time. Interviewee Jason mentioned that he consulted his family for their advice before buying a car, and they had a relatively positive view of the ZEEKR brand, “but my father is concerned about its lack of high visibility, which is his only worry.”
They hope that ZEEKR can advance more rapidly in communication and brand image. “We hope ZEEKR gradually builds its reputation, invests more in market operations and customer maintenance, and engages in more interactions with customers, making friends,” said Mr. Wang.
Brand Affiliation
No Longer Blindly Following Traditional Luxury Brands
Many users mention their reluctance to pay extra for brand premiums, and those who have owned models from brands like BMW, Benz, LAND ROVER, Porsche, and Bentley are also returning to rationality, believing the smart experiences provided by new players better match today’s family lifestyle. They have defined luxury on their terms: In the era of new energy, luxury is defined by core technology and innovation in scenarios, rather than the displacement and brand heritage of traditional fuel vehicles.
Most ZEEKR 9X users are not first-time car buyers and have previously been persuaded by the status and brand appeal of traditional luxury brands. However, as consumer attitudes shift, their perception of luxury is moving from a symbol of status to intrinsic usability.
Mr. Li once bought an Alphard for business receptions because his peers used one, but after experiencing it, he “found it was just mediocre, the comfort was indeed lacking, in the future, I will choose a car that suits me better and is more comfortable.” His Bentley Bentayga was also lacking in smart features, “for instance, I have to use my phone to play music or set destinations, unable to use voice commands.”
Mr. Wang plans to replace his LAND ROVER Range Rover with a 9X, because “aside from the luxurious appearance and slightly better performance, long-term use makes the LAND ROVER feel less impressive.”
“We’ve gone through the journey with imported and luxury cars,” Mr. Ren said, “and as we’ve come this far, domestic new energy vehicles have developed so well that by the time of the third or fourth car, I pay less attention to the brand, and it seems young people now take pride in using domestic cars.”
Mr. Ren also noted that overseas partners highly regard China’s new energy vehicles. “When we were in Europe, a partner pointed at a Chinese car and asked me what brand it was, so I told him. Europe now primarily develops new energy vehicles, and the pricing locally is high, so it does not carry the low-cost, low-quality image of the past. Instead, they are positioned as high to mid-range.”In today’s world where new energy has become mainstream, people care more about whether a car solves real problems, such as hybrid architecture, intelligent driving, cabin comfort, and family interaction, rather than engine parameters or the prestige of the car badge. Luxury, in their eyes, has shifted from “being seen for status” to “having life understood”.
Recognizing ZEEKR’s Product Integrity and Quality Control Stability
The ZEEKR brand has developed a reputation for strong technology and mature products. Surveyed users generally recognize ZEEKR as a new energy brand with the heritage of a traditional fuel car company, believing that ZEEKR has reached luxury standards in terms of mechanical quality, configuration, and safety, and are not concerned about pitfalls with new models. Technical luxury and technological luxury deepen brand recognition. Users highly appreciate the well-organized activities under the advance enjoyment plan, mentioning that the hotels and arrangements surpass those of some luxury brands, and hope the subsequent services maintain a low-key and pragmatic style.
The trust of these discerning users in the ZEEKR 9X lies in the technical endorsement and product consistency accumulated by the brand.
Many users express that the ZEEKR brand embodies Geely’s mechanical acumen and the technology of the intelligent era, and the reputation of ZEEKR 001, 007, and 009 provides them with reassurance.
Mr. Sun, who has already purchased the ZEEKR 001, states, “When I first looked at the 001, I felt that this automaker was quite innovative. However, after driving it for a long time, I think ZEEKR is a new energy brand, but it carries the heritage of an old fuel car company. ZEEKR’s safety and chassis quality rank quite high among car companies.”
Mr. Ren, the head of a new energy enterprise, describes his first impression of the ZEEKR brand as rare high-end quality among domestic cars. “First, it didn’t start with a very low-priced car, and the 009, as a 500,000-level vehicle, is much more comfortable than the Alphard.”
This new energy brand, with the foundation of a fuel car enterprise, gives them confidence that this is a company that will not “hit pitfalls” in core safety and driving stability.
Moreover, the brand’s low-key and pragmatic service approach has left a lasting impression. Users have given high praise to the ZEEKR advance enjoyment plan, specifically mentioning “well-chosen hotels and professional activity arrangements,” even stating that it is “more heartfelt than some luxury brand delivery events I’ve attended.”
This article is a translation by AI of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.