Zeekr 9X Pre-Sales: Who Are the New Luxury SUV Buyers?
On August 29, the first day of the 2025 Chengdu International Auto Show, Zeekr 9X officially opened for pre-orders. The new vehicle was launched in three trims: Max, Ultra, and Hyper, with pre-order prices ranging from RMB 479,900 to RMB 569,900. Within just one hour of opening pre-orders, Zeekr 9X orders exceeded 42,667 units.
For a vehicle in the RMB 500,000 price segment, this performance is undeniably explosive. It not only redefines industry expectations for the large new energy SUV market but also indirectly confirms the strong appeal of Zeekr 9X among its target demographic. So, who exactly is buying the Zeekr 9X?
As the new energy vehicle market enters a phase of product maturity, user focus is shifting from performance specifications to comprehensive experience. Consequently, the new energy SUV market is undergoing an iteration and upgrade in its user structure.
The initial batch of Zeekr 9X buyers are making their choices against this backdrop. Most are not first-time car owners; they have already moved past the allure of traditional luxury brands. Rather than blindly chasing brand labels, they now prioritize whether a product truly aligns with their specific usage needs.
When selecting a vehicle, they are willing to pay for spacious comfort, technological features, and tangible driving experiences. They also expect the vehicle to balance dignity and practicality in both business and family scenarios. These buyers are not trend-chasers seeking novelty; instead, they prefer stability and certainty within high-quality offerings.
Through in-depth interviews with multiple users, we spoke with them to reconstruct their profiles, understand why they chose this car, and explore why they trusted it enough to vote with their orders.
01User Characteristics & Needs
User Profile: Middle-Class and New-Wealth Consumers Raised in the Tech Wave
Unlike traditional SUV buyers, Zeekr 9X’s initial orderers are characterized not only by their family status but also by their backgrounds as middle-class and new-wealth individuals working in the tech industry with extensive product evaluation experience. Most are company founders or senior managers who are highly receptive to new technologies yet have navigated multiple product cycles. Consequently, they do not blindly chase novelty or luxury; instead, they prioritize maturity, practical value, and alignment with their personal aesthetics and lifestyles.
For example, Mr. Wang, a 42-year-old researcher at a Guangzhou scientific institute and owner of a tech company, focuses on the product itself rather than brand premiums, trusting brands that invest in foundational self-research and core technological independence. Similarly, Mr. Ren, a 46-year-old head of a new energy enterprise in Shanghai, emphasizes product experience over brand image, viewing the brand as a service to the experience. Having previously driven imported luxury vehicles such as Jaguar and Aston Martin, his perception of domestic cars improved significantly after leasing them.
In terms of income levels, Zeekr 9X users span from the middle class to the new wealthy, typically aged between 30 and 50, with annual incomes ranging from RMB 1 million to RMB 10 million. They appreciate customized consumption experiences.
Compared to price, they are more concerned with whether the product aligns with their lifestyle and personal expression. Mr. Li, who earns over RMB 10 million annually and is engaged in foreign trade, stated: 'If I were to buy a car priced at RMB 3 to 4 million, I would not want it to look like everyone else's on the road. A car can reflect the owner's understanding of life.'
Regarding family structure, most users are married with children, typically having one or two kids. Some travel with their parents. Their daily needs include commuting, school runs, weekend family trips, client reception, and short-to-medium distance self-driving tours. Because of this, their expectations for the vehicle’s role far exceed those of first-time buyers. Space, comfort, brand tone, and functional coverage are key considerations.
Rich Purchasing Experience; Mostly Add-On or Replacement Purchases
Many interviewees noted that the Zeekr 9X is not their first vehicle; for some, it is a second car, and for others, a fourth. The logic behind replacing or adding to their fleet is clear. Many already own traditional luxury models such as the Range Rover, Porsche Cayenne, Bentley Bentayga, Tesla Model X, BMW X7, and Mercedes-Benz S-Class and E-Class.
They chose the Zeekr 9X not merely to upgrade specifications or try new energy technology, but to find a primary vehicle that offers comfort, ease of driving, and prestige in all life scenarios. Whether for daily commuting, family trips, or business reception, the 9X’s quietness, ride comfort, and technological features cater to family needs while meeting the dignified standards required for hosting clients.
Mr. Li initially used a Toyota Alphard for business reception and school runs, but later switched to the Zeekr 009. "The 009 offers significantly better comfort and intelligence than the Alphard," he said. He also owns a Bentley Bentayga, but noted that both the Bentayga and the 009 are primarily for riding rather than driving dynamics. "So I wanted an SUV to match my daily travel needs."
Mr. Ren, head of a new energy enterprise, currently drives a Tesla Model X frequently. He bought the 9X to replace his 2011 Jaguar XJL. "Bad Guy Brother," owner of a pre-owned luxury goods store, already owns a Li MEGA, Li L9, and a Maybach S400. Wanting to experience different brands, he plans to swap his Li L9 for the Zeekr 9X.
Mr. Lai, who works in landscaping engineering, previously owned a Zeekr 001. He believes the 9X improves upon its predecessor in many aspects. "I imagine being able to drive the 9X to any construction site without obstruction. The chassis is high and can be lifted, so there is no worry about scraping the bottom. With strong power, it fits my work and life scenarios perfectly—it is a versatile vehicle."
Complex Needs Spanning Business Reception and Family Scenarios
The role of the Zeekr 9X in the minds of interviewed users is not singular. Business reception and family travel are two parallel main threads. A single vehicle must simultaneously provide dignity and comfort in both contexts, which is the core starting point for their replacement or addition decision.
For Mr. Ren, after adding the 9X to his fleet, he will drive it himself 70% of the time, while using it 30% of the time for his driver to host clients.
"Bad Guy Bro" noted that the 9X is well-suited for both family use and business reception, adding that "after taking delivery, the usage split between the two is roughly half and half."
The Zeekr 9X's six-seat layout, rear-seat comfort, audio-visual features, and optional rotating seats are key details that appeal to this group. In daily scenarios, whether on highway business trips or picking up family members, the vehicle needs to maintain an appropriate tone for every occasion.
Mr. Gong, an interviewed owner who also owns a BMW X7, defines the Zeekr 9X as "pretty much the same as the BMW X7." He said, "Its purpose is for both leisure outings and business use, and the experience will be much better than the X7, such as the interior ride comfort, the movable rear TV, the dual-screen setup in the front row, and the zero-gravity seats and sound system, which are all very attractive to me."
High Acceptance of New Technologies, but Attitudes Are Becoming Increasingly Rational
Most of these users are long-time EV enthusiasts, with nearly everyone mentioning they currently drive or have previously owned vehicles from brands such as Tesla, NIO, Zeekr, and Li. However, unlike a few years ago, their enthusiasm for new technology is now noticeably more restrained.
Mr. Sun stated, "For me personally, if I had to choose between a car with slightly inferior smart features but strong driving feel, and one with better smart features but an average driving experience, I would definitely pick the one with the better driving dynamics. I don't place particularly high importance on smart features."
Mr. Ren also expressed reluctance to pay for features like driver assistance. "It feels like nowadays, if you pull out any new energy vehicle, you have to talk about smart driving; not talking about it seems very low," he said. "When I bought the Model X, I was among the first to choose the enhanced autopilot package, spending nearly 50,000 RMB to activate it. To be honest, nearly eight or nine years later, I’ve probably used it fewer than 10 times. I won’t hand over control of my life to this infotainment system, so I’m actually unwilling to pay for this so-called smart driving."
In their view, a truly practical car should not rely on overly complex interaction logic, but rather demonstrate maturity and understanding through its details.
In the purchase decision for the Zeekr 9X, user rationality is mainly reflected in a "disenchantment" with traditional luxury brands and new technologies, shifting to a greater trust in actual experience. Multiple users considered the reputation of Zeekr's previous products such as the 009 and 001, as well as its accumulated vehicle-building technology, when placing their orders, clearly recognizing the advantages that have already been verified by the Zeekr brand.
Mr. Gong mentioned that a friend owns a Zeekr vehicle, saying it "drives reasonably well," which left him with the impression that Zeekr cars are easy to drive. Mr. Sun also noted that he has a favorable impression of Zeekr's driving quality, stating that "the chassis feel was a key reason I ultimately placed my order for this car."
In-depth conversations with this group of users reveal that they no longer pay for dazzling specifications and promotional slogans. Instead, they return to the vehicle's actual usage experience. For a high-end large SUV, mature ride and handling quality and stable product performance are the key factors driving their purchase decisions.
02Decision Drivers
Strong Exterior Presence: A Luxury Feel That Wins Family Approval at First Glance
In terms of exterior design, the Zeekr 9X has won considerable first-impression approval from users. Multiple interviewees described it as generous and steady, with some even calling it the "domestic Cullinan," noting that this styling is extremely rare among new energy SUVs.
Mr. Li, who previously purchased a Zeekr 009, said that the 9X first impressed him with its exterior design, noting that "it doesn't look like some conventional domestic new energy vehicles." The second factor was the powertrain, followed by intelligent features, adding that "you can control everything via voice commands."
He also noted that his wife agreed to buy the 9X largely because she was very satisfied with her experience of the 009. "She felt the 009 was a very comfortable car, so we both wanted to try the 9X," he said.
Mr. Ren was initially drawn in by the exterior design. He cited three main points of satisfaction with the 9X: first, its styling; second, its audio system; and third, its interior space. "A friend previously used a Zeekr 009 to pick me up, which gave me a good impression of the brand, but I wasn't particularly fond of its front fascia. When the 9X was released, it finally got the exterior right. Although the front end bears a resemblance to the Rolls-Royce Cullinan, at least it looks pleasing to me."
Mr. Ren explained that his hesitation stemmed from uncertainty about the quality of the interior materials. "During the pre-sale event, I brought my family to experience the interior firsthand, and we felt it perfectly met our needs to retire our gas-powered vehicles while still accommodating business use."
The interviewed owners were also highly satisfied with the Zeekr 9X's spaciousness. Mr. Ren mentioned that his younger son, who is already around 1.7 meters tall, immediately sat in the third row upon entering and reported feeling quite comfortable.
Compared to overly sharp or futuristic design languages, the Zeekr 9X presents a more substantial visual presence. In detail, the vehicle's overall dimensions, palace-style grille, split headlight clusters, and the full-width taillight strip all contribute to this sense of visual weight. Notably, several users remarked that the 9X's real-world design and material quality are even more compelling during an in-person experience, advising potential buyers to "definitely visit a store to see it for yourself."
Spending Money on Tangible Experiences
Users generally accepted Zeekr's pricing strategy, emphasizing that "the value for money given these specifications is excellent." They particularly praised the comfort and intelligent features, considering them the most generous in its class. Many highlighted the 9X's "unique-in-class" equipment, such as the standard Bentley-sourced audio system, a movable rear sky-screen, a sunroof, and a 48V active stabilizer bar. A significant number of users approved of the six-seat layout, with one noting that the 9X has effectively achieved "MPV-like functionality within an SUV body."
Mr. Ren’s favorite interior feature is the audio system. "I’m quite sensitive to sound quality. During the early-access preview, we listened to it in person and found the texture excellent; their pricing strategy effectively amounts to giving it away for free. At the time, I told a Zeekr sales representative that I actually thought we should pay extra to option this configuration."
Mr. Ren ordered the top-spec model, primarily because of the rotating seats. "The main reasons are the 48V stabilizer bar and the anti-side-impact lift function. For such a large vehicle, I believe better safety features are essential."
Mr. Sun also chose the top-spec trim, noting, "The 48V stabilizer bar was a key feature that interested me this time, and I’m looking forward to its dynamic performance during real-world test drives."
After Zeekr announced the pre-sale price for the 9X at launch, users expressed widespread surprise, praising the highly competitive configuration combination for its class. Mr. Sun noted that after adding options to his Lincoln Aviator, the final price exceeded RMB 800,000. "The 9X’s configuration parameters are all superior to those of that Aviator."
Many users highlighted the rear-seat experience, with the practicality of the six-seat layout receiving broad approval. Features such as the standard Naim audio system (derived from Bentley), the movable rear sky screen, and the panoramic sunroof with ambient lighting were considered "unique offerings at this price point."
Visible and invisible safety features are absolute bonus points
Zeekr 9X’s safety performance is a key plus point repeatedly emphasized by users. They believe that a large SUV designed for both family and business travel must have a solid structure and reliable protection. Zeekr’s reputation for safety has taken root in consumers’ minds, and the nickname “Road Tank” continues to apply to the Zeekr 9X.
"Bad Guy Brother" said: "The body's rigid safety is solid. The structure is very robust, with a vehicle weight of 3 tons and 80% high-strength steel. These are points I find convincing."
Mr. Sun said that safety is what left the deepest impression on him about the Zeekr 9X. The 9X’s 48V active stabilizer bar technology brings new active safety features: when struck from the side, the active stabilizer can lift one side of the chassis within 0.7 seconds, using the sturdiest sill beam to resist the impact. This was a frequently mentioned plus point in interviews, creating a differentiated advantage for family vehicles.
Mr. Sun believes this anti-side-impact lifting function effectively protects occupants. “The previous 001 model was also known as a ‘land tank.’ Whether in terms of materials or design philosophy, Zeekr prioritizes passenger safety. If safety isn’t guaranteed, no matter how luxurious the car is, it loses its meaning for us.”
New Hybrid Technology Alleviates Charging and Range Anxiety
Some users with experience in pure electric vehicles pointed out pain points such as long charging queues during holidays and rapid battery depletion on highways. Consequently, they feel more secure and trusting toward hybrid options, viewing the Zeekr 9X’s full-stack 900V high-voltage hybrid architecture and 6C supercharging technology as the optimal solution for the transition period.
“I think a large battery and fast charging are essential,” Mr. Sun said. “There is a significant difference between charging to 80% in 40 minutes versus 20 minutes.”
In discussions of hybrid powertrains, the strongest consensus among users is: finally, no more range anxiety over battery levels. Many interviewees have prior experience with pure electric vehicles and are well aware of the practical inconveniences caused by issues such as long queues for charging on highways during holidays and rapid battery depletion at high speeds.
Mr. Ren said that when he previously drove a Model X for self-driving trips, he had to constantly search for charging stations, which resulted in a poor experience. "Driving a vehicle that can run on both fuel and electricity, with a range of around 1,000 kilometers per charge, basically allows you to go anywhere without needing to refuel during the trip. This is a very good experience, at least sparing you from having to queue up for charging like you did during holidays or travel peaks, where it was impossible to get into the station."
As a full-stack 900V high-voltage platform hybrid SUV, the Zeekr 9X is equipped with the Haohan Super Electric Hybrid system, which supports refueling and features 6C ultra-fast charging capability, allowing flexible switching between pure electric, range-extended, and hybrid modes. Respondents generally believe that hybrid technology is the optimal solution for the current transitional phase, as it resolves range anxiety while preserving the new energy vehicle driving experience.
Additionally, some users highlighted the quietness of pure electric mode and the cost-effectiveness of using the air conditioning while resting—such as watching TV or listening to music in the vehicle while waiting for their children to finish school, or taking a short break, which have become real-life usage scenarios for them.
03Expectations for Vehicle Use
Business Reception: Prestige Without Ostentation
The Zeekr 9X is used by many users for daily business reception, particularly by professionals in the new energy and technology sectors. They hope to showcase tech-luxury without being ostentatious in business settings, meeting clients' demands for quality.
Most of these users come from emerging industries. They have high expectations for the brand tone and personal aesthetics reflected in their vehicles, yet they pursue a low-key style. The positioning of the Zeekr 9X hits this balance perfectly: a dignified but understated style that aligns well with their current social status and industry culture.
Mr. Wang hopes that the 9X will "show friends what technological luxury is" in business settings. Mr. Ren believes that Zeekr's brand tone is highly compatible with business scenarios. "Because many of my clients are Fortune 500 companies, when we arrange pickups and drop-offs, we cannot be too ostentatious. They do not wish to be picked up by very luxurious brands, but they do value quality. Therefore, Zeekr's positioning works well: it is understated yet represents a domestic new energy vehicle, which aligns with the characteristics of my industry."
Mobile Spaces for Diverse Lifestyles
These users not only focus on the vehicle's attributes as a business reception or commuting tool, but also emphasize details of daily life experience. They have high requirements for spatial flexibility and long-term comfort, hoping to embark on spontaneous trips without worrying about range during family outings. They want to utilize dual rotating seats for gathering, sightseeing, and interaction, and enjoy comfortable music and television viewing when alone in the car.
If business scenarios test for dignity and taste, family and personal use focus more on comfort and freedom.
Mr. Sun, who already owns vehicles such as the Mercedes-Benz E-Class and Lincoln Aviator, stated: "I hope that the Zeekr 9X's zero-gravity seats, audio system, and other hardware will provide me with better interior comfort than what I currently have in my cars."
Compared with traditional SUVs, users are further exploring the versatility of the Zeekr 9X. Features such as dual-rotating seats, a sunroof that can be opened, and a movable rear sky screen are being applied to higher-frequency daily scenarios: families gathering for meals, holiday outings for sightseeing, and impromptu remote work. These features also help fulfill the desire for spontaneous trips.
Mr. Wang noted that he frequently uses large six-seat vehicles for family travel, stating, "I hope this car ensures safety when I take my children and parents out." He expressed a personal longing for freedom on the road: "I used to dream of taking a spontaneous trip, but my previous Land Rover had no driver assistance, so the longest journey I felt comfortable making was from Guangzhou to Shenzhen. Anything longer felt unnatural. Driving spontaneously, going wherever I want, has been a long-held wish. This car won't hold me back; it will reduce fatigue and eliminate range anxiety. That is my biggest expectation for the 9X."
Expectations for Further Optimization of Driver Assistance
In terms of driver assistance, most users opted for versions equipped with the Qianli Haohan H9 system. They expressed both anticipation and concern regarding the technology, hoping Zeekr will continuously optimize performance in complex urban traffic and highway lane-change strategies to make driving feel more natural and human-like.
Mr. Li already owns a Zeekr 009, which is mostly driven by a chauffeur. However, he hopes to use the 9X as a vehicle for his own driving. "Therefore, I prefer end-to-end driver assistance that strikes a balance—slightly assertive but not overly aggressive. If it’s too passive and fails to overtake, it feels too clumsy; if it overtakes too aggressively, I question the sense of security," he said.
Mr. Sun stated that he chose the Qianli Haohan H9 configuration because he "expects intelligent driving performance commensurate with its hardware specifications." He also anticipates that the 48V active stabilizer bars will provide a distinct driving experience compared to other vehicles: "Chassis differences among other cars are not particularly significant, but I expect the 9X to have a clear advantage in dynamic handling."
Mr. Wang hopes the Qianli Haohan H9 system will enable him to undertake longer journeys. He reiterated his personal longing for freedom on the road: "I used to dream of taking a spontaneous trip, but my previous Land Rover had no driver assistance, so the longest journey I felt comfortable making was from Guangzhou to Shenzhen. Anything longer felt unnatural. Driving spontaneously, going wherever I want, has been a long-held wish. This car won't hold me back; it will reduce fatigue and eliminate range anxiety. That is my biggest expectation for the 9X."
Service, Quality Control, and OTA Updates Are Key to Building Long-Term Reputation
Delivery is only the beginning. In our survey, many users extended their focus to the vehicle’s entire lifecycle. Several users explicitly highlighted concerns about after-sales networks, OTA update frequency, and content transparency, with clear expectations for consistent post-delivery experiences. Some also expressed hope that Zeekr would continue to raise brand awareness, thereby reducing the need for repeated explanations.
OTA update frequency, transparency in feature rollouts, and the breadth of after-sales repair coverage were keywords repeatedly mentioned. Mr. Sun stated he hopes the components in the 9X match the vehicle’s weight and durability standards. "A lifetime warranty would be ideal," he said. "I’d accept a launch price matching the pre-sale price, but I think that’s unlikely."
Mr. Sun and other users also called for service upgrades, suggesting tailored offerings for high-end owners, such as airport pickup and business reception services.
Users raised higher expectations for sales staff. Mr. Sun emphasized the need to enhance product experts’ knowledge and enthusiasm: "They need rigorous professional training." He explained, "Because there are aspects of the 9X not visible on the spec sheet; you need to explain the design philosophy and other hidden design details."
Some owners hope Zeekr’s brand influence will grow further, especially among customers or relatives less familiar with new energy vehicles, wishing to reduce the need to "explain for a long time what Zeekr is." Jason, an interviewed user, said he asked his family for advice before buying the car. They were generally supportive of the Zeekr brand, but "my father was concerned that Zeekr’s brand recognition isn’t high enough—that’s his only reservation."
They want Zeekr to move faster in communication and brand image building. "I hope Zeekr builds its reputation gradually, invests more in market operations and customer maintenance, and communicates more with customers to make friends," said Mr. Wang.
04Brand Identity
No Longer Blindly Following Traditional Luxury Brands
Multiple users stated they are unwilling to continue paying for brand premiums. Users who previously owned vehicles from brands such as BMW, Mercedes-Benz, Audi, Land Rover, Porsche, and Bentley have also begun to return to rationality, believing that the intelligent experiences offered by new energy vehicle startups better align with the pace of modern family life. They have developed their own definition of luxury: in the new energy era, the key to luxury lies in core technologies and scenario innovation, rather than engine displacement and brand heritage as seen in traditional internal combustion engine vehicles.
The majority of Zeekr 9X buyers are not purchasing their first car; they have previously paid for the prestige and brand appeal of traditional luxury marques. However, as consumer mindsets shift, their understanding of luxury is evolving from a symbol of status to one centered on intrinsic utility.
Mr. Li previously bought a Toyota Alphard for business reception because everyone around him was using one, but after experiencing it, he "found it to be just so-so; the comfort level is indeed lower, so I will choose a car that suits me better and is more comfortable." His Bentley Bentayga, on the other hand, lacks in intelligence features: "For example, if I want to play a song or set a destination, I still have to handle it through my phone instead of using voice commands."
Mr. Wang plans to replace his Range Rover with a 9X, stating, "Traditional luxury cars like Land Rover may look impressive and perform well, but they tend to lose their appeal over time."
"We've gone through the era of imported and luxury cars," Mr. Ren said. "Now that domestic new energy vehicles have developed so well, when buying a third or fourth car, I don't pay as much attention to the brand anymore. I also feel that young people now take pride in using domestic cars."
Mr. Ren also mentioned that foreign partners have a strong appreciation for 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. Nowadays, the European market is primarily focused on developing new energy vehicles, and local pricing is quite high. Therefore, these cars no longer carry the perception of being low-priced and low-quality; instead, they are positioned in the mid-to-high-end segment."
As new energy vehicles become mainstream, buyers care more about whether a car solves real problems—such as hybrid architecture, intelligent driving, cabin comfort, and family interaction—than engine specifications or badge prestige. Luxury, in their eyes, has shifted from "being seen" to "being understood."
Recognition of Zeekr’s Product Completeness and Quality Consistency
Zeekr has built a reputation for robust technology and mature products. Interviewed users generally appreciate its positioning as a new energy brand with the heritage of traditional automakers. They believe Zeekr’s mechanical quality, features, and safety have reached luxury standards, giving them confidence that they won’t encounter pitfalls with new models. This perception of both technological and engineering luxury deepens brand loyalty. Users also highly praised the "Try Before You Buy" program, noting that hotel accommodations and event arrangements exceeded those of some luxury brands, while hoping future services maintain a low-key, pragmatic style.
The trust these discerning customers place in the Zeekr 9X stems from the brand’s accumulated technical credibility and product consistency.
Many users noted that Zeekr combines Geely’s mechanical expertise with cutting-edge smart technology. The strong reputations of the Zeekr 001, 007, and 009 further reassured them.
Mr. Sun, who already owns a Zeekr 001, said: "When I looked at the 001, I felt this automaker was quite innovative. But after driving it for a while, I realized that although Zeekr is a new energy brand, it carries the heritage of a traditional automaker. Its safety and chassis quality rank among the best in the industry."
A head of a new energy enterprise, Mr. Ren, said that Zeekr’s first impression on him was its rare high-end texture among domestic car brands. "First of all, it didn’t start with low-priced vehicles, and the 009, as a vehicle in the RMB 500,000 price range, is much more comfortable than an Alphard."
This kind of new energy brand with a foundation in traditional fuel-vehicle manufacturing gives them confidence that this is a company that won’t make mistakes in core safety and ride stability.
In addition, the brand’s low-key and pragmatic approach to service has left a deep impression. Some users have given high praise to Zeekr’s lease-to-own plan, specifically mentioning that "the hotels were well-chosen and the event arrangements were professional," even stating that it was "more heartfelt than some delivery events I’ve attended for luxury brands."
Written by: Dayong Edited by: James