Zeekr 9X Prospective Buyer Survey: 70% from BMW X7, Mercedes-Benz GLS and Other Luxury Models; Nearly 80% Accept Pricing Above RMB 500,000

As a flagship new model targeting the large luxury pure-electric SUV market, Zeekr 9X quickly sparked discussion on social media and in 42HOW Auto’s 9X interest groups after its public debut at the 2025 Shanghai Auto Show. The conversation centered on its design language, platform specifications, and core technology configurations.

This user survey systematically organizes and analyzes genuine feedback from interested users to fully reveal how this strategic new model is positioned and perceived by potential consumers. We conducted a questionnaire survey among users interested in the Zeekr 9X; below are the core analytical results of this survey.

Respondent Group: 42HOW Auto Zeekr Community

Data Volume: 218 total submissions, 200 valid responses

Interested Users: Middle- to High-Net-Worth Families, 70% from BBA Luxury Brands

The survey results show that Zeekr 9X respondents are widely distributed across cities of all tiers, with a relatively high proportion from first-tier cities (Beijing, Shanghai, Guangzhou). This indicates that, as a bellwether for the new energy vehicle market, first-tier city users demonstrate higher acceptance of new brands and technologies. Hangzhou, as the birthplace and headquarters of the Zeekr brand, boasts a solid foundation of brand influence and is also a typical 'tech-savvy friendly city'.

Regarding household income, the survey shows that 45.5% of respondents have an annual household income exceeding RMB 600,000. Nearly one-fifth of these households earn more than RMB 1 million. This indicates that the Zeekr 9X is attracting middle-to-high net-worth families with strong purchasing power. The next largest segment, accounting for 32%, falls within the RMB 400,000 to RMB 600,000 range. These users typically represent core urban families and white-collar professionals, who are currently the primary buyers of high-end new energy vehicles in China. Despite the Zeekr 9X’s premium positioning, it retains cross-class appeal. This group may consider financing options or down payment installment plans to achieve their car-buying goals.

The survey results show that 90.5% of respondents already own a vehicle. Of these, 70.5% belong to “one-car households.” This suggests that the Zeekr 9X’s main potential customers are experienced drivers seeking a more premium experience. Meanwhile, 20% of respondents belong to “multi-car households.” These users place higher importance on factors such as brand tone, functional complementarity, and status symbolism, making them a key demographic for breakthroughs in the high-end pure electric SUV segment. Although only 9.5% of respondents do not currently own a vehicle, they may be young middle-class buyers upgrading to a high-end product line for their first purchase, or first-time EV buyers. This group demonstrates high acceptance of new technologies and brands, warranting further attention.

The survey reveals that the Zeekr 9X exhibits cross-brand appeal among its target audience. More than 70% of respondents are owners of traditional luxury brands, including Mercedes-Benz, BMW, Audi (BBA), Land Rover, Lexus, and Porsche. Their strong interest in the Zeekr 9X indicates that the vehicle’s positioning, design language, and technical features possess the ability to attract high-end users upward. The Zeekr 9X is gradually entering the potential replacement circle of traditional luxury SUVs.

At the same time, among users of emerging Chinese brands, such as Li Auto and NIO owners, there is also a clear intention to replace or add a vehicle. This phenomenon indicates that the Zeekr 9X possesses differentiated advantages in product capability compared to its peers, capable of meeting user demands for upgrades from intelligent technology to luxury standards.

This trend reflects that the Zeekr 9X is no longer limited to the niche new energy vehicle community. Instead, it has the potential to bridge both traditional luxury and emerging brand audiences. In future strategies regarding brand communication, test-drive scenarios, and owner operations, it will be necessary to distinguish between the different needs of “traditional luxury downward-mobile users” and “emerging brand switchers,” and to develop differentiated communication strategies for each group.

Buyer Demographics: 30–40-Year-Olds Are the Core Prospective Buyers

Survey results indicate that Zeekr 9X’s target user base exhibits a typical structure of young and middle-aged urban middle-class consumers. The 31–40 age group accounts for 59%, making them the absolute mainstay; this cohort is generally in a career growth phase or has already formed a family, possessing strong purchasing power and decision-making authority. Users aged 41–50 account for 25%, mostly high-net-worth mature customers who tend to trade up or add vehicles with greater brand prestige and spatial experience. Meanwhile, users under 30 make up 13.5%; although they are not the primary transaction demographic, they respond positively to exterior design, technology, and brand perception, demonstrating high willingness to share and spread awareness.

Overall, Zeekr 9X not only attracts the core car-buying demographic but also shows potential to compete upward for luxury-brand users and stimulate interest among younger circles, building a multi-layered market user base with high perceived value.

Purchase Intent: Strong Appeal, More Than Six in Ten Explicitly Want to Buy

The survey results show that 61.5% of users explicitly stated they would consider purchasing the Zeekr 9X, while another 38.5% indicated "not sure yet." No users completely ruled out the possibility of purchase, reflecting that the Zeekr 9X has good market appeal and conversion potential among its target audience at this stage.

Among them, the proportion of respondents with clear intent exceeds six tenths, indicating that Zeekr 9X has already successfully sparked significant interest and resonance among a large proportion of users in terms of product design, technical configuration, or brand identity. The remaining 38.5 percent of users, who are still holding off on a definitive decision, have not excluded the possibility of purchase and represent a reserve pool with medium-to-short-term conversion potential.

Price Range: Nearly 80% of Users Accept Pricing Above RMB 500,000

Survey results show that 51.2% of users identified the RMB 500,000–600,000 range as the most acceptable price point, while 20.1% selected the RMB 600,000–700,000 range. Only 5.9% indicated that the final pricing would exceed RMB 700,000.

The data above show that 77.2% of users position the vehicle as a high-end pure electric SUV, which indirectly reveals Zeekr 9X’s product positioning in consumers’ minds. Describing it with high technology, high configuration, and high perceived value is particularly apt, serving as the best proof for the Zeekr 9X.

Conversion Rate: Only 11.5% Show No Intent to Convert

The survey reveals that 63% of users have a clear intent to convert, demonstrating that Zeekr 9X possesses significant market monetization potential across dimensions including product strength, design, and technology.

Meanwhile, 25.5% of users remain uncertain. Although these individuals have not explicitly ruled out a purchase, their decisions may still be influenced by factors such as brand perception, after-sales service networks, and family opinions.

Only 11.5% of respondents explicitly ruled out purchasing the vehicle, a relatively low proportion that indicates strong overall acceptance of the Zeekr 9X. This reinforces the view that, with a reasonable price positioning, users already have high confidence in the product’s capabilities and are likely to convert into buyers.

Recommendation Rate: Over 80%

Survey results show that more than 80% of users said they would recommend the Zeekr 9X to others. For a vehicle that has not yet announced its price and has only made its exterior debut, this is an exceptionally rare level of user engagement. This unexpectedly high willingness to recommend reflects how the design appeal and technological allure of the Zeekr 9X have successfully established brand recognition and anticipation among target users from the outset.

Advantages Compared to Traditional Luxury Brands: Performance and Technological Innovation Are Core Weapons

The survey indicates that users generally regard performance and technological innovation as the core factors that set Zeekr apart.

Sixty-six percent of respondents selected performance, ranking it first. This highlights strong user approval of Zeekr’s battery, electric motor, and electronic control systems, acceleration capabilities, and driving dynamics, confirming that the Zeekr 9X’s positioning as a high-performance pure-electric SUV resonates with the market.

Meanwhile, technological innovation and luxury feel each accounted for 55.5%, tying for second place. This indicates that users not only recognize Zeekr’s capability for technological iteration—such as its driver assistance systems, infotainment interaction, and AI cabin—but also perceive high-end quality in its design, materials, and atmosphere. The brand is developing the confidence to compete directly with traditional luxury brands.

Furthermore, premium positioning accounted for 49.5% and rich experience 30.5%, suggesting that current user perception of Zeekr remains concentrated on product capabilities, leaving significant room for improvement in brand tonality and ecosystem experience.

This provides direction for Zeekr’s subsequent brand building: on one hand, it should continue to strengthen the differentiated advantages of its 'performance + technology' label; on the other, it must further address shortcomings in 'luxury perception' and 'service ecosystem' to close the gap in overall value perception with traditional luxury brands.

Exterior Design: Grand Presence, Strong Luxury Perception, Attractive Front Face

Survey results show that 'grand styling' was the most favored keyword, accounting for 76%. This indicates that the Zeekr 9X has successfully established a visual impression of stability, coordination, and power, aligning with mainstream aesthetic expectations for new energy mid-to-large SUVs.

Following closely were 'attractive front face design' at 63% and 'strong luxury feel' at 62%. These figures reflect how design language details—such as headlight shapes, grille construction, and brand logo application—quickly capture user attention and convey a high-end tone.

Meanwhile, 'smooth body posture lines' (36.5%) and 'attractive rear design' (33.5%) also received strong approval, indicating strong overall visual coherence. With only 1.5% of users selecting 'other,' this indirectly suggests a high level of acceptance for the exterior design and very little negative feedback.

Overall, Zeekr 9X’s design has established an impression of being "premium, dignified, and highly technological" among users. The "front fascia," as a key visual entry point, holds strong potential for viral spread. It is recommended that the brand strengthen the visual expression of front-end details in marketing to enhance its ability to capture consumer attention at first sight.

Purchase Expectations: Aligns with the Luxury Vehicle Expectations of 98.5% of Users

Survey results show that 98.5% of users believe Zeekr 9X’s exterior meets luxury car expectations. This indicates that Zeekr’s design expression in its "new energy + luxury" positioning has gained widespread recognition. Specifically, the comprehensive presentation of body proportions, lighting design, and texture elements has successfully met the aesthetic expectations of mainstream luxury car buyers.

Furthermore, 56% of respondents felt the design "basically met" their expectations, suggesting that some users hold stricter standards for what constitutes a "luxury car." These users may focus on implicit factors such as material quality, brand premium, or the sense of owner status. This signals an opportunity for the brand to further deepen the perception that "details equal value" in its luxury expression.

Technical Advantages: Charging Efficiency and Luxury Comfort Draw Particular Interest

The survey results indicate that the fast charging capability enabled by the 6C battery, cited by 64% of users, is the most valued technical highlight. Zeekr’s claim that the battery can charge from 20% to 80% in just nine minutes has created a strong memory point among users, demonstrating how efficient replenishment solutions drive purchase decisions for pure electric vehicles.

The second and third most valued features are the dual-chamber closed air suspension paired with a dual-valve CCD electromagnetic damping system, cited by 57.5% of respondents, and L3-level driver assistance capabilities, cited by 54.5%. This indicates that users place high importance on ride comfort and the driving experience provided by driver assistance systems. Compared to "show-off" configurations, technologies that directly improve driving quality and convenience are more likely to resonate with users.

Overall, high-power fast charging, intelligent chassis control, and advanced driver assistance capabilities constitute the three core technical pillars of the Zeekr 9X. This provides a clear focus for the brand's subsequent marketing: validating fast-charging efficiency with real-world data, enhancing scenario-based demonstrations of driving and riding experiences, and building awareness of "high-level intelligent mobility" can more effectively drive conversion among potential users.

Technical Premium: Nearly Half of Users Are Willing to Pay for Leading Technology

The survey results show that 47.5% of users indicated willingness to pay a premium, indicating that Zeekr 9X has already won the recognition of some users for its technological value in core technologies such as high-voltage fast charging, advanced driver assistance systems, and intelligent chassis; meanwhile, 27.5% of users remain on the sidelines, while another 25% of users explicitly stated they are unwilling to pay a premium;

In summary, the market acceptance of Zeekr 9X's technology premium has a foundation, but to achieve sustained premium pricing power for a high-end brand, it is still necessary to build a clearer closed loop among product strength, experience, and perceived value.

Car Purchase Decision: 76.5% Influenced by Technological Advantages and Innovation

Survey results show that 76.5% of users believe technology has a significant impact on purchasing decisions (very large + relatively large), directly validating the core role of technological innovation as a key decision-making factor in the current new energy vehicle market.

In a market characterized by intensifying competition and product homogenization, the Zeekr 9X leverages core technical configurations such as dual-chamber air suspension plus dual-valve CCD dampers, a 48V active stabilizer bar, 6C ultra-fast charging, and L3-level driver assistance to not only attract user attention but also possess the practical ability to sway purchase decisions.

Furthermore, only 3.5% of users believe technology has a minor impact, with no respondents indicating it has no influence at all. This further underscores that 'technology equals value' is becoming the prevailing cognitive logic among mainstream new energy vehicle users.

This also indirectly suggests that if technology is genuinely leading, there is an opportunity to win user premium recognition and conversion decisions.

Scenario Expectations: The Composite Scenario of 'Long Range + High Comfort + High Intelligence'

Survey results indicate clear user expectations for the Zeekr 9X's adaptability to the composite scenario of 'long range + high comfort + high intelligence.' Long-distance self-driving travel emerges as the primary application scenario, implying that users place extremely high importance on cabin comfort, fast-charging capability, driving assistance, and energy consumption control.

Urban commuting scenarios follow closely behind, further validating that the Zeekr 9X's positioning as an 'all-around role' within the mid-to-large high-end electric SUV segment is gradually taking shape. It is not only a reliable choice for family commuting but can also handle frequent, long-duration use.

The business and social scenario accounts for 52%, indicating that Zeekr 9X’s initial advantages in premium image, brand tone, and rear-seat comfort are gaining recognition.

Although the outdoor adventure scenario represents only 20.5% of use cases, it holds value for user segments emphasizing driving dynamics and off-road capability, suggesting the brand can build emotional resonance with niche audiences through messaging around "all-terrain capability" and "exploration lifestyle."

In summary, Zeekr 9X is gradually establishing itself in users’ minds as a multi-scenario intelligent luxury SUV that combines long-distance comfort, urban commuting efficiency, and business-grade refinement.

Competitive Analysis: Strong Competitive Perception Against Flagship Models from Century-Old Luxury Brands

Survey results show that potential Zeekr 9X users exhibit a "polarized integration" trend in their comparison scope.

On one hand, flagship SUVs from traditional luxury brands remain the focal point of comparison, particularly the BMW X7 and Mercedes-Benz GLS, demonstrating that Zeekr 9X has developed sufficient "product perception" to compete directly with century-old luxury brands in design, space, and configuration;

On the other hand, high-end new-energy models from emerging brands, represented by the AITO M9, are becoming the most direct and realistic competitive benchmarks for users, indicating that consumers are more likely to make horizontal comparisons across dimensions such as "similar pricing," "technology parity," and "smart experience."

Notably, the comparison rate with AITO M9 is as high as 54%, making it almost Zeekr 9X's most direct competitor. The two models share significant overlap in product specifications, autonomous driving capabilities, brand momentum, and user demographics, meaning they will face tough battles on both communication and sales fronts.

Advantages Over Competing Models: Exterior Design and Technology

Survey results indicate that exterior design is Zeekr 9X's strongest perceived advantage when compared to competing models. This suggests that the vehicle has established a strong mental presence among users regarding its styling, commanding large-scale presence, and headlight aesthetics. In the future, this can serve as the primary focus for visual communication and narratives centered on "premium feel."

Meanwhile, technology advantages account for 49.5% and price advantages for 46.5%, placing them in the second tier. This indicates that when perceiving Zeekr 9X, users value not only its hardcore configurations such as 6C supercharging and dual-chamber air suspension.

Summary

This survey covered 200 valid respondents and shows that Zeekr 9X has very strong appeal within its target audience. Nearly 80% of users accept a pricing above RMB 500,000, and 63% explicitly stated they would be willing to purchase if the price is appropriate. More than 90% of users already own vehicles, primarily consisting of middle-class families in first-tier and new first-tier cities, with core income levels concentrated between RMB 600,000 and RMB 1 million. This indicates that Zeekr 9X better fits mid-to-high-end user groups who have an existing consumer foundation and seek product upgrades.

Looking at the overall survey results, most participants already own or have previously owned high-end models from luxury brands such as Mercedes-Benz, BMW, Audi, Porsche, Land Rover, and Lexus, including models like the Mercedes-Benz GLS, BMW X7, and Land Rover Range Rover. These users have high requirements for vehicle quality, technology, safety, and style. The fact that Zeekr 9X has entered their consideration set demonstrates that Zeekr's influence among consumers in this price segment has been affirmed.

Regarding purchase intent, the Zeekr 9X demonstrates strong purchase appeal among potential users, with 61.5% of users explicitly stating they are willing to buy, and another 38.5% remaining uncertain but maintaining high interest. Additionally, 76% of users rated the overall styling of the Zeekr 9X as grand, and 98.5% believe that the Zeekr 9X reflects the luxury befitting a flagship product in terms of appearance, indicating that the Zeekr 9X currently enjoys a favorable impression among potential customers.

Regarding product strength, 63% of users acknowledged that the Zeekr 9X earned praise through its grand exterior design, advanced technological features such as 6C ultra-fast charging and L3 autonomous driving capabilities, and its luxurious feel. More than half of the respondents were willing to pay a premium for these core selling points, with exterior design, autonomous driving, and charging capability showing the highest perceived value.

Overall, compared to competitors like the AITO M9 and BMW X7, the Zeekr 9X’s advantages lie in balancing four key aspects: luxury, design, technology, and high performance. It has already achieved a breakthrough in the first stage of the awareness-to-intent conversion path, moving from "high attention" to "clear intent." Following its debut at the 2025 Shanghai Auto Show, the vehicle’s standing in the minds of users is evident. As more details are revealed, the Zeekr 9X is poised to become one of the most anticipated new energy SUVs this year.

If you are interested in our survey findings, please contact us via email at majunmeng@42how.com.