By Zeekr, the first Chinese premium car brand, has made its debut in Singapore with the launch of its compact electric SUV, the Zeekr X. The brand, owned by automotive giant Geely, introduced the Zeekr X at a grand event held at the ArtScience Museum on August 1, 2024. The Zeekr X comes in two variants, both competitively priced, making it an attractive option for luxury electric vehicle (EV) enthusiasts in Singapore. This launch marks a significant milestone for Zeekr as it enters the competitive luxury EV market in the region.
Zeekr has strategically priced the Zeekr X to undercut its competitors in the luxury EV segment. The entry-level X Standard RWD model is available for $199,999 with Certificate of Entitlement (COE), while the more powerful X Flagship AWD is priced at $214,999 with COE. These prices are significantly lower than those of similarly sized premium electric SUVs, such as the BMW iX1 and the Mercedes-Benz EQA, which are priced at $264,888 and $287,888 with COE, respectively.
The Zeekr X boasts a sleek and modern design, featuring chiselled lines, a sharp front-end design, and a sloping roofline. The interior is equally impressive, with a minimalist two-tone design crafted from high-quality materials, including metallic rose gold trim and a suede-like roof liner. The vehicle is equipped with a large 14.6-inch infotainment screen powered by a Qualcomm 8155 chip, offering super-fast responses, 5G connectivity, and over-the-air software updates.
In terms of performance, the Zeekr X comes with a 66kWh battery and offers two powertrain options. The X Standard RWD model features a single electric motor producing 200kW/268hp and 343Nm of torque, while the X Flagship AWD model includes dual electric motors for enhanced performance. Both variants come with advanced driver assistance systems (ADAS), including automatic lane change assist, and the Flagship AWD model also features a 13-speaker Yamaha sound system and an augmented reality (AR) head-up display.
Strategic Market Entry
Zeekr’s entry into the Singapore market is part of a broader strategy to expand its presence in the Asia-Pacific region. The brand’s vice-president, Mars Chen, highlighted the importance of launching in Singapore due to the high percentage of luxury car sales and EV registrations in the country. In the first half of 2024, 32.4% of new passenger car registrations in Singapore were EVs, making it a key market for Zeekr’s growth.
Zeekr has appointed Premium Automobiles as its distributor in Singapore, leveraging the company’s expertise in the luxury automotive market. The brand aims to build a strong foundation with competitive pricing, high-quality products, and excellent after-sales support. Zeekr’s ambitious plans include expanding to other markets in the region, such as Indonesia, Australia, Malaysia, Japan, and South Korea, by 2025.
The launch of the Zeekr X in Singapore is expected to attract a new segment of luxury car buyers who value advanced technology and innovative design. Zeekr’s focus on smart technology and non-mainstream appeal positions it as a forward-thinking brand that resonates with modern consumers.
Future Prospects and Challenges
As Zeekr establishes its presence in Singapore, the brand faces both opportunities and challenges. The competitive pricing of the Zeekr X is likely to attract attention from luxury EV buyers, but the brand must also build trust and recognition in a market dominated by established players like BMW and Mercedes-Benz. Zeekr’s success will depend on its ability to deliver on its promises of quality, performance, and customer service.
The brand’s commitment to innovation and sustainability is evident in its use of the Sustainable Experience Architecture 2 (SEA2) platform, shared with other Geely-developed models like the Smart #1 Pro+ and the Volvo EX30. This platform enables Zeekr to offer cutting-edge technology and high performance while maintaining affordability.
Looking ahead, Zeekr’s expansion into other Asia-Pacific markets will be crucial for its growth. The brand’s ability to adapt to different market dynamics and consumer preferences will determine its success in the region. Zeekr’s focus on building a strong brand identity and delivering exceptional value will be key to capturing market share and establishing itself as a leader in the luxury EV segment.