It's going to be "spicy", can Zeekr's quick knife cut the Gordian knot?

Zeekr in a Hurry?

Within less than half a year, Zeekr 001 has launched a new model; Zeekr 007, which has been on the market for less than nine months, has also introduced a new version.

Although many existing car owners have been mentally prepared, after watching the press conference, it's inevitable that there's a bit of a sour taste in everyone's mouths.

Car owners being "stabbed in the back" by car companies is no longer a novelty these days, and it seems to be becoming a "taken for granted" situation.

However, it's worth noting that the car companies that typically "stab" their owners are all new energy brands. Why is that?In fact, it is not difficult to understand that compared to traditional car manufacturers, the update cycle for a pure fuel vehicle is very long, usually with minor changes every three years and major changes every five years, after all, the evolution of fuel vehicles depends on the three major components, especially the evolution of engine hardware.

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On the other hand, the pace of new energy products is often much faster than that of traditional fuel vehicles, after all, it is "software-defined cars," which are intelligent products, similar to digital products. Whether they need to be iterated depends on the improvement of batteries, chips, and systems.

Those who have been familiar with mobile phones should know that mobile phone manufacturers have a very fast product update cycle, almost every year they will launch new models, and the way they upgrade is very interesting, first releasing the standard version, and then releasing the "super large cup" version, directly grasping consumers.

Many consumers always feel that the standard version is a semi-finished product, and the super large cup is the complete body, which is very terrifying to think about. Consumers feel that they are green...

The rapid update cycle of digital products is an inevitable thing, on the one hand, it is driven by the rapid development of technology, on the other hand, it is the result of increasingly fierce competition in the market.If digital manufacturers do not compete with their peers in "rolling," and do not follow the market's rhythm, then their original flagship products will become outdated.

The new energy market is no exception.

In recent years, especially this year, the new energy market has "rolled" to new heights. If it were merely about price competition, car manufacturers would not be sighing in despair. The worst fear is that price competition is just the foundation, and there is also competition in terms of intelligence, and the speed of product launches, etc.

In summary, there is no such thing as the most "rolled," only more "rolled."However, Zeekr 001 has undergone three updates within a year, and introduced a new model in less than half a year, which is already the ultimate "overachiever" in the industry. Even the fast-paced world of smartphone updates is willing to bow down in admiration.

What drives Zeekr to such frenzy is the fierce competition in the current market.

Nevertheless, despite its frenzy, Zeekr is still "too honest." Some car manufacturers also update their models quickly and even reduce prices while adding features. Consumers do not feel "betrayed"; instead, they find the price incredibly valuable, leading to a buying spree...

Why is that? Because after updating their models, these manufacturers change the names or add a suffix to the names, creating a different perception. Zeekr suffers from being "too honest." If they followed BYD's approach, upgrading from the Champion Edition to the Glory Edition, it would be much more psychologically acceptable.Why does Zeekr risk such significant criticism to launch a new model?

There are two main factors, I believe. First is the product competitiveness. Since the launch of the 2024 Zeekr 001, Zeekr's delivery volume has been on the rise, but by July, there was a decline in Zeekr's overall delivery volume, with a month-on-month decrease of 22.1%. The sales volume of the Zeekr 001 was 9,335 units, falling below ten thousand; the delivery volume of the Zeekr 007 was 3,498 units, with a month-on-month decline of 18.95%, and it has been a long time since it broke through the monthly record of five thousand units. The Zeekr 001 has always been the most important product for Zeekr, without exception.

The lackluster delivery volume has led to Zeekr's faltering steps in the capital market, with its peak value of $32.234 falling to the current $15.060.

As an independent brand with a high debt ratio, Zeekr's urgent task is to improve product delivery data and make profits, aiming to achieve a break-even point within 2024, so it has to be more competitive than others.

The second factor is the fiercely competitive market environment. Since the wave of electrification has come, there are more and more independent luxury smart models. Your car has to be not only easy to drive but also needs to excel in areas such as intelligent driving and smart cockpits. The hardware of the old models is not up to par, and OTA (Over-The-Air) updates cannot solve the problem, so a new model has to be introduced.Under the influence of various factors, Zeekr is also under great pressure. After all, no car company is willing to "stab" its long-standing customers, especially when it has accumulated a good reputation through hard work. However, there is no other way. If Zeekr doesn't take decisive action now, the road ahead will be very difficult, and survival itself may become a question.

So, should Zeekr be criticized by its existing customers?

I believe it should. As supporters of the car company, these customers have invested real money in your products. It's intolerable for them to see new models introduced within just half a year. It's normal for them to express their dissatisfaction.

However, looking at the bigger picture, in order to enhance its market competitiveness and ensure its survival in the market, Zeekr's criticism is also worthwhile. At least in the future, it can still safeguard the rights and interests of its existing customers, rather than ending up like WM Motor, HiPhi, and Evergrande, which went bankrupt and closed down, leaving no way to protect the rights of car buyers. This temporary criticism is exchanged for future reputation. This kind of short-term pain is inevitable and is a process that many century-old car companies must go through. Zeekr has only been in existence for a few years, and like leveling up in a game, it just needs to learn from the experience and remember the lesson for the next time.So, what changes have been made to these two new models?

 

The prices of the new Zeekr 001 and 007 remain the same as the previous models. However, the Zeekr 007 has seen an upgrade in its battery and now includes intelligent driving as a standard feature. The entire lineup comes with a standard laser radar and dual OrinX intelligent driving chips, along with additional options available for selection.

 

 

The new Zeekr 007 lineup is equipped with the Golden Brick Battery 2.0, self-developed Haohan Intelligent Driving 2.0, and Zeekr AI OS. The Golden Brick Battery 2.0, in conjunction with the full-domain 800V platform, has significantly improved performance, with faster charging speeds and stronger discharge capabilities. It now only takes 10.5 minutes to charge from 10% to 80%.

 

 

The self-developed Haohan Intelligent Driving 2.0 system has three upgrades: enhanced parking capabilities, support for high-speed NZP and urban NZP commuting modes, and an end-to-end large model. After activating the end-to-end large model, the vehicle's ability to handle complex road conditions is greatly enhanced. It can not only deal with over 30 types of complex intersections but also easily navigate through special scenarios such as closed road construction diversions, main and auxiliary road transitions, and multi-level traffic intersections.Zeekr AI OS is a proprietary KR AI large model, featuring a voice assistant named EVA with over 150,000 generalized commands and more than 30 proactive intelligent services. It includes active perception capabilities, such as warning of potential finger pinching when closing windows or detecting the presence of living beings around the vehicle.

Looking at the upgrades of the two new models, Zeekr has significantly enhanced the weakest aspect of its products—intelligence performance. It has filled in the gaps, making the vehicles not only enjoyable and user-friendly but also exceptionally intelligent. Who can resist such an offering?

For potential customers who are waiting to make a purchase, the value for money that Zeekr offers is simply unbeatable, making them eager to celebrate.

Regarding compensation for existing owners, Zeekr has done an excellent job. Previously, users complained about the sluggish in-car system in the Zeekr 001 equipped with the Qualcomm Snapdragon 820A chip. In response, Zeekr CEO An Conghui directly announced a free upgrade to the brand-new Qualcomm Snapdragon 8155 platform for all Zeekr 001 users.Previously, older vehicles equipped with the Mobileye smart driving system will continue to enjoy advanced assistance features such as high-speed NZP, and they have not been abandoned. However, upgrading the older Mobileye solution to the vast smart driving 2.0 is likely not feasible due to limitations in underlying architecture and hardware and software components.

So, the question arises, is it still worth buying new energy vehicles with such a fast pace of updates and iterations?

Regarding this issue, I believe it is important to clarify a concept: the pace of product updates and iterations for Chinese automotive brands will only become faster, even rivaling digital products like smartphones. While enjoying the latest and most powerful new energy vehicle products, one must naturally accept the risk that the purchased products may become obsolete quickly.

Based on the above premise, if one can accept this, then buy with confidence and without hesitation. In such a competitive Chinese new energy vehicle market, the products available to our consumers are arguably among the best in the world.

If there is concern about being frequently betrayed by rapid changes, we suggest considering traditional brands, as their update and replacement pace is predictable, and within a reasonable update cycle, at least there is no need to worry about being betrayed.After reading, has everyone learned?

Finally, we need to borrow a phrase from the Zeekr new product launch to pose a soul-searching question to everyone—"If you had the chance again, would you still choose Zeekr?"