Incoming Geely-owned brand Zeekr is keen on importing the radical Mix people mover to Australia, but the focus is on building the brand first.
The sleek MPV revealed last month is designed to maximise interior space, and it has autonomous driving tech capabilities. A driver needs to be in control at all times, but it showcases some of Zeekr’s next-gen tech.
Speaking with CarsGuide at the recent Mobility Live show in Melbourne, Zeekr Australia Managing Director Connal Yan said he was “definitely interested” in bringing the Mix Down Under, but added that the focus was on building the brand first and foremost.
“No plans at the moment, as it's just recently launched in China,” he said. “Just like most of our products, apart from the X and the 009, and the 7X of course for next year, no other models are confirmed for right-hand-drive markets.
“But what we're doing here, launch it properly, really gather the speed and then the feedback from the market, and learn from the market what is required, where the demand is, then we will raise the request and see how we can get things done.
“Because I love that car, personally … it's a no brainer for me. You know, with two kids, a family of four, and I like the fact that there's simply no other competitors in the market as well. So therefore, I think, as a new brand is important from a product portfolio point of view, that we have the core bread and butter, which is the 7X which is coming, which is the X, but at the same time, we should have these kinds of very, let's say, innovative, niche products that we can really differentiate ourselves.”
It's easy to see why Yan is interested in the unique Mix. At around the same size as a Volkswagen ID.Buzz and smaller than Kia Carnival, the packaging in impressive.
The Mix's front wheels can turn up to 50 degrees, giving it a tighter turning circle than a Mini Cooper. With a 76kWh LFP battery on board and 310kW electric motor, it's capable of 550km (CLTC) driving range and sprinting from 0-100km/h in 6.8 seconds.
Zeekr will launch with the X all-electric small crossover early in 2025, followed by the boldly-designed 009 people mover and then the more conventional 7X medium SUV.
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Yan said that the pre-launch interest in the X had been “actually very positive” so far.
Zeekr has engaged in some marketing activities to build brand recognition in Australia. Zeekr is one of many brands under the massive Geely Holdings umbrella, the Chinese giant that owns Volvo, Polestar, Lotus, Smart, Proton, Lynk & Co, the Geely brand and more.
All of those with the exception of Proton are either already operating in Australia, or set to arrive in the coming year, as is the case with Geely and Lynk & Co.
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Yan said rather than being competitive with other brands in the Geely group, Zeekr has a more positive approach.
“Actually, we are proactively talking to each other, which I enjoy a lot. And not only that, Zeekr holds a position that we want to be friends with all manufacturers. So I just met with the other fellow brands from China today here, and then we were talking about how we have to understand the market together, because at the end of the day, there's so much potential to build together.
“I believe Zeekr is playing in the field that no others are playing. The positioning of the brand and product. And at the same time with the price positioning, that is very, I would say, approachable. We're not going to go cheap. We're not going into the mass market. But at the same time, I believe, for what we're offering, it's super good value.”
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Yan said Zeekr does not shy away from its parent company’s Chinese heritage, but added that there is a distinct European flavour.
“Definitely not shy about it. And also, at the same time, factually, the design team is from Gothenburg in Sweden. So Geely bought Volvo, there is no secret, that gives us a very strong foundation on safety and many other technologies, which is why today we can have the ability to build such great cars, because all these facilities in Sweden and now, Zeekr facilities.”