La transformation stratégique de Zeekr: Pionnier de l’accent mis sur le marché de masse dans le paysage des véhicules électriques

Zeekr, La prime véhicule électrique (EV) filiale de Geely Groupe de holding, is strategically shifting its focus to capture a wider market share. While the company’s current lineup comprises three models tailored for specific niche segments, it has ambitious plans to introduce three new models over the next year, targeting the mass market.

In a bid to achieve its bold vision, Zeekr envisions a substantial surge in sales by 2025, aiming for nearly a tenfold increase compared to its 2022 Chiffres. This translates to an annual sales target of 650,000 unités par 2025, as affirmed by CEO Andy An following Geely’s announcement of its mid-year financial results.

While Geely’s overall 2023 sales goal remains unchanged at 1.65 millions d’unités, avec 140,000 units allocated to Zeekr, the automaker is strategically poised to reposition itself in the electric vehicle landscape.

Dans 2022, Zeekr delivered 71,941 véhicule. Achieving the ambitious 2025 targets requires an impressive growth rate of over 100 percent in each of the next two years. To meet this challenge head-on, Zeekr plans to pivot its strategy by introducing models designed to cater to the mass market’s preferences and needs.

The initial trio of models from Zeekr—the Zeekr 001 Shooting Brake, Zeekr 001 MPV, and Zeekr X city SUV—were meticulously crafted for niche segments within the Chinese market. Toutefois, the company’s forthcoming endeavors will see the launch of two new models annually, each tailored to specific market segments.

Anticipated for later this year is the introduction of a new sedan, followed by the debut of two new SUV models in the subsequent year. These upcoming models are set to address more mainstream segments, effectively propelling Zeekr’s sales figures to new heights.

A pivotal emphasis on battery electric vehicles (Véhicules électriques à batterie) underscores Zeekr’s strategic direction, with no immediate plans for hybrid models. This dedicated approach aligns with the company’s commitment to delivering cutting-edge and eco-friendly transportation solutions.

Zeekr’s expansion extends beyond product development. The company is resolutely expanding its global footprint, aiming to establish a presence in six international markets next year and expanding to eight markets by 2025.

An important cornerstone of this global strategy is Zeekr’s European foray, unveiled on April 18 during the Shanghai Auto Show. Pre-sales of the Zeekr 001 and Zeekr X in Europe commenced on June 27, with initial availability in Sweden and the Netherlands, followed by Israel and Kazakhstan.

By teaming up with Union Group in Israel and partnering with Orbis Auto in Kazakhstan, Zeekr is making significant inroads into these markets. The company’s presence in Kazakhstan is set to culminate in the availability of the Zeekr 001 and Zeekr X for pre-sale in September, with deliveries to customers slated for November.

As part of its commitment to engagement and evolution, Zeekr has announced an upcoming “Zeekr Evolution Day” en septembre 1, signaling the company’s continuous drive for innovation and customer satisfaction.

Dans un développement récent, Zeekr revealed its plans to introduce the Zeekr 001 FR electric supercar on August 10, priced above 1 millions de yuans ($140,000). This significant launch could potentially coincide with an upcoming event, underscoring Zeekr’s dedication to pushing the boundaries of electric vehicle performance and luxury.

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