The fierce competition in the market is obvious to all. Zeekr Automobiles, a luxury technology brand spun off from Geely, has proven its brand value over time. For example, on May 10, 2024, An Conghui, CEO of Zeekr Intelligent Technology, rang the opening bell at the New York Stock Exchange, marking the official listing of Zeekr Automobiles on the NYSE.

Ringing the bell for listing may seem glamorous, but we've only seen the tip of the iceberg when it comes to Zeekr's issues. Let's start with sales. In July, Zeekr delivered 15,655 new vehicles, an increase of 30.04% year-on-year but a decrease of 22.1% month-on-month. It was also the only brand among the top 10 new energy vehicle sales in that month to experience a significant month-on-month decline.

What's even stranger is that on August 13, the 2025 models of Zeekr 001 and Zeekr 007 will be unveiled. However, instead of anticipation, consumers have been voicing criticism upon hearing this news. Why is that?

Firstly, the current Zeekr 001 model, which was just launched in February this year, will become outdated in less than half a year. Such a rapid product cycle is rare even in the automotive industry.

Currently, the current Zeekr 001 comes in two power versions. The 95 kWh model has a NEDC range of 675 km, while the 100 kWh model offers two NEDC ranges: 705 km and 750 km.

I find it hard to believe that the brand new Zeekr 001 could achieve any substantial technological breakthroughs within just half a year. Personally, I believe Zeekr Automobiles is doing this to stimulate the consumer market through continuous launches of new models, thereby boosting sales.

Given such a strategy, it's no wonder that some netizens have commented, "You can even buy the 2023, 2024, and 2025 models of the Zeekr 001 in 2024. Zeekr's move is truly impressive."

Prioritizing short-term interests inevitably harbors hidden dangers for long-term development. Launching frequent product updates within a short period is nothing more than an attempt to stimulate sales and satisfy capitalistic desires. However, such opportunistic tactics require numerous assumptions to withstand potential public opinion crises, which owners perceive as akin to being treated like "jerks."

In conclusion, I believe Zeekr Automobiles has no choice but to take such actions. Since its listing, Zeekr's share price has fallen for three consecutive months, with the highest decline exceeding 30%. Furthermore, with the gradual increase in sales of its largest competitor, Xiaomi SU7, the market is severely pessimistic about Zeekr's sales prospects. Therefore, Zeekr Automobiles must make adjustments as soon as possible, which is likely the reason behind its hasty actions this time. The business world is like a battlefield, and no one has it easy. However, for loyal Zeekr owners, this feels like a ruthless betrayal.