Author: Qigong

With widespread public outcry, ZEEKR finds itself in the spotlight of public opinion.

Here's what happened. At ZEEKR's 2025 new product launch event on the evening of August 13, the 2025 models of the ZEEKR 007, which debuted on December 27, 2023, and the ZEEKR 001, which launched on February 27, 2024, were introduced.

However, the launch of the 2025 ZEEKR 001, just over five months after the release of the 2024 model, along with its upgraded features and reduced price, triggered criticism from some existing owners.

Suddenly, memes like "three generations in one year, backstabbing old users" and "three years to hone a sword, one year to forge three" flooded the internet, pushing ZEEKR to the brink of controversy.

So, how should we view this situation? Node Finance believes it's worth discussing.

01 Have existing ZEEKR owners been "broken" by the 2025 models?

Key Points: Let's first look at the advancements in the 2025 ZEEKR 001 and 2025 ZEEKR 007:

Both come standard with the Haohan Intelligent Driving 2.0 system, two NVIDIA Orin-X chips, and LiDAR, significantly enhancing computing power and intelligent driving capabilities. Equipped with self-developed second-generation Golden Brick batteries, they can charge from 10% to 80% in just 10 minutes, comparable to fast phone charging. Both have upgraded their smart cockpits to ZEEKR AI OS, making them smarter and more proactive.

The Haohan Intelligent Driving 2.0 system enables end-to-end driving scenarios, covering both perception and control. This integration significantly improves the vehicle's interaction, game theory, and path planning abilities, enabling it to handle over 30 complex scenarios with a pass rate of 95%.

In essence, these two models have effectively addressed ZEEKR's previous shortcomings in intelligence.

Furthermore, the reduced prices are a tangible benefit for customers. While potential buyers rejoice at the prospect of owning a more advanced and powerful ZEEKR 001 or ZEEKR 007 at a lower cost, owners of the 2024 models may feel cheated, as their "new" cars suddenly seem outdated.

As the situation escalated, this sentiment quickly spread from individual complaints to widespread online discussions, with a surge in mentions of ZEEKR on social media, automotive forums, and live streams.

Some netizens have labeled this as a "miraculous phenomenon," while others joked, "You can even buy three generations of the ZEEKR 001 in 2024 – the 23, 24, and 25 models – it's like having three generations under one roof."

To be honest, anyone would feel cheated if they had just spent a significant amount on a car that suddenly seems outdated. However, as consumers in today's rapidly evolving technology landscape, we should view product updates rationally rather than blindly pursuing the latest models.

'Renewal' is the natural order of things, driving progress across industries. The old adage "buy early, enjoy early; buy late, save money" still holds true, and our mindset needs to adapt.

For instance, when the new iPhone 15 launches, the older iPhone 14's value depreciates. The same applies to electric vehicles, which are increasingly becoming consumable goods, with noticeable differences between models released just days or weeks apart.

Amidst the anger, there are also dissenting voices: "Car brands update their models all the time; this shouldn't be a reason to criticize ZEEKR entirely." "Without updates, how can the industry progress? How can life improve?"

ZEEKR acknowledges and understands this frustration. As a gesture of goodwill, they've committed to pushing the Navigate on Autopilot (NZP) feature to existing ZEEKR 001 owners with the Mobileye system by the end of this year and offering a 10,000 RMB subsidy to those upgrading to the Haohan Intelligent Driving 2.0 system.

However, facing malicious attacks like rumors, photoshopped images, and fabricated facts, ZEEKR's legal team has taken action, gathering evidence and filing a police report, while also providing an email for tip submissions.

Image source: Weibo

02 What drives ZEEKR's pace?

From a third-party perspective, Node Finance wonders about ZEEKR's rapid product launch schedule and what enables it.

Ultimately, the automotive industry, rooted in centuries of industrial advancement, thrives on innovation. ZEEKR's backing by Geely Group, with its 30 years of manufacturing experience and mature production capacity, has fueled its rapid progress.

In recent years, Geely has developed the SEA Haohan architecture, a pioneering pure electric platform, positioning ZEEKR as one of the few automakers with vertically integrated supply chains. This comprehensive control over the entire production process, from raw materials to final assembly, underpins ZEEKR's rapid product innovation.

Essentially, technological advancements and cost reductions empower ZEEKR to introduce new models swiftly.

According to Ye Jinyu, ZEEKR 001's Chief Product Officer, the plan to migrate to the Haohan Intelligent Driving 2.0 platform was originally scheduled for the end of 2023 but was accelerated due to the swift progress of ZEEKR's in-house R&D team, completing the first phase three months ahead of schedule.

External feedback also played a role in accelerating ZEEKR's update cycle. An Conghui admitted that development of the 2025 models began after gathering market and user feedback following the launch of the new 2024 ZEEKR 001 in February.

In essence, the introduction of the 2025 ZEEKR 001 and 2025 ZEEKR 007 is a natural outcome of collaboration between supply and demand, reflecting a common ground reached between both parties.

Admittedly, this rapid pace has caused hurt among some existing owners. One might ask why ZEEKR couldn't have waited. After all, selling in August or December doesn't fundamentally change the product's essence.

However, ZEEKR's predicament stems from the increasingly intense competition in the new energy vehicle market.

Despite calls from automakers like GAC, Chery, and Changan to reduce irrational competition, the intensity of rivalry continues to escalate.

Among ZEEKR's four current models, the ZEEKR 001 remains the top-selling and revenue-generating model, accounting for over 60% of sales.

As the saying goes, "walking on one leg is unstable and can affect overall health." Similarly, ZEEKR needs a stable performer to maintain its competitive edge amidst fierce competition. While the ZEEKR X and ZEEKR 009 have their niches, they cannot shoulder the same burden as the ZEEKR 001 and ZEEKR 007.

The "negative effects" of this competition include the disappearance of the traditional automotive update cycle. In the new energy vehicle era, rapid iteration and innovation are crucial, as the early bird catches the worm.

Zhu Jiangming, Founder, Chairman, and CEO of NIO, once noted, "In the past, domestic automakers typically updated their products every four years, while foreign automakers might take six years. For smart electric vehicles, I believe updates should come every two years since they are electronic products."

Moreover, ZEEKR set an annual delivery target of 230,000 vehicles at the beginning of the year, aiming for break-even by 2024. For a new business entity, break-even signifies a stable strategic system, market dominance, reduced external funding pressure, and increased chances of survival.

With precedents like WM Motor, Youxia, Qidian, and Leading Ideal, ZEEKR must push forward despite the risks, recognizing that financial stability is the foundation for long-term consumer benefits.

Thus, while ZEEKR's actions may seem aggressive, they are necessary for survival and growth. In the long run, if the brand fails, there will be no new or old owners alike.

As Liu Cixin wrote in "The Wandering Earth": "At first, no one cared about this disaster. It was just a mountain fire, a drought, the extinction of a species, the disappearance of a city. Until the disaster became everyone's concern."

03 What lessons do domestic new energy vehicle makers need to learn?

Public opinion suggests that existing ZEEKR owners are dissatisfied with the compensation offered.

In 2022, ZEEKR won over many fans by upgrading existing owners' 8155 chips at its own expense. This past generosity makes the current compensation seem inadequate.

Objectively, however, ZEEKR has acted appropriately.

Node Finance understands that the software reuse rate between the Haohan Intelligent Driving and Mobileye systems is almost zero. The two systems differ significantly in underlying chips, system deployment, and wiring harnesses, essentially belonging to different camps at both the software and hardware levels.

Forcing a merger between fundamentally different systems would be irresponsible and unethical.

Acknowledging this public relations crisis, An Conghui candidly admitted, "We may not have communicated effectively in advance. In the future, ZEEKR will provide early previews of upcoming products."

This issue highlights a broader challenge facing domestic new energy vehicle makers, including NIO, BYD, and XPeng, who have also faced similar backlash in the past.

Going forward, ZEEKR must reflect on its market strategy and consumer relationship management to avoid repeating past mistakes. It should offer reasonable compensation to ease existing owners' financial and emotional burdens, take necessary measures to mend relationships, and restore trust.

Final Thoughts

As technology evolves rapidly and markets shift unpredictably, successfully launching new models that excite new buyers, mitigate existing owners' disappointment, and avoid passive situations is a challenge that all smart car companies must face and master.

For those who embrace electric vehicles, given the rapid advancements and volatility of intelligent driving technology, it's crucial to seize the present and enjoy the moment.