Introduction

Introduction

MIX represents Zeekr's strategic thinking in vehicle manufacturing.

Features such as hidden B-pillars, opposing sliding doors, rotating seats, and shared infinite sliding rails between the first and second rows are revolutionary in this market segment.

On October 23, the Zeekr MIX, a five-seater family SUV, officially launched in two versions: a 550km range model priced at RMB 279,900 and a 702km range model priced at RMB 299,900.

Initially, the price, close to RMB 300,000, may seem higher than expected. However, considering the features, including an 800V architecture, electric opposing sliding doors, a 21-speaker audio system, a sunflower-style center console, Nappa leather electric rotating seats, and dual Orin-X + LiDAR-equipped HAOHAO 2.0 intelligent driving system, the Zeekr MIX offers a premium, fully-loaded experience. The only difference between the models lies in battery capacity and range.

Instead of offering a stripped-down base model and add-on packages to attract price-sensitive consumers, Zeekr directly sells the top-spec version. This strategy aims to provide customers with the most comprehensive and immersive experience. With a limited SKU, Zeekr prioritizes finding the right customers over maximizing sales volumes, as acknowledged by the company.

Moreover, the price range of around RMB 300,000 segregates Zeekr's product line within the 20-300,000 yuan bracket, currently occupied by the Zeekr 001, 007, and 7X. While this might seem crowded and potentially competitive, each model occupies a unique niche. The Zeekr MIX, priced just below RMB 300,000, stands out as a premium offering, reducing consumer confusion when choosing between similarly priced models.

Despite some price overlap with other Zeekr models, the MIX establishes a distinct position as an innovative product category, distancing itself from traditional SUVs and MPVs. Officially undefined as either an SUV or MPV, the MIX combines SUV-like off-road capabilities with an MPV's flat floor and spacious interior. Its rotating and sliding seats offer over nine seating configurations for an unparalleled in-car experience.

The Zeekr MIX represents a paradigm shift in the 140-year history of the automotive industry. It redefines future automotive spaces and transforms travel experiences, emphasizing human-to-human interaction during journeys, as noted by An Conghui. The vehicle's super cabin, a groundbreaking innovation, embodies Zeekr's vision for future mobility.

This bold approach carries significant risks, as it is unprecedented and requires extensive experimentation.

Historically, Chinese automakers have followed a cautious path, benchmarking against established, popular models to minimize risk. However, this strategy often yields mediocre results, as evidenced by Xiaomi's SU7 and numerous Tesla Model Y competitors. These products, while borrowing ideas, often fail to match the original in terms of configuration, space, and price.

In contrast, the Zeekr MIX's unorthodox approach has garnered significant attention, including controversy over its hotpot-themed marketing campaign. While the debate generated negative sentiment, it also broadened the MIX's reach and highlighted its core selling points, such as the opposing seats. This wider discourse has effectively filtered potential customers, ensuring a more targeted audience.

Despite the Zeekr MIX's high profile since its debut at the Beijing Auto Show, skeptics raise concerns about safety (e.g., lack of B-pillars), parking difficulties due to its wide body and opposing doors, and safety features like electric door anti-pinch mechanisms.

Regarding safety, the Zeekr MIX boasts a robust structure, including two hidden B-pillars made of submarine-grade steel with a strength of 2000 MPa. It has surpassed national safety standards by a factor of three in crash tests. Furthermore, as a descendant of Waymo's autonomous vehicles, the MIX adheres to rigorous global safety standards, allaying safety concerns.

The vehicle's advanced autonomous parking features, powered by the HAOHAO 2.0 intelligent driving system, address parking challenges associated with its wide body. Extensive testing, user feedback, and communication cycles have refined the MIX to better address user pain points, explaining its delayed launch compared to the Zeekr 7X.

In the realm of commercial operations, benchmarking against established models offers a quick path to profitability. However, true innovation, while challenging and risky, requires courage, ambition, deep technical expertise, and substantial financial backing. It addresses consumer pain points and establishes a competitive advantage.

The Zeekr MIX, built on the HAO platform (invested over RMB 20 billion), underwent extensive R&D tailored to user needs and travel pain points. Specifically, Zeekr invested RMB 7 billion in developing the HAO-M architecture for the MIX, achieving a 90% interior space utilization rate and a maximum door opening width of nearly 1.5 meters.

'We invested heavily, with R&D costs for the MIX 2.8 times that of a mid-to-large SUV,' said An Conghui. Internally, the MIX project faced significant controversy and posed one of Geely's most challenging engineering feats in nearly 30 years. It represents a fundamental shift in automotive design, addressing industry homogeneity.

According to Yang Dacheng, head of the Zeekr MIX product team, the MIX's development over five years benefited from Geely's extensive automotive experience. The vehicle boasts over 1000 patent applications, 60% of which are invention patents, a testament to its innovative nature. The opposing sliding doors, for instance, cost over RMB 400 million to develop and manufacture, five times more expensive than standard doors.

Innovation drives industry progress, reshaping eras, much like the iPhone revolutionized mobile phones and Tesla led the way in smart electric vehicles. The Zeekr MIX's spatial innovation, reflections on human connections during travel, and realization of concept car ideas represent a valuable breakthrough in automotive design.