Forget entry-level cheap electric cars, now China is coming for the German big three BMW, Mercedes-Benz and Audi

July 4, 2024July 4, 2024 Andrew Chesterton 10430 Views Zeekr X

Fresh from its assault on Australia’s entry-level EV space, a new wave of Chinese manufacturers will now attack more premium players, placing a target on the back of brands like BMW, Audi and Lexus.

Already brands like MG, GWM and BYD have reset the benchmark when it comes to pricing for entry-level EVs, with the MG4 Excite 51, GWM Ora and BYD Dolphin fighting for the title of Australia’s cheapest electric car.

But the new wave of Chinese brands now arriving in Australia are aiming higher up the totem pole, with brands like Zeekr, Smart, Lynk &Co and even XPeng targeting a more premium space.

And to that you can add yet-to-be confirmed Geely Galaxy, Nio and the BYD trio Yangwang, Denza and FangChengBao, that are all big chances for Australia.

That story is set to begin with the Zeekr X, which has just been spied in Australia for the first time, and which is expected to officially launch this quarter.

The brand (which is part of the Geely group, also responsible for Volvo, Polestar, Lotus, Lynk & Co and Smart) is yet to reveal local pricing details, but its international pricing points to a sub-$70k starting price in Australia, which would place it below core rivals like the Lexus UX EV ($79,990), the Audi Q4 e-tron ($88,300) and the BMW iX1 eDrive 20 ($78,900).

While full specifications for this market are yet to be confirmed, the vehicle’s European launch points to a dual-motor flagship that produces 315kW and 543Nm, and which will travel around 425kms between charges. Also available is a single-motor “Long Range” version, which drops the power output to 200kW, but ups the range to 450kms.

It also boasts city-friendly dimensions, measuring 4432mm in length, 2025mm in width and 1566mm in height, and is set up for 150kW DC charging, with the brand promising a 10-80 percent top up in 29 minutes.

Zeekr isn’t skimping on the premium equipment, either. In Europe, the X is fitted with massaging front seats in the top-spec model, along with LED lighting, a fixed panoramic roof and a 13-speaker Yamaha sound system, along with a 14.6-inch touchscreen, an 8.8-inch instrument panel, and a 24.3-inch augmented reality head-up display.

Zeekr also plans to bring the 009 electric people-mover to Australia, while the 007 small car and 001 shooting brake have also been unveiled but not yet confirmed for us.

The company’s forward planning leaked in China recently shows another eight models released by the end of 2026 including a full-size luxury SUV called the EX1E in 2025.

The level of Zeekr’s ambition was revealed by its new European boss Spiros Fotinos, an ex-Lexus executive who will lead the brand into multiple markets including – you guessed – it Germany.

“We haven’t published volume targets yet, but our aim is to be on the podium by the end of the decade for premium electric vehicles in Europe,” said Fotinos in an interview with Forbes. That means fighting the big three Germans directly because they occupy the podium now.

“I think you’ll see we will have a very strong value proposition coming into the market with what is a very advanced vehicle. With that value proposition, we do aim to attract customers from the German three inevitably.”

Asked how Zeekr could possibly be successful against the traditonal big three, Fotinos said:

“I think the market has moved on and consumers have moved on from this traditional hierarchy of the brands.”

No doubt Zeekr’s hopign the same thing is true of Australian luxury car consumers in the EV era.

Also confirmed for Australia is Smart, which should arrive with two models, the Smart #1 and Smart #3. In Europe, there’s the choice of either a 49kWh battery or a bigger 66kWh pack, with the latter with a single motor is said to cover up to 440km. There’s also the choice of either a 200kW/343Nm single motor or a dual-motor 315kW/584Nm set-up.

High performance Brabus versions of each model are also expected.

Not only will Smart fight the Germans, it will promote its own association with the home country of modern luxury motoring.

2024 Smart 1 (right) and 3. — 2024 Smart #1 (right) and #3.

“The opportunity presented by a German designed premium EV was a perfect fit with our focus on delivering excellence at all levels,” said John Good, the manager director of local Smart distributor LSH Auto Australia, which is also the biggest Mercedes-Benz dealer here.

Also heading to Australia soon will be the Tesla Model Y-rivalling XPeng G6, with orders now open ahead of a late 2024 on-sale date.

So batten down the hatches, Germany. A new wave of Chinese manufacturers is coming, and they might just change the premium landscape in Australia.

Contributing: Bruce Newton

Andrew Chesterton

Andrew began his career as a journalist at Sydney’s The Daily Telegraph and The Sunday Telegraph, before he was lured into the fast-paced world of supercars at TopGear Australia. He has also held senior roles at The Daily Mail, which involved spending time at HQ in London, and on the other side of the automotive divide with FCA Australia. As one of Australia's best-read freelance writers, Andrew now contributes to Robb Report, Wish in The Australian, Domain in The Australian Financial Review, CarsGuide, Wheels, The West Australian, GQ, Men's Health and more. His love for writing has carried him around the world and back again, writing for clients in Asia, Australia, New Zealand, Europe and the USA. He secretly enjoys it so much he’d probably do it for free, but he hopes his editors never find out that bit...