ZEEKR is currently grappling with a significant delivery challenge, as an uptick in order cancellations contrasts sharply with rising complaints on consumer platforms regarding late deliveries. This dilemma has become a critical bottleneck hindering the growth of the new energy vehicle company.
In early October, following the launch of the new ZEEKR 001, orders surged past 10,000 within days, but word emerged from the supply chain that battery supply issues could potentially extend the delivery timeline. This continues a pattern of delivery difficulties that ZEEKR has repeatedly encountered throughout this year.
Concurrently, a ZEEKR 7X owner expressed frustration on a complaints platform, stating, "I was supposed to pick up my car on October 7, but I wasn't notified about the delay, and now I'm at risk of missing out on the subsidies." As a subsidiary of Geely Group, ZEEKR is facing the trials that come with rapid expansion.
Delivery Difficulties Spread Across Multiple Models The delivery issues at ZEEKR are not isolated but have affected several of its key models. On September 29, ZEEKR publicly acknowledged the possibility of production capacity for the ZEEKR 9X not meeting demand this year, pledging to offset the purchase tax reduction policy slated for next year if necessary. This rare commitment underscores ZEEKR's concerns about its delivery capability.
On October 14, sources within the supply chain reported that following the October 11 launch of the new ZEEKR 001, the order volume exceeded 10,000, creating challenges for battery supply. Some model versions may now face extended delivery timelines.
It's not only new models that are experiencing pressure; several existing models are also facing delivery delays. Official information indicated that the old ZEEKR 001 sold out on September 22, while the current 75-degree variant of the ZEEKR 7X also reached full capacity on October 11. The delivery timeline for the 100-degree battery variants of multiple models has been generally extended.
On the consumer complaints platform, numerous complaints about the ZEEKR 7X's failure to deliver on time have emerged. One owner complained, "I locked my order on April 14, promised delivery by the end of the month, but production has now been pushed to the end of the month," questioning the company's "disordered delivery sequence."
Supply Chain Bottlenecks Restrict Production Capacity The difficulty in delivery is compounded by significant challenges in ZEEKR's supply chain management. Notably, the pressure on battery supply has become particularly pronounced. Following the overwhelming orders for the new ZEEKR 001, the battery supply immediately came under strain. This is not the first time ZEEKR has encountered supply chain problems; reports indicated slow deliveries as early as June due to unexpectedly high market demand, supply chain bottlenecks, and the complexity of manufacturing processes.
The intricate technical configurations also increase production difficulty. The ZEEKR 9X, equipped with high-capacity 6C Superfast charging batteries and dual-chamber air suspension, has limited production capacity. The ZEEKR 009 previously faced delivery delays attributed to air suspension supply issues; the delays for the 9X may be a precaution against repeating past mistakes.
Further complicating matters is the internal resource allocation within the Geely Group, which likely affects ZEEKR's supply chain. Industry analysts suggest that ZEEKR's delivery timelines may be influenced by the dynamic supply allocation needed to support Geely's rapidly growing overall sales. Throughout 2023, Geely's various brands have maintained an upward trend, with cumulative sales reaching nearly 2.2 million units from January to September, a year-on-year increase of 46%.
Response Strategies and Market Outlook In light of these delivery bottlenecks, ZEEKR is exploring various strategies for breakthrough solutions. Adjusting product strategies is one approach. With the launch of the refreshed 2025 model of the ZEEKR 001, the company seems to have learned from past experiences by announcing new model news a month prior to launch and providing current owners with an upgrade pathway rather than alienating them.
Technical improvements are also in progress. The new ZEEKR 001 utilizes a 900V platform and features a lightweight design, leading to a noticeable reduction in power consumption. Following the integration of the Qianli team, ZEEKR has seen significant enhancements in its intelligent driving capabilities.
To ease customer anxiety, ZEEKR is striving for transparency in communication. Since announcing its privatization plan, the company has adopted more transparent public communication measures, including advance disclosures regarding model updates and offering current vehicle owners compensatory rights for driver assistance upgrades, alongside a "Sunshine Service Charter" inviting user participation in oversight.
However, the competitive landscape remains challenging. In the mid-range electric vehicle market (priced between 250,000 to 300,000 CNY), ZEEKR faces intense competition from new models such as the Xiaomi SU7, Xiaopeng P7i, Zhiji L6, and Aito 06, all of which showcase strong performance labels in terms of sportiness, intelligence, and driving capabilities, thereby diverting market share.
From an industry development perspective, as the automotive sector transitions towards electrification, supply chain management capabilities have become a vital component of a car manufacturer's core competitiveness. The supply pressures faced by the new ZEEKR 001 underline the growing demand for high-end electric vehicles.
Confronted with these sweet burdens, ZEEKR needs to expedite supply chain coordination to ensure a smooth ramp-up in production capacity or risk missing key market opportunities.