Chinese carmaker Zeekr has confirmed that its flagship 9X luxury SUV will launch in Europe later this year, bringing one of China's fastest-selling premium vehicles into direct competition with established luxury brands.
With styling that has drawn comparisons to the Rolls-Royce Cullinan, the six-seat plug-in hybrid is expected to start from around €100,000 (£85,750) – roughly a quarter of the Cullinan's £345,000 starting price.
Zeekr says the 9X has been designed to combine European styling with advanced technology, premium craftsmanship and high-end comfort. The company hopes it can persuade buyers to look beyond traditional luxury marques such as Audi, BMW, Mercedes-Benz and Range Rover.
A major success in China
The 9X has already proved a hit in its home market. According to Zeekr, it has accounted for more than one in three luxury vehicle orders above ¥500,000 (£55,000) since making its debut at the 2025 Shanghai Auto Show.
The success reflects a broader shift in China's premium car market, where domestic manufacturers are increasingly attracting buyers who previously favoured European brands.
Luxury manufacturers have already felt the impact. BMW, Mercedes-Benz and Audi have all reported weaker sales in China as competition from local brands intensifies, with BMW recently confirming plans to cut around 8,000 jobs as it restructures its business.
Now Zeekr is preparing to take that challenge into Europe.
Europe confirmed – but what about the UK?
Zeekr has confirmed the 9X will go on sale across Europe in 2026, although final pricing has yet to be announced.
Lothar Schupet, CEO of Zeekr Europe, described the 9X as "our response to the next generation of luxury consumers".
He said today's premium buyers expect more than traditional luxury, adding that the SUV delivers "a new era of luxury, beyond convention".
The UK has not yet been confirmed as a launch market for the 9X, but the signs are encouraging.
Zeekr is due to enter Britain in late 2026 with the all-electric 7GT shooting brake and 7X SUV. A company spokesperson said the UK remains a key part of its European expansion plans and that the 9X is expected to join the line-up, although no launch date has been announced.
Bigger than most UK parking spaces
Designed in Gothenburg, Sweden, the 9X has been developed with European customers in mind, but its sheer size could present challenges on British roads.
The SUV measures 5.2 metres long and 2.3 metres wide, making it similar in size to both the Rolls-Royce Cullinan and the long-wheelbase Range Rover.
Its width leaves very little room in a standard UK parking bay, while its 3.2-metre wheelbase provides generous cabin space across three rows of seats.
At almost 2.9 tonnes, it also outweighs the Cullinan by around 200kg.
The design is dominated by a large waterfall-style grille, while the rear features an intricate full-width light bar made up of more than 43,000 diamond-cut facets.
European models will initially be offered with six seats, although four-seat executive and seven-seat family versions available in China are expected to follow.
Boot capacity stands at 677 litres, expanding to 2,148 litres with the rear seats folded. The SUV also features a split tailgate, 2,000kg towing capacity and dedicated off-road driving modes.
884bhp and 110 miles of electric driving
Power comes from Zeekr's Super Hybrid plug-in system, which combines a turbocharged 2.0-litre petrol engine with two electric motors and a 55kWh battery.
The combined output is an impressive 884bhp, allowing the 9X to accelerate from 0-62mph in just 4.1 seconds despite its substantial weight.
Top speed is limited to 149mph.
A more powerful tri-motor version available in China cuts the sprint time to just 3.1 seconds.
Zeekr claims the battery provides up to 110 miles of electric-only driving, while a full battery and fuel tank deliver a combined driving range of around 458 miles.
Thanks to its 900V electrical architecture, the battery can be charged from 10 to 80 per cent in just nine minutes using a compatible 330kW DC rapid charger.
Official CO2 emissions are quoted at 77g/km, making it potentially attractive for company car buyers, although fuel economy is rated at around 29mpg.
A technology-packed luxury cabin
The 9X continues the trend among Chinese premium brands of offering extensive standard equipment.
Adaptive air suspension is designed to deliver a smooth ride, while active noise cancellation helps create a quiet cabin environment. Heated, ventilated and massaging seats are fitted throughout, alongside an integrated drinks fridge.
The interior features leather upholstery, real wood trim and jewellery-inspired detailing.
Drivers get a 13-inch digital instrument display and an enormous 47-inch head-up display that projects navigation, speed information and even blind-spot camera images directly into the driver's field of view.
Two 16-inch OLED infotainment displays dominate the centre console, while rear passengers are treated to a 17-inch ceiling-mounted OLED entertainment screen.
A 32-speaker Naim sound system completes what Zeekr describes as a "private lounge" experience.
Another challenge for Europe's luxury brands
The arrival of the 9X underlines how quickly Chinese manufacturers are moving into the premium market.
By combining flagship luxury, advanced technology and supercar-rivalling performance at a price far below traditional competitors, Zeekr is targeting buyers who may once have automatically chosen established European brands.
Whether British buyers embrace the newcomer remains to be seen, but if the 9X repeats its success in China, Europe's luxury car makers could face another formidable rival.