Zeekr Launches 9X Plug-In Hybrid SUV in Europe, Taking Aim at BMW and Mercedes

Zeekr, the premium electric vehicle brand owned by China’s Geely Holding Group, has announced European pricing for its new 9X plug-in hybrid SUV, marking a significant expansion beyond its battery-electric lineup. The 9X will start at €119,500 in select European markets, positioning the model directly against established luxury SUVs from BMW and Mercedes-Benz.

The 9X represents Zeekr’s first plug-in hybrid offering for Europe, a strategic move that allows the brand to appeal to buyers who want electrified driving without relying solely on battery charging infrastructure. By combining a combustion engine with electric propulsion, the 9X addresses range anxiety concerns while still delivering the premium experience Zeekr has built its reputation on.

Pricing the 9X at just under €120,000 places it in the heart of the luxury SUV segment, where it will compete with models like the BMW X5 xDrive45e and Mercedes-Benz GLE 350de. Both German rivals have established strong footholds in the European plug-in hybrid market, but Zeekr is betting that its combination of advanced technology, distinctive design, and competitive pricing will win over discerning buyers.

The move reflects a broader trend among Chinese automakers expanding into Europe with increasingly sophisticated electrified vehicles. Zeekr has already made inroads with its battery-electric models, and the addition of a plug-in hybrid option broadens its appeal to customers not yet ready to commit fully to electric driving. The 9X is expected to appeal particularly to those who need the flexibility of a combustion engine for longer journeys while still enjoying electric power for daily commutes.

Zeekr’s European push comes as competition in the premium electrified SUV segment intensifies. Legacy manufacturers are updating their plug-in hybrid offerings with longer electric ranges and improved efficiency, while newer entrants like Zeekr aim to disrupt the status quo with fresh designs and aggressive pricing. Whether the 9X can carve out meaningful market share against BMW and Mercedes remains to be seen, but its arrival signals that Chinese brands are serious about competing at the highest levels of the European automotive market.