Drive.com.au
THE Toyota LandCruiser and Range Rover could soon have some serious new competition, with Chinese newcomer Zeekr setting its sights firmly on Australia’s big luxury SUV market.
The brand has high hopes for its imposing Zeekr 9X plug-in hybrid, which is expected to arrive in Australia before the end of 2027.
Zeekr Australia managing director Frank Li believes Australian buyers are ready to embrace the flagship SUV, arguing the popularity of big vehicles such as the LandCruiser and Range Rover makes the local market an ideal hunting ground.
“I think Australian customers are definitely [ready]. Bigger vehicles definitely have a huge segment in Australia,” Mr Li said.
“LandCruiser or like Range Rover … have a very good presence in Australia. And I definitely can see 9X … will change the Australian luxury SUV segment.”
It is a bold prediction for a relatively young Chinese brand, but Zeekr is pointing to the 9X’s performance overseas as evidence it could make its mark Down Under.
According to Mr Li, the new flagship has even attracted some particularly high-profile Middle Eastern customers, including members of “royal families”.
For Zeekr, however, the 9X is about more than simply adding another model to its Australian showroom.
The company hopes its flagship will help push the entire brand further upmarket, with Mr Li describing the existing 7X electric SUV as something of an entrée before the main event arrives.
“[We have] got very big expectations for the 9X, and not only from the volume level, but also from the branding level and placing Zeekr into [the] next level from the brand positioning,” he said.
“So it’s definitely our flagship. When the flagship comes, it’s like the main course is here.”
Zeekr has already made considerable progress in Australia.
The brand recorded 10,070 deliveries during the first eight months of 2026, placing it 21st on the Australian new-car sales ladder and ahead of several long-established marques.
Those numbers put Zeekr ahead of Suzuki, with 8805 sales, Audi with 7685 and Volvo with 4711 during the same period.
There remains a sizeable gulf to Australia’s biggest- selling brands, however, with Toyota recording 135,262 sales and BYD 68,423 over the period.
Much of Zeekr’s Australian success has been driven by its 7X electric SUV.
