HANGZHOU, China - What is a brand, particularly a premium one? Beyond quality of materials and engineering, what is that intangible X-factor that gives a nameplate appeal and longevity?
Those questions are salient in the dizzying melee that is the Chinese automotive industry.
There are now more than 100 Chinese electric vehicle (EV) marques, many of them established only in the past five years. Brands such as Jiyue and HiPhi, which have not made major progress abroad, are basically defunct. Neta of Hozon Auto, which has just launched in Singapore the X, a compact electric sport utility vehicle (SUV), is in the throes of corporate turmoil.
An extreme demonstration of top-speed growth, the Chinese automotive landscape is not only a frenzied explosion of ambition and momentum, but also a graveyard of failed endeavours. Tech companies not in the car business are stepping in. For example, Huawei, famed for smartphones, is leading a partnership among different carmakers to build cars.
China's new carmakers have neither racing heritage nor personal stories to anchor the elusive concept of identity. It is in this setting that Zeekr, a brand with premium aspirations, has invited the media for a two-day brand immersion experience.
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