(Yicai) Aug. 16 -- Zeekr Intelligent Technology, the electric vehicle arm of Chinese car manufacturer Geely Automobile Holdings, has incited the anger of customers with its frequent upgrades of its flagship model, the Zeekr 001, and constant price cuts.

Zeekr released the 2025 version of the Zeekr 001 this week, just a few months after the 2024 model was launched. Yet the new version is CNY10,000 (USD1,394) cheaper than the 2024 model, selling at between CNY259,000 and CNY329,000 (USD36,100 and USD45,860), and has more advanced LiDAR and intelligent driving systems.

This led to a wave of protests from owners of older versions of the Zeekr 001, who are upset over the lower prices and afraid that the rapid pace of upgrades will quickly render their vehicles obsolete.

Many people expressed their dissatisfaction in a live stream on the day of the launch, and the next day, several angry owners stormed Zeekr's headquarters and stores to protest.

To appease them, the Hangzhou-based company said on Aug. 14 that it would grant them a CNY10,000 (USD1,400) voucher that they can use when purchasing a new car.

Zeekr's frequent model updates and price cuts are probably aimed at attracting buyers amid intense competition from other electric cars such as Xiaomi’s SU7, which was launched in April, analysts said.

In the first half, Zeekr only shifted 87,870 units, far below its annual sales target of 230,000 autos. As for the CNY10,000 discount voucher, few families purchase two new vehicles in one year.

Editor: Kim Taylor