Autobahn Royalty vs Chinese High Tech

Let's focus on the Q9 first. It's BIG! With over 5.31 m in length, it is actually the biggest Audi ever. Arriving 8 years after the BMW X7 and two decades after the Mercedes GLS, you can't really be surprised by its positioning. It will sit at the very top of the Audi lineup and have to serve as a lighthouse model after the demise of the Audi A8, production of which ended at the start of this year. But what market is the car for? While its competitors were squarely aimed at North America, the focus of the press release is so heavily oriented towards the interior and passengers that you can be sure the Chinese market played a big role during the conception of the vehicle. A seven seater with optional 6 seat configuration, self opening and closing doors, massage functions, full heating and cooling, 3D sound, etc... But then you get to the engine choices that will be available and you discover a 3 liter V6 diesel for Europe! And not just one, but two versions. While there will also be petrol and plug-in hybrid models coming afterwards, this is quite a peculiar choice in current times. I mean, I fully agree a nice torqy diesel is the perfect powertrain to bring this beast and its cargo of wealthy individuals to where they want to go, but putting all that money and effort into a technology choice that clearly belongs in the past makes me wonder what the Germans are aiming at. Do they want to squeeze some extra income out of technology they still have on the shelf, do they need the low emissions to avoid running up their scorecard with the EU or are customers genuinely asking for this solution. We will know more when the sales numbers start rolling in.

At first glance Geely daughter Zeekr is bringing a very similar package to Europe. The Zeekr 9X is everything you expect from a big premium SUV for the Chinese market. That includes the giant screen folding down from the roof for the rear passengers. You would actually be surprised if it wasn't on the list these days. However, when it comes to the engine the cars could not be more different. This monster has a hybrid drive system that combines a 2 liter petrol engine with a super modern 900 v electric drive train that delivers almost 900 horses, or three times the power of the Audi diesel, to both axles. Even though it weighs in at 2900 kg, it can still sprint to 100 km/h in less than 5 seconds. If you want to avoid burning too much petrol you can perfectly do so by recharging the 55 kwh battery at over 300 kw. This should only take around 10 min which will allow you to zoom along quietly for over 150 km.

Putting these cars next to each other illustrates perfectly where the automotive world is at right now. Chinese needs and preferences dominate product development, but the local players have taken a huge advance, especially in the drivetrain department. European players are left to develop something that will help them stay in the race in China, while at the same time scoring enough sales in Europe and North America to stay afloat. The real winner is the consumer who gets a real choice. Stick with the brand name with instant recognition and the social capital it produces in an elegantly styled product. Or go for a more advanced product that screams "I have made it" with its much more aggressive styling. Whichever way you go, you'll be getting a much better car than only a short while ago.