Zeekr Intelligent Technology, the premium electric car maker controlled by Geely Auto, launched a multipurpose vehicle (MPV) to attract middle-income households, as competition heats up in the world's largest automotive market.

The five-seat Zeekr Mix, starting at 279,900 yuan (US$39,259), will take on rivals like Li Auto's Li Mega and Xpeng's X9.

"We do not want to follow other competitors in developing similar electric cars," Zeekr CEO An Conghui said at a launch ceremony in Hangzhou on Wednesday. "Zeekr is creative in making the best cars for the future of mobility."

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The Mix features light detection and ranging (lidar) sensors and high-definition cameras in its autonomous driving system. It also has an 800-volt electrical system that ensures fast charging and can go as far as 550km on a single charge. The charging technology allows for nearly 400km of driving after just 10.5 minutes of charging.

Zeekr called its MPV "an intelligent living room on wheels".

"As a five-seat MPV, the Mix is looking to lure customers away from both the existing fully electric minivans and Tesla's Model Y," said Eric Han, a senior manager at Suolei, an advisory firm in Shanghai. "The premium SUVs and MPVs are lucrative segments where key players invest heavily in R&D and marketing to jostle for a leading position."

An MPV typically has seven seats, allowing families with more than one child to travel. Also known as minivans, MPVs are viewed as commercial vehicles in China. The models that are configured for passenger use are normally marketed to wealthy households willing to spend at least 300,000 yuan for a family car.

Chinese buyers bought 1.09 million MPVs - most of which are powered by petrol - in 2023, up 15.9 per cent from a year earlier, according to the China Passenger Car Association.

General Motors' GL8, with total 2023 mainland sales of 110,000, is priced between 232,900 yuan and 419,900 yuan.

The Mix is 12 per cent more expensive than the Model Y's basic edition, which sells for 249,900 yuan.

Xpeng's X9 MPV starts at 359,800 yuan, while Li Auto's Mega is priced from 529,800 yuan. That is 28.5 per cent and 89.3 per cent higher, respectively, than the Mix.

Mix deliveries commence immediately. The MPVs are built on Zeekr's SEA-M architecture, a design and production platform that supports the development of spacious and intelligent EVs.