It started as a novel Kiwi idea and quickly expanded into a global event. This week, Chinese brand Zeekr is hosting customer groups from several international markets, in a programme of ice driving atop the Southern Alps, near Queenstown.
Ice driving for fun is not new, of course: car companies hold days like this all over the world. But NZ's "Zeekr On Ice" programme is notable for a few different reasons. For one, it's the first-ever Zeekr customer snow-driving event in the Southern Hemisphere.
Ice driving at this particular South Island venue is not new, either: it's been happening since 2008. But it's also been largely the preserve of premium brands. Audi, BMW, Mercedes-AMG and even the likes of Ferrari and Lamborghini are regulars.
Zeekr, part of the Geely group, is a young company, just five years old. So this is a big deal: it wants to make a statement that it's part of that prestige club. And while these programmes normally showcase cars already available in NZ, Zeekr has gone one step further by bringing in some 2027 models that local buyers will not have experienced or likely even seen in the metal.
You can actually trace a line from this event back to that inaugural Kiwi programme in 2008. Dane Fisher, group general manager of NZ Zeekr importer NordEast, was boss of Audi NZ back then and he's the one that got the whole thing started in Queenstown.
So it's no surprise that the Zeekr event was essentially Fisher's idea: "I'm pretty passionate about ice driving. We started it a long time ago, and I've also been involved in it with other manufacturers overseas. I know the power of it because you get to test a vehicle's limits, which you don't often get to do any more."
Fisher says NordEast identified an opening in the schedule this year [although he doesn't name the brand, fittingly it was a decision by Audi NZ not to hold an event in 2026] and approached Zeekr Australia with the concept. The two companies are quite separate, but as an independent importer NordEast works closely with Australia, which is a factory division.
"We're all in a new frontier together," says Fisher. "We're kindred spirits".
Fisher suggested they look at getting some of the forthcoming 2027 products down, such as the 7X-based 7GT wagon and the 8X and 9X super-luxury SUVs. But he also thought it would be sensible to start in a modest way.
"I said, well if we do it, let's start small. The first year is very difficult. We don't have much time [discussions started in May/June]. Weather conditions are difficult. We've got language barriers.
"They ignored me completely. We've added a media component. We've added global customers. We're the first electrified brand in the Southern Hemisphere to go on ice. I think we're probably the first to bring products that are a full year ahead."
That media component was a full programme for Kiwi and Australian journalists last week, including Driven Car Guide. And alongside current models like the just-updated X and 7X SUVs, Zeekr shipped in examples of the new 7GT, 8X, 9X, and very special guest: a single example of the 001 FR, the most potent version of Zeekr's first production model and holder of multiple drift records thanks to its 930kW powertrain, with an individual electric motor on each wheel.
The 001 FR is not destined for NZ, at least not in its current generation. But it was there to show how far Zeekr can take EV power: 0-100km/h in 2.02 seconds. Not on ice, obviously.
The 7GT was also a draw, but that's a story for another day. An embargo says so.
If you ask Zeekr, the stars of the show were the new 8X and 9X SUVs, which are indeed NZ-bound: the 9X likely before the end of the year, the 8X in 2027.
It's a measure of how fast things happen in the Chinese car industry that right-hand versions are still not signed-off, despite an imminent launch date. The cars shipped here for ice driving were left-hand drive, in Chinese specification that may or not reflect how the Kiwi cars will be kitted-up.
But the fundamentals are set. The 8X and 9X are quite different models, but also essentially versions of the same thing: on a shared platform and both powered by a choice of two super hybrid powertrains. The first is a dual-motor setup with 660kW/935Nm, while the tri-motor makes an incredible 1030kW/1410Nm.
Because they are super hybrids, they also have a 2.0-litre petrol engine. But EV range is approximately 200-300km, depending on model and battery size. So they can operate as electric cars most of the time.
Even the 8X is a full-size luxury model: it's 5100mm long, but still 139mm shorter than the squared-off 9X. Both are available with three-row seating.
These two are also notable for their styling. While smaller Zeekr models like the X and 7X sport highly individual design, the imposing 8X and 9X are packed with design references to established luxury SUVs.
There's a lot of Bentley and Rolls-Royce in the monster grilles (the 9X has earned the nickname "Hangzhou Bay Cullinan" in China), the thin rectangular tail light assembly on the 9X is very similar to the full-size Range Rover and the 8X even has a pair of angular grab handles on the centre console - a long-established signature feature of the Porsche Cayenne.
The exterior look is toned down quite a bit with the Obsidian Black Edition styling package featured on our ice-experience 9X, but we'd still advocate for the unapologetic impact of a burgundy 8X with tip-to-tail chrome. It's fun.
Days like this run to a similar template, regardless of the brand. Once you're up the mountain, there's expert instruction in several individual ice-driving techniques, and as the day progresses you learn to string them all together in one gymkhana-type run.
It doesn't get old, because different cars require different driving styles. All the Zeekr models on hand were AWD, but they ranged from the compact X with a relatively short wheelbase, to the medium-sized 7X, the car we can't talk about and the supersized 8X/9X.
You don't actually need 1000kW-plus to oversteer on ice. You can do it with 100kW. Probably 10kW. But the interesting thing about the big tri-motor 9X we drove on the day was how effortless and controlled it all felt, even when you're threading a 5.2m-long SUV through a slalom where you have to transition from left-to-right drifts, multiple times.
For the passengers, it was also a chance to experience the other key thing about these new SUVs, which is the luxury ambience. Even mainstream Chinese cars are getting a reputation for fit and finish that's well above expectations, but the cabin environment of these things does seem next-level.
Surprisingly, even with twin 16in infotainment screens (in addition to the standard instruments and 47-inch head-up display), the interior styling is quite restrained. The sliver of signature Zeekr-orange across the dashboard of our 9X also looked pretty smart.
Luxury is as much a part of these events as the product of course, and paying customers ($5500 for drivers, $1500 to spectate) get a two-day experience that includes a stay at Millbrook Resort in Arrowtown and lots of high-end hospitality, including a toasty-warm lodge up the mountain, as a retreat in-between activities.
And at the end of the ice-driving day, you're helicoptered off the mountain. The kind of thing you expect from an established premium brand, in other words.
That's exactly the idea, says Zeekr NZ brand manager Michael Jones: "It's usually an exclusive club. We're doing this to draw in a line in the sand [a skid in the ice?] on what the ambitions are for the brand, and also what we've got to offer."
Alpine driving is not without its challenges. Our day didn't go 100% to plan: both off-road buses got stuck going up the mountain, there was a last-minute change of allocated driving area due to adverse surface conditions and the whole facility was shut down briefly, while an incident elsewhere on the mountain was dealt with.
The Downforce driver-training and event team running things adapted seamlessly, communicating the changes all the way. There were still good times and big drifts to be had. Which is our way of saying you get your money's worth no matter what unexpected stuff pops up.
Queenstown is the perfect location, of course; a big draw for guests, especially those from outside NZ. But you might have noticed we haven't shared the name or specific location of the ice driving facility thus far. That's because we were asked not to - a request from the management of the facility. "SHPG" is okay, though.
If you have even a passing interest in cars or the automotive industry you'll know exactly where we're talking about and in fact, the exact co-ordinates were printed on the side of the cars under the "Zeekr On Ice" logo. Hmmm. Anyway, it's an awesome place.
