There is something inherently honest about ice driving. When you strip away the safety nets, turn off the traction control, and leave only the driver and the machine on a frozen mountain top in the Southern Alps, there is nowhere to hide. As Group General Manager NordEast Vehicle Distributors and (in many ways) mastermind behind the inaugural “Zeekr on Ice” event, Dane Fisher puts it: “It’s an Emperor has no clothes moment, and you go, okay, just how good are these vehicles?”
For Fisher, this event is much more than just a marketing activation; it is a full-circle moment. Having been the original architect behind the iconic “Audi on Ice” program 18+ years ago, and later helping create the Scuderia Corsa experience for Lamborghini in Italy, Fisher knows exactly what it takes to showcase a brand’s soul. Now, with Zeekr, the mission is to prove that the future of premium motoring isn’t just about electrification, it’s about undiluted performance too.
Why Zeekr on Ice?
When Audi announced they wouldn’t be running their ice experience this year, Fisher saw a window of opportunity, and he jumped on it. It didn’t take long to convince the team at Zeekr Australia (a national sales company closely aligned with the brand’s vision) that this was the perfect stage to introduce their rapidly expanding lineup either.
“I said, I think we’ve got an opportunity here because we’ve got a huge amount of models coming,” Fisher explains. “This time next year, we’re going to have six models. We’re doubling our range.”
The goal was simple but ambitious: get people to see the future. In an era where electric vehicle technology is advancing at breakneck speed, it is often difficult for the average driver to truly experience the capability of these cars on a standard road or even a typical track. By bringing the fleet to the Southern Alps, Zeekr is allowing potential owners and enthusiasts to push these vehicles to their limits in a safe, controlled, and exhilarating environment.
A Showcase of Engineering Prowess
The lineup on the ice was certainly a statement. While the Zeekr 7X is already making waves in the market, competing in a segment often compared to the Tesla Model Y, the event served as a preview for all their heavy hitters.
The fleet included the aforementioned 7X, an agile, capable SUV that is already turning heads. The new 7 GT, a track-focused machine that we had out on the tarmac just days prior. The outlandish 001FR – enough said. The fresh-faced X and last but not least, the 8X and 9X – AKA, the true disruptors.
We can’t tell you how they performed right now (embargo’s), but the line-up was clear, as Fisher notes. “I don’t think people have understood what’s coming.” The diversity of the experience was key. Participants weren’t just driving one type of car; they were cycling through short-wheelbase models, SUVs, and super-hybrids with quad-motor setups, where each wheel is independently powered. It’s a masterclass in how different architectures handle the low-friction surface of the ice, requiring drivers to adapt their throttle, steering, and braking inputs for every single car.
Disrupting the Premium Space
Zeekr are aiming to redefine the premium segment. By offering performance figures that were once the exclusive domain of hypercars, like 0-100km/h times in the two-second range, Zeekr is attracting attention from legacy brand customers and even those accustomed to super-luxury marques.
“We believe that the 8X and 9X are forever going to disrupt the premium market,” says Fisher. While pricing for these future models remains under wraps, the sentiment is clear: they will be aggressively competitive.
More Than Just a Thrill Ride
Beyond the adrenaline of sliding a 1400-horsepower luxury SUV sideways, the event serves a practical purpose. It teaches drivers how to handle a car when it loses grip, a scenario that, on public roads, is often a source of paralyzing fear.
“It teaches you some great things,” Fisher explains. “If you don’t get those things right (looking ahead, seating position, arms in the right position) you’ll spin out. But you do get better, and it [the ice experience] makes you a much better driver.”
Whether you are a seasoned track enthusiast or a parent wanting to be safer on the road, the “Zeekr on Ice” experience provides a unique environment to learn. It’s a safe space to mess up, to learn, and to understand the physics of the road.
With a lineup that challenges the status quo and an experience that proves their engineering mettle, Zeekr is positioning itself to be a major player in the future of performance motoring. And for those lucky enough to be on the ice, it’s a glimpse into a future that is faster, smarter, and significantly more sideways than anyone expected.
