Chinese Large Families and the MPV
Author | Tian Hui
Editor | Qiu Kaijun
For a long time, large families and prosperity have been the symbols of a happy family in China.
Since the encouragement of childbirth policy, having two or three children in a family has become a trend, and three or even four generations living together is common. Combined with the increased purchasing power of the family, the “baby boom” after the encouragement of childbirth policy is expected to cater to the new car buying needs of happy large families.
So, what kind of car does a happy large Chinese family need?
Sedans? No, they cannot accommodate the whole family. SUVs? No, they are not convenient for the elderly to get in and out.
MPVs, only MPVs, are the most suitable vehicles for Chinese happy large families. The 7 seats meet the needs of families living together, and the sliding doors and low floor design make getting in and out more convenient.
After the saturation of the sedan and SUV markets, MPVs are expected to lead the development of the automotive market into a new era. However, new era MPVs should not be an extension of existing automotive products; instead, the MPVs that happy Chinese large families need should be an epoch-making upgrade of existing products.
Compared to the current MPVs, the space and comfort should remain unchanged, while the product power should be upgraded – high intelligence, high configuration, high quality, and low energy consumption.
Fortunately, in the wave of intelligent electric vehicles, what is in abundance is new products and brands. The same goes for the MPV market.
Tencent is a pioneer in electric vehicle brands. As a pioneer in the Sino-German joint venture automotive brand, their first model launched after restructuring the brand channel this year is a luxury MPV designed for Chinese happy large families – the Tencent D9.
Just under two months since pre-sale began on May 16th, the Tencent D9 has received over 20,000 orders, which is enough to show the competitiveness of this car.
However, the competition in the MPV market is really cutthroat. Toyota Alphard, which can be called the king of price hikes, and the Mercedes-Benz V Class with a high brand effect, are all strong competitors to the Tencent D9. Don’t forget that there are also many 6-seater SUVs crossing over, relying on a higher cost-performance ratio and eyeing Tencent D9.
Fortunately, the 20,000 orders are enough to show that Tencent D9 has made a good start and opened up a new market as a luxury MPV. So, how did Tencent D9, with an average price of 400,000 RMB, establish its position in this niche market of luxury MPVs?
No Happy without MPV
Comfort is essential for luxury, and true comfort comes with ample space.Comfort can be achieved in both sedans and SUVs, but it only applies to a few people, rather than providing the same comfort for the whole family.
In the absence of fundamental changes in vehicle layout, the comfort of sedans and SUVs is merely a false comfort built upon sacrificing the comfort of others.
To achieve greater comfort for the boss, sedans sacrifice the front seat, and SUVs sacrifice the front seat and the third row. Obviously, there is not enough interior space to give everyone in the car the same level of comfort. Only the MPV model, relying on advantages in the vehicle structure, can provide consistent comfort for all passengers. And only by adopting a sliding door design can we enjoy the convenience of getting in and out of the car easily.
True luxury is to provide everyone in the car with the same space first, and then provide everyone with comfort. Therefore, only the MPV model is a true luxury car. From the price point, the value of luxury MPVs can be seen, such as the Toyota Alphard that easily adds 300,000 yuan or the Mercedes-Benz V-Class with limited supply, which contrast sharply with luxury sedans and SUVs usually discounted at 20% off.
Consumers’ desire to buy a car proves that non-MPVs do not make the cut.
DENZA D9’s entry into the luxury car market rests on its core advantage of an MPV vehicle layout, just like the Toyota Alphard and Mercedes-Benz V-Class, with natural large interior space and convenient electric sliding doors that provide the same level of comfort for everyone in the car.
Imagine the happy times when DENZA D9 takes the whole family out, with the elderly sitting comfortably in the second row, children and caregivers in the third row, and the driver enjoying the leading position. Such happiness is envied by many.
Moreover, the DENZA D9 comes standard with even more luxurious 2nd-row aviation seats than the Toyota Alphard and Mercedes-Benz V-Class. With 10-way electric adjustment, ventilation, heating and massage, the DENZA D9’s 2nd-row aviation seats can provide sufficient care for the elderly at home and the most comfortable travel experience for bosses on business trips.
By optimizing the details, the DENZA D9 is more suitable for home use than commercial MPVs. For example, the third row of seats is equipped with a child safety seat interface, adding safety to comfort and providing consistent safety protection for everyone in the car.
However, how can DENZA D9 compete against the looming 6-seater luxury SUVs?The trump card of DENZA D9 is to offer more available interior space and a more convenient way of getting on and off than a big 6-seat SUV.
Compared with a luxury big 6-seat SUV, DENZA D9 is similar in exterior size yet larger in interior space and provides a flatter floor. Thanks to this, DENZA D9 provides a 1080mm long electric sliding track for the second-row floor, which provides a larger range of front-to-back movement.
When traveling with the whole family, even if the second-row reclining seats are close to half-reclined, it will not affect the comfort of the front and back-row passengers. Moreover, when traveling with the whole family, DENZA D9 also has enough room to accommodate the luggage of the whole family. Compared to the unusable aviation seats and limited trunk space of a big 6-seat SUV, DENZA D9 is obviously more suitable for the whole family to travel together.
As an MPV, DENZA D9 provides two levels of low pedals for getting on and off, lowering to 390mm, while ensuring sufficient passability, making getting on and off more convenient, especially with the electric sliding door and getting-on-off handle. Elderly people and children can get on and off without worries.
No intelligent electric, no stepping into the new era
Intelligent electric technology is not exclusive to sedans and SUVs.
Intelligent electric technology is a standard feature of the new era of vehicles, and MPVs are no exception.
The high fuel consumption that many people complain about for MPV models can be easily solved by DENZA D9’s new energy electric technology. Owners will no longer have to worry about fueling up.
1040 kilometers is the maximum comprehensive range of DENZA D9 DM-i plug-in hybrid version. In pure electric mode, the DENZA D9 DM-i plug-in hybrid version has a maximum range of 190 kilometers, enough to meet everyday commuting needs.
During long-distance trips, DENZA DM9 DM-i supports a maximum of 80 kW DC fast charging, making it possible to drive with fuel or electricity, without affecting the driving experience due to the charging speed, and enjoying the economy brought by charging and driving.
For owners who often drive in the city, the DENZA D9 EV pure electric version has a range of over 600 kilometers, which is enough for a week’s journey.
As an attachment to new energy vehicle technology, DENZA D9’s power has taken MPV models to a new level, with a 0-100 km/h acceleration time of 7.9 seconds, already reaching the level of high-performance sedans.In scenarios such as high-speed overtaking and mountain road driving, the D9 from DENZA provides a more relaxed travel experience. With its four-wheel drive layout, MPVs can now be used in more situations, such as camping in the wilderness, which was previously exclusive to four-wheel drive SUVs.
The D9 from DENZA proves that an MPV can be both fast and fuel-efficient while still being intelligent.
The D9 from DENZA has two smart layouts: the DENZA Link Smart Cockpit and the DENZA Pilot Advanced Driving Assistance System.
In terms of the Smart Cockpit, the D9 from DENZA has a total of 7 screens, including the W-HUD head-up display, a 10.25-inch LCD instrument panel, one of the largest 15.6-inch central control screens in its class, two of the largest 12.8-inch dual-headrest screens in its class, and two secondary dual-armrest screens.
The DENZA Link system provides a brand-new way of interaction, allowing the center screen and headrest screens to display independent content, while also being able to share screens, providing a consistent entertainment experience for passengers in the front and back seats.
The headrest screen can be used for video conferencing during business travel or for children to attend classes or watch cartoons during family travel.
Traditional MPV models only meet travel demands, while the D9 from DENZA can turn your vehicle into a mobile intelligent space.
Voice interaction is also a standard feature of the DENZA Link, with separate voice control for the front and back seats, allowing passengers in different seats to control air conditioning, windows, seats, and other features independently.
Of course, the intelligent network linkage function is also an advantage of the D9 from DENZA’s Smart Cockpit. Remote door unlocking and air conditioning control are standard features that are rare in the same class of MPV models. NFC and UWB car keys are both functions that current MPV models cannot provide, even in SUV models, only the flagship model of “WeSmallSmart” that emphasizes intelligence can provide them.
In terms of Advanced Driving Assistance, the D9 from DENZA uses one high-definition camera, a combination of five millimeter-wave radars and twelve ultrasonic radars to provide an L2+ intelligent driving assistance system which supports lane centering, full-speed range adaptive cruise, and turn signal assisted lane changing.Intelligent electric vehicles are not exclusive to SUV models. The DENZA D9 has implemented the landing of intelligent electric vehicles in MPV models and will inevitably change the competitive landscape of the MPV market.
Luxury in All Seven Seats Brings Joy to All Passengers
What is luxury in MPV models?
Is it about providing a comfortable riding experience? Or is it about providing a super spacious interior?
Not exclusively. The luxury of MPV models lies in the careful attention to all passengers, which cannot be offered by even the optimized six-seat SUVs.
For all passengers in any seat, the DENZA D9 can deliver comfortable riding experiences. The third-row passenger comfort issue that plagues even the most luxurious six-seat SUVs is completely solved in the DENZA D9.
First of all, it is convenient to get on and off. The sliding doors, two-step layout, and middle-row seats can be easily accessed by the elderly, children, and ladies in skirts.
Secondly, the independent air conditioning system can provide different temperature experiences for passengers in different positions. When traveling with three generations of a family, the DENZA D9 can provide warmth to the elderly and coolness to children, which is not possible in other models.
Finally, the spacious interior of the DENZA D9 allows third-row passengers to enjoy the same luxurious experience as those in the front row in terms of legroom and headroom.
Of course, the most important aspect is the dynamic comfort. The suspension system is a black technology of the DENZA D9, which provides a significant edge over the six-seat SUV competitors.
It is common knowledge that the third row of an MPV is too bumpy, but not in the DENZA D9. All models of the DENZA D9 provide FSD variable damping suspension, and the flagship model offers the DiSus-C intelligent damping suspension.
DiSus-C is an active suspension system that uses high-frequency sampling data from speed, height, and inertial sensors to control dampers with varying degrees of rigidity and softness, reducing vibrations, and improving ride comfort.
Active suspension is not commonly used in MPV models, even the expensive Toyota Alphard lacks this feature, which is only found in Mercedes-Benz’s million-dollar luxurious SUVs. It is evident that DENZA D9 has gone above and beyond to add luxury features for comfort.
Happiness shared is happiness doubled. The true luxury of the DENZA D9 is that all passengers in the car can enjoy the same degree of comfort.
DENZA D9 Reshapes the MPV Market
Reshaping the market is not easy, but the DENZA D9 has the power and ability to do so.# MPV penetration into the family market is unstoppable
The purchasing demands of the Chinese happy family for cars require not only product strength, but also cost-effectiveness.
In terms of product strength, as a car that carries the whole family, Techrules D9 can be recognized by the whole family both in terms of appearance and the attentive care of each family member in the car.
In terms of brand value, Techrules has the endorsement of two brands, being the leader in electric car innovation and the inventor of automobiles, which is brand value that any luxury brand cannot provide.
In terms of cost-effectiveness, the appearance of the Techrules D9 provides consumers with an opportunity to rethink their car purchase needs in the market dominated by six-seat SUVs. The Techrules D9 comes with the same configuration as the large six-seat SUVs, providing more spacious space, more comfortable seats, and more convenient sliding doors.
In the face of complex demands for product strength, brand value, and cost-effectiveness, the Techrules D9 satisfies consumers’ difficult car purchasing choices.
Returning to the car use scenarios, if the significance of SUVs is to allow owners to go to any place they want to go, then the significance of the Techrules D9 is to allow the whole family to go to any place they want to go. If the significance of MPVs is to carry the whole family to any place they want to go, then the significance of the Techrules D9 is to carry the joy of the whole family.
For the Chinese happy family, the Techrules D9 is not only a car, but also a carrier of family memories and an important part of the family.
At last, the Techrules D9 will reshape the market pattern.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.