car industry observation: the competition between joint ventures and independent brands intensifies, and the new generation of mpvs competes for the luxury home market
2024-08-29
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on the eve of the chengdu auto show, competition in the mpv market continued to be fierce. byd's new mpv was born; the new generation of mercedes-benz v-class mpv was launched, and the price range of 4 models was rmb 400,000-600,000. however, facing the emerging new energy and local forces, xiaopeng, ideal, denza trumpchi, and the higher-priced volvo and toyota alphard, this mpv with a more obvious mercedes-benz logo can get out of the low-key situation, and how strong its competitiveness is also worth paying attention to.
this year is still a year of fierce competition for mpvs. byd released a newly named large mpv at the chengdu auto show, which attracted the attention of car fans early on. just a few days ago, the mercedes-benz v-class was also launched. can the v-class, which is not a new energy model, have a chance of winning?
bi lisi, executive vice president of sales at beijing benz sales and service co., ltd., said: after nearly 70 years of development, its v-class mpv has become a benchmark for business and family travel. the new generation of v-class mpv inherits the ultra-wide space, vertical logo design, and is equipped with maybach-style wheels and a new dual-exterior design. the longest wheelbase of 3,430 mm and vehicle length of 5,370 mm in the same class bring an ultra-large internal effective vehicle length of 3,844 mm, which is 71.58% of the external vehicle length. in addition, the specially tuned m254 2.0t engine adopts the only front-engine rear-wheel drive layout in the same class, which brings a more flexible control experience.
in the mpv market, except for the hot-selling buick gl8 in the 300,000-400,000-level and toyota alphard (vellfire) and toyota sena in the 900,000-level, foreign brands have almost no presence. mercedes-benz v-class is in the 50-60 level, which should have made great achievements, but its brand tone and actual use are not in the position of mainstream family needs. this leaves a lot of room for domestic brands, especially new energy brands.
as the leader of new energy mpvs among local forces, the 2024 denza d9 was launched a few months ago, with the dm-i model starting at 339,800 yuan and the ev pure electric version starting at 370,000 yuan. these two prices are directly against buick gl8, and are actually very competitive compared to mercedes-benz v-class. in particular, the four-seat pioneering version of the denza d9 was launched, priced at 600,000 yuan. as a facelift model, the new car is basically consistent with the current model in appearance design, and has been mainly upgraded in the car system and interior configuration.
following closely behind are the lantu dreamer plug-in hybrid, trumpchi e8 plug-in hybrid, and trumpchi e9 plug-in hybrid. obviously, these domestic brands have provided important references for foreign companies on how to make a luxury family-friendly mpv. as long as the design is not too mega, but as suitable as possible for chinese aesthetics, and sufficient materials are used, and the quietness and economy of new energy vehicles are very competitive.
at this time, if domestic brands want to defeat german luxury brands, under the same hardware, pricing determines sales, and is even more important than brand accumulation. when domestic brands face competition from foreign brands with brand advantages, it is indeed an important way out to compete with cost performance in the luxury level. in contrast, for example, the mercedes-benz v-class can mainly use its cards in the modification market brought by the large space, which may also be the first important area to continue the brand influence.
text and photos by reporter qi yaoqi
