Comeback is the big move of denza D9, is not a little "brave" too much?

Denza Denza, jointly created by Daimler-Benz and BYD, took more than a decade to finally fail to mix in the domestic market, and only sold 13,000 Denza denza since its debut. The first model was released 4 years after the establishment of the brand, with a pricing of 369,000 yuan and a battery life of 252km, which was directly passed by the market that was not yet mature in the cognition of new energy models.

Later, taking advantage of the new energy wave, the mid-size SUV Denza X, which was sold from 289,800 yuan, was launched, but because the product attributes of the model were too similar to BYD Tang, it was questioned as a "shell change product". Nowadays, although there is a small discount of 100,000 yuan, sales are still not improving.

For more than ten years, even a stone should be able to warm up, but Denza has never been able to toss out a little wave. So Mercedes-Benz, which has a series of electric brands and product sequences, finally saved enough disappointment and decided to choose to give up. In December last year, Mercedes-Benz "abdicated" through equity changes, and BYD was promoted to the boss of Denza.

In order to have better development in the future, BYD also deliberately established Denza Sales Co., Ltd., which also means that Denza can adopt a direct sales model like other new forces.

The past is the prologue.

This transformation has allowed Denza Automobile to officially open the 2.0 era, and with the empowerment of BYD, Denza has also gained unprecedented attention. But to really gain a foothold in the market, a strong product is key. This time, Denza did not choose to bet on the hot car and SUV market, but chose the more niche high-end MPV market. As the latest masterpiece to come back after many years of silence, the Denza D9, which is positioned as a medium and large MPV, naturally shoulders the burden of "opening the door". It is reported that the car may be unveiled at the 2022 Guangdong-Hong Kong-Macao Greater Bay Area Auto Show, which opens on May 28.

The recent dentist D9, which has been frequently created, is actually not unfamiliar in everyone's eyes, so here we will briefly talk about the product performance of this car. The appearance of the business atmosphere is relatively strong, the integrated network design creates a good visual impact, and the vehicle aura is very strong. In terms of body size, it is 5.2 meters long, has a wheelbase of more than 3 meters, is larger than Toyota Alpha, and adopts a standard high-end MPV seat layout of 2+2+3.

The interior layout still can't get rid of the influence of BYD's design language, such as the double-spoke steering wheel, the suspension full LCD instrument and the large-size central control screen that are very similar to BYD models. The electronic gear rod is also a "mushroom" shape of BYD's family. Although you can see many BYD design elements, due to the use of better materials in leather, trim and other aspects, the overall texture is much higher than THAT.

The back row of denza D9 is also equipped with two large entertainment screens, which support independent voice interaction, business screen projection and other functions. The armrest of the second row of independent seats is equipped with two functional LCD screens, which can be touch screen control seat adjustment, audio control and other functions, which look very grade and scientific and technological, but I don't know how to apply it in practice and how effective it is.

In terms of power, two power versions of PHEV and BEV are available for users to choose, among which the PHEV model should be equipped with BYD DM-i super hybrid system, the four-wheel drive system can exceed 600 Nm of comprehensive torque, and the comprehensive endurance can reach 1000km. The EV model adopts an 8-in-1 integrated intelligent front-drive assembly.

In the high-end MPV market, in addition to competing head-on with Lantu Dreamer, Denza D9 also needs MPV models of independent brands such as Dike Hongqi, Weipai, and Ji Krypton. In addition, popular models of medium and large fuel MPV, such as Toyota Syna and Buick GL8, will also become one of the obstacles to the comeback of denza D9.

Although it has the empowerment of BYD, a giant in the field of new energy, its own product strength is not weak. But in order to stand out from these fierce opponents, the difficulty is still not small. Compared to the brand power of other competitors. After a long period of lows, the brand appeal has long been lost in the market. Although everyone knows that dentistry backstage is very hard, it obviously takes time to regain consumer recognition, so this denza comeback is a big move, which is obviously a test of BYD's influence in the market.

However, taking a step back, when BYD's influence is stronger than a certain tipping point, it is not very friendly to Denza, a brand that has been transferred from a concubine to a concubine, because BYD also wants to create a new high-end brand, and it is also the existence of "pro-son" in many future product series. It is reported that the high-end brand focuses on the high-end luxury market of 50-1 million yuan, while Denza is a stable new energy market of 300,000-500,000 yuan. The connection of the price range makes consumers who really love BYD obviously prefer to wait for BYD's new high-end brand without urgent need.

The reason why Denza's comeback is so "brave" and dares to directly cut into the high-end MPV market where joint venture brands and new car-making forces are competing, relying on BYD's brand influence and technical support. However, combined with the dismal experience before Denza, it is still unrealistic to try to achieve a turnaround based on these alone.

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