MPV is learning bad.

In recent years, the constantly shrinking car market has created many competitive scenes. From price war to configuration war, and then to intelligent driving war The ways and methods of competition among major car companies are constantly emerging. With the normalization of this internal competition, not only the mainstream sedan and SUV markets, but also the MPV market, which has a market share of only about 5% for years, is deeply affected.

Although MPV is only a relatively niche niche field, MPV car companies undoubtedly have "learned from the mainstream market". They continue to engage in fierce competition through product placement, technological iteration, configuration upgrades, marketing innovation and other means, driving this market from its initial relatively stable pattern to the current earth shattering situation, forming a new market ecology.

For example, in 2024, the Tengshi D9 became the MPV annual sales champion with over 100000 units, once again winning the MPV market annual sales crown after replacing the GL8 in 2023. As a comparison, Buick GL8, the hegemon that once ranked first with an annual sales volume of more than 140000 vehicles, has gradually eroded its market share with the impact of Denza D9 and other new energy vehicles, and lost its annual sales crown for the second time last year, becoming a supporting role of the former.

MPV is learning bad

However, the transformation of the MPV landscape is far more than just the ups and downs of one or two models.

Among the top ten MPVs in terms of sales in 2024, plug-in hybrid models occupy five seats, including the Tengshi D9, Lantu Dreamer, GAC Trumpchi E8 and other independent models. Through plug-in hybrid technology, the range anxiety and fuel consumption problems of MPVs have been solved, making independent MPVs the mainstream choice in the market. This requires joint venture brands to constantly break through in price and technology to cope with challenges.

And when it comes to the source of this market shift, it inevitably reminds people of that September four years ago.

01 Competition is becoming more and more exciting, and the market is evolving comprehensively

At the 2021 Chengdu Auto Show, the Guangzhou Toyota booth was packed with people, and Saina, who had just entered the Chinese market, became a spectator. Coincidentally, not far from the crowd watching the race, Dongfeng Yueda Kia's first global flagship MPV, the fourth generation Jiahua, officially started pre-sales at the Chengdu International Auto Show, causing quite a sensation.

Including the Kusuto at the Beijing Hyundai booth, these three new cars are stepping towards the center of the stage, sparking a wave of MPV traffic in Rongcheng, and even occupying the C-position at the auto show to some extent, making sedans and SUVs, which have always been at the center of the automotive market topic, pale in comparison.

This is also a rare collective carnival of MPVs at large auto shows.

MPV is learning bad

Just as everyone thought that this MPV craze would shine like a shooting star, but for a short period of time, MPV once again ushered in its own shining moment in Yangcheng more than two months later. Buick GL8, Lantu Dreamer, Volkswagen Weiran, Maxus MIFA9... major manufacturers pushed their MPV models to the forefront in the last "carnival" of the automotive market in the same year.

Since that year, the arms race of intensive product deployment in the MPV market began.

According to incomplete statistics from the Automotive News Agency, in the first three quarters of 2023 alone, there will be over 20 new cars launched in the MPV market, including 11 C-class products, 9 B-class products, and 4 A-class products. New energy MPVs such as GAC Trumpchi's E9 and Great Wall Motors' Gaoshan DHT are representative models that arrived at that time.

These car models bring unique driving experiences to different consumer groups through different manufacturing concepts, sizes, and technological routes. Among them, Tengshi D9 stands out with DM-i plug-in hybrid technology, Lantu Dreamer relies on Huawei's intelligent ecosystem to continuously become popular, and GAC Trumpchi has formed sufficient competitiveness by building a full product matrix covering 100000-40000 yuan Under the multi-party struggle, the original pattern of the MPV market has also undergone changes.

MPV is learning bad

After the wave of product launches, major car manufacturers began to roll up the design and styling of MPVs.

Jike MIX adopts a B-pillar free double door design; Ideal MEGA launches bullet shaped design to pursue ultimate drag coefficient; In order to integrate sensors such as LiDAR and high-definition cameras into the vehicle body, the "observation tower" roof of the Xiaopeng X9 was developed; Land Airbus Geely Yizhen L380, Volkswagen ID Buzz......

Obviously, the essence of the uniqueness of MPV design is the manifestation of car companies competing for discourse power in the wave of electrification and intelligence. In the short term, exaggerated design can quickly establish brand recognition and even create buzz. This change is not only the result of technological iteration and market demand, but also reflects the strategic adjustments of car companies in segmented market competition.

Enterprises naturally know that long-term competition still needs to return to user experience, but when the "per capita top configuration" roll of products is out of stock, the most visually striking design becomes the starting point for a new round of internal competition.

MPV is learning bad

It is worth mentioning that as new energy vehicles continue to release their weekly sales charts, MPVs also follow suit and release their weekly sales charts, making the changes in this market more concrete and intense, and bringing the intensity of competition to another dimension.

02 New Energy Leads the Way, Independently Moving to the Center of the Stage

If we want to find the dividing line of changes in the MPV market pattern, the 2023 Tengshi D9 will surpass the Buick GL8 and win the annual sales champion in the MPV market, which can definitely be considered a milestone.

That year, the Tengshi D9 sold nearly 120000 units throughout the year, surpassing established joint venture competitors such as Buick GL8, Honda Odyssey, and Toyota Sienna, becoming the annual sales champion of all MPVs in the category. This achievement not only reversed the declining sales of MPVs over the years, but also led the entire new luxury market in China, bringing users a different travel experience than before.

Later, based on concerns about declining status, Buick GL8 also chose to embrace the changes of the times and proactively launched a plug-in hybrid version, and even a pure electric version in the near future, aiming to regain more say.

As independent brands also take advantage of the momentum of new energy to move towards the center of the stage, and with the counterattack of joint venture MPVs, constantly creating demand, the MPV market has penetrated from a single business attribute to diversified scenarios. Through spatial reconstruction, power innovation, intelligent iteration, and comfort upgrading, it has gradually become a dual choice for family travel and high-end business.

MPV is learning bad

Take space innovation as an example, one of the core competitiveness of MPVs is space utilization.

Among them, the new Wei brand Gaoshan adopts a new energy high-end MPV exclusive platform to achieve a common rail design for the second and third rows of seats, supporting free adjustment of seat layout; The Geely Galaxy Wing True L380 sets a new standard for pure electric MPV space with a cabin length of 3974mm and a 75% occupancy rate. Combined with expandable seat combinations, it caters to both business reception and family travel needs.

In addition, in terms of driving experience, MPVs are gradually deeply tied to comfort and luxury.

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For higher priced models, either NAPPA leather seats equipped with massage function, combined with rare earth strong magnetic speakers, create a mobile "first-class" experience; Either create a quiet cabin environment through high-quality interior materials and optimized sound insulation technology; Either introduce aviation grade ergonomic seat design, combined with high-capacity battery packs and low-energy technology, to continuously improve the CLTC range.

In addition, power and handling have also reshaped the driving logic of MPVs with new energy technologies. For example, the Geely L380 relies on a pure electric architecture and enhances vehicle stability with a low center of gravity design, achieving breakthroughs in both range and performance dimensions.

MPV is learning bad

And in the second half of the electrification competition, intelligence is also known as the battleground for MPVs. Most high-end new energy MPVs can achieve full road condition perception and support advanced functions such as automatic parking and lane keeping Under L2+level intelligent driving technology, combined with a large-sized central control screen and voice interaction function, it enhances driving convenience. Even some can achieve seamless switching between office and entertainment scenes in the car through OTA upgrade capability and multi screen interconnection design.

In short, in the multi-dimensional competitive situation, MPVs are bidding farewell to the traditional label of "large space tool vehicles" and instead evolving towards high-end, intelligent, and scenario based models. Whether it is the flexible space and health standards pursued by home users, or the luxurious configuration and intelligent experience required for business scenarios, the new generation MPV can provide better solutions.

As the MPV market undergoes a transition from price wars to value wars, from homogenization to differentiation, this process is reshaping the healthy ecology of the MPV market. In the future, only car companies that continue to innovate, accurately position themselves, and deeply cultivate user experience can break through this internal competition and lead the MPV market towards a higher quality development stage.

Meanwhile, it is undeniable that the MPV has improved during this process.