The market for high-end people movers in Australia is poised for rapid expansion as another Chinese electric vehicle (EV) firm, Denza, prepares to launch its D9 model Down Under. While traditionally a niche segment in Australia, luxury people movers are highly sought after in countries like China and Japan, particularly for executive transport.
The Denza D9 has already cleared Australian Government certification, signaling an imminent introduction by BYD’s premium brand. This move adds to a growing influx of competitors, including the Zeekr 009, LDV MIFA 9, and GAC M8 (plug-in hybrid). Next year, Xpeng’s X9 will also enter the fray, along with the plug-in hybrid G9 from GWM’s Wey sub-brand.
Expansion Plans for Denza
Although Denza hasn’t officially confirmed the D9 for the Australian market, industry sources indicate a significant expansion of the brand’s lineup is planned for 2026. The D9 will offer two powertrain options: a 230kW single-motor front-wheel drive and a 275kW dual-motor all-wheel drive version. Both utilize a lithium iron phosphate (LFP) battery, with the electric variants achieving up to 620km of range on the CLTC cycle. A plug-in hybrid option combines a 1.5-liter turbo engine with a 40.06kWh LFP battery, delivering a combined 299kW and 681Nm of torque.
Dimensions and Interior Luxury
The D9 measures 5.25 meters long, 1.96 meters wide, and 1.92 meters tall, making it slightly larger than a Kia Carnival. The interior boasts a 10.25-inch digital instrument cluster, a 15.6-inch touchscreen infotainment system, and optional passenger touchscreens. Second-row passengers can enjoy 10-way power-adjustable, heated, ventilated, and massaging captain’s chairs with footrests, plus a 7.5L refrigerator. A four-seat “Pioneer Edition” replaces the third row with a palatial second row featuring an integrated 32-inch screen.
Strategic Move for Chinese Brands
The influx of these luxury people movers from Chinese brands may not be driven by high-volume sales expectations. Instead, these vehicles serve as flagship or “halo” models, showcasing the brands’ most luxurious offerings. Current people mover sales in Australia are dominated by the Kia Carnival, which accounted for 73.4% of the 12,212 total sales to date. Other Chinese brands, such as LDV (three MIFA 9s delivered) and Zeekr (104 009s delivered), have seen limited uptake so far.
Denza’s Broader Strategy
Denza, originally a joint venture with Mercedes-Benz, now operates under BYD’s umbrella. The brand plans to launch the B5 and B8 plug-in hybrid SUVs in Australia this December. These models will be marketed under the Denza name, despite being sold as Fangchengbao vehicles in China. The same strategy is expected for vehicles from BYD’s Yangwang luxury brand.
The expansion of luxury people movers into Australia is a strategic play by Chinese EV firms to establish a premium presence in the market, even if sales volumes remain modest. These vehicles serve as technological showcases and brand-building exercises.
The competition is heating up, promising consumers a wider range of high-end people mover options.
