Introduction: Will the Tengshi Z9 series become BYD's next hit in the mid-to-high-end market?

Lishi | Author: Lishi Business Review | Production

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As China's fastest-growing automaker, BYD leads in sales in multiple market segments. A significant reason behind this success is that it has created 1-2 benchmark models in each segment, which have become industry standards. Potential buyers often use these models as benchmarks, ultimately concluding that BYD's offerings remain the optimal choice after comparing competitors' models.

For example, in the small car segment, Seagull and Dolphin are benchmarks; in the compact sedan segment, Qin Plus and Destroyer 05; in the mid-sized sedan segment, Qin L and Dolphin 06; in the large sedan segment, Han and Dolphin 07; in the small SUV segment, Yuan Plus and Yuan UP; in the compact SUV segment, Song L, Song Plus, and Song Pro; in the mid-sized electric SUV segment, Sea Lion 07; and in the mid-sized SUV segment, Tang. These models possess clear product and price advantages, effectively blocking competitors and explaining why other brands struggle to compete with BYD.

However, due to BYD's strategic focus, it initially concentrated on affordable models priced below 300,000 Chinese yuan. As the Chinese automotive market above this price point grew rapidly, BYD began expanding in this segment in recent years.

Facing the mid-to-high-end market, BYD adopted a similar product strategy, launching benchmark models with superior comprehensive product strength and cost-effectiveness. One successful example is the Tengshi D9, a large MPV priced above 300,000 yuan.

Familiar with China's automotive industry knows that MPVs have long been niche, overshadowed by sedans and SUVs. Shanghai GM's Buick GL8 dominated this segment. However, BYD's Tengshi brand recognized its potential and developed a product that surpassed the GL8, leveraging its product advantages to gain market share.

After Tengshi D9, BYD launched the Tengshi N7, Tengshi N8, and Fangchengbao Leopard 5, targeting the mid-to-high-end market. However, these models' sales fell short of expectations. Tengshi N7 and N8's designs and pricing were not well-received, while Leopard 5's high starting price hindered its appeal compared to Great Wall Motors' Tank brand, which offered a more balanced offering.

After these setbacks, BYD quickly adjusted. Tengshi N8 was discontinued to make way for the upgraded Tengshi N8 Max, while Tengshi N7 underwent significant design changes and a price reduction. Leopard 5 also reduced its prices, aligning with the revised Tengshi N7.

These adjustments improved sales, but as initially unclearly positioned products, they struggled to become industry benchmarks. Meanwhile, new energy vehicle brands like NIO and AITO achieved significant success above 300,000 yuan, with monthly sales exceeding 10,000 units for multiple models. BYD urgently needed another hit like Tengshi D9 to prove its mid-to-high-end capabilities.

Aware of this, BYD, having solidified its position below 200,000 yuan, began a full-scale assault on the mid-to-high-end market with two core products: the Tengshi Z9 GT large sedan and Fangchengbao Leopard 8 large SUV.

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After much anticipation, BYD held a pre-sale event for the Tengshi Z9 GT at its headquarters in Shenzhen, showcasing its capabilities. Understanding its features, I realized BYD's intention: to apply its successful formula in the mid-to-high-end market, leveraging unmatched product strength and pricing to become an industry benchmark.

The Tengshi Z9 GT features BYD's exclusive 'Yi Sanfang' technology, AWD, three motors, 0-100 km/h in 3.4-3.6 seconds, 1,000 horsepower, a length of nearly 5.2 meters, a moose test score of 93.6 km/h, a turning radius of 4.62 meters, and a price below 339,800 yuan. Achieving these benchmarks is challenging, and BYD stands alone in the industry.

Beyond these core metrics, the Z9 GT introduces innovative features like extreme turning, zero-turn capability, intelligent crab mode, low-grip road stability, high-speed tire burst control, and radar-assisted collision avoidance. Its parking capabilities are particularly impressive, solving a common driver headache.

The Z9 GT's groundbreaking features stem from 'Yi Sanfang,' the world's first intelligent control platform integrating three independent electric motors and rear-wheel steering. Combined with BYD's DM5.0, e-Platform 3.0 Evo, and other proprietary technologies, it offers a unique 'intelligent vehicle' experience.

This technology requires significant investment and years of development, making it challenging for competitors to replicate, let alone match the Z9 GT's 339,800 yuan starting price.

Apart from performance and pricing, the Z9 GT's design is universally praised. With an 'Elegance in Motion' design philosophy, it rivals the Porsche Panamera, earning praise as the world's most elegant luxury flagship GT.

At the pre-sale event, BYD surprised attendees by unveiling the Tengshi Z9, a sedan version of the Z9 GT. The Z9 and Z9 GT will form a flagship duo, launching global pre-sales to compete for China's large luxury sedan market leadership.

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After the pre-sale event, opinions varied on the Z9 series' prospects. Initially cautious, my research revealed its significant potential, aligning with industry benchmark standards.

In the domestic market, the only direct competitor to the Z9 series is Huawei-backed ARCFOX S9, priced higher at 399,800 yuan. In the international market, the Z9 series competes with premium brands like BMW, Mercedes-Benz, and Audi's mid-to-large sedans. However, the S9 lacks brand and product strength, while BBA's models, while similarly priced, offer inferior product attributes. The Z9 GT's unique core technologies provide unmatched experiences, setting it apart in a competitive landscape.

According to Zhao Changjiang, head of Tengshi sales, the Z9 series received more pre-orders in 24 hours than a mainstream luxury sedan of a similar price range sells in a month. If this trend continues, the Z9 series is poised to lead China's luxury sedan market above 300,000 yuan, further validating BYD's mid-to-high-end capabilities.