With new energy, autonomous driving, artificial intelligence, and chip technology advancing at a breakneck pace, the automotive sector is undergoing a transformation of unprecedented scale.

LingTai LT, with a keen eye on the latest automotive trends and a knack for in-depth market analysis, has introduced the 'Auto Circle' column. From a professional vantage point, this column keeps tabs on the latest global automotive developments, major automakers' new product launches, technological breakthroughs, and market performance. Through detailed interpretations, it uncovers the underlying business logic and market patterns, revealing how they're reshaping the automotive landscape and influencing how we get around.

This article, the 22nd installment in the column, zeroes in on Tengshi Automobile, exploring how it can keep churning out hit models and deepen its brand identity.

Author: Lin Feixue

Editor: He Kun

Operations: Chen Jiahui

Produced by: LingTai LT (ID: LingTai_LT)

Header Image: Publicly available online

Amidst fierce competition in China's high-end new energy vehicle market, hit models have been popping up left and right, but few have managed to turn short-term sales surges into long-term brand equity. To maintain a strong foothold, a brand must find an effective way to link product success with brand momentum.

As one of BYD's three main high-end brands, Tengshi is at a pivotal juncture in its brand expansion and product lineup refinement.

Since 2022, the D9 has carved out a strong competitive edge in the new energy MPV market, becoming the bedrock of the Tengshi brand. Building on this success, Tengshi has rolled out a series of models, including the N7, N9, and Z9, catering to a wider array of market segments.

As Tengshi continues to diversify its product offerings, figuring out how to maximize the synergistic value of its multiple products has become a crucial task as it enters a new phase. Will the N8L, launched in the latter half of 2025, become the 'second growth spurt' that propels Tengshi's continued strong performance after the D9?

After the D9, the N8L Steps Up

The D9, seen as the cornerstone of the Tengshi brand, has played a multifaceted role in product definition, user perception, and market expansion. According to comprehensive media reports from Tianyancha and data from the CPCA's official WeChat account, since the launch of the Tengshi D9 PHEV version in 2022, it sold 119,000 units in 2023, ranking second; in 2024, it sold 103,000 units, becoming the annual sales leader. As of September 2025, the cumulative sales of the Tengshi D9 had reached 82,000 units, a 2.9% year-on-year increase, with a market share of 9.3%. Data indicates that in the first three quarters of 2025, the cumulative wholesale sales of MPVs in China hit 879,000 units, a 26.3% year-on-year rise.

▲ Figure: Domestic MPV Sales, Growth Rates, and Market Shares in the First Three Quarters of 2025 (Source: CPCA)

According to the Dongche Ranking List, in September 2025, the Tengshi Z9GT DM sold 556 units, the Z9 DM sold 246 units, while the pure electric versions Z9GT EV and Z9 EV sold 27 and 12 units, respectively. The mid-size SUV N7 delivered 98 units in the same month. Tengshi's official data shows that in September 2025, the national retail sales of the Tengshi brand reached 12,407 units.

▲ Figure: Dongche Mini Program

Though the product line already spans multiple segments, including MPVs, mid-to-large SUVs, and mid-size SUVs, from a sales structure standpoint, Tengshi needs to shift away from relying on a single model and establish a broad brand perception that encompasses multiple products and links various user groups. This isn't just about optimizing the product lineup; it's also about building brand momentum. From this perspective, the success of subsequent new models will determine not just sales performance but also whether the brand can truly enter a long-term competitive arena supported by multiple pillars.

In this process, how to drive steady performance of each product in their respective market niches and forge a more cohesive brand perception will be the linchpin for propelling the brand into its 'second growth spurt.'

For Tengshi, the next stage's development goal isn't just about boosting sales; it's also about establishing brand recognition and value output as a prerequisite.

N8L: The Next Big Hit?

With the recent official launch of the Tengshi N8L, priced between 299,800 and 329,800 yuan, it's positioned as a plug-in hybrid mid-to-large six-seater SUV, aiming to win over family users with its high-end features and reasonable price.

As a key product in Tengshi's new phase, the N8L carries on the brand's flagship-level technology while showing a stronger intent to capture the market through its pricing strategy, reflecting Tengshi's flexibility and direction in product layout and user outreach strategies.

Comprehensive public reports from Tianyancha reveal that the market for large six-seater new energy SUVs priced around 300,000 yuan is gradually becoming a hotbed for major automakers. Models like the AITO M7 and Lynk & Co 900 have already staked their claim in this price range, with more newly launched models in the same class awaiting market validation, covering diverse technological routes such as extended-range, plug-in hybrid, and pure electric. At the product level, different brands vie through differentiation in space, comfort, intelligent features, and service experiences.

The user base in this market segment is relatively well-defined, mostly consisting of mature families buying additional vehicles or upgrading. They're rational and discerning, with comprehensive and stringent demands for product strength, cost-effectiveness, and brand reputation. They're not just paying for specs; they're investing in a complete and reliable 'family travel solution.'

Meanwhile, as family travel needs become increasingly diverse, user acceptance of six-seater SUVs continues to climb, with a concurrent rise in attention to vehicle space efficiency, cabin functionality, and overall usability. This trend brings significant growth potential to this market segment while urging brands to be more refined in product definition and technological presentation.

In response to this market trend, Tengshi introduced its flagship new product, the N8L, continuing the current technological narrative of BYD and Tengshi. According to official information, in terms of the powertrain, the N8L is equipped with a 2.0T dedicated plug-in hybrid engine and a three-motor distributed drive system, forming the 'Easy Three' platform. This platform integrates BYD's core capabilities in electric drive control and boasts advanced dynamic response features like rear-wheel steering.

At the same time, official information indicates that the N8L is outfitted with the Yunyan-A intelligent air suspension body control system, DiLink 150 intelligent cockpit, and the 'Divine Eye B' advanced driving assistance laser system, continuing the brand's technological strategy in flagship models regarding overall driving experience, safety assistance, and intelligent interaction. The simultaneous application of this array of configurations also enables the N8L to boast strong product technology coverage in the price range below 300,000 yuan.

According to official information, in the target market, the Easy Three platform, as the standard three-motor distributed electric drive platform of the Tengshi N8L, possesses strong technological traits in terms of handling stability, turning flexibility, and multi-scenario safety assistance. It demonstrates differentiated performance in specific scenarios like turning radius control, ice and snow road surface traversability, and urban parking. However, as a relatively cutting-edge vehicle motion control solution, the Easy Three platform is still in the process of transitioning from technological advantages to user perception.

Nevertheless, as a critical link in the transition from brand building to market expansion, whether the N8L can strike an effective balance between high-end features, high performance, and rational pricing, broaden the brand's user base, and enhance overall market penetration remains to be seen in subsequent market performance.

The launch of the Tengshi N8L reflects its proactive stance in product strategy and market layout, as well as its exploration of driving collaborative upgrades in Tengshi's product sequence while meeting diverse family scenario needs. However, whether technological advantages can be translated into consistent user experiences will be the key to determining the success of the N8L and even influencing the long-term value construction of the Tengshi brand.

How to Turn Hit Model Perception into Brand Recognition

In the rapidly growing segment of new energy MPVs in recent years, the D9 has driven broader market coverage for this category through dual breakthroughs in product performance and price range, bringing significant brand awareness to Tengshi. As the brand's first flagship model, the D9 has solidified Tengshi's presence in the high-end new energy market and become a key touchpoint connecting users with the brand, further expanding its market influence.

From the perspective of market communication and user mindset construction, the awareness generated by core products doesn't automatically translate into comprehensive brand recognition. The key at this stage is to continuously establish a brand recognition system that covers a broader range of usage scenarios and user groups while maintaining the influence of flagship products.

Looking at successful high-end brands, even Porsche allows its users to clearly perceive a common brand essence—sportiness, luxury, and refinement—whether they buy a 911 or a Cayenne. From this, it's evident that the factor influencing brand extension advantages lies in further strengthening the relationship between the current product characteristics of the Tengshi matrix and overall brand identity.

Facing users' more diverse concerns, Tengshi needs to deepen its recognition in terms of technology, safety, and intelligent experiences through products like the N8L, thereby driving brand recognition from specific models to brand value.