Denza’s D9 Lands in Japan: A Steal or a Copycat Controversy?

Denza Minivan D9 is launched in Japan
But Consumer Response is Cold
Is it Because of the Design?

Denza, an electric vehicle company, is a joint venture between Daimler Group, the parent company of Mercedes-Benz, and China’s BYD. Recently, Denza’s Chinese-made minivan, D9, was launched in Japan. As soon as it was released, controversy arose. Since its launch, Denza has had a design similar to that of Toyota’s Alphard.

Denza has had a similar controversy before. The Denza N7 has a similar appearance to Ford’s Mustang Mach-E, and when controversy arose that the pickup truck being developed by BYD is similar to Ford’s F-150, it led to a decline in the credibility of the Chinese brands.

Priced around $65,000
BYD Expands its Lineup

Moreover, as Toyota, which developed and produced the Alphard, is a Japanese company, Japanese consumers are said to be shocked by its practice of releasing vehicles that look exactly like this in Japan. Nevertheless, D9 attracts the attention of many consumers due to its low price. In particular, South Korean consumers have been also paying close attention to the Japanese launch of the D9, as news recently broke that BYD is imminently entering the South Korean market.

BYD first entered Japan and launched the Ato 3 and the hatchback Dolphin. These models are likely to be released when BYD enters South Korea. As BYD is expanding its lineup in Japan, South Korean consumers’ expectations have also continued. The starting price of the Denza D9 is $65,000 based on the Chinese market, making it a cost-effective price.

Offering Electric Models and PHEV
Seats Include Massage Function

The powertrain consists of plug-in hybrid and pure electric models. The PHEV model has a 1.5-liter turbocharged gasoline engine and supports front-wheel and four-wheel drive, depending on the option. FWD and AWD options are available for pure electric models, and all models are equipped with an electric motor at the front that produces a maximum output of 308 horsepower and a maximum torque of 360Nm. The dual motor specification, which adds a motor to the rear wheel, delivers higher performance of 369 horsepower and 470 Nm.

The body size is 5,250 mm (206.7 inches) in length, 1,960 mm (77.2 inches) in width, 1,920 mm (75.6 inches) in height, and 3,110 mm (122.4 inches) in wheelbase. It is an ultra-luxurious minivan, so the overall height was raised to maximize interior space. The seats are composed of 2+2+3 and include ventilation and massage functions. A display is mounted behind the first row of seats, allowing passengers to enjoy a variety of infotainment from the second row.

Equipped with a Small Refrigerator
What are the Chances of Success in Japan?

The second row has a captain’s chair, which allows you to slide and pull the seat forward or backward, creating wide legroom space depending on your desired environment. In addition, it is equipped with a small refrigerator, a large panoramic sunroof, and a large electric sliding door so that passengers in the second row can enjoy the most comfortable indoor environment.

Even with these excellent specifications, success in Japan seems difficult. Many consumers will likely feel uncomfortable with its similar appearance, which is difficult to distinguish from the Toyota Alphard. Denza seems to have expected this kind of response, but it can be interpreted to mean that it is confident in its composition and price.