Car launch events often share a drawn-out format, but the unveiling of the 2025 Denza D9 took a different approach, concluding in just one hour. This time frame even included musical performances and testimonials from current owners, making the event feel distinctly modern and unconventional.
The new Denza D9 features only subtle changes to its exterior design but delivers significant upgrades to its interior. Among the most notable enhancements is the inclusion of the “Eye of God” (EoG) advanced driving assistance system as a standard feature across the lineup.
Naturally, these upgrades come with a modest price increase. The 2025 lineup includes five DM-i hybrid electric models and three all-electric models, priced between RMB 339,800–469,800 (USD 47,572–65,772). The entry-level model is RMB 15,000 (USD 2,100) more expensive than the 2024 version. However, given that multipurpose vehicle (MPV) buyers are typically less sensitive to price changes, the impact on sales is expected to be minimal.
The Denza D9 has evolved beyond being an MPV for traditional business use, shifting toward family-friendly features. Zhao Changjiang, Denza’s general manager of sales, has shared that 70% of D9 orders now come from family buyers. Of these, 50% are previous owners of high-end brands such as Mercedes-Benz, BMW, or Audi—the BBA trio. Another 25% previously owned six- or seven-seater SUVs, 15% are upgrading from luxury fuel-powered MPVs, and 10% are existing BYD customers adding an additional vehicle.
This data suggests that a significant number of Denza D9 buyers are families adding a vehicle rather than replacing one. Their focus is on comfort, space, and entertainment, emphasizing leisure over daily commuting. This affluent demographic makes them an ideal audience for the upgraded D9.
The 2025 Denza D9 introduces a range of interior enhancements. The second row features dual zero-gravity seats with 14-way electric adjustments and 16 massage points targeting the back and legs. A one-touch “zero-gravity” mode further boosts passenger comfort. The central passage between the second-row seats has been widened to 170 millimeters, offering more convenience for second-row occupants and passengers accessing the third row.
Improvements to the traditionally overlooked third row aim to bring its comfort level closer to that of the second row in high-end SUVs. The seats now include electric adjustment, ventilation, and heating, which are rare in MPVs. Seat tracks have been extended by 30 mm compared to the 2024 model, enabling greater adaptability. This allows the third row to move further back when the trunk space is unoccupied, offering a more comfortable seating experience.
For drivers, the standard features include ventilation, heating, and massage functions. Devialet speakers in the headrest enhance the audio experience for music playback and calls without compromising safety. Additionally, the soft-close doors now include a two-second anti-pinch delay to address previous safety concerns.
The cabin is equipped with ten screens, including headrest and armrest displays for second-row passengers, as well as a touch-controlled refrigerator that cools items to -6 degrees Celsius. Additional amenities like a panoramic sunroof and electric sunshades further elevate the vehicle’s usability.
The 2025 Denza D9 incorporates BYD’s fifth-generation DM system, delivering an all-electric range of 200 kilometers and a combined range of 1,100 km. It achieves an impressive fuel consumption rate of 5.85 liters per 100 km when operating on depleted batteries. For the all-electric models, the D9 includes a 103 kilowatt-hours blade battery and an 800V high-voltage platform, allowing dual-gun fast charging that provides 243 km of range in just 15 minutes.
The Yunnian-C suspension system, included as standard, uses predictive technology to detect road conditions and adjust suspension stiffness, ensuring a smoother ride. The iCCT system minimizes pitch and roll during acceleration and braking, addressing common issues like motion sickness in electric vehicles.
BYD has long been viewed as a laggard in the race for smart driving technology, but that perception could soon shift with the 2025 Denza D9.
Just days before the Denza D9’s launch, BYD announced the nationwide rollout of its EoG advanced driving system, equipped with city navigate-on-autopilot (CNOA) capabilities. The system was made available through over-the-air (OTA) updates for other models, including the Yangwang U9, Denza N7, and Denza Z9 GT, earlier in December 2024.
The Denza D9 integrates BYD’s EoG system as a standard feature across all trims, including the base model. During the launch event, Zhao showcased a demonstration video of the system in action, navigating a narrow, dimly lit urban village road. The vehicle deftly avoided pedestrians and irregular obstacles with a smoothness that might put novice drivers to shame.
Highway navigation is already functional, while urban navigation capabilities are set to arrive in early 2025 through OTA updates. Zhao emphasized the company’s iterative advantage, stating that BYD’s access to millions of annual driving data points accelerates the advancement of its smart systems.
BYD’s move to make the EoG system a standard feature contrasts sharply with competitors. For instance, the 2025 Voyah Dream MPV, which briefly led monthly sales in its category, offers Huawei’s Qiankun ADS 3.0 system only on its highest trim, priced at RMB 429,900 (USD 60,186). Lower trims lack both highway and urban navigation.
The 2025 Denza D9 also excels in parking, providing full-scene automatic parking, even in complex scenarios like dead-end streets. BYD plans to introduce valet parking through future updates. Inside the cabin, the upgraded DiLink interactive system takes center stage, now featuring voice recognition—an addition not commonly found in other BYD models. Other highlights include improved visual monitoring and sentry mode, both offered as standard.
Acknowledging growing concerns over data security, BYD equips the Denza D9 with physical switches to disable interior cameras. Additionally, all data is anonymized and stored locally. Zhao underscored that these measures are not exclusive to the Denza D9 but extend across BYD’s portfolio. Such privacy features resonate particularly well with MPV buyers, who often use these vehicles for both family and business purposes.
The Denza brand, one of BYD’s three luxury sub-brands, continues to dominate the RMB 300,000–500,000 (USD 42,000–70,000) price range. With over 300,000 units sold since its debut and more than 90,000 units moved in the first 11 months of 2024 alone, the D9 leads the MPV segment by a comfortable margin.
With the 2025 model, Denza D9 builds on this success with significant feature enhancements while maintaining stable pricing. In the highly competitive MPV market, the Denza D9 has undoubtedly set a benchmark that rivals will struggle to match.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Han Yongchang for 36Kr.