Easy Triparty is Tengshi's trump card.

In today's automotive marketing, there are two common strategies: one is to claim 'the only one in the industry currently,' and the other is to say 'competitors can't make it in N years.'

For example, Volvo once stated at the launch of its flagship electric SUV EX90, 'We can learn what the new forces can do in just three years, but what we can do, the new forces can't learn in ten years.'

Such marketing tactics are now commonplace, and it's not hard to see that they reflect automakers' confidence in their product strength. Regardless of sales performance, establishing a superior position in the industry through product quality is crucial, starting with projecting an air of confidence.

Recently separated from Mercedes-Benz, Tengshi Automobile may be in need of such an air of confidence.

Zhao Changjiang, from Tengshi, recently promoted the brand's new flagship model N9, highlighting two key points: first, the new car is nearly 5.3 meters long; second, it will be equipped with Easy Triparty platform technology. He also claimed that the Tengshi N9 has undergone rigorous testing and is an SUV that 'rivals can't catch up with in five years.'

Judging from the number and the N series, it can be inferred that the N9 is currently Tengshi's highest-positioned flagship SUV. The luxury automobile market is undoubtedly a tough nut to crack, with traditional brands like Mercedes-Benz GLE, Land Rover Range Rover, and BMW X5 setting the benchmark, and domestic brands like Lixiang L9 and Wenjie M9 posing as obstacles for new energy vehicles. Can the N9 change the current situation where Tengshi relies heavily on the D9 for sales?

Large Size + Easy Triparty: Tengshi N9 Starts Big

The first official photos of the Tengshi N9 were shot in a wild Gobi Desert setting, leading to speculation that Tengshi hopes to convey a message through these images—off-road capability.

Off-road capability is not exclusive to hardcore off-road vehicles; SUVs are inherently versatile and multifunctional. While they may not excel in any one area compared to specialized vehicles, they offer a well-rounded performance. Among well-known traditional luxury SUVs like Land Rover Range Rover, BMW X5, and Mercedes-Benz GLE, manufacturers emphasize their off-road capability and reliability on unpaved roads.

Driving conditions on unpaved roads are far worse than on standard asphalt roads, with rough terrain and reduced traction, demanding higher standards for the vehicle's power system and chassis. This includes sufficient ground clearance, a stable four-wheel-drive system, and precise power and torque distribution. In the era of new energy, technologies like air suspension, dual-motor four-wheel drive, and rear-wheel steering have made more new energy SUVs capable of off-road adventures.

The Tengshi N9, which comes standard with Easy Triparty platform technology, features three drive motors, providing robust power reserves and precise torque control, enabling technical features not found in traditional four-wheel-drive luxury SUVs. As the debut model of Easy Triparty, the Tengshi Z9GT showcased features like Easy Triparty parking, compass turning, crab walking, and ultra-tight turning radius, which are likely to be seen in the Tengshi N9 as well, with optimizations for SUV usage scenarios.

With a nearly 5.3-meter-long body, the Tengshi N9 would suffer from a clumsy driving experience without rear-wheel steering and three-motor technology.

Judging from its appearance, the Tengshi N9 boasts a sturdy silhouette and a strong presence, at least matching the aura of the Land Rover Range Rover and Mercedes-Benz GLS. Unfortunately, the official images show the vehicle heavily camouflaged, leaving us to anticipate the final design with excitement.

Hints from the camouflage stickers reveal some configuration details: 'Hot soy milk in the morning, icy coke at night' probably refers to the Tengshi N9's thermoelectric refrigerator; 'More comfortable than an MPV' indicates superior ride comfort. These details demonstrate Tengshi's confidence in the new model.

The slogan 'Switch to me within 5 million' echoes the famous 'Best SUV under 5 million' tagline.

However, official details on smart cockpit and autonomous driving features are yet to be released. While BYD focuses on platform technology and chassis intelligence, the Tengshi N9 initially emphasizes technological prowess. It's too early to draw conclusions about its smart capabilities, but they are certainly worth anticipating.

Will Tengshi Follow the Path of Audi?

Audi's rise to prominence alongside Mercedes-Benz and BMW can be attributed to its exceptional technology.

Audi's Quattro four-wheel-drive technology is renowned worldwide, a unique selling point in the industry. Similarly, Tengshi's Easy Triparty technology is a non-standard solution that cannot be bought from suppliers. In the long run, this exclusive technology will serve as a 'technical weapon' for Tengshi to establish itself in the luxury segment.

As a luxury flagship SUV, the Tengshi N9 faces stiff competition from peers like Wenjie M9 and Lixiang L9 in the new energy sector, as well as traditional fuel-powered vehicles from Mercedes-Benz, Land Rover, and BMW. These established models have a long history, mature products, and stable market reputations, making it challenging for the newcomer Tengshi N9 to gain traction.

Considering the N9's positioning, its pricing is expected to start at or above 400,000 yuan, a more competitive market segment than the sub-300,000 yuan range. Many new forces are vying for BBA customers, and Tengshi N9 shares this goal, facing significant competition.

With Daimler's stake reduced to 0%, Tengshi can no longer rely on its association with Mercedes-Benz to attract BBA customers.

Defining luxury through technology is Tengshi's goal, but establishing a foothold in the luxury segment is more challenging. While the uniqueness of automotive hardware technology may be difficult for ordinary consumers to perceive, branding and product marketing have a stronger impact.

Once a unique technological identity is established, the luxury moat becomes more solid. From the moment technology takes center stage, the brand gains an irreplaceable attribute. While BBA has built its brand influence over nearly a century, Tengshi is still young and exploring the market. It aims not only to capture traditional luxury fuel-powered vehicle customers but also to carve out a unique identity. Easy Triparty plays a crucial role in this endeavor.

In other words, to establish itself as a technological luxury brand, Tengshi must follow in Audi's footsteps. However, building a unique technological identity takes time, and Tengshi has a long way to go before Easy Triparty becomes an industry standard.

Tengshi Seeks Second Growth Trajectory with Easy Triparty

In 2021, BYD signed a share transfer agreement with Daimler, increasing its stake in Tengshi Automobile from 50% to 90%. With BYD's greater involvement, the D9, Tengshi's first new energy MPV model, became the brand's sales pillar. In August 2024, Tengshi sold 9,989 vehicles, with the D9 series accounting for 9,181 units, while the new Tengshi N7 sold only 808 units.

This sales imbalance is awkward for Tengshi, which has multiple models, including the N7 and N8 SUVs. While both models offer competitive features, Tengshi's brand experience does not significantly differ from BYD's, offering many interchangeable options in the market and failing to create a unique competitive advantage.

With the emergence of the Buick GL8 PHEV and the new Voyah Dreamer, the D9 is no longer a comfort zone for Tengshi, necessitating the search for new growth points.

The Z9GT's unique selling points, including Easy Triparty technology and its shooting brake design, garnered significant market attention. According to Sun Shaojun's data, the Z9GT received 7,400 orders within 72 hours of its launch, with 85% opting for the hybrid version. Future modifications, such as making the refrigerator an option, could spur another sales surge.

Fairly speaking, Easy Triparty is a comprehensive and exclusive platform technology for Tengshi, effectively showcasing its platform advantages. Based on this new technology, Tengshi rapidly deployed the Z9 GT (and subsequent sedan versions) and N9, expanding its product lineup and solidifying its 'technological luxury' brand image.

Although early product planning lacked industry uniqueness, Tengshi compensated with Easy Triparty. The upcoming Tengshi N9, targeting a broader audience than the Z9GT, is poised to become a new sales growth driver for the brand.

Automotive technology evolves rapidly, making claims like 'competitors can't make it in five years' increasingly tenuous.

Source: Leitech