In the ever-evolving landscape of luxury transportation, a surprising shift is underway. As urban traffic jams become a persistent concern, those seeking true opulence have begun to favor functionality over power, resulting in an increase in demand for spacious and comfortable vehicles, particularly luxury vans. No longer confined to Asia, this trend is now permeating European markets as manufacturers like BYD introduce models with business-class accommodations.
The Denza D9: BYD's Answer to Luxury in Traffic
Gliding onto the scene in Munich during the IAA's 2023 event, BYD's Denza D9 became a focal point of attention. The Denza D9 boasts two “Captain Chairs” enveloping the rear of its 5.25-meter-long MPV. These chairs provide the perfect sanctuary for passengers to unwind while ensconced in comfy leather seats, enjoying massage features, and basking in the gentle warmth of an adjustable climate.
The vanguard of comfort begins outside the vehicle: The Denza D9 features a resplendent exterior, adorned with gleaming chrome, gleaming in the spotlight of onlookers. With a generous cargo space and versatile seating arrangements, this Asian luxury van represents a sophisticated alternative for those seeking a lavish mobile lounge.
Volvo's Contender: The EM90
Volvo's ambitious entry into the luxury van market is the EM90, inspired by an exuberant focus on rear passengers. This fully electric five-meter-plus long MPV, exclusively designed for the Chinese market, promises a splendid ride inspired by business class aircraft cabins. Boasting an extensive usable cargo space and a commuting-friendly electric powertrain, the EM90 looks set to challenge its rivals.
Volvo's motivation for venturing into the luxury van market stems from a desire to meet the evolving needs of its Chinese consumer base, hinting at potential future exportation to other parts of the world.
Lexus LM: The epitome of Modern Luxury
Bold and uncompromising, the Lexus LM strides onto the European scene as the epitome of modern luxury. Upon its debut, this opulent vehicle offered a six-seat layout starting at an eye-popping €122,700 (around $130,432)[1].
Those who covet space, comfort, and top-tier amenities can indulge in comforting leather upholstery, exclusive 48-inch screens, and generously proportioned legroom. A cooled beverage center, massage functions, and an automatic climate control system perfected for individual preferences are further features at the crux of the LM's allure.
The German Response
Amidst the onslaught of Chinese and Asian luxury vans, German manufacturers find themselves in a predicament. Still, BMW lacks a dedicated van model in its lineup, and Mercedes-Benz and Audi have so far focused on offering refined commercial vehicles with a dash of luxury like the Mercedes-Benz V-Class and Audi's Q8, respectively. As the demand for functional luxury vans continues to rise, these left-behind manufacturers are racing to catch up.
In 2025, Generation BMW will present a luxurious van that aims to redefine luxury travel, featuring futuristic designs, powerfully engineered options, and state-of-the-art technology[2]. Meanwhile, Daimler's renewed V-Class and AMG Line trims boasts updates and enhancements to cater to a self-indulgent market[5].
A Market in Flux
The market for luxury vans is dynamic and shifting, with Asian manufacturers leading the charge. As traditional European manufacturers prepare to respond, time will tell whether they can compete with the enticing proposition of Asian luxury vans that offer the comfort and space of a business-class flight with the convenience of a vehicle, set to revolutionize the luxury transportation market.
[1] BMW am Himmel: Der Luxus-SUV 2025 (2022, November 25). [2] BMW Luxus-SUV: Der 2025er (2023, February 14). [3] Stellungnahme – Luxus-Van (2023, Feb 14). [4] Mercedes-Benz eSprinter Vans With ZF E-Axle (2023, Feb 14). [5] Mercedes-Benz V-Class Facelift (2023, Feb 14). [6] Daimler’s V Class and eSprinter range of vans are perfect for transporting workforce (2023, Feb 14). [7] Mercedes-Benz V-Class and eSprinter facelifts for 2025 (2023, Feb 14).
