In China's automotive market of 2025, no segment is experiencing more intense competition than full-size family SUVs—a battleground where manufacturers compete for both brand prestige and profitability.

The market is saturated with options ranging from premium models like the AITO M8/M9, Denza N9, Lynk & Co 900, Li Auto i8, NIO ES8, Zeekr 9X, and IM LS9 to more accessible alternatives such as the Xpeng G9, BYD Tang L, Hyper HL, Deepal S09, Model Y L, Ledao L90, and Geely Galaxy M9.

While AITO and Li Auto lead the sales charts, industry giants BYD and Geely have struggled in this segment. In June's SUV sales rankings, Geely's best-performing Galaxy Starship 7 EM-i placed only 17th, while BYD's Tang L and Denza N9 lagged behind at 21st and 38th respectively—with their combined monthly sales barely surpassing 10,000 units.

Both companies are now mounting a counteroffensive: Geely has been previewing its Galaxy M8, Zeekr has promoted multiple "world-leading" technologies for its 9X, and BYD was recently caught testing a new 400,000 RMB flagship SUV scheduled for release by year-end.

The Tang Max Takes Shape

Spy photographs indicate this model—expected to be named "Tang Max"—will be the production version of the Dynasty-D concept unveiled at the Shanghai Auto Show, expanding BYD's Dynasty lineup. Despite its camouflage, the prototype maintains the concept's design language with a closed grille, split headlights (reminiscent of the Tang L), a through-type light bar, and a trapezoidal lower intake housing a millimeter-wave radar. A roof-mounted LiDAR suggests the inclusion of BYD's "God's Eye B" advanced driver-assistance system.

▲Dynasty-D Concept

Measuring approximately 5.3 meters in length with flowing contours, the production model features flush door handles but forgoes the concept's suicide doors and camera mirrors. The rear displays a full-width light bar, subtle spoiler, and multi-layer lower bumper design.

Performance and Technical Specifications

An instrument panel photograph reveals test vehicles averaging 11.4L/100km fuel consumption—relatively high among PHEV SUVs. The powertrain will utilize BYD's e-Platform shared with the Han L and Tang L, likely offering 1.5T PHEV configurations with either a 200kW single-motor or dual 200kW motor setups.

At this price point, technical specifications alone won't be sufficient—BYD must excel in design, luxury, and overall brand experience. The Dynasty-D concept showcased an ambitious interior featuring triple screens (including a passenger entertainment display), zero-gravity rear seats, and premium materials that received widespread acclaim.

▲Dynasty-D Concept Interior

If BYD successfully translates these elements to production while increasing marketing investment, this could become its first breakthrough premium offering. However, a half-hearted execution might result in the same tepid reception as the Denza N9.

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