The Resurgence of Luxury Minivans
At Auto Shanghai 2025, Mercedes-Benz unveiled the Vision V, a luxury minivan (MPV) that has sparked interest in the automotive industry. This isn’t an isolated incident, as other brands like Zeekr and Volvo are also showcasing high-end MPVs. The question remains whether this trend will spread beyond Asia to Europe and the U.S.
The Fall and Rise of MPVs
MPVs were once common in Europe, valued for their practicality with up to seven seats and ample cargo space. At their peak, they held around 10% of the European market, but by 2023, this had dwindled to just 2% as SUVs gained popularity. However, the new generation of minivans is different, focusing on luxury and comfort rather than mere practicality.
Luxury MPVs Take Center Stage
The Mercedes-Benz Vision V exemplifies this shift. Designed as a luxury limousine for chauffeur-driven transport, it boasts a futuristic design and an opulent interior. Rear passengers can enjoy a massive 65-inch screen and a 42-speaker Dolby Atmos sound system, creating a lounge-like experience. Mercedes-Benz plans to launch production models based on the Vision V concept in 2026.
Other manufacturers are following suit. Zeekr’s 009, a luxury van popular in China, offers a ‘Grand’ version with just two rear seats and a giant 43-inch screen. The seats are designed for ultimate comfort, complete with a refrigerator. The 009 has seen significant sales in China, with 19,210 units sold in 2023 and 22,631 in 2024.
Innovation in MPV Design
Zeekr has also introduced the Mix, a more mainstream minivan with innovative features like rotating front seats and a deployable table, turning the vehicle into a mobile dining room. Built on a platform developed with Waymo, the Mix hints at a future with autonomous capabilities.
Volvo’s EM90 minivan, based on the same platform as the Zeekr 009, has been showcased at Auto Shanghai 2025, though it hasn’t matched the Zeekr’s success. Toyota has also entered the fray with the Veloz, an upmarket MPV aimed at Southeast Asian and Arabian Gulf markets.
Will Luxury MPVs Succeed Globally?
While SUVs continue to dominate the European market with a 54% share in 2024, the luxury MPV trend might carve out its own niche. Brands like XPENG are betting on the X9, a luxury MPV, to gain an edge in Europe. Mercedes-Benz plans to launch the VLS and VLE in the U.S. and Europe, based on the Vision V concept.
The ID. Buzz, Volkswagen’s electric MPV, has garnered interest despite low sales figures. Its long wheelbase version offers adult-friendly third-row seating, a unique feature in European EVs.
As the automotive landscape evolves, luxury minivans might become more common, even in Western markets. For now, China remains the epicenter of this trend, with brands pushing the boundaries of comfort, technology, and design in MPVs.
