The surprising car type making a comeback: People movers like the 2026 Zeekr 009, GAC M8 PHEV & Denza D9 are on the rise, so is this the end of the SUV boom?

Is the ‘uncool’ people mover on the verge of a renaissance?

New arrivals and rising sales suggest the once daggy family transport could become the new battleground in the Australian market.

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While the Kia Carnival remains the undisputed champion of people movers, accounting for approximately 80 per cent of its market, there is a new wave of more premium rivals that are catering to a specific audience looking for spacious and luxurious travel.

The Chinese brands are, unsurprisingly, leading this charge, as people movers are a much more popular choice in its native market. The likes of the Zeekr 009, LDV Mifa, GAC M8 PHEV and upcoming Denza D9 are all offering space and premium features for both family and business buyers.

These add to the likes of the Lexus LM, which is available with an opulent four-seat layout, as well as the Mercedes-Benz Vito and V-Class, giving buyers more choice.

Meanwhile in the more family/fleet-orientated segment of the market, the Carnival competes against the Hyundai Staria, new Ford Tourneo and Volkswagen’s new-generation Multivan and Caddy.

And, if that’s not enough, there are the all-electric Volkswagen ID.Buzz and Mercedes-Benz EQV to expand the appeal of the people mover even further.

So what makes people movers so popular, especially the Carnival?

According to Roland Rivero, Kia Australia’s head of product planning, it’s the simple fact they are bigger and more practical than a seven-seat SUV for families that need the space.

“I think our dealers do a pretty good job of conveying that while there might be a high desirability of an SUV, because everyone has got one… but for most families a Carnival is a better proposition,” explains Rivero.

“For a family, fundamentally a Carnival does a better job.”

The combination of more interior space, especially in the third row and a practical boot, as well as the sliding rear doors, are the standout areas where a people mover has the edge over an SUV, says Rivero.

“For the most part dealers are able to convey the benefits of the Carnival over an SUV, unless the buyer has a need for four-wheel drive,” he said. “It’s probably the marketing that has driven that SUV popularity.”

Rivero added: “Those that discovered the benefits of a people mover, those who have a family, realise quickly how good it can be.”

Speaking to CarsGuide in August 2025, Zeekr Australia boss Frank Li admitted he was surprised by the initial slow uptake for the 009 given its popularity in overseas markets but expressed confidence in its long-term prospects.

“Before actually, we valued the Australian market very much as well, but you know previously we only had two models and that is quite a niche segment in Australia,” Li explained.

“Even though 009 performance is very good – it’s brilliant in south east Asia, like Hong Kong, Malay [and] Thailand, we’re dominating this segment in this market – but the Australian market is obviously not a traditional people mover market. We believe that slowly, slowly our customers will love 009, but that takes time.”

The more premium end of the market is a growing space for these more luxurious people movers, and it’s a key reason why Denza (BYD’s luxury sub-brand) is going to launch the D9 in Australia.

Paul Ellis, spokesperson for Denza, said the brand’s move into the market is less about attracting fleet buyers and instead a more corporate audience, smaller operators that do luxury transfers and upmarket hotels, as well as families looking for space and comfort.

“They’re a niche product, but within that niche there is quite a lot of demand for them,” Ellis told CarsGuide.