LDV Mifa News

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.While large, seven-seat SUVs remain the preferred option for Australian families, people mover sales were up 9.2 per cent in 2025 and have started 2026 with a surge, a whopping 41.1 per cent jump on last year.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 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.

A new value-packed eight-seat family-hauler has arrived Down Under.Chinese brand LDV has added an extra seat to its affordable Mifa people-mover.The Mifa competes against the all-conquering Kia Carnival, which outsells the Mifa by about 20 to one, and the Hyundai Staria.LDV’s Mifa kicks off at $46,971 drive-away for the base seven-seat Mode version. The eight-seat Mode costs $47,990 drive-away.The cheapest Kia Carnival is about $8000 more at $54,690 drive-away.LDV Australia boss, Dinesh Chinnappa, said maintaining value for families was important.“Value is extremely important in the family-car market and we are proud to be able to offer a full-size eight-seat people-mover for $47,990 drive-away,” he said. “We have been working with the factory on an eight-seat option for some time and we are delighted that we can finally deliver this option to our customers.”All Mifa variants are powered by a 2.0-litre turbocharged four-cylinder petrol engine making 160kW and 360Nm. This is paired to an eight-speed automatic that drives the front wheels.Buyers of the entry-grade Mode can expect a wide array of safety tech that covers all bases and helped the Mifa achieve a five-star ANCAP safety rating.Seven-seat versions have three child seat ISOFIX and top-tether anchor points and the eight-seat version has four.There are 18-inch alloy wheels and LED lighting front and back.Inside there is a 12.3-inch central multimedia screen paired with a seven-inch digital instrument display.The Executive grade ups the ante with a power-operated tailgate and dual power-sliding side doors. There are 19-inch alloy wheels and other luxe items such as power-adjustable front seats, surround-view camera and a wireless device charging pad among others.The range-topping Luxe grade adds ambient lighting, leather-trimmed seats, heated and cooled front seats, a 12-speaker stereo and second-row captain’s chairs that are power adjustable, heated, cooled and have a massage function.The eight-seat Mifa is due in showrooms this month.