BYD Launches Premium Denza Brand in Europe: Targets Luxury EV Market

In a bold move to expand its footprint in the European electric vehicle (EV) market, Chinese auto giant BYD has officially launched its premium Denza brand in Europe. The announcement was made during Milan Design Week, positioning Denza as a new competitor to traditional luxury automakers such as BMW and Mercedes-Benz.

Denza, initially launched as a joint venture between BYD and Mercedes, is now fully owned by BYD. Despite contributing only about 3% of BYD’s global sales in 2023, the brand is seen as a technology trailblazer for the group. BYD sold over 4.2 million vehicles globally last year, with the majority in China.

A Glimpse into Denza’s Future

Denza’s European debut will feature the Z9 GT, a 1,000-horsepower all-electric sport wagon, set to hit the market by late 2024. A hybrid version is expected by early 2026. BYD also plans to bring the D9 van to Europe before the end of this year, while two off-road models are still being evaluated.

According to Alfredo Altavilla, special adviser for BYD’s European operations, Denza will serve as a tech showcase, debuting advanced features that may later trickle down to other BYD models. Stella Li, Executive Vice-President at BYD, emphasized that Denza is targeted at both traditional luxury car buyers and tech-savvy younger consumers.

European Manufacturing Plans

While initial Denza models will be exported from China, local production is on the horizon. BYD is set to begin manufacturing in Hungary by October 2025, with a second factory in Turkey scheduled for March 2026. Combined, the two plants will support an annual output of up to 500,000 vehicles.

Premium Positioning

Denza’s pricing will exceed BYD’s current flagship European model, which sells for €72,000 ($78,790), reinforcing its premium status. With this strategic launch, BYD aims to redefine the luxury EV experience in Europe by blending performance, innovation, and global reach.

Afsheen Gohar

Afsheen Gohar is a seasoned writer with a wealth of experience in crafting authentic and well-researched articles. Her dedication to delivering high-quality content is evident in her work, where she combines a passion for storytelling with a commitment to accuracy and depth. Afsheen’s writing reflects her ability to engage readers with compelling narratives while providing valuable insights on a diverse range of topics.