Apr 8, 2025
Automotive NewsBYD is bringing its premium Denza brand to Europe in a bid to challenge established German luxury carmakers. Originally a joint venture with Mercedes, Denza is now positioned to lead BYD’s push for advanced technology, with innovations expected to trickle down into other BYD models. The European rollout kicks off with the Z9 GT sport wagon—available in both hybrid and electric versions—and the D9 van, both initially manufactured in China.
Chinese electric vehicle giant BYD officially launched its premium Denza brand in Europe on Monday, marking a strategic move to expand its presence in the region and take on luxury automotive giants like BMW and Mercedes.
In 2024, BYD sold more than 4.2 million vehicles globally, with over 90% of those sales occurring in China. Denza, which was once a 50:50 joint venture with Mercedes and is now fully owned by BYD, contributed just over 3% to the group’s overall sales.
According to Alfredo Altavilla, BYD’s special adviser for Europe, Denza will serve as the group’s technological frontrunner. “It will introduce advanced features that will later be integrated into BYD-branded vehicles,” Altavilla said during the launch event at Milan Design Week, which was also attended by Executive Vice-President Stella Li.
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