BYD launches Denza premium brand in Europe to support expansion

Giulio Piovaccari

Mon, Apr 7, 2025, 5:42 AM 2 min read

By Giulio Piovaccari

MILAN (Reuters) - Chinese electrical conveyance elephantine BYD launched connected Monday its premium Denza marque successful Europe, aiming to enactment its enlargement successful the portion and vie with top-end German manufacturers specified arsenic BMW and Mercedes.

BYD sold implicit 4.2 cardinal vehicles globally past year, with much than 90% of them successful China. Sales of Denza - erstwhile a 50:50 associated task with Mercedes and present afloat owned by BYD - accounted for conscionable implicit 3% of the group's full sales.

The group's peculiar advisor for Europe, Alfredo Altavilla, said Denza would beryllium the technological forerunner for the group.

"It volition expect tech features that volition aboriginal look connected BYD marque cars," helium said aft the presumption astatine Milan's Design Week, besides attended by Executive Vice-President Stella Li.

BYD successful 2024 had a 2.8% stock of the European EV market, aft introducing hybrid vehicles to assistance grow its reach.

Denza income successful the portion volition commencement astatine the extremity of the twelvemonth with the EV mentation of its 1,000 horsepower Z9 GT athletics wagon, and with a hybrid mentation successful aboriginal 2026.

The radical did not springiness further details of its commercialized strategy and merchandise plans for Europe. The terms of the archetypal model, inactive undisclosed, volition transcend the highest car terms successful BYD's existent European range, of 72,000 euros ($78,790).

The Denza scope volition besides include, from the extremity of this year, the D9 van, portion 2 off-road vehicles could beryllium added successful the future, Altavilla said.

"The purpose is to marque Denza a full-liner premium brand," helium said, adding it targets some accepted premium clients and younger customers, who person a peculiar involvement successful technology.

The Denza models volition beryllium manufactured and exported from China contempt BYD readying to commencement accumulation astatine its archetypal European plant, successful Hungary, successful October.

A 2nd BYD tract successful Turkey is expected to travel connected enactment successful March 2026. When afloat operational, they volition person a full accumulation capableness of 500,000 cars per year.

($1 = 0.9138 euros)

(Reporting by Giulio Piovaccari; Editing by Keith Weir)