BYD’s high-end electric vehicle brand, Denza, is officially entering the European market this April. The brand will make its debut at Brera Design Week 2025 in Milan, running from April 7 to 13, where it will serve as the main sponsor of Fuorisalone 2025. “We’re bringing the future of premium electric mobility to Europe. Stay inspired, stay ahead,” Denza announced on social media.
From Struggles to Success: Denza’s Transformation
Originally established in 2011 as a joint venture between BYD and Mercedes-Benz, Denza struggled to gain traction in its early years. The partnership, with each company holding a 50% stake and a registered capital of 7.76 billion yuan (about $1 billion), failed to achieve significant sales. By December 2021, Mercedes-Benz exited the joint venture, and BYD took a controlling 90% stake, later acquiring full ownership in 2024.
With BYD at the helm, Denza was repositioned as a premium EV brand, leading to a rapid expansion. The company launched five new models: the D9 minivan, N7 and N8 SUVs, Z9 sedan, and Z9 GT estate. In 2024 alone, Denza sold 125,674 vehicles in China and began exporting to Europe.
A New Strategy for the European Market
Currently, BYD operates three sub-brands: Denza, Fang Cheng Bao, and Yangwang. However, for Europe, BYD plans to consolidate its luxury offerings under the Denza name. As part of this strategy, the Fang Cheng Bao Bao 5 SUV will be introduced to the European market under the Denza brand.
One of the key models confirmed for Europe is the Denza Z9 GT estate, positioned as a direct competitor to the Porsche Panamera. Designed by former Audi chief designer Wolfgang Egger, the Z9 GT is priced at 334,800 yuan ($46,100) for the plug-in hybrid version and 354,800 yuan ($48,800) for the all-electric model in China.
Denza’s Arrival: A Game-Changer for the EV Market?
With its official European launch just around the corner, Denza aims to disrupt the premium EV market with its cutting-edge design, technology, and competitive pricing. As BYD continues its global expansion, Denza’s arrival in Europe could mark a significant shift in the luxury electric vehicle landscape.
