Chinese electric vehicle manufacturer BYD officially introduced its premium Denza brand in Europe on Monday, marking a significant step in its push to gain ground in the region’s competitive electric vehicle market.
The announcement was made during Milan Design Week, where company officials laid out their ambitions to rival German luxury automakers like BMW and Mercedes.
Although BYD sold more than 4.2 million vehicles globally in 2023 — with over 90 percent of those in China — Denza’s contribution represented just over 3 percent of total sales.
Originally launched as a 50:50 joint venture with Mercedes, Denza is now fully owned by BYD.
Alfredo Altavilla, special adviser for BYD’s European operations, described Denza as a technology showcase for the group. “It will anticipate tech features that will later appear on BYD brand cars,” Altavilla said. He was joined by BYD Executive Vice-President Stella Li at the launch event.
Denza’s European debut will begin with the all-electric Z9 GT sport wagon, which features a 1,000-horsepower powertrain. Sales are scheduled to start at the end of 2024, with a hybrid version expected in early 2026. The group also plans to introduce the D9 van in the region by year-end, while two off-road models remain under consideration.
Altavilla said Denza is positioned as a full-range premium brand aimed at both traditional luxury car buyers and younger consumers interested in advanced technology. Pricing for the first model will exceed the current top-end BYD model in Europe, which sells for €72,000 ($78,790).
Although Denza vehicles will initially be exported from China, BYD is preparing to begin local manufacturing at its new Hungarian plant in October. A second factory in Turkey is planned to begin operations in March 2026, with a combined annual production capacity of 500,000 vehicles once both are fully operational.