Chinese electric vehicle giant BYD has officially unleashed its luxury arm, Denza, in the European market, signaling a bold move to shake up the region’s established premium car segment. With a debut staged at Milan Design Week, Denza isn’t just here to observe—it’s stepping in to challenge legacy names like BMW, Audi, and Mercedes-Benz.
Denza’s entry marks a milestone for BYD, which sold more than 4.2 million vehicles worldwide in 2023, though most of that success has been rooted in China. Denza accounted for just a sliver of those sales, but its European launch could reshape its global footprint. Once a joint venture with Mercedes-Benz, Denza is now entirely under BYD’s control, giving the brand full creative and technological freedom.
The spotlight of the European launch is the all-electric Z9 GT, a sleek sport wagon boasting a jaw-dropping 1,000 horsepower. This high-performance model is set to hit European roads by the end of 2024, with a hybrid version following in early 2026. That’s not all—BYD is also planning to roll out the luxurious D9 van and exploring options for two rugged off-road vehicles tailored for adventurous drivers.
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Denza isn’t just about performance—it’s a tech-forward brand designed to lead innovation for BYD. According to Alfredo Altavilla, an advisor to BYD Europe, Denza will showcase breakthrough features before they appear on other BYD models. From high-end design to cutting-edge technology, the brand targets both traditional luxury car buyers and tech-savvy younger drivers.
Initially, Denza models will be shipped from China, but BYD’s ambitions are clearly long-term. The company is preparing to begin production in Hungary this October, with a second factory in Turkey expected by early 2026. These facilities will collectively churn out up to 500,000 vehicles annually, positioning BYD as a serious player not just in EVs, but in premium mobility as a whole.