BYD, a prominent Chinese electric vehicle manufacturer, introduced its premium Denza brand in the European market as part of its strategic move to expand and compete with renowned German automakers such as BMW and Mercedes. The Denza line, previously a joint venture split with Mercedes and now solely owned by BYD, contributed around 3% of the company's total global sales, which surpassed 4.2 million vehicles last year with a majority sold in China.

Alfredo Altavilla, the group's special adviser for Europe, highlighted Denza's role as a trailblazer for cutting-edge technology within the group, with features expected to influence future BYD vehicle models. The presentation during Milan's Design Week revealed BYD's market share of 2.8% in the European EV market as of 2024, facilitated by the introduction of hybrid vehicles.

Denza's entry into the European market will commence towards the end of the year with the release of the electric version of the powerful Z9 GT sport wagon, followed by a hybrid variant in early 2026. BYD's comprehensive commercial strategy and product lineup for European markets remain undisclosed, although the initial Denza model's price is projected to surpass the top-end price of 72,000 euros for BYD's current European models.

The Denza brand will diversify its offerings in Europe, including the introduction of the D9 van by the end of this year, while potential additions of off-road vehicles are under consideration. BYD aims to establish Denza as a premium brand catering to a wide customer base, targeting both traditional luxury car buyers and tech-savvy younger consumers.

Despite plans to initiate production at its inaugural European facility in Hungary in October, Denza models will continue to be manufactured in China, with a second production site in Turkey expected to be operational by March 2026, boasting a combined annual production capacity of 500,000 cars.

(Material by Giulio Piovaccari; Editing by Keith Weir)