Chinese electric vehicle (EV) manufacturer BYD has officially launched its premium Denza brand in Europe, marking a significant step in its strategy to penetrate the high-end automotive market and compete with established German marques such as BMW and Mercedes-Benz.

Denza, initially a joint venture between BYD and Mercedes-Benz, is now fully owned by BYD. In 2024, Denza represented just over 3% of BYD's global sales, with the company delivering over 4.2 million vehicles worldwide, more than 90% of which were sold in China.

The European debut of Denza took place during Milan's Design Week, where Alfredo Altavilla, BYD's special adviser for Europe, highlighted Denza's role as the group's technological pioneer. He stated that Denza would introduce advanced features ahead of their integration into BYD's main lineup.

In 2024, BYD achieved a 2.8% share of the European EV market, bolstered by the introduction of hybrid models. Denza aims to build on this foundation, with sales in Europe commencing at the end of 2025. The initial offering will be the electric Z9 GT sport wagon, boasting 1,000 horsepower, followed by a hybrid variant in early 2026.

The Denza lineup is set to expand further with the addition of the D9 van and potentially two off-road models in the future. Pricing for Denza vehicles will start above €72,000, positioning them at the higher end of BYD's European offerings.

Initially, Denza vehicles will be manufactured in China and exported to Europe. However, BYD plans to commence production at its first European plant in Hungary by October 2025, with a second facility in Turkey expected to become operational by March 2026. Once fully operational, these plants will have a combined production capacity of 500,000 vehicles annually.

This strategic move underscores BYD's commitment to establishing a strong presence in the European premium EV market, leveraging Denza's advanced technology and design to appeal to discerning consumers.