Chinese electric vehicle manufacturer BYD through its premium sub-brand Denza, has confirmed plans to take on the European market. This new launch comes after an extensive rebranding of the Denza label, created in partnership with Daimler back in 2010. Even with increasing trade tensions between China and the EU, BYD is not backing down. This decision speaks volume of their determination to gain a strong foothold in Europe.
Denza, having established its reputation for providing high-end battery-powered cars, has long been a household name in China. The brand’s original collaboration with Daimler carved out a dominant stake for Daimler. Then in 2021, Daimler pulled back on its investment, lowering its equity stake to just 10%. In the wake of this change, BYD jumped at the chance to pivot Denza and expand its higher-end product portfolio.
The first model to hit European showrooms is the Z9GT, which is expected to land in late 2025. This new vehicle will be offered in both battery-only and plug-in hybrid variants. It’s purpose built to accommodate many different types of consumer tastes and interests. The second model, a seven-seat multi-purpose vehicle known internally as the D9, is due to enter production for European customers.
BYD further continues to lay down roots in Europe, where it is already establishing itself as a major player selling electric cars. The company’s revenue for the first quarter shot up by at least 86% over this time last year. It grew to a record 8.5 billion yuan, or roughly $1.2 billion. The numbers illustrate the accelerating worldwide appetite for electric cars. BYD, waiting in the wings, is strategically expanding to position themselves to profit greatly from that trend.
“We’re thrilled to be introducing Denza to European customers, starting here in Milan and accelerating as 2025 progresses.” – Stella Li, executive vice president at BYD
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