Chinese electric vehicle maker BYD has launched its premium brand Denza in Europe, aiming to strengthen its position in the regional market and challenge established luxury manufacturers such as BMW and Mercedes-Benz.
The move was announced at Milan Design Week, where BYD said Denza would serve as the group’s technological pioneer, with new features debuting on Denza models before being introduced to BYDâs broader lineup. The brand, once a joint venture with Mercedes, is now fully owned by BYD and accounted for just over 3% of the companyâs more than 4.2 million global vehicle sales last year â most of which were in China.
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BYD held a 2.8% share of the European EV market in 2024 and has recently introduced hybrid vehicles in the region to support broader market coverage. Denza sales in Europe are expected to begin at the end of the year with the launch of the Z9 GT, a fully electric sport wagon boasting 1,000 horsepower. A hybrid version of the model is scheduled to follow in early 2026.
The group has not disclosed the price of the Z9 GT but confirmed it will be higher than the current most expensive BYD model in Europe, which is priced at âŹ72,000 ($78,790). The Denza lineup will also include the D9 van, expected by year-end, and may later feature two off-road vehicles. BYD plans to position Denza as a full-range premium brand targeting both traditional luxury buyers and younger consumers focused on advanced technology.
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While Denza vehicles will initially be exported from China, BYD is set to begin local production in Europe later this year. Its first European factory in Hungary is expected to open in October, followed by a second site in Turkey slated for March 2026. Once fully operational, the two facilities will have a combined annual production capacity of 500,000 vehicles.