Chinese automaker BYD is preparing to bring its premium Denza brand to Europe this year, with executive vice president Stella Li boldly claiming its first model, the Z9 GT, is “ten times better” than legacy competitors in the region.
The Denza brand, originally a joint venture between BYD and Daimler, is now fully under BYD’s control. It is positioned to bridge the gap between BYD’s mainstream offerings and its ultra-premium YangWang line. The move places Denza squarely in competition with brands such as Mercedes-Benz, BMW, Audi, and potentially Porsche — a bold ambition that reflects BYD’s growing confidence after recent gains in Europe’s electric vehicle (EV) and plug-in hybrid market.
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“This car is really ten times better than the competition,” Li said in an interview with Car Magazine during the Denza brand launch at Milan Design Week. “We have a lot of unique features the other legacy brands do not have.”
Set to be the first Denza model launched in Europe, the Z9 GT is a high-performance, three-motor electric shooting brake delivering 952 hp (710 kW), with a design led by former Alfa Romeo and Lamborghini designer Wolfgang Egger. A 2.0-liter plug-in hybrid version with 858 hp (640 kW) will also be available. According to BYD, the Z9 GT will compete with the likes of the Audi A6 e-tron Avant, BMW i5 Touring, and Porsche Panamera Sport Turismo.
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Technology is a key differentiator. The Z9 GT includes advanced driver assistance features such as a crab-walk mode and slow-motion drift-style parking — capabilities that Li says set Denza apart from traditional European luxury marques. “We are confident that buyers will find distinctive, unique appeal in the car’s mix of sophisticated, elegant design, strong performance and astounding technology,” she said.
Pricing for Europe has not been revealed, but in China the Z9 GT ranges from 334,800 yuan to 414,800 yuan ($45,800 to $56,800). That undercuts Porsche’s Taycan Cross Turismo and Panamera Sport Turismo, which start at over 1,000,000 yuan and can exceed 1.5 million yuan depending on configuration.
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Li added that Denza’s premium positioning will also be supported by superior customer service, which BYD believes will be crucial to winning market share in a segment dominated by established European brands.