BYD’s premium sub-brand, Denza, is setting its sights on a significant sales increase in 2025, following a somewhat underwhelming 2024. According to local media outlet AutoPix, Denza aims to achieve over 300,000 units in sales for the year, representing a 138 percent increase from its 2024 sales figure of 126,035 units, which marked a slight decline of 1.41 percent from the previous year’s 127,840 units.
This ambitious target comes after a challenging year for Denza, though the brand managed to surpass its revised sales goal. Denza’s primary sales driver in 2024 was the D9 MPV (multi-purpose vehicle), which accounted for 92,945 units, or 83.75 percent of the brand’s total sales. The brand also offers the N7 SUV, the Z9 sedan, the Z9GT hatchback, and the D9 MPV in its current lineup.
Denza’s growth strategy for 2025 hinges on expanding its product lineup with new models based on the brand’s proprietary e3 platform. The e3 platform, a scaled-down version of BYD’s e4 technology, is designed for high-end vehicles and features advanced technology, including tri-motor independent drive and dual-motor independent steering at the rear wheels. The Z9GT, launched in September 2024, and the Z9 sedan, launched in November 2024, are the first models to utilize this platform.
The Denza N8, which will also be built on the e3 platform, is set to enter production in mid-2025, with a launch anticipated in the second half of the year. Additionally, Denza is expected to introduce the N9 SUV and a larger, more powerful MPV model in 2025, both aimed at strengthening its position in the luxury market.
Despite the challenges faced in 2024, Denza’s ambitious sales target for 2025 reflects confidence in its new models and technological advancements. According to Deutsche Bank analyst Wang Bin’s team, BYD Group as a whole is projected to sell 5.52 million vehicles in 2025, with Denza contributing approximately 250,000 units to that total. As Denza continues to expand its offerings and leverage its advanced e3 platform, it looks poised to compete more aggressively in the luxury vehicle segment.
