The Chinese car giant Byd wants to conquer the market in Europe with the Premium Denza brand. Photo source: Arnulf Hettrich / Imago Stock & People / Profimedia
The largest car manufacturer in China, Byd, launched its premium Denza premium brand on Monday, in the idea of supporting its expansion in the region and competing with top German producers such as BMW and Mercedes, reports Reuters.
Last year, the Byd sold over 4.2 million vehicles globally, of which over 90% in China. Denza brand car sales, once a Joint Venture held in equal proportions by Byd and Mercedes but is now fully owned by the byd, represented only 3% of the total sales of the Chinese group, notes Agerpres.
The special counselor for Europe from Byd, Alfredo Altavilla, said the Denza brand will be the technological vanguard of the Chinese group. “It will reveal the technologies that will appear later on the car of the Byd brand,” said Alfredo Altaville, at an organized presentation in Milan, attended by the BYD vice -president, Stella Li.
In 2024, Byd had a 2.8% share on the electric car market in Europe, after introducing a series of hybrid models, trying to increase its market share.
As for Denza, the sales of the brand in Europe will start in the second part of the year with an electric version of the Break Z9 GT and a hybrid version at the beginning of 2026.
The Chinese group has not provided other details on its commercial strategy and product plans for Europe. However, the price of the first Denza model, which has not yet been disclosed, will be higher than the 72,000 euros, for the most expensive model currently marketed in Europe.
The range of Denza models will include, from the end of this year, the Van D9 and two off-road vehicles could be added in the future, Altilla said.
Denza models will be produced and exported from China, despite Byd plans to start production at its first assembly plant in Europe, located in Hungary in October.
A second Byd plant, which will be built in Turkey, would start production in March 2026. When it will become completely operational, the byd will have the ability to produce 500,000 cars per year in Europe.
