BYD to launch premium Denza brand in Europe next month

Chinese automaker BYD is planning to unveil a premium brand for European markets next month.

The brand, Denza, will make its European debut at Brera Design Week 2025 in Milan, from April 7-13.

It will be pitched directly against European prestige brands such as BMW, Range Rover and Mercedes-Benz. Initial vehicles will include the Denza Z9 GT estate (pictured), a sports wagon in the style of the Porsche Panamera and designed by former Audi stylist Wolfgang Egger. In China it comes as an EV with a 400-mile range and a PHEV. A rugged SUV is also expected, designed to compete with Land-Rover Defender.

The Denza brand has existed in China since 2011, initially as a joint venture with Mercedes-Benz. But Mercedes exited the JV in December 2021, and BYD has been 100% owner of the brand since 2024.

In China, Denza is positioned as a premium EV brand and has launched five new models: the D9 minivan, N7 and N8 SUVs, Z9 sedan, and Z9 GT estate. In 2024, the company sold 125,674 cars in China.

BYD also has two other Chinese brands, Fang Cheng Bao and Yangwang. Vehicles sold in China under these brands are also likely to join the European Denza range.

In a statement, BYD said Denza “embodies the art and science of modern mobility. Every detail has been designed to express elegance and prestige, using the finest materials that embrace the desire for premium quality and comfort”.