Chinese electric vehicle giant BYD has launched its luxury brand Denza in Europe.
The aim is to support its expansion in the region and compete with leading German automakers like BMW and Mercedes, producing luxury vehicles that are distinct from the well-known models of its parent company, BYD.
BYD sold more than 4.2 million vehicles globally last year, more than 90% of which were in China, the world’s largest and most important automotive market. Denza sales accounted for just over 3% of the group’s total sales.
Denza, formerly a 50/50 joint venture between BYD and Mercedes, is now wholly owned by the Chinese company BYD. It aims to compete with luxury car manufacturers, particularly European ones.
ByD captured a 2.8% share of the European electric vehicle market in 2024, after introducing hybrid vehicles to help expand its range.
Denza sales in the region will begin by the end of the year with the electric version of its 1,000-horsepower Z9 GT sports car, and a hybrid version in early 2026.
Denza models will be manufactured and exported from China, although BYD plans to begin production at its first European factory, in Hungary, in October.
A second BYD factory in Turkey is expected to begin operations in March 2026. There have been rumors that BYD is planning to build a third factory in Europe, primarily in Germany, but these reports have not yet been confirmed.
