Denza, the Chinese electric vehicle (EV) brand, is moving forward with its plans to expand into Europe despite facing new import tariffs imposed by the EU. In an exclusive interview with Autocar, Yi Sun, the European product boss of Denza’s parent company BYD, revealed that they are in discussions with potential dealers to introduce the brand to the European market. This move is part of BYD’s global aspirations, as they aim to present themselves in all major markets.
Denza, which was originally founded as a joint venture between BYD and Mercedes-Benz in 2010, has recently shifted its focus to a more upmarket segment. With BYD now owning 90% of the brand, Denza is being positioned as a rival to luxury brands like Audi and BMW.
Denza has already started expanding into markets outside of mainland China, including the right-hand-drive Hong Kong market. The brand’s lineup currently consists of three models, all offered with plug-in hybrid and electric drivetrains in China. The first model planned for sale in Europe is the Z9 GT shooting brake, which was unveiled at the Beijing Motor Show earlier this year. This high-performance model features a tri-motor powertrain, producing a combined 952bhp and 1018lb ft of torque.
While details about other Denza models earmarked for Europe remain under wraps, there are plans to rebadge the Fangchengbao Bao 5 off-roader as a Denza for sales outside of China. According to Sun, the Bao 5 would be a good fit for Denza in Europe, as they aim to consolidate everything under one luxury brand.
To ensure that their new cars meet the expectations of European buyers, BYD has bolstered its local research and development (R&D) efforts in Europe. While engineering is led by the team in China, input from the satellite operation in Europe is crucial in developing cars to a global standard. This shift in BYD’s development system allows for greater engineering efficiency and saves time in catering to different markets, including Europe.
Denza’s expansion into Europe is a significant step towards establishing itself as a global player in the EV market. With its focus on luxury and performance, the brand aims to compete with established European manufacturers. By investing in R&D and partnering with potential dealers, Denza is well-positioned to make a mark in the European market and contribute to the ongoing shift towards electric mobility.