- Byd sales continue to grow at a rapid rate in Europe
- Mercedes-Benz has helped establish Denza, and now he develops
- The Denza Z9 GT could face Porsche, BMW, and more
Over the past four years, Byd has regularly increased sales outside of China, namely in Europe and in certain parts of Southeast Asia. But in recent months, these figures have increased at an impressive rate.
Now, the company says it is so confident in European buyers, going to electricity that it should introduce its premium brand, Denza, in markets more generally dominated by Mercedes-Benz, Porsche, Audi and BMW.
During a sumptuous unveiling during the Milan design week, byd’s special advisor for Europe, Alfredo Altavilla, said Denza would act as “technological precursor of the group”, according to PK Press Club.
This means that its sport All-Electric Z9 GT sport wagon could well head to the European coasts, with 1000 hp on the tap, five interior screens, two refrigerators and, in certain variants, the capacity of `Crabiate de Crabe ” (diagonal driving) and carry out tank towers on site.
Byd revealed this week that in the United Kingdom only, it sold more cars in the first quarter of 2025 than in 2024, quickly becoming the car brand with the fastest growth in Great Britain.
Likewise, its European sales should double this year.
Globally, the company sold more than 4.2 million vehicles last year, becoming the first real competitor to face Tesla. He also overshadowed Musk sales in the last quarter of 2024 by some 100,000 units.
To rub the salt in injuries, it also unveiled its 1 MW load network, which can add 249 miles of range to its electric vehicles in just five minutes – blowing Tesla V3 super -loaders out of the water.
Denza, which was once a joint venture of 50:50 with Mercedes-Benz but is now entirely owned by Byd, has only represented 3% of the group’s overall sales in China. However, because he targets a more lavish consumer, he has the potential to cause a new source of income for the company.
According to PK Press Club, the brand has not revealed its commercial strategy for Europe, but says that the first Denza model will be more expensive than the current BYD model, which is 72,000 euros (or $ 78,790 / $ 130,596 in).
The range could also include the D9 mini-din, several SUVs and off-road vehicles.
The luxury market is a nutshell difficult to break
The recent success of Byd was mainly due to the fact that the Chinese company was able to offer good quality electric vehicles at a very competitive price, often sporting an increased range and more interior technologies than many of its closest rivals.
Buyers of this market generally buy a budget in mind rather than proving the brand particularly. This is a feeling recently resolved by the CEO of Dacia, Denis Le Vot, who noticed that his value brand has attracted more established brands buyers in recent years.
The premium end of the market is very different, because these customers tend to want a brand name established for their harshly won money.
Just look at the genesis of South Korea, for example. The Hyundai Motor group’s premium badge is popular on its domestic market (and the United States) and even accumulated a million world sales in 2023, but it only sold 1,210 cars in the United Kingdom in 2024-a market share of only 0.06%.
Compare this to BMW, Audi and Mercedes-Benz, who all benefit from 5% or 6% of the same market and sold more than 100,000 cars last year.
Of course, their range of models is wider and covers a price variety. Even so, it’s not easy to be a premium EV niche brand. The French DS brand, a subsidiary of Citroen, also sold 1,152 cars of the same thing in the United Kingdom in 2024.
While Byd is experiencing the success of astronomical sales outside of China, its premium brand, Denza, could have a more difficult harm to find an audience.
