The Chinese automotive group BYD has officially launched its new luxury and sports brand, Denza, in Europe, aiming to compete with high-end manufacturers like Porsche. The unveiling took place during the Brera Design Week in Milan, showcasing the Denza Z9GT, an electrified sports vehicle that embodies the brand's ambition to capture a significant share of the luxury car market.
Founded only 22 years ago, BYD has rapidly ascended to become the sixth-largest car manufacturer in the world. The establishment of Denza in 2010 was originally a joint venture with Mercedes-Benz, designed to create affordable vehicles for the Chinese market. However, as of September 2024, BYD has taken full control of Denza, transforming it into a premium brand that reflects European design influences and advanced technology.
Stella Li, BYD's Executive Vice President, expressed pride in introducing the Denza Z9GT as the first step in their European strategy. "We are immensely proud to bring the DENZA Z9GT to Europe as the first step in launching our premium brand on the continent. DENZA has European influence in its DNA, and we are confident that buyers will find a distinctive and unique appeal in the combination of sophisticated design, incredible performance, and amazing technology that this car presents," she stated.
The Denza Z9GT is a striking shooting brake measuring 5.18 meters long and nearly 2 meters wide, boasting a design that combines elegance with sporty dynamics. It is equipped with the innovative e3 Platform, featuring three electric motors—one on the front axle generating 313 CV and two on the rear, each producing 326 CV. This configuration allows for a remarkable total power output of 964 CV, enabling the vehicle to accelerate from 0 to 100 km/h in under three seconds, with a range exceeding 550 kilometers.
In addition to the all-electric version, the Z9GT will also offer a plug-in hybrid variant, which retains the independent electric motors on the rear axle while adding a 2.0-liter turbocharged four-cylinder gasoline engine that powers the front wheels. This hybrid model maintains the electric propulsion structure, ensuring a luxurious driving experience without compromising on performance.
Luxury is a key focus for Denza, with the Z9GT featuring high-end finishes, a 17.3-inch central touchscreen, and unique elements such as two refrigerators in the cabin for keeping beverages cool. The vehicle's interior is designed for comfort, with ergonomic seats that adapt to the occupants' movements and a sophisticated sound system featuring 20 speakers.
As Denza makes its debut in Europe, it plans to introduce a second model, a seven-seater minivan, further expanding its market presence. Both models will be manufactured at BYD's plant in Shenzhen, Guangdong province, China. This strategic move is part of BYD's larger goal of consolidating its impressive growth over the past decade, during which the brand's sales surged from just over 2,800 units in 2015 to more than 126,000 last year.
In the backdrop of changing global economic relations, particularly with new tariffs introduced by former U.S. President Donald Trump, Denza seeks to capitalize on the luxury market by emphasizing quality, experience, and dynamic performance. The Z9GT represents the brand's commitment to redefining customer expectations for efficient grand touring vehicles.
The vehicle's design is not just about aesthetics; it also incorporates advanced technology. The e3 Platform integrates several innovative features, including independent traction and steering, a Vehicle Motion Control (VMC) system that monitors braking, suspension, and steering with a data transmission speed of 10 milliseconds. This level of integration aims to enhance safety and performance, setting Denza apart from its competitors.
Wolfgang Egger, Denza's head of design, highlighted the brand's commitment to achieving aesthetic excellence through what he describes as the "golden ratio," a principle that underlies beauty in design. He noted, "In our design departments, we strive to achieve this in our cars, with a two-thirds/one-third ratio in many lines and curves of the vehicle, even the harmony between the cabin and the bodywork. We constantly think about this when we draw and then model the sculpture of the car."
With the Z9GT expected to be priced between 65,000 and 75,000 euros in Europe, the company is positioning itself as a serious contender in the luxury electric vehicle market. The anticipated arrival of the Z9GT in Spain is set for the last quarter of 2025, marking a significant milestone for Denza as it seeks to establish itself in a competitive landscape.
As BYD continues its ambitious expansion plans, it aims to produce one million vehicles annually, with the Zhengzhou factory already producing 400,000 vehicles per year. The company plans to hire an additional 20,000 workers to support this growth, reflecting its commitment to becoming one of the top three automotive manufacturers globally.
In the third quarter of 2024, BYD surpassed Tesla in revenue for the first time, signaling a strategic shift in the automotive industry as the Chinese company seeks to dominate all segments of the market. With the introduction of Denza and its focus on electrified vehicles, BYD is poised to redefine luxury and performance in the automotive world.
