BYD’s Premium Brand Denza Debuts in Europe

There is a new player in town – or rather, a new drive. Just one week after BYD’s own European launch, the group has now unveiled its luxury line, DENZA, during Milan’s Brera Design Week. DENZA merges European design with cutting-edge technology tailored to the premium segment. Originally founded in 2010 as a joint venture with Daimler AG, DENZA launched its first vehicle in 2014. Now, it enters the European market, with further details expected by the end of the year.

European Roots, Asian Expertise, Global Ambitions
DENZA was established as a joint venture between BYD and Mercedes-Benz, combining German automotive design with Chinese e-mobility expertise. Though now fully owned by BYD, DENZA retains its European design roots. The design direction is led by renowned German designer Wolfgang Egger, supported by BYD’s extensive R&D team of over 120,000 engineers. Blending Eastern and Western influences, Egger describes DENZA’s design philosophy as: “Fashion is local and beauty is global.” His inspiration from Chinese culture, fused with European elegance, creates a distinctive design language that evokes exclusivity – much like silk, once reserved for royalty. Stella Li adds, “Elegance is when you’re driving.” The name DENZA reflects its brand values: D for Diverse, E for Elegance, N for Novel, Z for Zenith and A for Aspirational — a reflection of its innovative features, advanced technology and premium craftsmanship.

Technology as a Core Differentiator
What sets DENZA apart is its strong technological foundation. “Technology drives elegance” is more than a motto – it defines the brand’s identity. As a technology-driven company, BYD integrates its latest innovations into DENZA models, redefining what luxury means. Stella Li notes that while many premium vehicles offer expensive features, they often lack the technology. DENZA models are engineered for all weather conditions – especially relevant in markets like Switzerland. “It doesn’t matter what the conditions are outside,” says Li. The driver is always in control. DENZA aims to move drivers both physically and emotionally, blending cutting-edge features with a sense of wonder. Li explains that it is where “design, fashion and art meet technology.”

European Premiere of the Flagship Model Z9GT
At the heart of DENZA’s European debut is the Z9GT, a striking flagship model that blends sophisticated luxury with pioneering technology. Built on the intelligent e3 platform, the Z9GT introduces advanced features including a tri-motor powertrain, independent dual-motor rear steering, vehicle motion control and Cell-to-Body (CTB) battery integration. Though it measures over 5.2 meters in length, the Z9GT boasts a turning radius of just 4.62 meters, thanks to its dual rear-wheel steering system. Features like crab walk, same-direction rear turning and toe-in/toe-out rotation deliver unprecedented maneuverability for its size. Performance-wise, the fully electric version accelerates from 0 to 100 km/h in around three seconds, powered by a 230 kW front motor and two 240 kW rear motors. A Super DM plug-in hybrid variant will also be available, combining a turbocharged 2.0L engine with dual electric motors for extended range and versatility.

Safety is central to the Z9GT’s architecture. The Vehicle Motion Control (VMC) system acts as the vehicle’s brain, orchestrating brakes, steering and suspension with industry-leading responsiveness – under 10 milliseconds. This allows real-time interventions, such as stabilizing the vehicle during high-speed tire blowouts at up to 180 km/h. The interior features a completely flat floor and enhanced headroom, maximizing comfort and openness. Every surface is finished in premium materials – from leather to smoked wood. The cabin also features 128-color ambient lighting, a 20-speaker DEVIALET sound system and a floating 17.3-inch main display, complemented by a 13.2-inch screen for the front passenger. Front seats offer 12-way electric adjustment, ventilation, heating and 10-point massage, along with a world-first active side bolster system that adapts dynamically during cornering. Rear passengers enjoy ultra-wide seats with similar functions, creating a private, first-class experience. Other notable features include a cooled compartment (down to -6°C), a four-zone fresh air system and a 2.1-square-meter panoramic glass roof with solar protection – enhancing comfort in all climates.

DENZA D9  – Premium Van for Modern Mobility
For those needing more space, DENZA also introduced the D9, a seven-seat premium van that combines sustainable drivetrains with the comfort of a business-class interior. With high-efficiency electric systems and a thoughtfully designed cabin, the D9 aims to redefine the premium MPV experience for families and professionals alike.

A Fresh Perspective for the European Market
As a newcomer to Europe, DENZA offers a unique opportunity to build a strong foundation and loyal following. With fresh ideas, world-class technology, and a design language that blends European sophistication with Asian innovation, DENZA represents a new vision of global collaboration—connecting East and West in a shared pursuit of future mobility.