BYD Launches High-End Denza Brand In Europe: Retail Turns Bullish

Chinese EV giant BYD Co. (BYDDF) launched its premium Denza brand in Europe on Monday, seeking to expand its market share.

The company launched Denza at Milano Design Week in Italy, competing against German luxury brands such as Mercedes Benz and BMW in their home continent.  

Denza was previously a joint venture between BYD and Mercedes Benz group. However, it is now wholly owned by BYD.

BYD makes battery electric vehicles and plug-in hybrids, together referred to as new energy vehicles in China. Last year, the company sold 4.27 million new energy vehicles, including over 400,000 overseas.

According to a report from Reuters, the company will start sales of Denza brand vehicles in Europe at the end of the year with the EV version of its 1,000 horsepower Z9 GT sport wagon, and with a hybrid version in early 2026.

The price of the vehicle will exceed the highest car price in BYD’s current European range of €72,000 ($78,778), the report added.

Denza’s lineup will also include the D9 van from the end of the year, the report said, citing the group's special adviser for Europe Alfredo Altavilla who added that two off-road vehicles could be added in the future.

The report said that Denza vehicles sold in Europe will be manufactured in China and exported to Europe.

On Stocktwits, retail sentiment around BYD rose from ‘neutral’ to ‘bullish’ (55/100), accompanied by a ‘high’ message volume over the past 24 hours.

HKEX-listed shares of BYD have gained over 22% this year and by over 56% over the past 12 months.

BYD shares on OTC Markets gained nearly 21% this year.

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