Entering an established market with a new brand is always a risky endeavor, with no certainty of success. However, BYD’s CEO Stella Li shows no signs of hesitation about Denza’s potential in Europe. In a recent interview, Li confidently stated that Denza’s new vehicles are “ten times better” than their competitors, including luxury names like Mercedes, Audi, BMW, and potentially even Porsche.
Denza’s move into the European market comes after BYD’s own success with electric and plug-in hybrid vehicles (EVs and PHEVs), giving Li a strong reason for confidence. But Denza aims to target a different audience – a more image-conscious, premium customer base. Positioned between BYD’s mainstream offerings and the high-end YangWang brand, Denza is set to challenge established European brands like Mercedes. This could be a sensitive blow to Mercedes, especially since Denza started as a collaboration between BYD and Daimler before BYD took full control.
The Z9 GT is expected to be Denza’s first vehicle to hit European roads later this year. This sporty, coupe-like model will compete with high-end vehicles such as the Audi A6, A6 e-tron Avant, BMW 5 Series, and i5 Touring. Designed by former Alfa Romeo and Lamborghini designer Wolfgang Egger, the Z9 boasts a sleek, Porsche Panamera-style profile. It is a triple-motor electric vehicle (EV) delivering 952 hp (710 kW). Additionally, a 2.0-liter plug-in hybrid (PHEV) version with 858 hp (640 kW) will also be available.
At the brand launch during Milan Design Week, Li told Car Magazine, “This car is really ten times better than the competition. We have many unique features that the other legacy brands do not have.” These features go beyond competitive pricing. Denza’s vehicles are expected to offer more standard equipment at a significantly lower cost compared to rivals, which could help attract buyers. The Z9 GT, in particular, will showcase cutting-edge technology, including the ability to crab-walk and perform slow-motion drifts when parking or navigating tight corners—features not found on premium Western cars.
Li added that Denza’s strong focus on sophisticated design, high performance, and groundbreaking technology would appeal to buyers. Furthermore, she emphasized that superior customer service would be a key element in Denza’s strategy to gain market share.
While European pricing has yet to be revealed, the Z9 GT’s price in China starts at 334,800 yuan (approximately $45,800) and can go up to 414,800 yuan ($56,800). In comparison, the Porsche Panamera Sport Turismo and Taycan Cross Turismo start at over 1,000,000 yuan ($138,000) and can exceed 1,500,000 yuan ($205,000) with options, making the Z9 GT a compelling value proposition for European buyers.
