Luxury Don't miss out on the headlines from Luxury. Followed categories will be added to My News. China is planning to take on Europe’s finest luxury cars with a new brand most Aussies have never heard of.
Yep, yet another new Chinese brand is heading to Australia – and this time it has the top end of town in the crosshairs. Luxury-focused Denza is planing a 2025 assault on prestige marques such as Mercedes-Benz, BMW, Audi and Lexus. BYD's Denza Z9 GT electric car.
Photo: Supplied As a sub-brand of BYD – the top selling brand in China and the company most seriously challenging Tesla on EVs – Denza is a minnow compared with predominantly European marques with big reputations. But as with parent BYD it has aspirations of making a sizeable sales impact. BYD’s general manager of Asia Pacific sales, Liu Xieliang, confirmed the brand would be arriving soon.
“For BYD ...
we have four main sub-brands,” he said, referring to BYD, Denza, Fang Cheng Bao (niche and 4WD) and Yangwang (ultra luxury). “The next sub-brand we’re going to bring to Australia will be Denza.” BYD's Denza Z9 GT electric car is positioned above its regular models.
Photo: Supplied A former joint venture with Mercedes-Benz – BYD bought the remaining 10 per cent stake in Denza earlier this month – Denza is the attainable luxury brand of BYD. Think of it as what Lexus is to Toyota and Genesis is to Hyundai , although prices are likely to undercut the traditional luxury players. Denza currently h.