Brand recognition and awareness is seriously important — you need the public to aspire to own your product.
Chinese brand BYD launched in 2022 with affordable cars for the masses, but does not yet have a halo vehicle. Step in BYD’s new offshoot Denza, sort of what Lexus is to Toyota, which will provide flagship models in two senses.
Firstly, new-money luxury. In China, Denza sells all manner of high-end sedans and people movers with glitzy and glamorous cabins. But the other form of ‘luxury’ is go-anywhere off-road performance, the sort promised by the Toyota LandCruiser and Nissan Patrol.
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For our market, Denza will merge with BYD’s off-road specialist Fangchengbao — think GWM Tank. BYD Asia-Pacific General Manager Liu Xueliang was in Australia to officially confirm Denza’s local launch.
“We’re going to bring the luxury brand, Denza, into Australia … there will be more and more models that launch in Australia,” he said via translator without alluding to the exact vehicles.
CarsGuide understands that, while, there are no specific models confirmed for Australia yet, there are a few likely tributes. Like BYD, Denza’s models are typically offered in both full battery-electric or some version of a plug-in hybrid system.
Starting with the D9 people mover, which launched in Thailand in November 2024 and Indonesia last week. It’s likely to join a stream of luxury electric people movers from Chinese brands including the equally imaginatively-named Zeekr 009 and Xpeng X9.
Next, in all likelihood is the Denza B5, which shares its ladder frame underpinnings with the Shark 6 ute. Think of it as a Toyota Prado and Ford Everest rival but with potent plug-in hybrid power — not unlike the GWM Tank 500.
Stats are pretty stunning with the B5 — also known as the Fanchengbao Bao 5 — utilising a turbo-petrol 1.5-litre petrol engine and two electric motors for 505kW and 760Nm. Phwoah.
A 31.8kWh battery should give over 100km electric range and its ladder frame chassis should help off-road. A left-hand-drive version was spotted testing in Australia just weeks ago and the brand trademarked the name 'DENZA B5' here mid last year.
To really make a mark, Denza could add the Z9 GT, a sort of Porsche Taycan/Panamera rival. It develops 640kW in plug-in hybrid trim and a staggering 710kW in battery-electric guise.
Other likely models include the Denza N7, a medium SUV that shares its platform with the BYD Sealion 7 electric car — again, think Toyota Kluger and Lexus RX — along with the larger Denza N8 SUV.
Further details remain scarce but we know BYD has committed to launching the brand this year. It is likely select locations will sell Denza models, potentially separately from BYD dealers as we see with Toyota and Lexus, as well as Hyundai and Genesis.
Pricing will be a tier up from BYD but nothing like Porsche or Bentley money. Expect Denza prices from about $70,000 and not too far above $100,000, at least initially.
The real high-end models come from the Yang Wang sub-brand — also under consideration — such as the $200K-plus Range Rover and Mercedes-Benz G-Wagon rivalling U8 SUV.
BYD has grown massively since launching the Atto 3 in 2022, though it faces stiff competition from a swelling bag of newcomers including Deepal, Leapmotor, XPeng, Zeekr, Aion, Skywell, Smart, Jaecoo and more.
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