Denza aims for the top in Australia: BYD’s premium brand promises high-tech, luxury and “accessible” pricing as it targets German, Japanese and Korean rivals

The Chinese premium brand Denza will emulate its parent BYD in launching in Australia with market-leading ambitions.

Just as BYD wants to eventually challenge Toyota for outright market leadership, so Denza is gunning for the top of the premium segment with the German heavyweights BMW and Mercedes-Benz in its sights among a wide swathe of potential rivals.

And it says it will do that with a combination of cutting edge tech and competitive luxury equipment levels combined with “accessible pricing”.

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“Our aspirations are to be right up there with some of the premium brands that are currently being sold,” newly-appointed Denza Australia chief operating officer Mark Harland confirmed to EV Central.

“If the mainstream brand [BYD] is going to keep growing and doubling [in sales] … the expectation for Denza would be the same.”

And the expectation is it won’t be a slow burn to big sales says Harland, who admits HQ in China is setting the bar high on sales.

“I certainly hope to be competing with other premium brands rather quickly from a volume point of view.”

“The volume expectations are high,” he added. “But they [China] also understand this is a premium brand … and we want to build it the right way.

Harland will preside over the official launch of Denza in Australia in the final quarter of 2025.

The exact timing will depend on how the myriad factors involved in setting up a new brand come together.

But in October or November it is Denza’s intention to announce its launch vehicle line-up and those models that will be added within the next 12 months.

It will begin first delivers to buyers in early 2026.

Up to five models will be revealed at the launch event. Among them are expected to be the Z9 GT and Bao 5 and Bao 8 (pictured top) PHEV off-roaders. The D9 people-mover has also been listed as a potential for Australia.

More vehicles will be added annually to the Denza line-up in Australia.

“We’re looking at multiple segments within year one and multiple powertrains – plug-in hybrid to battery electric,” Harland said.

He promised Denza would offer a combination of cutting edge tech and competitive luxury equipment levels combined with “accessible pricing”.

“We want to be better on technology, at least on par with the luxury – but there’s luxury and premium fit and finish that we’re going to be better than our competitors – and prices that are really accessible for most people,” he said.

“Without giving away price … we’re going to take that premium technology and bring that out at prices that are going to be very accessible to people.”

Harland said that pricing and the wide spread of products Denza would offer meant its competitive set ranged beyond the German brands.

“We’re not a mainstream brand and we’re not a super high-end luxury brand. We’re premium that’s accessible.

“We are going to have products that compete against the higher end Japanese and Korean vehicles as well as reaching into the Germans.”

Harland is convinced the availability of the 4×4 Bao models – sold under the Fangchengbao sub-brand in China – will be critical to Denza’s cut-through and sales locally.

“I definitely think there is a market opportunity in that segment – that is a large segment with the large SUV and upper large SUV segment,” he said. “I want to fish where the fish are.

“If I look at those large and upper large [SUV] segments, we’re talking tens of thousands of vehicles.

“We see the opportunity 100 per cent and if I want to establish the brand relatively quickly to meet the expectations from headquarters then I need to have a product in that segment.”

Denza’s intention will also be to roll out a network of about 10 dealers that will cover off the major metro markets. Like the model line-up that will be offered in those showrooms, the network will expand.

Harland nominated a high quality experience for Denza customers as a key part of his job.

“When I think of luxury brands I don’t just think about the products and the price I also think about the customer experience,” confirmed Harland.

“My goal is to launch this not only as this premium high-tech product but to have best-in-class customer experience.”