BEIJING — BYD, the Chinese electric vehicle powerhouse, is making strategic moves into the European market by launching its upscale Denza brand amid increasing trade tensions.
Official announcements during Brera Design Week in Milan revealed that the first model, the Z9GT, is expected to hit European dealerships in the fourth quarter of 2025. However, specifics regarding pricing and delivery timelines for the station wagon-type vehicle remain undisclosed.
The Z9GT will be available in both battery-only and plug-in hybrid configurations, BYD confirmed.
While BYD has already established a presence in Europe with its electric vehicle offerings, the Denza brand was initially created in partnership with Daimler back in 2010. Following a revamp in 2021, Denza now operates as a standalone entity within China, with Daimler having reduced its stake to 10%.
Last year, the European Union imposed a 17% import duty on BYD’s battery electric vehicles, based on allegations of “unfair” production subsidies. Recently, discussions regarding the electric vehicle supply chain took place between Chinese and EU officials in Beijing.
BYD also announced plans for a second Denza model aimed at the European market—a seven-seat multi-purpose vehicle named the D9. However, delivery details for this model are yet to be revealed.
“We’re excited to introduce Denza to European customers, commencing with our presence here in Milan and expanding throughout 2025,” stated Stella Li, executive vice president at BYD.
Surging Overseas Sales
Since late 2022, BYD has witnessed a significant boost in its international sales. In the first quarter of this year, the automaker reported over 206,000 vehicle sales outside China—more than double the figure from the same period last year, and already approaching half of its total overseas sales from the previous year.
The company’s revenue for the first quarter surged by at least 86% year-over-year, reaching approximately 8.5 billion yuan ($1.2 billion), according to a financial filing made public on Tuesday.
BYD highlighted “substantial growth” in its international sales, achieving record figures in new energy vehicle sales with a total of 986,098 passenger cars sold. The company has transitioned away from manufacturing traditional fuel-powered vehicles.
Many of BYD’s offerings are aimed at a price point below that of Tesla, and the Chinese manufacturer surpassed Elon Musk’s company in total sales last year.
Additionally, BYD’s sales of battery-only passenger cars reached 416,388 units in the first quarter, outperforming Tesla’s reported sales of 172,754 vehicles sold in China during the same timeframe, as per figures from the China Passenger Car Association.
