- BYD unveils Denza Z9GT in Milan, marking the brand’s European debut. Battery-electric and plug-in hybrid options are set for late 2025.
- Denza’s expansion follows trade friction, as the EU imposes 17% tariffs on Chinese EVs over subsidy concerns.
- BYD posts record overseas sales, doubling first-quarter exports year-on-year and surpassing Tesla in China’s EV market.
Chinese electric vehicle giant BYD has launched its premium Denza brand in Europe, starting with the debut of the Denza Z9GT at Brera Design Week in Milan on Wednesday, April 9.
BYD plans to introduce the Z9GT, a luxury station wagon, to European showrooms in the fourth quarter of 2025. The company withheld pricing and delivery details, but it confirmed that the Z9GT will be available in battery-electric and plug-in hybrid versions.
BYD created the Denza brand in 2010 through a joint venture with Daimler, now Mercedes-Benz Group. In 2021, BYD restructured the partnership and took greater control of Denza. Mercedes-Benz now holds a 10% stake. The brand currently operates in China.
The launch comes amid rising trade tensions between China and the European Union. In 2024, the EU imposed 17% tariffs on BYD’s electric vehicles, accusing the company of receiving unfair state subsidies. Last month, Chinese and EU officials met in Beijing to discuss electric vehicle supply chain issues.
BYD aims to position Denza as a premium offering for European consumers. “We’re thrilled to be introducing Denza to European customers, starting here in Milan,” said Stella Li, Executive Vice President at BYD. She added that BYD plans to grow the brand’s presence across Europe throughout 2025.
BYD also announced a second Denza model for Europe, the D9, a seven-seat multi-purpose vehicle. The company did not specify when the D9 would become available.
Since late 2022, BYD has accelerated its global expansion. In the first quarter of 2025, the company sold more than 206,000 vehicles outside China. That number more than doubled compared to last year’s period and already makes up half of its total overseas sales in 2024.
BYD posted strong financial results for the quarter. It reported revenue of 8.5 billion yuan ($1.2 billion), an 86% increase year over year.
The company also broke records in new energy vehicle (NEV) sales. In the first quarter alone, BYD sold 986,098 passenger NEVs worldwide, including battery-electric and plug-in hybrid vehicles. The company stopped making gasoline-powered cars and now focuses entirely on electric and hybrid models.
BYD outpaced Tesla in battery-electric vehicle sales in China during the first quarter. According to the China Passenger Car Association, BYD sold 416,388 battery-only cars, while Tesla sold 172,754.
BYD continues to target the more affordable EV segment, which helped it outperform Tesla in global EV sales in 2024. Most BYD models cost less than Tesla’s offerings, making them more attractive in cost-sensitive markets.
By entering the European premium market with Denza, BYD has taken a bold step. The company seeks to challenge established automakers and expand its global footprint. This move underscores China’s growing influence in the global electric vehicle industry, even as trade disputes create new hurdles.