BYD’s Denza to launch in Australia in 2025

One of Australia’s fastest-growing brands has announced plans to introduce a new range of luxurious models in 2025.

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 has a slim model line-up, including the D9 all-electric people mover.

But there are many models in the future model pipeline.

One of those is the Z9 GT that was unveiled last week.

BYD's Denza Z9 GT electric car shapes up as a sports wagon. Photo: Supplied

The sleek four-door has some Porsche-inspired proportions and supercar-like levels of power.

Available as a plug-in hybrid or pure battery electric vehicle, the Z9 GT makes up to 710kW from a triple-motor set-up powering all four wheels.

It’s expected to arrive in Australia in 2025 to provide a value-focused alternative to cars such as the BMW M5, Mercedes-Benz EQE53 AMG and even the Porsche Taycan or Panamera.

At almost 2.9 tonnes it’s not light, although it does include some interesting tech, including doors that close on voice command and a tank turn function.

The one thing Denza doesn’t have is brand recognition or credibility, the latter a key factor when asking people to pay premium prices.

And establishing a new luxury brand requires deep pockets, as Cadillac will likely learn as it re-enters the Australian market with a range of EVs.

Nissan-owned Infiniti has quit the Australian market twice and Hyundai-owned Genesis is a minnow in the luxury world.

Even after 35 years Lexus still trails its prime German rivals.