BYD’s luxury push begins with launch of sub-brand Denza

BYD will officially launch its luxury sub-brand, Denza, in Australia this October, marking a bold new chapter in the Chinese car-maker’s rapid expansion. A showcase event will reveal the brand’s first local models, as BYD shifts its focus from budget-friendly EVs to premium SUVs.

In a major strategic move, Denza will arrive as a fully factory-backed brand, bypassing former importer EVDirect. This allows BYD greater control over customer experience, dealer support and product rollout, aligning with its ambitions to become a broader force in the Australian market.

While model specifics remain under wraps until the launch, the Denza B5 is widely tipped to lead the range. Built on the same platform as the best-selling BYD Shark 6 plug-in hybrid ute, the B5 swaps rugged practicality for luxury refinement, offering a compelling off-road SUV alternative.

Both the B5 and its larger sibling, the B8, are known in China under BYD’s off-road sub-brand Fangchengbao. In Australia, however, these body-on-frame SUVs will wear Denza badges as part of the company’s luxury-focused positioning.

Speaking at a media event in China, BYD Australia’s Head of Product, Sajid Hasan, and Public Relations Manager, James Robinson, confirmed the arrival timing of the Denza brand in Australia.

“We’re tentatively looking at October to launch the brand,” Robinson said. “There will be cars on show to represent what Denza is about – luxury through the prism of technology.”

Hasan also confirmed that local testing is already underway.

“Absolutely. There have been a few pre-production mules around for a while now – the B5 has been spotted in camouflage several times,” he said.

“We have a local engineering team of approximately 25 engineers working across chassis tuning, suspension, powertrain calibration, durability and software development. Their work contributes to both local specs and global product refinement.”

He added that Australia’s unique mix of road conditions makes it an ideal proving ground for right-hand-drive development.

“Australia’s roads represent about 80 per cent of global driving conditions – aside from deep snow or extreme altitude – so it’s a very valuable test market.”

The wider Denza line-up includes the full-size B8 SUV, the D9 luxury people mover, the N9 three-row SUV, and the sporty Z9 GT shooting brake. All remain under consideration for Australia, with final details to be announced in October.

“We’ll confirm exactly which models are coming at the launch,” Hasan said. “But it’s fair to say we’re aiming high.”

Denza’s launch comes amid BYD’s continued growth in Australia, where models like the Atto 3, Dolphin, Sealion 6, and Shark 6 have built strong momentum. Denza aims to extend that success into the luxury space, where it will face rivals such as Lexus, Volkswagen, and GWM’s Tank brand.

Also being evaluated is the Yangwang U8 – a $250,000-plus flagship SUV boasting four electric motors, amphibious capability, and tank-turn technology.

“No update at this stage,” Hasan said, “but it’s a product we’re very keen to bring in. Australia’s appetite for premium, high-performance SUVs makes it a strong contender.”

With BYD projected to hit 40,000 sales in Australia in 2025 – a milestone that took Tesla a decade to reach – the arrival of Denza underlines the company’s aggressive expansion. From budget EVs to high-end hybrids and beyond, BYD is shaping up as a brand with something for every Australian driver.

Join the conversation at our Facebook page
Or email us at editor@carsales.com.au