Denza open for business

Denza has just opened the doors to its Australian dealerships with the first vehicles landing in January backed by parent company BYD and spruiking low prices, high-end luxury and technology. The model roll-out begins with two large SUVs, the B5 and B8, with much more to come.

Yet another Chinese automotive brand arrives in Australia this week and Denza has serious premium pretensions.

The BYD-owned brand opened its first dealership in Sydney’s eastern suburbs today - close to BMW and Mercedes-Benz outlets - with two large PHEV off-road SUV offerings starting below $80K.

Set to take on the likes of the above German brands and Lexus in the Australian market with a pair of large off-road SUVs, a hyper sports cars and hyper SUVs are to follow.

Speaking with carsales at the firm’s new outlet in Rushcutters Bay (Sydney), Denza Australia and New Zealand chief operating officer Mark Harland said the company will introduce another two or three models in 2026, but hasn’t yet determined which models are next for launch.

“The main reason for that is that the B5 and the B8 are in two of the biggest segments in Australia and we really want to establish ourselves with those two vehicles. It’s about focus,” said Harland.

“There’s a heap of stuff we looked at in China. The Yangwang U8, U9, we are definitely looking at those in the future. Will it be 2026, I don’t know about that. Those cars will be over $200,000. I want to get a lot of B5 and B8s on the road first.”

With four dealers signed up and ready to roll, Harland said he expects to have 15 dealers by March and about 25 by this time next year.

As for how long it will take Denza to see traction in a competitive premium market, Harland was bullish.

“My expectation is to be right up with premium brands in year one. I know I can get cars, I’ve got a great product, I have dealers putting up their hand across the country. They have seen the success of BYD and they think, if Denza is anything like that, it’s a great franchise to have.”

BYD’s Megawatt Flash Charger (1000kW charger), which supports 10C charging and will be capable of adding as much as 400km of range in just five minutes - is also being considered for Australia.

“The cars I am looking at in the future, I am looking at the portfolio, which cars can I bring in with the new battery and the new platform. Then you need the charging infrastructure to support that as well. I think that’s a game changer.”

Denza hopes its aftersales programs under the House of Denza umbrella will help sweeten the deal.

“House of Denza is about customer experience and having ongoing contact and communication with the customer.”

The Chinese brand is looking to branch out and offer off-road adventures, such as trips to Fraser Island, Denza factory tours in China and so on.

“There’s a pot of money from Denza and the dealers for some of it, and maybe some events where there’s a co-payment with the customers for a branded event. Not unlike what other brands do”.

When asked what point of difference Denza would offer in a crowded luxury market, Harland said: “I don’t see anyone able to deliver the tech and luxury at price points we can, and in addition to that the powertrain – the EV powertrain, then flash charging and so on. We’ve identified a bit of a sweet spot, an opportunity we don’t think is being served in the marketplace.”

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

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