BYD Skips Middleman To Sell Denza Luxury Cars in Australia

BYD's luxury EV sub-brand, Denza, is set to launch in Australia under a factory-backed operation, marking a significant shift from the independent distributor model that has driven BYD's local success. Unlike BYD's mainstream models, which have been distributed locally by EVDirect, Denza will be sold and managed directly by BYD's head office. This move signals a different approach to brand positioning that could set Denza apart from its more affordable sibling.

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BYD Expands with Denza: A New Sales Strategy

While BYD has gained significant traction in Australia—selling over 35,000 vehicles since 2022—the launch of Denza signals a new direction. The move to factory-backed sales suggests dedicated Denza showrooms. However, whether service locations will be shared with BYD or stay independent remains unclear.

EVDirect CEO David Smitherman reaffirmed that the partnership between BYD and its Australian distributor remains strong but acknowledged that Denza's local operations will be handled separately.

"Everything's positive in the relationship," Smitherman said. "But my focus remains on BYD, and I can't speak much on Denza's plans."

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Denza B5 Likely to Lead the Charge

Denza's Australian lineup is expected to be led by the B5, a large off-road plug-in hybrid SUV comparable in size to the Toyota Prado. While official pricing and specifications remain under wraps, the first Denza shipments are anticipated in the second half of 2025.

Trademarks filed in Australia suggest additional models could follow, including:

• Denza D9L – A hybrid and electric people mover
• Denza Z9GT – A high-performance electric super wagon
• Denza B8 – Likely a rebadged version of the Fangchengbao Bao 8, a large luxury SUV

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BYD's Asia-Pacific general manager, Liu Xueliang, confirmed that multiple Denza models will be introduced to the Australian market but did not specify which ones.

"We are still evaluating which models to bring," Liu

said. "But we can confirm that more than one Denza vehicle will arrive in Australia."

A Growing Presence in the Premium EV Market

Denza was initially established in 2010 as a joint venture with Mercedes-Benz. BYD has since taken full ownership, acquiring the remaining 10% stake in September 2024.

In Hong Kong, where Denza operates in a right-hand-drive market, the brand sells the D9 electric people mover. Whether this model will be part of Denza's Australian launch remains to be seen.

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With its high-end focus, factory-backed sales strategy, and premium positioning, Denza is set to expand Australia's luxury EV options and challenge established brands.