Denza will be pitched as a stand-alone brand in the UK, with its own dealerships located at separate sites from the existing BYD showrooms.
Li said the Denza showrooms will be “very beautiful” spaces designed to look like a “crystal box”, with a modern, minimalist layout and liberal use of glass.
The company is working to ensure Denza is not simply seen as a sub-brand of BYD. “The importance is that people understand this is more premium”, said Li, likening Denza to Audi while BYD would be more like Volkswagen.
Li said the design and technical capability of Denza’s cars will help the brand compete with the likes of BMW and Mercedes. She highlighted the Z9’s dramatic styling and ability to turn on the spot as standout attributes, plus the self-parking functionality and the ability to plug into chargers automatically.
In the case of the Denza B5, Li said its off-road prowess and high levels of technology will give it the edge against established competitors like the Land Rover Defender.
“Our technology, I would say, is 10 times better than legacy brands – and they give you a new experience,” she said.
Crucially, Li confirmed, all electric Denza models will be compatible with BYD’s new 1000kW ultra-rapid EV chargers, which can add 249 miles of range in just five minutes. Following their rollout in China earlier this year, BYD is in talks with partners to install the devices across the UK, where they will be by far the fastest chargers available.
