The company launched the operation of its premium brand, Denza, in Brazil. Between the 22nd and 30th of November, the official debut will take place at the 31st São Paulo International Motor Show. Denza will have its own network of dealerships and is evaluating, in the future, the manufacturing of its models in its industrial complex in Camaçari (BA).
“Denza is a strong brand and has a statement that says what it came for: technology is the engine of elegance. We are talking about offering demanding luxury car consumers cars never before seen here, with exclusive items and functions, lots of performance and safety, in addition to a design with European references”, says the senior vice president and head of marketing at BYD in Brazil, Alexandre Baldy.
The luxury brand enters into operation with its own team for the marketing, product and network development sectors, led by director Werner Schaal, ex-Mercedes-Benz and Porsche.
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These are, in fact, two of the competitors with which Denza will compete for the market. Created in 2010 as a joint venture between BYD and Mercedez, the company has been fully controlled by BYD since 2024. Expanding globally, the brand also began operations in Europe this year.
Its first vehicle launched in Brazil is the B5 electrified SUV, under the positioning of “redefining the automotive luxury experience by combining intelligence, technology and refinement”. The company will soon open its first store on Avenida Europa, a stronghold of luxury automotive dealerships in São Paulo, operated by the Dahruj group.
“The B5 is not just a premium electrified SUV; it is a symbol of what we believe is the new luxury: intelligent, connected and deeply human. A versatile, robust and elegant car that will take people anywhere without losing the essence of the brand”, says Werner Shaal.
“We are proud to present to the country a car that combines advanced technology, refined performance and a level of finish that impresses even the most demanding consumers”, he says.
