BYD’s Denza brand in Australia: what makes it different?

Who makes Denza cars?

Following a similar path to the Toyota-owned Lexus brand, and the Hyundai-owned Genesis, Denza is a premium, tech-oriented brand that’s wholly owned by the BYD Group. The cars are built at shared manufacturing facilities in China.

Both BYD and Denza focus on battery-electric (BEV) and plug-in hybrid electric vehicles (PHEV), however BYD concentrates on cheap and affordable mainstream models while Denza competes in prestige market segments, rivalling brands such as Audi, BMW and Mercedes-Benz – and Lexus and Genesis et al.

Denza was founded in 2010 as a 50:50 joint venture between BYD and Mercedes-Benz parent Daimler and launched its first model in China, the Denza EV (based on the Mercedes-Benz B-Class compact car), during 2014. It followed up with the Denza X SUV in 2020 but this Chinese-market car was soon discontinued after the partnership with Daimler underwent a significant restructure in 2021 and BYD took a controlling interest as Mercedes scaled back to a 10 per cent shareholding that has since been sold.

With BYD now in full control, Denza has embarked on an international rollout with an emphasis on premium design and advanced technology, including its electrified powertrains.

In Australia, Denza will offer what it calls a “curated” range of cars, drawing from not just Denza’s global portfolio but other BYD subsidiaries including the off-road-focused Fangchengbao stable – as seen with the renamed Denza B5 and B8 – and the super-luxury Yangwang brand.

Research and compare BYD models, specs, features, running costs and prices

What does the Denza name mean?

The name Denza was derived from a combination of Chinese characters that roughly translate to “rising power and momentum”.

With Denza’s export rollout, however, BYD Group is now attributing a western-style acronym to the name where each letter describes “a key attribute of the brand’s values”: Diverse, Elegance, Novel, Zenith, Aspirational.

When did Denza launch in Australia?

Denza launched in Australia at the end of 2025, announcing pricing for its first two models, the Denza B5 and Denza B8 SUVs, ahead of first deliveries during the first quarter of 2026. It has begun setting up a dealership network in Australia and is developing a VIP ownership program under the ‘House of Denza’ moniker.

At least two additional new models are expected to be launched before mid-2027 as Denza builds a broad range and aims to topple BMW and Mercedes-Benz in its quest for prestige and luxury car market leadership in Australia.

Research and compare Denza models, specs, features, running costs and prices

Denza B5 and B8 prices, specs, features, differences

The Denza B5 and the related Denza B8 are luxurious 4x4 off-road SUVs that are positioned as rivals to the dominant Toyota LandCruiser Prado and Toyota LandCruiser 300 Series in this class. But Denza also expects the 4WDs to pull in customers who would otherwise consider the Lexus GX and Lexus LX, Land Rover and Range Rover models and even the Mercedes-Benz G-Class.

“Your band of rivals can go anywhere from, what? – $80,000 to $90,000, probably averaging closer to $100,000, right up to $300,000,” said Harland. “Obviously, there is volume where Toyota is with the LandCruiser, but then we think that people that are in higher-end brands, more expensive brands, are going to want to have a look at the Denza B8 as well.”

Does he see a lot of conquest sales coming from the likes of Range Rover, BMW and Mercedes-Benz? “Yes. And the reason I can confidently say that is because I know I’ve got the product to back it,” he said. “I could sit and talk for hours about how great B5 and B8 is, but at the end of the day the proof is in the vehicles – so getting people to drive our cars, and providing a world-class customer experience, is the number one priority for us.”

See RACV’s comprehensive preview on Denza B5 and B8 pricing, specs, features, release date and first drive reviews for more information, but headline items on both SUVs include powerful PHEV powertrains, extensive off-road driving modes, ‘Leopard Turn’ vehicle pivot function (select variants), 3000kg (B5) and 3500kg (B8) towing capacity, and high-level cabin technology, creature comforts and safety features. Both are covered by a six-year/150,000km new vehicle warranty, with the high-voltage battery extending to eight years/160,000km.

Research and compare 4x4 off-road SUVs on sale today in Australia

What other cars will Denza have in Australia?

Denza plans to compete in the most popular market segments for premium cars in Australia. Having launched with the Denza B5 and B8 4x4 off-road SUVs, the brand will now focus on more road-oriented SUVs and passenger vehicle models such as family wagons and sports sedans.

“We’re looking at a broad spectrum of vehicles that we can bring into Australia,” Harland said. “Some will be very large segments, some will be probably more niche because it’s a great product that we feel will be a halo for Denza in Australia.”

He added: “We can move really quickly … Where we see an opportunity, and are not overlapping with BYD, we’re going to jump on those opportunities where we think we can be a disrupter, where we can change [the landscape] – where we can offer a different powertrain, a higher level of technology and luxury at a better price – those are the opportunities we’re going to jump into.”

Denza has published two blurred models under ‘coming soon’ on its Australian website – these are the Z9 GT electric sports wagon and the D9 luxury people-mover.

Denza Z9 GT

Styled by renowned German car designer Wolfgang Egger (former Alfa Romeo, Audi and Lamborghini chief designer, now head of BYD Group design), the Denza Z9 GT is an electrified four-door shooting brake wagon that rivals the likes of the Porsche Taycan and Panamera.

Either battery electric (BEV) or plug-in hybrid (PHEV) versions are available overseas, both drawing on three electric motors (one front, two rear) and the ‘Super DM’ PHEV adding a front-mounted 2.0-litre turbo-petrol engine. Other highlights include an 800-volt electrical architecture for ultra-fast charging, cell-to body (CTB) technology that integrates the battery into the vehicle structure (maximising space and rigidity), and rear-wheel steering with novel ‘crab walk’ (sideways movement) and ‘360-degree compass turn’ features.

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Denza D9

The Denza D9 seven-seat luxury people-mover has received homologation approval to be sold in Australia and was spotted testing in Victoria during 2025. Local regulatory documents point to the approval of two EV powertrains, while a plug-in hybrid is also available overseas.

The D9 is a rival for the Mercedes-Benz EQV, Zeekr 009, Lexus LM hybrid, LDV Mifa 9 and the new GAC M8 PHEV. Watch out for the GWM Wey G9 in 2026, too. The Denza D9’s Hong Kong spec (right-hand drive) points to advanced infotainment tech for the front and rear seat occupants and premium materials used throughout the cabin.

Research and compare seven-seat family cars, wagons and SUVs on sale today

Will Denza sell supercars in Australia?

Once the brand, its reputation and credibility are better established, Denza intends to launch halo cars in Australia, including performance-leading SUVs and super sports cars.

Models under consideration include the 895kW quad-motor Yangwang U8 super-luxury SUV and the monster 970kW Yangwang U9 pure-electric supercar. The U9 toured Australia last year for tech demonstration events and, in U9 Xtreme guise, the hypercar also set a new global production car top-speed record of 496.22km/h at a German test track in September 2025.

“We haven’t made any decisions on super-luxury,” Harland said. “We can basically evaluate all those vehicles for the right time and place in Australia and New Zealand. We’ll be looking at all of those.

“I’d like to establish the brand first in those key volume segments, I’d like to get some sales, I’d like to get that customer service to a level, I’d like the dealers to be built out, before we start offering super-luxury brands that are smaller volume and niche.”

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Where are Denza dealers located in Australia?

Denza has launched with seven dealerships:

• Denza Kew (Melbourne)
• Denza Sydney (Rushcutters Bay)
• Denza Brisbane (Fortitude Valley)
  
• Denza Indooroopilly (Brisbane)
• Denza Gold Coast (Southport)
• Denza Townsville (Garbutt)
• Denza Osborne Park (Perth)

Denza Adelaide will follow soon and, according to Denza/BYD Australia, contracts are in place with several other retail partners. The national network is expected to reach 15 outlets before mid-2026, with 25-30 considered “right-sized”.

Most Denza showrooms will be standalone facilities, not shared with an existing BYD dealership. In smaller regions where the two brands are combined, Harland told RACV that there would be clear delineation in showrooms, and separate staff. He also said the rapid growth and success of BYD in Australia has encouraged prospective dealers to get on board with Denza.

“Right out of the gate I’m being offered premium store locations or even new builds in some cases, so people are really excited and the dealers are willing to make the investments in the brand,” he said. “In addition, we’ll have displays and pop-ups in high-traffic malls because it’s a great place for a new brand to show the car to customers.”

Can I get a Denza car serviced at BYD?

For the most part, Denza dealerships will be standalone facilities that are not shared with BYD. There will, however, be some dealers that sell both brands and share servicing facilities.

Denza Australia has also confirmed that a select number of BYD service centres will be authorised to handle servicing and repairs of Denza cars, such as in regional areas, which is important given the Denza B5 and B8 are off-road-oriented vehicles that will be driven in rural and outback locations.

What makes Denza customer experience different?

Other fledgling premium brands such as Genesis have gone down a similar road, but Denza is aiming to create a “world class” customer experience to set it apart from its rivals. According to Harland, the initial focus will be on:

• standalone showroom facilities
• dedicated Denza staff
• vehicle test drives
• regular communication on progress of orders and deliveries
• responsiveness to customer queries and issues, and
• ‘House of Denza’ customer loyalty program.

“It’s two phases. To be the benchmark, Job 1 is to deliver the car and make sure the customer is happy, make sure we’re communicating all the way along the line,” Harland said. “Job 2 is: ‘Now you’re an owner, here’s all these benefits that are unlocked as an owner of a Denza.’

“We know we’re going to have some really excited early adopters, so our job [from the beginning] is to communicate. I know that sounds really simple – but communicate, tell people when they can expect the car, when it’s going to be ready, what they can expect in terms of features and tech in the car, all those kinds of things.

“We’re also going to do a VIP platinum program … We will have these VIP spaces called the House of Denza in select cities where … you’ll get access to the House of Denza, access to our partnerships, access to vehicles or valet parking at select airports and things like that. So, all that kind of stuff is what we’re working on.”

How will Denza succeed in Australia?

Denza acknowledges that attracting large numbers of customers loyal to BMW, Mercedes-Benz and other premium brands will take time, but its Australian senior management is confident that the models – Denza B5 and B8 and the cars that are coming – will tempt those owners into its showrooms.

This is how Denza believes it will succeed in Australia:

• Launch into popular vehicle segments
• Respond quickly in market with new models
• Offer cutting-edge EV and PHEV powertrains
• Provide competitive price points against established rivals
• Keep a clear distance from BYD cars in lower price brackets
• Localise all vehicles with suspension tuning and ADAS calibration
• Ensure easy access for vehicle test drives
• Exceed customer expectations with communication
• Build loyalty with House of Denza VIP customer program
• Expand dealer network and service outlets
• Introduce halo models once the brand is better established

“We are disrupters, right? We’re not looking to just bring in just another sedan, another V8 or another V6 sedan into the premium passenger car segment, as an example,” Harland told RACV. “We want to be bringing disruptive technology, we want to bring in an EV that has super-fast charging capability like no one else has, into that segment. So unless we have something that’s really different and unique, then we’re not going to go into that segment.”