Denza, Byd's premium Chinese brand debuts in Italy

A new Chinese brand is added to the list of Dragon manufacturers ready to debut in Italy. Its name is Denza and it is the premium brand of Byd, a Chinese group with steadily growing numbers and a turnover in excess of 100 billion by 2024. While we wait to test it on the road, the new Z9 GT is preparing to challenge its German premium rivals by focusing on a multi-energy range composed of plug-in hybrid and electric versions as already seen on the domestic market.

Curated in design by the style centre headed by Wolfgang Egger (father of iconic models such as the Alfa Romeo 8C) it will offer a range of technologies inheriting the best of what was offered on the Byd and Yangwang. The second model to be launched will be the D9, an electrified MPV characterised by great on-board comfort. Founded in 2010 as a joint venture between Byd and Mercedes-Benz, it is now a 100 per cent part of the Chinese group with a total development team of more than 120,000 engineers. Specifically at Denza, investment in research and development has exceeded 100 million euros.

"We chose not only Italy but Milan Design Week because we believe that the fundamental feature of Denza is elegance, elegance both aesthetically and in its performance, and if there is one place where elegance is sublimated, it is Milan Design Week". So said Alfredo Altavilla, Byd's special advisor Europe, on the sidelines of the European presentation at Milan Design Week of Denza, the Byd group's premium brand. "Byd loves Italy, Byd loves Europe, if you go and visit the R&d centre in Shenzhen you will find engineers who come from all over Europe and all over the world, I believe that Byd's cultural openness to the global automotive culture is one of the differentiating aspects of Byd compared to other Chinese groups," he added. "Denza aims to be the technological manifesto of the Byd Group. The technologies that you will see introduced over time on Denza anticipate what will also come later on the Byd brand. Some of these technologies are absolutely unique in the world at the moment, we have a combination of engines on the plug in hybrid between electric motor and combustion engine - we are over 1,000 horsepower - which are not aimed at making a formula 1, they are simply aimed at ensuring the best possible driving experience for customers. All the technology inside the Denza products is developed 'on purpose', it is there to make life easier for the customer on board.

But what does Denza stand for? D stands for Diverse (different), referring to the wide range of capabilities that will be covered by the vehicle range; E stands for Elegance (elegance), referring to the design, comfortable driving dynamics and interior. N stands for Novel (innovative), reflecting the features introduced by the Denza vehicles, while Z stands for Zenith (Zenit), referring to the ultimate sophistication offered by the bespoke platform and/or dedication to new energy technologies. Finally, A stands for Aspirational, targeting the premium segment.