A brand initially founded by BYD and Daimler is debuting in Europe with the 952 hp Z9 GT, a sleek sports wagon reminiscent of the Porsche Panamera
Launching a new brand into an established market is always a bold move, and success is far from guaranteed. But if BYD executive Stella Li has any doubts about Denza’s prospects in Europe, she’s not showing them. In a recent interview, Li confidently declared that Denza’s latest models are “ten times better” than the competition — a list that includes Mercedes, Audi, BMW, and possibly even Porsche.
BYD’s growing success with its EVs and plug-in hybrids in Europe gives Li some solid footing for her optimism. Still, Denza is targeting a different segment — one driven more by image, luxury, and brand prestige. Positioned as a premium marque between BYD’s mainstream offerings and the ultra-luxury YangWang brand, Denza is entering a fiercely competitive space dominated by long-established European names. And in an ironic twist, Denza began life as a joint venture between BYD and Daimler, making its challenge to Mercedes-Benz particularly intriguing.
The Z9 GT is expected to be Denza’s first model to arrive in Europe later this year. It’s a sleek, sporty shooting brake designed to rival the Audi A6/A6 e-tron Avant and BMW 5 Series/i5 Touring, while its sweeping silhouette — reminiscent of the Porsche Panamera — comes courtesy of former Alfa Romeo and Lamborghini designer Wolfgang Egger. Under the skin, the Z9 is a technological powerhouse, boasting a tri-motor EV setup that produces 952 hp (965 PS / 710 kW). There’s also a 2.0-liter plug-in hybrid variant delivering 858 hp (870 PS / 640 kW).
“This car is really ten times better than the competition,” Li told Car Magazine during the Denza launch at Milan Design Week. “We have a lot of unique features the other legacy brands do not have.”
Those unique features aren’t just about pricing — although Denza is expected to offer more standard equipment for less money than its rivals. Technology is a major selling point. The Z9 GT can perform crab-walks and slow-motion drifting maneuvers to squeeze into tight spaces — features currently unheard of among Europe’s luxury brands (watch the demo video below).
“We believe buyers will be drawn to the car’s elegant design, powerful performance, and impressive tech,” Li added, noting that superior customer service will also be key to winning market share.
European pricing is still under wraps, but in China, the Z9 GT ranges from 334,800 to 414,800 yuan (roughly $45,800 to $56,800). That’s a compelling offer when you consider the Porsche Panamera Sport Turismo and Taycan Cross Turismo start at 1,008,000 yuan ($138,000) and can exceed 1.5 million yuan ($205,000) with options.
