BYD pushes Denza brand in Europe with talent from Porsche and premium models

Chinese automotive giant BYD is making a serious play for the European market, pushing its premium brand Denza. The focus isn't just on new models but also on talent: the company is actively poaching specialists from Porsche and other European brands.

A key figure is Lorenzo Soravia, formerly of Porsche, who now oversees Denza's development in Southern Europe. The brand's regional team already exceeds 50 specialists, including alumni from Stellantis and Maserati. This demonstrates BYD's readiness to compete by the rules of the European premium segment.

The model lineup centers on the Denza Z9GT—an electric and hybrid liftback designed to compete directly with the Porsche Taycan. A 0-100 km/h sprint in 2.7 seconds and fast-charging capabilities position it among the most technologically advanced vehicles.

A second key product is the D9 minivan, emphasizing comfort and luxury. In parallel, Denza is building its own dealer network, planning up to 150 sales points across Europe. This move will allow the brand to operate independently of BYD's infrastructure and offer customers a comprehensive premium service experience.

BYD is acting with maximum pragmatism—acquiring not just technology but also expertise. If Denza can maintain a balance of price and quality, German brands may need to seriously reconsider their strategies.