Denza arrives in Germany: BYD's premium brand opens its first own stores
denza.com
BYD's premium brand Denza is rolling out its own retail network in Germany, starting with the Z9 GT and D9, and plans to grow to 40 dealers by the end of 2026.
Premium brand Denza, part of the BYD group, is launching an aggressive expansion in Germany. The brand is opening its first own stores on the German market. For BYD this is a key step: the company wants to sell not only mainstream EVs in Europe, but also pricier models with a premium pitch.
Denza had been preparing the German launch well in advance. At IAA Mobility 2025, the brand opened its first European showroom in central Munich, and later staged a full European premiere. In Germany, Denza is set to start with the Z9 GT and D9: the former a large premium shooting brake, the latter an electric minivan. The brand had earlier signalled it would enter Germany with two models, with the dealer network set to grow to 40 outlets by the end of 2026.
The logic behind owning the retail network is straightforward. In the premium segment, buyers look not just at battery, range and power, but also at service, the showroom experience, test drives, residual values and brand trust. For Chinese brands this matters especially in Germany, where they need to convince customers used to BMW, Mercedes-Benz, Audi and Porsche.
Denza sits above BYD's main lineup and bets on technology, comfort and pricier body styles. The European debut had been pushed from late 2025 to 2026, with the actual launch in Europe taking place this spring after a presentation in Paris.
