BYD’s new premium sister brand, Denza, is looking to differentiate itself from its parent not just with the products it offers, but also with its own dealer network and a customer experience program to rival the likes of Lexus and Genesis.
The new Chinese luxury brand’s operating chief told CarExpert that Denza products won’t just be plonked into existing BYD showrooms, and Denza has big plans to offer a ‘segment-leading’ customer experience program in the vein of Toyota’s and Hyundai’s premium brands.
“We’re going to have a very bespoke, specific standalone dealer network. I would say by the end of Q1 2026, [we’ll have] roughly 15 dealerships, the majority of which will be in all the key capital cities around Australia, as well as New Zealand,” said Mark Harland, chief operating officer for Denza Australia.
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“For the most part, they are standalone dealers with a corporate identity that is unique to Denza, with a goal of being top in the premium class for customer experience. I guess what I’m saying… [is there will be] a very different environment from BYD – it’s really catering to that luxury, premium customer and the technology they’re looking for.
“We have looked to other brands that are, let’s say, leading in the customer experience space and have different VIP-type programs. We’re looking at those and certainly benchmarking all of those. The intention is to offer our Denza customer special privileges, partnerships, access to vehicles – certain things you wouldn’t get as a BYD customer.
“Some may expect [these things] and some [will be] surprise and delight things for our Denza customers that, you know, don’t currently exist.”
It’s unclear whether Denza will expand or adjust BYD Australia’s current six-year, 150,000km new vehicle warranty and its eight-year, 160,000km high-voltage traction battery warranty.
Denza Australia will launch its first two models next month, with orders for the B5 and B8 large off-road SUVs – known in China as the Fangchengbao Leopard 5 and Leopard 8, respectively – due to open in mid-November, before first customer deliveries take place soon afterwards.
The big Denza off-roaders both boast powerful plug-in hybrid drivetrains, towing capacities of up to 3.5 tonnes, and electrified four-wheel drive systems with low-range in an effort to steal sales from the likes of Toyota, Ford and Land Rover.
The pair of Chinese 4WDs will also be among the first in their segment with plug-in tech, with the only PHEV rivals currently being the GWM Tank 500 Hi4-T and Land Rover Defender PHEVs. Toyota will bring out a ‘Performance Hybrid’ LandCruiser 300 Series in 2026, and further up the price ladder there’s the all-electric Mercedes-Benz G580 with EQ Technology.
Stay tuned to CarExpert for all the latest BYD and Denza coverage in the coming weeks.