BYD’s premium sister brand Denza is set to carve out its own identity, not only through its high-end vehicle lineup but also with a dedicated dealer network and an exclusive customer experience program designed to rival those of Lexusand Genesis, according to car.news.
The luxury arm of BYD plans to deliver a unique ownership journey, with its chief operating officer for Denza Australia, Mark Harland, confirming that Denza vehicles won’t simply share space with existing BYD showrooms.
“We’re going to have a very bespoke, standalone dealer network. By the end of Q1 2026, we’ll have around 15 dealerships across key capital cities in Australia and New Zealand,” Harland said.
He emphasized that most locations will feature a distinct corporate identity exclusive to Denza, aiming to set a new standard for customer satisfaction in the premium vehicle segment.
“It’s really a completely different environment from BYD – one that caters to luxury-oriented customers and their expectations of technology and service,” Harland added.
The company also plans to introduce a VIP-style program for Denza owners, offering special privileges, partnerships, and access to exclusive vehicles — benefits unavailable to regular BYD customers.
“Some of these will be expected, while others will be surprise-and-delight moments that don’t currently exist in the market,” Harland noted.
It remains unclear whether Denza will modify BYD Australia’s existing six-year/150,000km new vehicle warranty and eight-year/160,000km high-voltage battery warranty.
Denza will debut its first two models next month — the B5 and B8 large off-road plug-in hybrid SUVs (known in China as the Leopard 5 and Leopard 8). Orders are set to open in mid-November, with first customer deliveries shortly after.
Both models feature powerful PHEV drivetrains, electrified four-wheel-drive systems, low-range capability, and towing capacities up to 3.5 tonnes — aiming to compete with the likes of Toyota, Ford, and Land Rover, according to car.news.
The Denza B5 and B8 will also stand among the first plug-in hybrid 4WDs in their class, joining competitors like the GWM Tank 500 Hi4-T and Land Rover Defender PHEVs. Meanwhile, Toyota’s ‘Performance Hybrid’ LandCruiser 300 Series is expected in 2026, with the Mercedes-Benz G580 with EQ Technology positioned higher in the market.
