Chinese technology company and automaker Build your Dreams (BYD) has a new weapon for market penetration outside China. BYD at the Denza media day Malaysia and Indonesia event, Redefining intelligent Elegance at BYD’s Shenzen office, announced the debut of their sub-brand premium car for the Indonesian and Malaysian markets in the first quarter of 2025, the Denza.
“BY will officially launch BYD’s sub-brand, Denza, in the Indonesian and Malaysian markets in the first quarter of next year,” said General Manager Ofbyd Asia-PacificAuto Sales Division LiuXueliang, Tuesday (26/11/2024).
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Liun said through Denza, BYD has prepared a variety of models for these two markets. BYD hopes that the Denza brand can soon become a breath of fresh air in Malaysia and Indonesia and create a new history.
Of course this will indeed be history, the Denza Sub-brand is like Lexus at Toyota, how car companies create new identities or brands showing the other side of their top segment. So far, BYD cars have been strong with their technology and innovation images that only entered the Indonesian market in early 2024. With Denza will further strengthen the image of technology and innovation mated with premium and luxury products.
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BYD’s achievement can certainly make other premium car competitors in the world and Indonesia can be shaken because Chinese car manufacturers such as BYD have competitive prices in the market. What BYD is doing is reminiscent of China’s car penetration forecasts from a decade ago.
The famous American Media, The Wall Street Journal, made a review in early May 2017 about the potential power and new rush of Chinese cars with all their innovations and production capabilities. This signal is certainly very reasonable, seven years before the anniversary, BYD had already made a strategic move to give birth to Denza, their premium car.
BYD, in 2010 collaborated to form a joint venture with Mercedes-Benz. Two years later, after establishing a joint company, BYD released its new car brand called Denza.
Denza was founded as a 50-50 percent collaboration between BYD’s advanced technology and the luxury tradition of Mercedes-Benz, resulting in a more premium brand with a higher level.
In 2021, BYD once again restructured its shareholding and acquired a 90% stake. In 2022, the Denza name became even more famous when Denza premium MPV models similar to Alphard, the D9, were released, which had Plug-in Hybrid Electric Vehicle (PHEV)and full elctric models. The Denza model D9 brand is certain to enter Indonesia in early 2025, as BYD’s premium car debut in the premium segment.
“The D9 Model, the first model from Denza that will be present in Indonesia,” said BYD Motor Indonesia President Director Eagle Zhao, who also serves as BYD’s Managing Director for Malaysia, on the sidelines of a Test Drive of Denza models in The Sun Bay Area, Shenzhen, Tuesday (26/11/2024).
Eagle ensures that with the presence of Denza as a premium car player in Indonesia, he wants to give a message that, there is a new definition for premium vehicles, especially in the electric car or EV segment.
The new definition is in addition to offering technology and innovation in vehicles, also the luxury of cars with a high level of security. However, BYD, which turns 30 on November 18, 2024, wants to provide premium vehicles to consumers in Indonesia that are much more competitive than their competitors. So the notion that electric cars as something that is difficult to reach, and scary, so the thing that is indisputable.
Denza, New Car BYD competitor Alphard priced below USD 1 M. (CNBC Indonesia/Suhendra)photo: Denza, BYD competitor Alphard’s new car priced below Rp 1 M. (CNBC Indonesia / Suhendra)
Denza, New Car BYD competitor Alphard priced below USD 1 M. (CNBC Indonesia / Suhendra)
“Yes I say yes, that Denza will be more competitive in price,” Eagle said.
Of course, this is very interesting, because during a visit to one of Denza’s dealers in Shenzhen, Tuesday (26/11/2024), Ding Demau, a product specialist from Denza at the dealer, said the price of the Denza D9 premium MPV at his Shenzhen China dealer for the D9 full electric model was priced from 379,000 Yuan/Remimbi or around Rp 833 million, while for the hybrid or PHEP model, it was cheaper, starting from 339,000 remimbi or around Rp 745 million. “It’s the best-selling hybrid model here,” Demau said.
As an illustration, the New Alphard 2.5 Hybrid CVT in the Indonesian market is sold at around Rp 1.7 billion. Of course, if BYD and Denza can offer prices below Rp 1 billion, of course this will be a new definition for premium cars in the Indonesian market. Denza is strong with image, technology, innovation, and high security, will be more complete with competitive prices. We look forward to the arrival of Denza in early 2025 in the Indonesian market.