A BYD hurricane in Munich

Between the official presentation of its new Seal and Dolphin models, and the launch of its Premium brand Denza, BYD makes a mark at the IAA Mobility.

In addition to being the most lively and welcoming space at the show according to general opinion, the BYD booth is one of the most comprehensive, featuring the full range of models offered by the Chinese manufacturer. Atto 3, Tang, and Han are now supported by the two latest models, Seal and Dolphin.

Five models, now all marketed in Europe, might be enough to ensure an impressive display, but BYD doesn’t stop there and has also unveiled Seal U (U for Utility), which can be considered the SUV version of the Seal sedan, similar to what Tesla did with Model 3 and Model Y. The BYD Seal U will be launched in the first half of 2024, perhaps at the same time as the new “Juniper” variant of the Tesla Model Y, who knows… As you’ve guessed, don’t look any further for BYD’s target rival: it is American and led by Elon Musk.

In addition to these models, a behemoth measuring 5.25 meters long stands alone at a section of the booth dedicated to the new Denza brand. Just like Lexus for Toyota, Acura for Honda, and Infiniti for Nissan, Denza aims to be BYD’s premium brand, following an imported Japanese business model, as you may have guessed. In France, DS for Citroën perfectly illustrates this brand philosophy.

Surely, this Denza D9 will never be a best-seller in Europe. However, it could bring joy to some limousine companies or VIP service providers at large hotels, as its finishes and comfort match the best available in Europe… and everywhere else! A fine showcase for a manufacturer that understands that prices are a lead-in tool for consumers, but quality will always be the ultimate trigger for purchase. As the only manufacturer in the Top 10 worldwide to offer an exclusively electric range, BYD became in 2023 the 5th largest car manufacturer globally, with a 4.7% market share and nearly 3 million vehicles sold annually, including 274,386 in just August. While Aiways or Vinfest, to name a few, have so far failed to establish a foothold outside China, BYD has pursued its strategy carefully and will certainly be well integrated into the European landscape soon enough.

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