Daimler and BYD reorganize the joint brand Denza – DRIVE

The seven-seat mid-size SUV Denza X found 3843 buyers in January-October 2021. By the standards of the Chinese market, these are crumbs.

Partners Daimler and BYD have decided what to do with the joint venture BYD Daimler New Technology (BDNT), created in 2010 with equal shares (50:50) and launched in 2012 the electric car brand Denza. Its line was never wide, in fact, one car, Denza 500, was replaced by another (Denza X), which did nothing to increase popularity. Now announced: BDNT will be transformed into a new JV Shenzhen Denza New Energy Automotive or simply Denza. And the shares will change. Only 10% of the capital will remain with Daimler, and 90% of the new company will be owned by BYD.

The Denza X model exists in two versions, purely electric (319,800 yuan, 3.69 million rubles), with a power reserve of 520 km on the NEDC cycle, and as a plug-in hybrid (289,800 yuan, 3.34 million rubles), capable of travel 100 km without starting the engine. Acceleration from zero takes them 4.6 and 4.3 s.

The reorganization will take place in mid-2022 after regulatory approval. Both Daimler and BYD are “confident in the growth potential of the new energy vehicle market in China.” Only Daimler seems to be less interested in the tiny Denza brand. The Germans are enthusiastically developing their own line of EQ electric cars, including localizing them in the Middle Kingdom.

According to unofficial data, BYD is going to create a premium (luxury) brand using the recently introduced e-platform 3.0 platform with a new generation of Blade battery (strengths: durability, safety, fast charging) for new cars.

The X Dream concept can become the prototype of the next Denza. Unless that very luxury brand of Bida turns out to be some other, created from scratch altogether.

BYD is also doing well with electric cars and plug-in hybrids (PHEVs). If you count electric trains and PHEVs in total, then BYD (329,408 plug-ins in the nine months of 2021) is now the second brand in the world after Tesla. However, a separate brand (Denza), already known in the market, may come in handy when BYD conceives a premium sub-brand. It is possible that the redistribution of shares and reorganization is preparation for such a changed positioning of Denza. In the meantime, the partners have officially announced: in 2022, Denza will introduce new models to the Chinese market and will look for opportunities for further growth.


Source: DRIVE.RU by www.drive.ru.

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