China’s biggest electric vehicle (EV) maker BYD launched its most expensive model under its Denza brand to challenge BMW and Mercedes-Benz in the luxury segment as competition in the world’s largest auto market intensifies.
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The Denza unit on Friday unveiled the six-seat SUV called Denza N9, priced at 389,800 (US$60,860) to 449,800 yuan, which is available in plug-in hybrid and pure-battery versions. Denza also sells D9 MPV, which was rolled out in 2022 and priced from 339,800 yuan.
The SUV will be equipped with BYD’s self-developed God’s Eye autonomous driving systems and can also support on-vehicle drone systems, both of which were first introduced in February, the company said at its headquarters in Shenzhen.
“We hope to prove to the world that China cannot only produce good cars, but also gain a foothold in the luxury market,” chairman and founder Wang Chuanfu said.
The N9 underscored BYD’s ambitions to build premium EVs and expand its product line and customer base. The EV maker sold about 3.84 million plug-in hybrids and pure EVs last year, making it the king of the segment with about 20 per cent share of the global EV market.
The N9 could also heighten competition in mainland China’s luxury EV market with Li Auto, Zeekr, and Huawei-backed EV brand Aito. Smartphone maker Xiaomi also entered the segment with its SU7 Ultra, a four-door sedan that outran the Porsche Taycan Turbo GT over one lap at the Shanghai International Circuit and priced at nearly a quarter of the German car.