Liu Xueliang, BYD Asia Pacific auto sales division general manager, tells us about Denza’s strategy for Singapore during the launch of the all-electric D9 MPV.
Denza, a distinguished luxury electric vehicle (EV) brand under BYD, has officially been launched in Singapore, heralding a new era in luxury electric mobility.
This marks a significant milestone not only for Denza but also for the luxury EV market in Singapore, a country already known for its stringent environmental policies and a fast-growing appetite for sustainable luxury transportation.
The introduction of Denza into Singapore's automotive market is underpinned by a well-articulated strategy that aims to meet the increasing global demands for sustainable luxury vehicles, especially in the premium MPV segment.
The brand's decision to launch in Singapore follows its success in other markets, including Hong Kong and Cambodia, indicating a calculated expansion strategy that leverages existing market conditions and consumer preferences towards luxury and sustainability.
Speaking to Options, Liu Xueliang, BYD Asia Pacific auto sales division general manager and BYD Japan president says, “The development strategy of Denza into new markets is driven by several key factors. The increasing global demand for sustainable luxury electric mobility solutions has been the primary driver for the brand's international growth.”
“Singapore is a critical market in the Asia-Pacific expansion strategy, with its advanced environmental policies and high acceptance of electric vehicles. As of August 2024, BYD's new energy vehicles have become the top-selling electric vehicles in Singapore, gaining widespread recognition among consumers,” adds Liu.
As a premium luxury electric vehicle brand under BYD, Denza meets Singaporean consumers' demand for luxury electric vehicles. Additionally, the premium brand's success in the Chinese market, particularly the strong performance of the Denza D9 model, has laid a solid foundation for the brand's international expansion.
“These factors together have driven us to bring the Denza brand to Singapore,” says Liu.
Along with the brand launch was the unveiling of the Denza D9 in Singapore, a model that promises to redefine luxury mobility with its high-end features and cutting-edge technology.
The Denza D9 is a luxury multi-purpose vehicle (MPV) that has already seen considerable success in China, selling over 200,000 units in just two years.
The D9 boasts a 275kW electric motor and a high-performance blade battery that allows for a range of up to 520km, which makes it suitable for both city commuting and longer journeys up North into Malaysia.
The interior of the Denza D9 sets it apart from the competition. Equipped with Nappa leather seats, retractable tables, a built-in refrigerator and an advanced multimedia system with 14 Dynaudio speakers, it offers an unrivalled luxury experience. Furthermore, the vehicle incorporates intelligent features like zero gravity massage seats and a state-of-the-art touchscreen console, enhancing comfort and convenience for all passengers.
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“As global demand for sustainable transportation rises, there is growing demand from high-end businesses and elite families for luxury new energy MPVs. On the technology front, consumers are increasingly focused on vehicle intelligence, safety, and efficiency, including smart driving systems, in-car entertainment systems and battery technologies,” Liu tells us.
Specifically, Liu shares that the D9 perfectly matches Singapore's high expectations for space, comfort, and safety performance. Its spacious interior, luxurious design and intelligent features, such as the 360-degree panoramic camera and zero-gravity massage seats, offer an ideal solution for both family trips and business needs.
At the same time, the vehicle is equipped with BYD's Blade Battery technology, ensuring excellent range and safety, which aligns perfectly with Singaporean consumers' dual expectations for environmental sustainability and advanced technology.
Denza's market strategy emphasises technological innovation and customer-centric design. The D9 model integrates BYD's latest technological advancements such as the e-Platform 3.0 and the DiSus-C chassis technology, ensuring top-tier performance, safety and stability.
These technological innovations within the Denza D9 are all thanks to BYD’s previous collaboration with Mercedes-Benz. It was from this partnership that the Denza brand was birthed, combining Mercedes-Benz's deep expertise in luxury cars and BYD’s innovation in new energy vehicle technology.
“The brand, following its refresh, continues to inherit this luxury lineage – combining Mercedes-Benz's design aesthetics and luxury with BYD's globally leading battery technology and electric platform. This synergy has made Denza a distinctive brand in the luxury electric vehicle market,” adds Liu.
On the sustainability front, Denza aligns seamlessly with BYD’s broader sustainability goals, emphasising eco-friendly materials and energy-efficient processes. The brand's global strategy involves expanding its presence in the Asia-Pacific and exploring new markets, continuously innovating to meet diverse consumer demands across different regions.
Liu emphasises the importance of sustainability. “Regarding sustainability, the environmental benefits of new energy and a brand's commitment to sustainability are becoming key factors in purchasing decisions. Denza meets the needs of luxury car consumers through these advanced technologies and a strong commitment to sustainability,” he says.
To solidify its presence in Singapore, Denza has partnered with local firms like Vantage Automotive Limited (pictured above extreme left is Anthony Teo, managing director Vantage Auomotive Limited) and Harmony New Energy Auto Service (pictured above extreme right is Melvin Lee, General Manager, Harmony Auto Singapore), which will handle the brand's sales and after-sales services. These partnerships are strategic, and leverage on local expertise to enhance customer service and deepen market penetration.
“We highly value our partnerships with local partners and look forward to bringing the Denza brand to the Singapore market through collaboration with the most capable partners. Our partners must possess deep industry experience, extensive customer resources, and a strong understanding of the luxury electric vehicle market,” says Liu.
Even with its trusted dealership partners to support the brand’s sales, Liu is aware of the intense competition within the luxury EV market today. “One of the major challenges Denza faces in the competitive luxury EV market is distinguishing itself in a crowded field of established brands. To overcome this, we are positioning Denza as a leader in innovation and customer experience, focusing on unique design elements, superior technology, and responsive customer service to create a compelling brand identity,” he says.
To stay competitive in the MPV segment, Denza will be focusing on delivering exceptional value through innovative features, superior quality, and strong after-sales support.
“By analysing market trends and consumer preferences, we aim to differentiate our offerings from our competitors. One key achievement to highlight is how the Denza team has sold over 200,000 units of the D9 model in China since its debut in 2022. It was the best-selling model in the country for the first half of 2024,” adds Liu.
Looking forward, Denza plans to introduce more electric models tailored to various consumer needs, further enhancing its portfolio and reinforcing its position in the luxury electric vehicle market. With its innovative approach and commitment to sustainability, Denza is poised to become a key player in the global transition towards greener, more luxurious mobility solutions.
“In the coming years, we plan to introduce more electric vehicle models that meet market demands, fulfilling the expectations of different consumers for new energy vehicles. The Asia-Pacific region is one of our key markets, and Denza will continue to innovate here, offering consumers more high-quality new energy mobility options,” shares Liu, while encouraging those interested in the Denza brand to watch out for new models that will be introduced to the market in the near future.
The launch of Denza in Singapore is not just the introduction of a new luxury vehicle, but a bold statement in the evolution of the luxury mobility sector that reflects a harmonious blend of sophistication, technology and environmental stewardship.
As the world moves towards a more sustainable future, Denza's entry into the Singapore market represents a significant step forward in achieving global sustainability goals and redefining what luxury mobility can be.
