BYD to launch Denza in the UK amidst massive Goodwood Festival of Speed takeover
BYD has confirmed it will officially launch its premium Denza brand in the UK at this year’s Goodwood Festival of Speed, running from July 9-12.
The Denza range on display will the Z9 GT shooting brake, the Bao 5 off-roader, and the electric-only D9 MPV. Alongside the Denza cars, there will also be a selection of BYD-branded models, plus the fully-electric Yangwang U9 Xtreme, which smashed the Nürburgring record for the world’s fastest electric car last year.
Each of the brands will be staged in a record-breaking 2,016 square metre setup, adjacent to the event’s main pedestrian bridge. As well as hosting passenger rides in the BYD Shark 6 pick-up and the Denza Bao 5, the structure will also feature a merchandising store and a “Tech Zone” reflecting BYD’s emphasis on automotive technology.
The Tech Zone will allow visitors to experience live demonstrations of BYD’s vehicle-to-grid (V2G) system, DM-i (Dual Mode Intelligent plug-in Super Hybrid technology) engine, and live demonstrations of its ultra-rapid Flash charging tech.
Announced in March this year, BYD’s Flash charging can top up cars fitted with its new Blade Battery 2.0 from 10 to 70% (the equivalent of 220 miles) in just five minutes thanks to charging speeds of up to 1.5 megawatts. On the back of this, BYD went on to confirm that it will install a network of 300 Flash chargers across the UK before the end of the year.
If that wasn’t enough, BYD will also put on an interactive AI experience for younger visitors, driving simulators, and a pack of robotic dogs.
In the run up to the 33rd running of the UK’s foremost automotive event, BYD’s executive vice president, Stella Li, commented: “The Goodwood Festival of Speed is one of the most exciting dates in the automotive calendar, and we wanted to present our BYD, Denza and Yangwang brands in a way that’s truly fitting for such a prestigious and enjoyable event.
“Our record-breaking stand achieves just this; not only does it align our brands with Goodwood’s rich automotive and motorsport heritage, but it is a fabulous stage from which to present the global debut of an all-new model, as well as the breadth, appeal and technology of the BYD Group.”
The Duke of Richmond, who founded the Festival of Speed in 1993, was equally as enthusiastic as Li, and added: “We are very much looking forward to welcoming BYD Group back to Goodwood Festival of Speed as they match our own ambition for the event with such a monumental presence.
“The Festival of Speed has always been the place to see the very latest cars and automotive technology, and we’re delighted that BYD, Denza and Yangwang will be showcasing a series of global and European debuts.
“While we welcome hundreds of thousands of fans to the event in West Sussex, the Festival of Speed has a truly international audience, making it the perfect choice for BYD Group to launch their cars and share their story.”
The Denza brand launched in Europe earlier this year with its Z9 GT, and has attracted an A-list roster of brand ambassadors, including former James Bond actor, Daniel Craig, and 11-time Formula 1 Grand Prix winner, Felipe Massa.
