BYD’s Denza Challenges Luxury EV Market with N9 SUV
China’s leading electric vehicle (EV) manufacturer, BYD, has launched its most expensive model yet under its Denza brand, signaling its intent to compete with luxury automotive giants BMW and Mercedes-Benz in the premium EV segment. The new SUV, dubbed the Denza N9, hit the market on March 22, 2025, underscoring BYD’s ambitions to expand its product line and customer base in the increasingly competitive global EV market.
The Denza brand’s new N9 SUV.
The plug-in hybrid and pure-battery versions of the six-seat SUV will retail between 389,800 yuan (US$60,860) and 449,800 yuan. The Denza N9 is equipped with BYD’s self-developed God’s Eye autonomous driving systems and is designed to support on-vehicle drone systems, features first introduced in February. The introduction of the N9 marks a significant step for BYD, as it vies for a larger share of the luxury EV market within the world’s largest automotive market.
At the launch, BYD chairman and founder Wang Chuanfu stated, “We hope to prove to the world that China cannot only produce good cars, but also gain a foothold in the luxury market.”
A Denza booth in Beijing.
The release of the N9 is poised to intensify competition in the Chinese luxury EV market, where brands like Li Auto, Zeekr, and the Huawei-backed Aito are already making their mark. The sector is also seeing new entrants, as evidenced by smartphone maker Xiaomi’s recent foray with its SU7 Ultra sedan, which has already demonstrated impressive performance.
BYD’s continued expansion within the EV sector is notable. The company sold approximately 3.84 million plug-in hybrids and pure EVs last year, securing its position as a leader in the segment with nearly 20 percent of the global EV market share. The Denza N9 represents a strategic move to solidify BYD’s presence in the premium EV space and broaden consumer appeal.
