BYD’s Denza is building a “bespoke” dealer network and owner benefits program

BYD’s new premium sister brand, Denzanot only wants to differentiate itself from the parent company through the products it offers, but also through its own dealer network and a customer experience program that can compete with other providers Lexus And genesis.

This is what the operations manager of the new Chinese luxury brand said Daily Sparkz that Denza products won’t simply be plugged into existing BYD showrooms, and Denza has big plans to offer a “segment-leading” customer experience program in the style of premium Toyota and Hyundai brands.

“We will have a very bespoke, specific, standalone dealer network. I would say by the end of the first quarter of 2026 we will have around 15 dealers, the majority of which will be located in all major capital cities in Australia as well as New Zealand,” Denza Australia chief operating officer Mark Harland said.

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“For the most part, they are standalone dealers with a corporate identity that is unique to Denza, with the goal of being at the forefront of the premium class for customer experience. I guess what I’m saying is… (it will be) a very different environment than BYD – it’s really focused on the luxury and premium customer and the technology they’re looking for.”

“We’ve been looking at other brands that are, shall we say, leaders in customer experience and have different VIP programs. We’re looking at those and definitely comparing them. The intent is to give our Denza customers special privileges, partnerships and access to vehicles – certain things that you wouldn’t get as a BYD customer.”

“Some may expect (these things) and others (will be) surprising and delightful things for our Denza customers that, as you know, do not currently exist.”