Chinese assault on German premium: Denza opens its first standalone Hamburg showroom

BYD's premium brand Denza has launched its first standalone showroom in Germany, a 280-square-meter space in central Hamburg featuring the Z9GT and D9.

Chinese carmaker BYD is stepping up its push into the European premium segment. Its Denza brand has opened its first exclusive showroom in Germany — in central Hamburg, on Grosser Burstah. Across 280 square meters, visitors can explore the brand’s first models and book a test drive.

On display for the German debut are the Grand Tourer Denza Z9GT and the premium Denza D9 minivan. In its top specification, the Z9GT delivers up to 1,156 hp, while the D9 targets buyers looking for a spacious, upmarket family or executive vehicle. For Denza, this is more than a shop window: the company is building a dedicated premium environment from the start rather than selling cars only through existing BYD dealerships.

Cologne and Frankfurt are next in line in Germany. By the end of 2026, BYD plans to expand the German Denza network to around 40 sales points and at least 80 service locations. By the end of 2027, the Denza lineup in Germany should grow to eight models — from crossovers to a sports car.