The premium war goes east: Denza rolls into Italy with heavyweight hybrids

© A. Krivonosov / SPEEDME

Denza, the premium brand within the BYD group, has begun a real push into Italy. The marque's first showroom opened on 21 May 2026 in Bologna, at the Barchetti dealership on Via Agucchi 74, not far from Guglielmo Marconi Airport.

Two models for the European market are on display — the Denza Z9GT and the Denza D9. It is a meaningful step for BYD: the company is entering Europe not only with mass-market EVs, but also with expensive cars meant to take on established premium rivals on technology, power and equipment.

The Denza Z9GT is a low shooting brake measuring 5.18 m. The electric version gets three motors, a 122.5 kWh battery, up to 600 km of WLTP range, a 270 km/h top speed and a 0–100 km/h sprint in 2.7 seconds. The price starts at €116,450, around $136.7k. The Z9GT DM-i hybrid, rated at 775 hp, starts at €102,450 (roughly $120.3k).

The Denza D9 plays in a different segment. It is a seven-seat luxury MPV measuring 5.25 m, offered in Italy only as a DM-i plug-in hybrid with 353 hp. It has all-wheel drive, a 58.5 kWh battery and up to 210 km of electric range. The price starts at €79,950, about $93.9k.

For European brands this is an uncomfortable signal: Chinese makers are no longer arriving only on price, but also through a format in which the old premium has few direct answers. Denza has brought to Italy not a «cheap alternative», but a large, technology-laden showcase product.