BYD announced it will launch its premium Denza brand in the UK at this year’s Goodwood Festival of Speed from July 9-12.
The Chinese electric vehicle giant will showcase three Denza models – the Z9 GT shooting brake, Bao 5 off-roader, and the electric-only D9 MPV. BYD will also display a selection of its own models alongside the fully-electric Yangwang U9 Xtreme, which set the Nürburgring record for the world’s fastest electric car last year.
Record-Breaking Display Setup
The brands will occupy a massive 2,016 square meter setup next to the event’s main pedestrian bridge.
The structure includes passenger rides in the BYD Shark 6 pickup and the Denza Bao 5. Visitors can also browse a merchandising store and explore a “Tech Zone” highlighting BYD’s automotive technology advances.
The Tech Zone features live demonstrations of BYD’s vehicle-to-grid system, DM-i plug-in hybrid technology, and its ultra-rapid Flash charging capabilities.
Five-Minute Charging Technology
BYD’s Flash charging technology can charge cars with its new Blade Battery 2.0 from 10 to 70% in just five minutes – that’s equivalent to 220 miles of range. The system delivers charging speeds up to 1.5 megawatts.
BYD confirmed in March it will install a network of 300 Flash chargers across the UK before the end of the year.
The company’s also bringing interactive AI experiences for younger visitors, driving simulators, and robotic dogs to the festival.
“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,” said BYD executive vice president Stella Li.
Li emphasized that the record-breaking stand aligns their brands with Goodwood’s automotive heritage while providing a platform for a global model debut.
Festival Organizers Welcome BYD
The Duke of Richmond, who founded the Festival of Speed in 1993, praised BYD’s commitment to the event.
“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,” he said.
The Duke noted that while hundreds of thousands attend the West Sussex event, the Festival of Speed reaches a truly international audience – making it ideal for BYD Group’s launch strategy.
The Denza brand launched in Europe earlier this year with its Z9 GT. The premium brand has secured high-profile ambassadors including former James Bond actor Daniel Craig and 11-time Formula 1 Grand Prix winner Felipe Massa.
