BYD Luxury Brand Denza Opens First Mexico Dealership

BYD’s luxury division, Denza, has officially entered the Mexican market with the opening of its first dealership in Monterrey, Nuevo Leon. The initial portfolio includes three vehicles: two hybrid SUVs and a hybrid sedan, with one model already available for sale. Jorge Vallejo, CEO, BYD Mexico, said the brand “maintains its independence, its own essence, its own DNA,” emphasizing that Denza will operate separately from BYD’s volume-focused core business.

At launch, Denza will operate with a single distributor in Mexico, with additional dealerships planned for Mexico City and Guadalajara. Roland Galasso, the brand’s official distributor in the country, said he is confident in Denza’s prospects based on his prior experience with BYD. “I already know the product, the technology and the human capital behind it,” he said. Galasso added that around 50 units have been sold in the first month of operations, with deliveries reaching markets such as Los Cabos and Cancun, despite the brand’s limited physical footprint.

The first model available is the B5, a plug-in hybrid SUV measuring 4,890 mm in length, 1,970 mm in width and 1,920 mm in height, with a 2,700 mm wheelbase. The vehicle combines two electric motors with an internal combustion engine to deliver up to 700 horsepower and accelerates from 0 to 100 km/h in 4.8 seconds. It offers an electric-only range of up to 125 kilometers and features 11 driving modes. Pricing for the B5 starts at MX$1.3 million (US$70,000).

Denza’s next planned launches include the B8, a larger plug-in hybrid SUV, and the Z9 GT hybrid sedan. The Z9 GT is positioned as the brand’s flagship model and is aimed at competing with luxury sedans such as the Porsche Taycan and Panamera. Galasso said the company is also preparing a lower-entry model to round out the initial lineup and is projecting sales of approximately 200 units per month across all models. “Although it is a luxury brand, it offers this technology with higher quality at a more competitive price. That is the key to success,” he said.

Denza’s launch strategy in Mexico reflects BYD’s effort to clearly separate its luxury and mass-market segments. The brand’s focus on hybrid and plug-in hybrid technology targets the premium market, while its measured dealership expansion aligns with a niche, high-end positioning. Vallejo said future openings “will be very strategic in the markets where we must be”. 

The launch comes as Mexico prepares to impose new import tariffs ranging from 5% to 50% on goods from countries without free trade agreements, including China, starting in January 2026. According to a decree published in the Official Gazette of the Federation (DOF), the measure will cover more than 1,000 tariff lines and is expected to affect both consumer goods and industrial inputs, with auto parts facing the highest rates.