Chinese electric vehicle (EV) giant BYD has officially launched its premium brand DENZA in Thailand, marking a significant expansion into Southeast Asia’s luxury automotive sector.
The brand’s entry underscores BYD’s commitment to the Thai market and aligns with the country’s ambitions to become a regional leader in EV production.
Speaking at the launch, Narit Therdsteerasukdi, Secretary General of Thailand’s Board of Investment, highlighted the strategic importance of DENZA’s debut. “The arrival of DENZA in Thailand represents a milestone for our electric vehicle industry and reflects global confidence in Thailand as an investment destination,” Narit stated. He emphasized that Thailand is committed to fostering a favorable environment for EV manufacturers, reinforcing the government’s support for innovation and sustainable industry growth.
Thailand, a long-established hub for automotive manufacturing and exports, aims to produce 30% of its annual vehicle output as EVs by 2030. The Thai government’s investment promotion initiatives seek to accelerate this transformation, positioning the country as a prime destination for global EV brands. Narit noted that DENZA’s entry will stimulate further development in Thailand’s EV ecosystem and contribute to broader economic growth.
Liu Xueliang, General Manager of BYD’s Asia-Pacific Auto Sales Division, highlighted the company’s robust presence in Thailand. BYD has already sold 56,000 EVs in the Thai market, and DENZA’s introduction marks a critical step forward in its growth strategy. Earlier this year, BYD also opened a manufacturing facility in Thailand, further solidifying its foothold in the region.
“Thailand’s luxury car market is mature, and we believe DENZA, with its blend of luxury and sustainable technology, will resonate with Thai consumers,” Liu said. Positioned as a high-end brand, DENZA aims to capture discerning buyers who seek both performance and eco-conscious choices.
BYD’s international reach has expanded significantly in recent years. The company now sells its EVs in 88 countries and operates production facilities in Brazil, Hungary, Uzbekistan, and other locations. This global expansion underlines BYD’s ambition to lead the global EV industry, with DENZA as a key component in its portfolio for premium markets.
As Thailand transitions toward a greener automotive future, DENZA’s entry signals not only BYD’s long-term commitment but also the Thai government’s drive to foster sustainable industry. With supportive policies and a rising interest in EVs, Thailand stands to become a critical market for luxury electric vehicles in Southeast Asia, and BYD’s DENZA is poised to play a central role in this evolution.
