Chinese automotive brand BYD just recently shared its 2025 yearend sales figure in an official release to the media, which basically confirmed what most of us already suspected: That the marque’s performance here was enough to land it a top-five slot. Moving 26,122 units last year actually enabled the ACMobility-distributed marque to elbow Suzuki Philippines (which sold 21,984 per Chamber of Automotive Manufacturers of the Philippines, Inc./Truck Manufacturers Association data) out of third place.
Thus, it’s easy to understand if BYD is flush with confidence about the Philippines right now – so confident, in fact, that it’s bringing in upmarket marque Denza. Initially a joint venture with Daimler AG when it was first introduced in May 2010, BYD eventually took increasing control of the brand, culminating in full ownership by September 2024. This is the same year Denza began the exportation of its cars overseas. Notably, vehicles of other premium BYD brands Yangwang and Fangchengbao are rebranded into Denza for this purpose.
In a prepared statement, BYD Asia-Pacific Auto Sales Division General Manager Liu Xueliang said, “Across (the region), we’ve seen strong momentum for Denza as more markets embrace premium new energy vehicles. That experience gives us confidence in the Philippines, where consumers are increasingly sophisticated and ready to engage with a brand that combines intelligent technology with refined design and comfort.”
Speaking through a translator to dealer partners and media at the soon-to-fully-open Denza Makati dealership on Chino Roces Avenue, Xueliang shared, “Many people ask me why the EV industry has been growing so fast in the Philippines.” The executive maintained that in the Southeast Asian region, no one could have predicted the speed by which the Philippines has begun to adopt electrified mobility. That’s why Denza’s entry as a “premium, high-tech,” and electrified auto brand – to be formally launched on February 27 – makes sense to BYD leadership,
“The Philippine market is advancing rapidly and is ready for a new expression of premium. Our responsibility as brand leaders is to introduce Denza in a way that reflects local expectations while staying true to its global standards,” maintained BYD and Denza Philippines Country Head Adam Hu.
He added, “We hope that more Filipino consumers will understand, know, and love BYD as a brand. Since its founding, Denza has focused on maturing… the sustainability in the new energy vehicle sector. To meet the diverse needs of the Philippine market, we have a full range of the product lineup covering MPVs, SUVs, sedans, and sports cars… high-end new energy vehicle (NEV) solutions for every scenario with differentiated positioning.”
The brand recognized its “initial dealer partners” here, namely, ACMobility (through ACMobility Premium Dealership, Inc.), operating Denza Alabang and Denza Cebu; Harmony New Energy Auto Service (Philippines) Ltd. Corp. for Denza Makati; and E-Vantage for Denza Greenhills.
If you’ve been paying attention, ACMobility, the local exclusive distributor of BYD in the Philippines, is not going to add Denza to the portfolio of brands it directly handles. Rather, BYD itself, through BYD Philippines, has a direct hand in both importation and distribution.
Asked by this writer on the timing of Denza’s entry, BYD Singapore, Philippines, and Brunei Managing Director James Ng underscored that they believe the success of BYD here is a “very strong foundation (upon which) to introduce Denza,” and that company leadership is counting on the strong reputation BYD already has for its technology and innovation.
“We’re not here to compete,” joined Xueliang, and said what they want is for Filipinos to experience a diversified product NEV lineup from the mass to premium markets through both BYD and Denza. “The best tech must be enjoyed by more people. This is why we’re bringing in so many vehicles to the Philippines… (Through Denza) we want to make the luxury market enjoy and feel our NEVs.”
Addressing our question on how they expect to challenge the premium legacy brands already here, Xueliang insisted that there are (relatively) fewer new energy vehicle solutions in the premium segment, something that Denza endeavors to fill. “(Additionally), we aim to break the traditional luxury car (mold).”
Adam Hu announced the “key models” slated for initial release. The Denza D9 is positioned as a “benchmark household and commercial MPV that balances comfort and practicality.” Two SUVs will also be sold, the Denza B5 and B8, “for consumers who pursue outdoor adventures, fun and high-end quality… (combining) strong off-road performance with luxurious intent.”
While Denza Philippines hasn’t given the official indicative pricing on these forthcoming releases, Wheels got the following from a well-placed source: The D9 is expected to be priced at around P4.5 million, the B5 at P3.8 million, and the B8 at P5 million and P5.4 million for its two variants.
We’ll soon see how the market reacts to this new entry from a challenger brand that has proven to be a recent hit.
