BYD establishes Milan design center to challenge European luxury brands

BYD is expanding its European presence by establishing a dedicated design center at its new headquarters in Milan, Italy. Wolfgang Egger, BYD’s Global Design Director and former head of design for Audi and Lamborghini, stated that the center will focus on capturing European aesthetic trends and translating them into design concepts for the Denza and BYD brands.

The strategy aims to position Denza, BYD’s premium brand, as a direct competitor to established European luxury manufacturers such as Porsche, Mercedes-Benz, BMW, and Audi. Key upcoming models intended for the European market include the Z9 GT, a rival to the Porsche Panamera, and the Z electric sports car. Other models mentioned for potential localization include the Bao 5, N8, N9, and Z9S.

Egger noted that Milan was selected due to its proximity to major fashion houses and its status as a premier source for high-end and sustainable materials. The Milan hub will also feature bespoke boutiques to offer customers a personalized experience similar to luxury brands like Bentley or Aston Martin, focusing on material quality and customized design options.