BYD targets European luxury market with new Milan design center

BYD is expanding its presence in the European premium automotive market by establishing a dedicated design center in Milan, Italy. The initiative focuses on its Denza brand, which aims to compete directly with luxury manufacturers such as Audi, BMW, and Porsche. Led by design chief Wolfgang Egger, a former Audi design head, the Milan studio employs over 1,200 people and is intended to serve as a laboratory for high-end aesthetics and customization, drawing inspiration from global fashion houses.

Parallel to its design expansion, BYD continues to invest heavily in research and development to enhance vehicle technology. The company utilizes a massive testing complex in Zhengzhou to refine innovations such as FLASH Charging, the Blade battery, and AI-driven driver assistance systems. In the first quarter of 2026 alone, BYD allocated 11.3 billion yuan (approximately 1.464 billion euros) toward R&D, bringing its total historical investment in the sector to over 32.397 billion euros.