<div id="readability-page-1"><div>Guangzhou — BYD on Monday (May 18) launched an upgraded version of its flagship SUV under the Denza brand at a five per cent higher starting price as China's largest electric vehicle maker shifts away from its low-cost image and enhances profitability.Li Hui, general manager of the Denza brand, said during an event attended by car owners and social media influencers in Guangzhou that the revamped model offers over 100 upgrades, including extended battery range and a fast-charging capability that BYD had previously described as setting &#34;an industry benchmark&#34;.The new version of the Denza N9 plug-in hybrid SUV will start at 409,800 yuan ($$77,118), up from the 389,900-yuan base price of its predecessor launched 14 months ago.Including Denza, &#34;China's new energy luxury brands have firmly positioned themselves at the centre of the global luxury market&#34;, Li said, adding that 70 per cent of Denza D9 buyers were former owners of BMW, Mercedes-Benz, or Audi vehicles in China.Chinese automakers are gaining market share in the premium segment of the world's largest car market, driven by technology advancements that affluent Chinese consumers increasingly favour over German-engineered alternatives.Originally a 50-50 joint venture between BYD and Mercedes-Benz, BYD gained full ownership of the Denza brand after Mercedes-Benz gradually scaled back and exited the partnership in 2024 when the brand's sales were largely boosted by the D9 multipurpose vehicle (MPV), a competitor to Toyota's Alphard.The MPV remains Denza's best-selling model and accounted for 45 per cent of its total retail sales in China in April, according to data from DCar, an information and trading platform.However, competition from homegrown brands such as Zeekr and Voyah has weighed on sales, with DCar data showing Denza's retail sales in China slumped by 41.5 per cent in the first four months compared to the same period a year earlier.BYD is betting on Denza to grow its high-margin export strategy. The automaker introduced the Denza brand in Europe with a high-profile event at Paris' Palais Garnier in April and enlisted British actor Daniel Craig to promote the brand.</div></div>

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BYD launched an upgraded Denza N9 SUV at a starting price of 409,800 yuan, marking a shift towards a premium market. The new model features over 100 upgrades, including improved battery range and fast-charging capabilities. Denza aims to capture the luxury segment, with 70% of buyers being former owners of high-end brands. Despite a 41.5% drop in sales this year, BYD is focusing on Denza for its export strategy, recently promoting the brand in Europe with actor Daniel Craig.

- BYD launched an upgraded version of its Denza SUV at a starting price of 409,800 yuan ($77,118), marking a shift towards a more profitable image.  
- The new Denza N9 includes over 100 upgrades, such as enhanced battery range and a fast-charging capability, appealing to buyers who previously owned luxury brands like BMW and Mercedes-Benz.  
- Despite facing a 41.5% drop in sales in early 2026, BYD aims to leverage Denza for high-margin exports, recently introducing the brand in Europe during a prominent event.

BYD unveils upgraded flagship Denza SUV to bolster premium market push