China's BYD seeks to redefine luxury for the EV generation

Sidney Crosby shares Donair with teammates #donair #hockey #sports #halifaxBEIJING - Chinese EV maker BYD will showcase its premium brand's first sedan at the Beijing auto show from Thursday, in a challenge to the likes of Germany's Mercedes-Benz which three years ago pulled out of the brand's development citing slow sales.

Denza's success is central to BYD's goal of being a global major rivalling long-time leaders such as Toyota and Volkswagen with a stable of brands at different price points, shedding its image as a low-cost automaker. Early Chinese attempts, such as 2003 sports car Beauty Leopard from Geely Automobile, struggled to sell. BYD hoped to fare better under the halo of Mercedes-Benz.

Last year, BYD added ultra luxury brand Yangwang to its stable with an SUV and sports car priced over 1 million yuan. It also launched off-road brand Fangchengbao with the first model priced above 289,800 yuan to rival Jeep, Jaguar Land Rover and Toyota's Land Cruiser. A selling point of the Denza Z9GT is having the smallest turning circle of any other vehicle, which is useful when driving on narrow streets and in confined parking lots. Yangwang cars can float should an accident leave them in a body of water.

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