Daniel Craig, James Bond Star, Endorses Denza to Boost BYD's Premium Brand in Europe

DENZA, BYD’s premium new energy vehicle brand, recently announced that renowned British actor and James Bond star Daniel Craig has been appointed as its global brand ambassador, aiming to enhance its international influence. DENZA was jointly established by BYD and Mercedes-Benz in 2010 and became a wholly owned subsidiary of BYD starting in 2024. The brand focuses on “tech-driven safety and new luxury,” offering a product lineup that includes MPVs, SUVs, sedans, and GT models. In 2025, DENZA achieved sales of 157,134 units, up 24.7% year-over-year, with an average selling price of approximately RMB 361,000. Its flagship MPV, the DENZA D9, accounted for 103,460 units sold, maintaining its position among China’s top-selling MPVs for the third consecutive year and expanding into Southeast Asian markets. Meanwhile, BYD is rapidly expanding in Europe. In 2025, the company registered 187,657 new vehicles in the region—a staggering 268% year-over-year increase—raising its market share in the European Union from 0.4% to 1.2%. Despite a temporary dip in February sales, BYD remains the leader in China’s new energy vehicle market. The partnership with Daniel Craig is expected to accelerate DENZA’s expansion into premium markets such as Europe.