Will BYD launch its Denza sub-brand in South Africa? A flurry of trademark applications suggests this Chinese marque may well be planned for local roads…
BYD Auto has filed trademark applications in South Africa not only for the “Denza” logo but also for as many as 7 separate model nameplates, suggesting the Chinese firm’s sub-brand may well be on the cards for a local introduction.
As a reminder, Denza traces its roots back to 2010, when it was founded as a joint venture between BYD Auto and Daimler AG (which we know today as the Mercedes-Benz Group). In September 2024, however, the German group transferred the last of its stake in the venture to BYD, with Denza thus becoming a wholly owned subsidiary of the Chinese giant.
With the Denza marque recently confirmed for fellow right-hand-drive market Australia, we set about digging for evidence that the brand may come to Mzansi, too. We soon found that BYD applied to trademark the “Denza” logo in SA in June 2024, less than a month after filing to protect the “Denza B5” and “Denza B8” nameplates.
The B5 is thought to be the export version of the Boa 5, a plug-in hybrid SUV sold in China under the Fang Cheng Boa brand. This 5-seater SUV – which measures 4 890 mm from nose to tail, making it 130 mm longer than a GWM Tank 300 – seemingly employs the same ladder-frame platform as the BYD Shark 6, though its hybrid powertrain (likewise based on a 1.5-litre turbopetrol unit) has been upgraded to generate a whopping 505 kW.
For the record, Fang Cheng Boa is another of BYD’s sub-brands. Incidentally, BYD Auto filed to protect the “Fang Cheng Boa” name in South Africa in August 2023, after doing the same with “Yangwang” – its 3rd sub-brand – approximately a month prior.
The B8, then, is likely to be a rebranded Boa 8, with the latter taking the form of a plug-in hybrid SUV available in China with up to 7 seats. This model – which at 5 195 mm is 117 mm longer than the GWM Tank 500 – features a body-on-frame configuration but employs a plug-in hybrid powertrain built around a turbocharged 2.0-litre petrol engine and churning out up to 550 kW.
Furthermore, in November 2024, BYD applied to trademark “Denza D9” (a people mover), “Denza N9” (a full-size unibody SUV) and “Denza Z9” (a 4-door sedan) in South Africa, with all 3 available in fully electric and plug-in hybrid forms overseas. Finally, in December 2024, trademark filings were made for “Denza D9L” (presumably a long-wheelbase version of the D9) and “Denza Z9 GT” (a low-slung, shooting-brake version of the Z9 sedan).
Of course, as we always point out in such instances, trademark applications are by no means guarantees the automaker will use the badges in question. But these filings are an indication that the Shenzhen-based automaker is at least considering expanding its local line-up beyond the BYD core brand. More info as we have it…
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