BYD’s Denza brand building to start with sport sponsorship

Getting front and centre of local sports fans will be key for Denza as the BYD sub-brand begins building awareness.

Denza Australia is looking into a sports sponsorship deal to build brand awareness as it looks to gain a foothold in the Australian market against other premium brands like Genesis and Lexus.

Speaking to Drive, Denza Australia and New Zealand boss Mark Harland said having a presence in a sport speaks to the customer base the BYD sub-brand is trying to target with its B5 and B8 off-road SUVs.

“Australians, as do Kiwis, they love their sport,” Harland said.

“And what I found probably more than any part of the world that I’ve lived in … is people are not just watching sport, they’re playing – they’re swimming, they’re biking, they’re sailing, they’re playing footy on the wee