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Denza confirmed as brand name for Daimler BYD joint venture

Fri, 30 Mar 2012

Denza - the JV brand of BYD and Daimler

The joint venture between Mercedes (Daimler) and BYD in China is to market cars under the Denza brand.

It seems to have taken a very long time for the partnership between Mercedes Benz’ parent company Daimler and China’s BYD to come up with product or even a name. Well, they’ve managed the name although we’re still not too sure what exactly they’ll be flogging.

The Mercedes/BYD joint venture will be sold under the ‘Denza’ brand name, and the first production car – or at least a concept for it – is due to show at the Beijing Motor Show in April.

What exactly the new Denza will be remains to be seen, but at today’s official announcement in Shenzhen by the ‘Shenzhen BYD Daimler New Technology Company Ltd’ it was said that their intention is to focus on the development of premium EVs.

The name Denza is a westernised version of the Chinese Teng Shi (??) which, as far as we can work out, means ‘Power and Momentum’ and the logo is apparently a stylised image of two hands holding water. All very new age.

As you would expect, both BYD and Daimler had their big guns out for the launch. Ulrich Walker, head of Daimler Northeast Asia, said:

Daimler has been visionaries in the development of sustainable mobility. We are at the forefront in China as the first company to form a joint venture for the development of an all-electric vehicle, and we’re continuing our rapid pace forward with this landmark event today.

And Wang Chuan Fu, head of BYD, said:

The exciting new DENZA brand is a highly visible seal of approval for the leading-edge design, technology and personality of the new car which we are convinced will resonate with customers here in China.

The direction Denza are taking in China is a shrewd one with the Chinese Government strongly behind EV growth, even if there’s little long-term future for BEVs. And by teaming up with BYD, perhaps the most innovative and successful EV producer there is, Mercedes should be on to a winner.

We’ll report back at Beijing – if not before – on the new Denza Premium EV

By Cars UK