BYD's Yangwang Brand Set to Disrupt European Luxury EV Market






Chinese automotive giant BYD is preparing to launch its ultra-luxury electric vehicle division, Yangwang, into the competitive European market. This strategic move follows the introduction of BYD's Denza brand earlier this year and signifies a bold step into the continent's most exclusive automotive tier, aiming to compete directly with established luxury marques such as Ferrari and Porsche.
Yangwang, known for its cutting-edge technology and high-performance electric vehicles, has been available in China for approximately two and a half years. The brand's expansion into Europe was recently confirmed by Stella Li, BYD's Vice President, in an interview with Autocar, indicating a clear intention to broaden its global footprint in the luxury EV sector.
The Yangwang brand made its debut in January 2023, with its first model, the U8, hitting the market in September of the same year. The U8 is an extended-range electric SUV, delivering over 1,100 horsepower. It is equipped with unique functionalities such as a 'float mode' for aquatic navigation and 'tank turns,' showcasing advanced engineering and robust off-road capabilities that surpass conventional SUVs.
Following the U8, BYD unveiled the Yangwang U9 electric supercar in February 2024. This high-performance vehicle boasts nearly 1,300 horsepower from four electric motors, enabling it to accelerate from 0 to 62 mph in a mere 2.36 seconds. The U9 also features BYD's innovative DiSus-X body control system, allowing for dynamic movements like jumping and dancing, underscoring its technological prowess and unique appeal. Both the U8 and U9 are slated for sale in Europe, with starting prices in China at 1,098,000 RMB (approximately $150,000) and 1,680,000 RMB (approximately $230,000), respectively. Although European pricing is expected to be higher due to additional tariffs and export costs, these models are set to challenge the status quo in the luxury segment.
Further expanding its European portfolio, Yangwang plans to introduce additional models, including the U7, an ultra-luxury electric sedan. Deliveries of the U7 commenced in China last month, with prices starting at 628,000 RMB (around $87,000) for the standard version and 708,000 RMB (approximately $98,500) for the four-seater variant. These competitive price points, especially when compared to traditional luxury sports cars, position Yangwang as a compelling new entrant in the premium electric vehicle market.
The arrival of Yangwang marks a significant milestone as BYD becomes the first Chinese automaker to penetrate Europe's elite luxury automotive sector. This strategic entry not only highlights BYD's growing influence in the global automotive industry but also signals a shift towards more diverse and technologically advanced options in the ultra-luxury electric vehicle segment, potentially reshaping consumer expectations and competitive dynamics.