Daimler and BYD launch the new Denza battery-car brand, debuting at the Beijing Motor Show.
Hoping to take advantage of China’s potentially huge battery-car market, Daimler will launch the new Denza brand with its Chinese partner, BYD.
A concept car hinting at what’s to come from the 50/50 joint venture will make its appearance, later this month at the 2012 Beijing Motor Show. Production is set to begin in 2013, the partners revealed, adding that the new Denza brand’s slogan will be “EV the Future.”
“We have the ideal partner in Daimler. BYD provides experience in battery technology and e-drive systems, as well as bringing EVs into operation on the streets of China,” said BYD’s president, Wang Chuanfu. “In connection with Daimler’s design of premium autos, know-how in electric vehicle architecture and safety, and more than 125 years of experience in automotive excellence, DENZA is on the right track to become the leader in the New Energy Vehicle market in China.”
While Daimler is already a significant player in the Chinese market, it is looking to Denza to help it target the “affordable” battery car segment, a niche much closer to where BYD already plays.
Short of “Build Your Dreams,” the Chinese maker started out producing lithium-ion batteries and is today one of the world’s largest suppliers of that technology to laptop, cellphone and tablet computer manufacturers. But company founder Chuanfu has been aggressively pushing into the automotive sector with a variety of battery-based models.
His company has suffered a number of setbacks over the last several years and is counting on the partnership with Daimler – as well as a substantial investment by Warren Buffett to rebuild its momentum.
While neither partner is revealing specific details the new Denza concept is expected to use some key driveline components from the existing BYD e6 model, which it claims can get as much as 186 miles range per charge.
Daimler, meanwhile, was reportedly in charge of styling and chassis engineering on the new model.