BYD is seeking the right design for Europe in Milan

Image: BYD

The Chinese electric vehicle giant BYD is intensifying its activities in Europe by establishing a new design center in Milan. Under the leadership of Wolfgang Egger, who previously held design roles at Audi, Lamborghini, and Alfa Romeo, this facility is set to play a key role in shaping the company’s approach in Europe.

According to Autocar, the new studio serves as a specialized facility for design research. Its goal is to understand European tastes and trends and translate them into concrete design concepts for BYD’s core brand as well as its premium Denza brand. By doing so, the Chinese company aims to ensure that vehicle designs meet local expectations in Europe.

Denza holds special significance as it is the first Chinese volume brand to enter the premium segment in Europe. In an interview with Autocar, Egger emphasized that the design of the models is crucial for competitiveness right in the market. By being based in Milan, the design team aims to stay close to the fashion industry. They seek to establish connections with major fashion houses to facilitate exchanges on trends and materials. Italy is also regarded as an important supplier of high-quality materials such as leather, as well as innovative and recycled materials.

Denza, in particular, relies on technological strength within the BYD group to distinguish itself from established competitors. According to Egger, design, material selection, and customization of electric vehicles are also at the core of this strategy. He sees potential to break through long-standing brand loyalty in Europe through innovative approaches. “We have the best technology for the new era,” said the chief designer. “With innovation and new designs, we can compete with traditional brands.”

The strategy includes not only design but also material selection and vehicle customization. BYD aims to create a platform through its new European center to specifically promote Denza’s unique features and increase the premium brand’s recognition in the region.

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About the author

Thomas Langenbucher is an expert in electromobility with professional experience in the automotive industry and finance sector. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.

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