BYD targets Rolls-Royce: First images of its upcoming electric car, priced at over 250,000 euros, have leaked.
04/10/2026 12:30
Updated to
04/10/2026 12:30
In terms of luxury associated with the automotive world, no one surpasses Rolls-Royce. The British have dominated this premium category for over a century, but now they face a new competitor. This segment is about to welcome another challenger: BYD. New spy photos reveal a new executive sedan developed by Yangwang, BYD’s luxury brand, under the internal codename “HU”.
According to sources close to the project, the model is positioned as a high-quality executive sedan that could cost over 2 million yuan, roughly 260,000 euros at the current exchange rate. If launched under these specifications, it would mark BYD’s entry into a segment that remains very small in China, where a price of 1 million yuan serves as a significant symbolic barrier separating conventional luxury from true luxury.
A front end inspired by the "Ding" design language
Although the test vehicle is highly camouflaged, the images already reveal distinctive features of the Yangwang design family. The front end is expected to adopt a design language inspired by the “Ding” concept, shared with the Yangwang U8, aiming for a more imposing and solemn appearance that matches its status as the brand’s flagship sedan. The profile is long and stylized, and given its role as a luxury executive sedan, it is expected to measure around 5.5 meters in length.
Laser radar on the roof and ultra-fast charging
The spy photos also show a laser radar (LiDAR) unit mounted on the roof, suggesting that the model will likely incorporate BYD’s latest intelligent driving technology. Combined with the Heyuan architecture previously unveiled by the brand and the A3 driving assistance chip, which has not yet entered mass production, this flagship sedan could become a key platform for BYD’s advanced driver assistance technologies.
Another image shows the test vehicle near a BYD Flash Charging fast-charging station, suggesting that the model might be compatible with the company’s latest fast-charging technology. Previously, BYD’s executive vice president, Stella Li, stated that the company plans to launch its first vehicle equipped with a solid-state battery next year. Although BYD has not revealed the specific model, some industry observers expect this future flagship sedan from Yangwang to serve as a showcase for that new generation of batteries.
The rival to beat: the Maextro S800
Currently, China’s first luxury executive sedan priced at one million yuan is the Maextro S800, developed jointly by Huawei and JAC. The model was launched at the end of May 2025 with prices ranging from 708,000 to 1,388,000 yuan, which is approximately 92,040 to 180,440 euros at the exchange rate. From January to August 2026, the Maextro S800 recorded cumulative sales of 7,939 units, maintaining its leading position in China’s luxury sedan segment above 700,000 yuan.
Yangwang also offers a premium lineup consisting of the luxury SUV U8L, the electric supercar U9, and the luxury sedan U7. According to public records, Yangwang sold 482 vehicles in August 2026, including 205 U7 models, 150 U8L units, 83 U8 models, and 44 U9 models. With these still modest figures, the brand is in the early stages of establishing itself in the high-end segment, and it remains to be seen whether this new sedan will enable BYD to secure a real foothold in the ultra-luxury market.
