The new DENZA brand for the all-electric vehicle developed by BYD Daimler New Technology Co. Ltd. (BDNT), the 50:50 joint venture between Daimler and Chinese electric battery and car manufacturer BYD, was formally revealed today in Shenzhen at the "EV – The Future" event.
The DENZA brand launch event is the latest milestone in the remarkable progress of an all-electric vehicle developed in China, for the China market. Following the BDNT joint venture contract signing in May 2010 and granting of the China business license in March 2011, development has been progressing rapidly and on schedule.
"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," stated Ulrich Walker, Chairman & CEO of Daimler Northeast Asia and Chairman of the Board of Directors of BDNT. "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."
"We're very pleased with progress on the development of the new all-electric car, and the DENZA brand really brings it to life," said Mr. Wang Chuanfu, Chairman and President of BYD and Member of the Board of Directors of BDNT. "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. Coupled with Daimler's design of premium autos, know-how in electric vehicle architecture and safety, and 125 years of experience in production processes and quality management setup, DENZA is on the right track to be a leader in the premium EV market in China"
The DENZA name and logo have been carefully crafted to convey very precise themes. Primarily created with a focus on Chinese consumers, the name DENZA derives its strength from profound and positive associations with the Chinese characters 腾势téng shì,which together mean "rising power and momentum". Referring both to the attributes of the car as well as the pace of development that keeps DENZA ahead of the EV field, the word is very evocative from several interesting perspectives.
For English speakers, DENZA is a distinctive name that sounds clean, crisp and sharp, and invokes the leading-edge technology of the car. With no prior associations in the English language, the name has plenty of potential to occupy a very clear space in the minds of an English-speaking audience.
The logo is designed around the flowing form of a central water-drop, supported by two hands. The blue water-drop represents the environmental friendliness of the all-electric vehicle, with blue also signifying advanced technology and a bright future. The curves on either side of the water-drop represent the hands of the two partnersproviding mutual support for the joint venture, as well as for the environment.
The first public appearance of the new brand name and logo will be at Auto China in Beijing in April, where it will be adorning the DENZA show car. The EV concept car is certain to attract a lot of attention from a Chinese audience that is very enthusiastic about the potential for electric mobility.
With rapid economic growth, increased urbanization, an open-minded consumer, and a supportive government,all the elements are in place to mark China as one of the countries with the highest potential for electric vehicle adoption.
With first production planned in 2013, DENZA is set to be a market leader in the premium EV sector in China and fulfill the expectations of the Chinese consumer who is eager for elegant solutions to sustainable mobility.