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Luxury automobile brands Porsche and Mercedes under threat from BYD as their high-end vehicles are set to invade European markets

Premium electric vehicle manufacturer BYD is introducing its high-end brand, Yangwang, in Europe, aiming to rival established premium brands with groundbreaking electric vehicles.

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Luxury vehicles from Porsche and Mercedes under fire - European market braces for attack by BYD
Luxury vehicles from Porsche and Mercedes under fire - European market braces for attack by BYD

Luxury automobile brands Porsche and Mercedes under threat from BYD as their high-end vehicles are set to invade European markets

BYD, the Chinese electric vehicle (EV) giant, is making waves in the automotive industry with its ambitious foray into the European luxury market. The company's new luxury brand, Yangwang, is set to challenge established heavyweights in the premium segment, including Mercedes-Benz, Porsche, and Ferrari.

Stella Li, BYD's Vice President, has confirmed that Yangwang will be brought to Europe. The first models for BYD's assault on the European luxury market are already set, with two standout vehicles - the Yangwang U8 and the Yangwang U9.

The Yangwang U8, one of the vehicles BYD is bringing to Europe, is an oversized plug-in hybrid SUV. This SUV boasts a unique feature: it can swim for up to 30 minutes. Industry insiders expect prices for Yangwang vehicles in Europe to be significantly higher than in China.

The Yangwang U9, on the other hand, is intended to showcase the technological prowess of BYD. This fully electric super sports car is equipped with the self-developed "DiSus-X Intelligent Body Control System." A unique selling point of the U9 is its suspension that can "dance" in time with the music. The U9 is directly targeting the customer base of established luxury brands like Ferrari.

Whether European luxury customers are willing to purchase a Chinese brand like BYD remains uncertain - this is the acid test for BYD's strategy. Investors are staying tuned to see how BYD's ambitious strategy unfolds in the European luxury market.

The Yangwang brand by BYD is planned to enter the European market in 2026. This was reported on July 22-23, 2025, indicating that the luxury brand Yangwang will come to Europe in 2026.

BYD is demonstrating confidence by venturing into all segments of the market, not just the budget-friendly ones. This move into the European luxury market marks a significant step for BYD, as it is the first time a Chinese manufacturer is venturing into the prestigious and lucrative luxury segment of the European market.

As the launch of Yangwang approaches, the automotive industry eagerly awaits to see how BYD will fare in the European luxury market. The Yangwang U9, with its innovative technology and unique features, is poised to make a strong impact. Only time will tell if European luxury customers will embrace this new entrant in the market.

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