Mercedes-Benz parent Daimler AG and China-based BYD will name the battery-electric vehicle brand they're building together Denza.
Shenzhen BYD Daimler New Technology Co. Ltd. (BDNT) will show a concept Denza EV at the Auto China 2012 trade show in Beijing later this month. The 50-50 joint-venture, which was formed in May 2010 and which said last October that it would unveil the EV this April, will start production of the EV next year. Last October, the Chinese patent bureau leaked images of the EV, which will likely be based on the Mercedes-Benz B-Class platform.
The name Denza stems from the Chinese characters that mean a combination of "rising power" and "momentum."
Daimler and BYD are looking to capitalize on a China EV market expected to surge during the next few years. Green technology firm Pike Research said in a report last year that China will account for more than 550,000 EV sales in 2015, up from about 30,000 in 2010, and the country will overtake Japan as the largest battery-electric vehicle maker in the Asia-Pacific region.
New all-electric vehicle developed in China, for the Chinese market
With brand name 'DENZA' Chinese associate modern, clean technology, rising power and forward momentum
Flowing blue logo represents eco-friendliness and joint support of two partners
Show car concept model will make an appearance at Auto China 2012
The new DENZA brand for the 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 successful cooperation between Daimler and BYD. Following the BDNT joint venture contract signing in May 2010 and granting of the China business license in March 2011, development has been progressing on schedule.
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 DENZA aims to be ahead in the New Energy Vehicle industry. DENZA is also a distinctive name in the English language with no prior associations.
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 partners providing mutual support for the joint venture, as well as for the environment.
The first public appearance of the DENZA concept car will be at Auto China in Beijing in April, with first production planned in 2013. 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.
In 2010, Daimler and BYD signed the contract for a 50:50 research and technology joint venture called "Shenzhen BYD Daimler New Technology Co. Ltd," (BDNT) that will develop an electric vehicle in and for China. End of February 2011 BDNT received its business license from Chinese authorities - just a few months after signing the JV contract. The vehicle will be marketed under the new DENZA brand jointly created and owned by the joint venture company BDNT.
Electric vehicles are especially well-suited for urban driving. With its many metropolitan areas, China has the potential to be among the world's largest markets for zero-emission vehicles. Daimler and BYD are determined not only to participate in this growth of electric mobility in China but to accelerate it even further with their BDNT Joint Venture.