India’s small but higher-margin luxury vehicle segment is drawing more global competition as automakers chase affluent buyers. BYD is expanding its premium push in the country with two Denza electric models while facing continued import tariff and investment constraints.
Highlights
- BYD launched its Denza luxury brand in India with the D9 SUV priced at $95,600 and Z9 GT at $166,600, challenging Mercedes and Toyota.
- Luxury vehicles make up just over 1% of India's projected 4.4 million passenger car sales for 2025 due to high tariffs and import restrictions.
- BYD continues to import vehicles into India from China, facing tariffs up to 100% amid strict investment rules, while pursuing profitability in the premium EV segment.
Denza entry targets premium EV buyers
As reported by Reuters, Chinese automaker BYD launched its luxury brand Denza in India on Friday, adding a new challenger to a segment led by brands such as Mercedes-Benz and Toyota Motor.BYD introduced two Denza models, the seven-seater electric SUV D9 and the Z9 GT, a four-door performance EV. The D9 is priced at $95,600 and is set to compete with the Mercedes V-Class and Toyota Vellfire, while the Z9 GT is priced at $166,600.
Rajeev Chauhan, senior vice president at BYD India, said in a statement after the launch that the brand marks an important step toward meeting growing demand for distinctive luxury mobility experiences. BYD launched Denza in Europe earlier this year as it seeks to strengthen its premium image and improve profitability, and it is now turning to India for the same strategy.
Luxury segment offers margins despite barriers
India is the world’s third-largest car market, but luxury vehicles still account for just over 1% of the country’s total passenger car sales of 4.4 million units in 2025. The segment remains limited largely because luxury models are mostly imported and face high tariffs, though higher margins and lower competition are making it more attractive to automakers.Mercedes, the largest seller of luxury cars in India, reported record revenue in the country in 2025, helped by strong demand for high-end models priced above $159,000. Hyundai, which entered India more than two decades ago, is also preparing to launch its Genesis luxury brand in the country next year.
BYD already sells mass-market and premium passenger vehicles in India, but the company continues to import cars from China because India’s stricter investment rules for countries sharing its land border have limited its ability to bring capital into the country to build a factory. Those imports are subject to tariffs of up to 100%.
Earlier, we reported on DAX buying momentum as the index held above key moving averages despite overbought signals.
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