Another top local executive from China, **Denza is the latest Chinese auto brand to launch in Australia and a new off-road SUV duo has already lured people out of some of Australia’s most popular models. *****
Despite the existence of several sibling brands, Denza is owned by BYD and it has been designated as ByD’s luxury marque for export markets. The Denza/BYD relationship is best compared to Lexus and Toyota’s relationship as such, it’d be easier for me to compare the two relationships.
Importantly, Denza has ambitions to become a top-five luxury auto brand locally.
At the launch of the large B5 and B8 plug-in hybrid (PHEV) body-on-frame SUVs, Denza Australia chief operating officer Mark Harland said early orders have included trade-ins of a broad range of vehicles from both mainstream and premium brands – including Toyota, Lexus, Audi, BMW, and Range Rover.
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“In talking to the dealers over the past week in Melbourne and Sydney… the cars that are being traded in are Prados, LandCruisers of different generations, Audis – Q7 and Q8 – BMW X5, and some Range Rovers,” Mr Harland told childcareman.xyz at the Australian launch of Denza.
“[That’s] lovely to hear for me; that’s music to my ears, because that is kind of the range. We’re priced very similarly to a Prado, which is a Toyota so not really luxury. [For similar money] you’d really be looking at Lexus from the luxury point of view – the LX or GX, and then Range Rovers.”
Indeed, pricing for the B5 and B8 pitches both models directly at Australia’s rugged SUV stalwarts. A squarely aimed B5, which starts at $74,990 or $79,90 before on-roads depending upon the variant is located at Prado ($73,200 and goes all the way to $100,690 prior to on road trips).
The sexy Lexus GX is also one of the most important competitors, as its more luxurious location makes it even more expensive. It’s clear Denza is trying to provide Lexus levels of luxury for Toyota money, as the large premium off-road SUV starts at $118,320 before on- road.
Toyota Prado
Toyota LandCruiser 300
Aside from the angular styling cues and boxy proportions of the Toyota/Lexus siblings, the B5 has an even more powerful PHEV powertrain (and for the top-spec Leopard variant) advanced DiSus-P hydraulic suspension – in addition to required off-road gear such as a four-wheel drive system and locking rear differential.
meanwhile, the B8, is more of a rival for the larger LandCruiser 300 Series (although its flagship variant is cheaper than all versions of the Toyota). So does that for the sexier Lexus LX?
That’s also a phrase that means Denza’s SUVs are cheaper than large on-road-focused SUV models from Audi and BMW, as well as similarly placed Defender models and offerings from Range Rover.
We’re really happy about the cars that customers are importing.’ . He said ‘We’re attracting those segments. B5 and B8 as well,’ we’re promoting those people to.
Still, Denza has a mountain to climb if it’s to overcome the world’s biggest automaker on the sales charts.
Chinese brand has not reported its local sales figures, but in January 2026 the Prado uncovered 1392 buyers when the LC300 failed to register 907 registrations; 72 customers were sold and 38 sales were posted by the LX.
During January, sales of large European luxury SUVs were made at mean time by the BMW X5/X6 (406), Mercedes-Benz GLE (244), Porsche Cayenne (180), Defender (121), Audi Q7/Q8 (151) and Range Rover Sport (105).
Denza is promoting the launch of its new model with a concerted effort to grow its local retail network. The company says it will expand its business model from five dealers to 12 in the next few months, and certified chosen BYD dealer dealerships for service Denza vehicles.
MORE:
Denza says its Chinese origins won’t hurt it as it aims to push past Lexus, Land Rover
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Explore the Denza showroom
Thanks for reading Denza attracting Toyota Prado LandCruiser owners says exec
