- The one-of-a-kind custom Denza Z9GT fetched a high price at the amfAR Gala in Cannes, marking the Chinese EV brand’s push into the ultra-luxury market.
- The model integrates BYD’s tri-motor technology with Chopard’s luxury jewelry design to elevate Denza’s brand positioning in the European market.
(Denza Z9GT Chopard edition. Image credit: BYD)
Denza, the premium brand under BYD (HKEX: 1211), has taken a significant step in cross-sector collaboration. On May 21 local time, a custom model co-created by Denza and Swiss luxury jewelry and watch brand Chopard was successfully auctioned in France.
At the 32nd amfAR Gala in Cannes, the one-of-a-kind Denza Z9GT Chopard edition went under the hammer for 700,000 euros ($812,490), according to a BYD announcement on Friday.
As a high-profile charity event during the Cannes Film Festival, the amfAR Gala aims to raise funds for AIDS research. The custom electric shooting brake became one of the most highly anticipated auction items of the night.
The collaboration highlights BYD’s intent to combine cutting-edge automotive technology with top-tier European luxury design. The haute couture model is positioned not merely as a mode of transport, but as a piece of driving jewelry art.
In terms of interior design, the cabin’s control area is inlaid with amethysts. This design inspiration, drawn from Chopard’s world of luxury jewelry, adds a unique sensory aesthetic and luxurious feel to the vehicle.
The vehicle’s seats feature exclusive embroidery, with the headrests adorned with Chopard’s iconic initial “C”. This classic element also extends to the vehicle’s welcome light carpet.
Chopard’s brand logo is integrated into the vehicle’s intelligent system. Both the mobile wireless charging pad and the central control screen’s theme interface display exclusive custom designs.
To echo the vehicle’s elegant design, the two parties also jointly launched a “His & Hers” exclusive watch set. The two timepieces, crafted from 18-carat rose gold, incorporate Denza’s exclusive elements.
The complete auction package also includes an exclusive luggage set handcrafted by a renowned leather goods designer. Inside, the car is equipped with a 20-speaker theater-grade audio system by French acoustics brand Devialet.
Beneath its luxurious exterior, the model maintains robust performance. It is equipped with BYD’s tri-motor powertrain, delivering a maximum output of over 1,150 Ps and accelerating from zero to 100 kilometers per hour in just 2.7 seconds.
It supports BYD’s latest flash charging technology, allowing the battery to charge from 10% to 97% in just nine minutes.
BYD executive vice president Stella Li said the model demonstrates how extraordinary technology can naturally blend into a luxury experience. She said that the collaboration elevates an exceptional creation to an even higher realm.
Chopard co-president Caroline Scheufele noted that true luxury lies in emotion and detail. She said that the two parties have transformed the car into a piece of jewelry riding the wind.
The high-profile appearance marks the latest move in Denza’s push into the European market. Last month, Denza held a grand launch event at the Palais Garnier in Paris, officially introducing the Z9GT model to Europe.
The standard Z9GT has a starting price of around 115,000 euros in the European market. In China, where the updated model was launched in March this year, the pure electric version starts at 269,800 yuan ($39,700).
By deeply aligning with a top-tier luxury brand, BYD is striving to break the sales barriers of the traditional high-end auto market to enhance its brand premium in the global luxury vehicle sector.
Wang recalled his initial collaboration with BYD a decade ago at the Denza N9 launch event, expressing regret over not investing in the company at that time.
($1 = 6.7953 yuan, $1 = 0.8616 euro)
