Daimler, BYD hope luxury Denza will spark China e-car sales

After the failure of mass-market electric car producers in China, Daimler AG and its local partner, BYD Co. Ltd., announced that they will change course and develop a luxury e-car. In a market where owning an upscale brand takes precedence over environmental concerns, the partnership hopes to convince Chinese buyers that owning the new Denza concept car, which is the first pure, all-electric luxury car in China, will put them in the same league as BMW, Audi, or Mercedes car owners. The Denza was developed by the two companies over a period of two years and incorporates the design and technology of Mercedes Benz with the low-cost batteries of BYD. Daimler and BYD exhibited a Denza concept model at the recently concluded Beijing auto show. Final versions of the model are slated for launching in 2013, and will be positioned as a car that will be sold exclusively in China. The Denza is outfitted with futuristic bells and whistles, including an illuminated jade key and an animated dashboard. The car’s key features are the three “T-Pads,” which are similar to iPads that are removable. The three T-Pads feature the usual functions such as GPS, internet, video and an additional built-in camera. (May 17, 2012)