In May 2022, the DENZA brand entered a new stage of development with a new look. At that time, this "new" had three layers of interpretation: new products, new services, and new experiences.
In the next two years, DENZA has indeed made all-round efforts in three directions.
2023 is the first year of complete sales of New Denza. In this year, the annual sales volume of DENZA exceeded 120,000 units, and the average number of bicycles** surpassed that of BBA. But what is more important than sales is that DENZA is building a new user ecology centered on users, establishing new relationships with users, and developing into a user-oriented brand.
On February 1, DENZA held the "2024 DENZA Auto User Communication Day" in Shenzhen, which was not only a report day for DENZA to report on its achievements in 2023, but also a preview day for DENZA to release information and confidence in 2024.
The DENZA D9 is undoubtedly the "key key" to the rise of the new DENZA. In 2023, the DENZA D9 will not only become the fastest luxury new energy model to deliver the 100,000th production car, but also become the annual MPV market sales champion, breaking the market monopoly of overseas brands for more than 20 years for the first time in this high-net-worth market.
However, DENZA does not only want to be the "category king", but hopes to become the "brand king" in the high-end new energy market. As a result, the DENZA N7, as the pioneer of DENZA in the pure electric market, officially entered the market in the second half of 2023. For the high-end pure electric market, DENZA's approach is to start the second half of BYD's intelligence on the basis of consolidating BYD Group's electrification advantages. Therefore, the DENZA N7 embodies BYD Group's intelligent and innovative technology.
Whether it is the integration of the "Eye of the Gods" preview function and the "Yunlin-A" chassis to achieve a comfortable ride, or the landing of high-speed pilot and the upcoming city pilot, the more important significance of DENZA N7 is to reverse the market and consumers' perception of BYD Group's intelligent level, and on this basis, promote the DENZA brand from "quantitative change" to "qualitative change".
From the first day of the new DENZA remodeling service, DENZA has insisted on independently building a multi-mode interactive direct sales system, including DENZA Center, DENZA Experience Store, DENZA MINI Center, etc. As of the beginning of 2024, the number of DENZA directly operated stores has exceeded 370, covering 135 cities. The speed of channel laying is not only the absolute motivation for DENZA to expand its scale, but also the optimistic prospect of DENZA by partners. 
At the same time, DENZA will also be in line with BYD Group's overseas rhythm in terms of internationalization in 2023. From its debut at many international motor shows, including the Munich Motor Show, to welcoming its first overseas owner in Japan, DENZA's internationalization is steadily advancing. 
Moreover, DENZA is also always insisting on co-creation with users when moving forward. In 2023, DENZA held a total of 1,116 car owner orientation parties, 1,800 DENZA weekends, and 77 "car owner face-to-face" activities. Especially when DENZA began to move towards an intelligent highland, the integration of digital intelligence technology and social service software and hardware has become an important way for DENZA to create more exquisite and beautiful lives for users.
Therefore, 2023, as the first year of complete sales of New Denza, has laid a good foundation for long-term development.
In 2024, DENZA will continue to make efforts in products, technology, internationalization and brand building.
The first is the product.
Both the Denza D9 and the Denza N7 will receive new models in 2024, and the City Pilot will also be launched on the Denza N7. In addition, DENZA will also launch three flagship models, according to Zhao Changjiang, chief co-creation officer of DENZA Automobile, previously revealed on Weibo, one of which is benchmarked against "Mai**" and the other is benchmarked against "Panamera".
The new DENZA products in 2024 will continue to promote technological innovation to bring revolutionary changes to automobiles, bringing the DENZA brand's concept of safety, intelligence, performance, space and new luxury to new heights. 
And then there's technology.
2024 will be the year of technology for DENZA. In addition to the intelligent driving and intelligent chassis that have already seen results, DENZA will also release two industry-leading technologies in 2024. One is to achieve a turning diameter of less than 10 meters for models with a length of more than 5 meters2, and the other is to break the world record in the elk test and improve it to nearly 90 km h. For the three existing DENZA models, DENZA has launched the New Year OTA, which upgrades more than 60 core functions at one time.
Next up is internationalization.
In 2024, DENZA will continue to exhibit at more international auto shows, and will be the first to sell in Hong Kong and Macau. In addition, BYD Group is the official partner of this year's European Cup, and taking this opportunity, DENZA Auto will continue to cultivate the European market.
Finally, there is branding.
The brand background of DENZA is the ultimate product and experience. This requires not only the continuous technological innovation of DENZA but also the closer cooperation between DENZA and users. The sales of overseas luxury brands in China have peaked because there is no differentiation in product experience, resulting in the increasing concentration of BBA in the market with strong brand power. However, the new experience advocated by DENZA is providing new opportunities to reshape the landscape of the luxury car market.
Safety, comfort, and a sense of luxury, these are the traditional consumer needs of luxury cars. But now, the sense of experience, technology, fashion, and evolution are the advanced needs of new luxury. When traditional luxury brands can't keep up with the pace of these new luxury advancements, new brands are bound to replace them. And New Denza hopes to catch it. It is the demand of emerging users for consumption upgrading and experience first.
This is an opportunity for all Chinese high-end brands. Denza, which has accumulated in core technology, car-making heritage, user scale and brand building, should seize this opportunity and have a place in the new luxury pattern.
In this era when traditional brand assets need to be updated urgently, who can pay attention to technological innovation and experience innovation, who can create value for users from the perspective of the whole life cycle, and who can compare hearts with users and penetrate into the lives of users, who can be favored by emerging users and become a new luxury brand in the minds of users.
Different from the new power brands that emerged out of nowhere, and also different from the traditional luxury brands that have been slow to innovate in technology and experience, DENZA has the foundation of building high-end cars in its bones, and has opened up a system for new cars from the fundamental ideological and organizational aspects. What DENZA needs to do in 2024 is to grasp the new opportunities of Chinese automobiles in the global high-end market and open up new horizons for high-end new energy vehicles.