About Denza and BYD
Founded in 2010, Denza is a Chinese automobile manufacturing company and luxury plug-in electric vehicle brand owned by high-tech multinational company BYD. Denza began to export its vehicles in 2024, starting with Southeast Asia. In 2025, the brand entered Europe and the Middle East.
As a global force in innovation and clean mobility, BYD is redefining the future of energy, transport and sustainable design. Denza, together with BYD Group, is pioneering the next wave of luxury EV technology, shaped around innovation, performance and sustainability, and is set to launch in the UK in 2026.
BYD first set up a London office in 2015 and currently supplies electric buses to the city. Their new, 100% electric double-decker bus model was on display at London Tech Week 2025.
The challenge
As a first-time participant at London Tech Week, Denza/BYD faced some challenges, including limited familiarity with the event structure, the stakeholder landscape and the expectations of local partners and organisers.
How London & Partners helped
Grow London provided tailored support to help Denza/BYD successfully navigate its first participation at London Tech Week.
Through close collaboration, the Grow London team offered strategic guidance. This included guidance on how to structure meetings, evaluate partnership opportunities and approach negotiations with confidence.
Grow London’s insights into local business culture and negotiation practices were particularly valuable, allowing Denza/BYD to adapt its approach to better suit the UK market.
The outcome
As a result of the guidance and support from Grow London, Denza/BYD entered London Tech Week with a clearer strategy and improved confidence.
Overall, the support contributed to a more positive and efficient London Tech Week experience, helping Denza/BYD build meaningful connections, gather valuable market intelligence and lay a strong foundation for future engagement in the UK.
The experience highlighted the importance of local expertise, strategic preparation and informed negotiation when entering new markets and engaging in major international events.
Through this collaboration, Denza/BYD not only achieved its immediate objectives at London Tech Week but also gained valuable insights that will inform future activities in the region.
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