BYD uses Daniel Craig to promote DENZA, targeting the European market and competing with Tesla.
CHINA – Chinese electric‑vehicle manufacturer BYD has sent a warning signal to Tesla after recording a 185% year‑on‑year surge in sales in Europe in February.
According to Finance Yahoo, the company has partnered with actor Daniel Craig to accelerate its expansion beyond the domestic market, appointing him as the global face of its premium tech‑driven brand, DENZA.
Craig, best known for portraying James Bond in five films between 2006 and 2021, will promote several DENZA models through marketing materials and television advertisements.
DENZA’s first model for the European market is the Z9GT, scheduled to launch on 8 April.
BYD Executive Vice President Stella Li said Craig embodies a blend of strength, sophistication, and authenticity that aligns with DENZA’s brand identity.
BYD also plans to expand the brand’s presence into Latin America, the Middle East, and Africa.
DENZA was founded in 2010 as a collaboration between BYD and Daimler. Its flagship Z9GT is claimed to have the world’s longest range for a pure electric vehicle and supports five‑minute ultra‑fast charging, according to Electrek.
BYD overtook Tesla in global EV sales in 2025 and surpassed Ford in total vehicle sales, placing it sixth worldwide.
The company is targeting sales of 1.3 million units outside China in 2026.
Unlike Tesla, which rarely uses celebrity endorsements, several other carmakers actively leverage public figures to boost product appeal.
EV manufacturer Lucid Group, for example, has partnered with actor Timothée Chalamet and NBA players Jalen Brunson and Josh Hart for its marketing campaigns.
Although BYD’s partnership does not directly involve the James Bond film franchise, using Craig in advertisements could strengthen DENZA’s premium image, given the 007 character’s long association with luxury vehicles such as those made by Aston Martin. (DK/LM)
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