BYD hands Thrive new launch remit as next growth phase takes shape

BYD has handed Thrive PR & Communications its product launch and experiential account across Australia and New Zealand, as the EV giant prepares for its next wave of growth across the region.

The appointment will see Thrive handle an aggressive pipeline of car launches for BYD and Denza over the next 12 months, spanning activations, media relations, corporate, community and government relations.

The agency will work closely with Acuity, Thrive’s sister agency, which launched earlier this year with BYD as a foundation partner.

The win follows a competitive tender across Australia and New Zealand and marks the third consecutive tender win under the unified Thrive holding group.

SEE MORE: BYD eyes local status after 155% sales surge

The appointment comes as BYD looks to build on major momentum in Australia, with VFACTS data showing the Chinese car maker’s sales surged 640% year-on-year in 2026.

BYD Australia and New Zealand chief marketing officer Kate Hornstein said the partnership comes at a critical inflection point for the business.

“BYD's trajectory continues to outpace the market, and our ambitions have always been about more than numbers,” Hornstein said.

“We want to build brands this region genuinely connects with. Denza extends that mission into premium territory, and we embrace it. Two brand worlds, delivering meaningful cultural impact and real value for customers.

“Thrive is a partner that holds that standard with us, and we’re excited to continue this partnership together.”

Denza, BYD’s premium brand, is expected to play a larger role in the company’s next phase of growth as the group looks beyond mass-market disruption and into higher-end EV positioning.

Snezna Kerekovic, managing director of Thrive Australia, said the agency’s focus will be on building deeper cultural ties for both BYD and Denza.

“BYD has already proven it can disrupt the mass market; our focus now is on building deep cultural equity for both BYD and Denza brands,” Kerekovic said.