BYD topples Tesla – and now brings its luxury brand Denza to Australia

After overtaking Tesla as the top-selling EV brand in Australia, BYD is shifting gears – announcing plans to launch its premium marque Denza locally, with former EVDirect executive Mark Harland appointed as chief operating officer.

The move comes amid a seismic shift in Australia’s EV sales race. Figures from the Federal Chamber of Automotive Industries and the Electric Vehicle Council show BYD’s Sealion 7 outsold Tesla’s Model Y in July, recording 1,427 deliveries compared to Tesla’s 555. Combined, Model Y and Model 3 sales totalled just 917 for the month – a rare sight in Australia’s EV pecking order.

Denza, founded in 2010 and fully brought under BYD’s control last year, will make its local debut under Harland’s leadership, marking the first official executive appointment for the luxury sub-brand in Australia and New Zealand.

Harland was previously COO at EVDirect, BYD’s exclusive distributor, and played a key role in the brand’s rapid rise, delivering more than 60,000 new Australian owners in just two and a half years. He brings some 25 years’ global automotive experience, having held leadership roles at General Motors across North America, Europe, Asia and the Middle East.

“I'm excited to continue my BYD journey with Denza,” Harland said in a statement. “We've kept details under wraps, but this brand promises to build on the incredible success of BYD with a premium offering for customers.

"There has already been an incredible amount of interest in Denza, which will redefine luxury in Australia by delivering cutting-edge innovation and world-leading craftsmanship at an exceptional price point.”

The Denza announcement follows BYD’s recent appointment of Kate Hornstein as its first-ever chief marketing officer in Australia. Previously leading marketing at EVDirect, Hornstein formally stepped into the CMO role in May, marking a new phase of brand-building as BYD sharpens its local strategy and deepens alignment with its global headquarters.

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BYD Australia general manager Wing You said Harland’s experience would be vital in shaping the company’s next phase.

“Mark has been a solid and important part of BYD's success in Australia through EVDirect,” You said. “His experience will be critical in shaping the next phase of BYD's future in this market.”

The Denza announcement follows the recent appointment of Stephen Collins as BYD’s Australia and New Zealand chief operating officer, as the automaker continues to build out its leadership team ahead of a broader push across both the mass-market and premium segments.