In a move that blends Hollywood glamour with cutting-edge Chinese automotive innovation, British actor Daniel Craig—best known for his iconic portrayal of James Bond—has signed on as the global brand ambassador for Denza, BYD’s premium technology-oriented new energy vehicle (NEV) sub-brand. The partnership, announced on March 25, 2026, positions Denza for ambitious international expansion, starting with Europe.
Denza, originally a joint venture between BYD and Mercedes-Benz (though now fully under BYD’s umbrella), aims to carve out a niche in the luxury EV and hybrid segment. It combines advanced Chinese battery and powertrain technology with sophisticated, European-influenced design. The brand is marketed as the “world’s first premium brand devoted solely to new-energy vehicles for sustainable mobility,” emphasizing performance, elegance, and innovation over mass-market appeal.
BYD Executive Vice President Stella Li highlighted the synergy: “Daniel Craig represents a powerful combination of strength, sophistication and authenticity. Those qualities resonate deeply with what DENZA stands for.” Craig will lend his image to key vehicle launches through marketing materials and television commercials, bringing a sense of refined intensity and global star power to the brand.
The timing is strategic. Denza is preparing its first major European model launch—the Z9GT shooting brake—set for April 8, 2026, at the opulent Palais Garnier opera house in Paris. Craig’s involvement signals Denza’s intent to compete directly with established European luxury marques like Porsche, Mercedes-AMG, and BMW in the premium EV space
Spotlight on the Z9GT: Bond-Level Performance Meets EV Innovation
The Denza Z9GT is the flagship of the campaign. Described as a high-performance shooting brake, it draws comparisons to a Porsche 911 rival and features advanced capabilities, including:
- Ultra-fast “Flash Charging” technology — capable of charging from 10% to 70% in just 5 minutes (and up to 97% in 9 minutes), even in extreme cold down to -30°C.
- Impressive range claims, positioning it as one of the longest-range pure EVs available.
- A production-ready design (evolving from the earlier Z Concept) with sleek, athletic lines and high-end interior appointments.
Some reports also mention a related high-power variant (potentially the “Z” coupé) with nearly 1,000 hp, crab-walk functionality, and supercar aspirations.
Denza’s broader lineup includes models like the luxurious D9 MPV, the N9 flagship hybrid SUV (with exceptional total range in hybrid mode), and SUVs such as the B5 and B8, which target premium off-road and family segments with plug-in hybrid powertrains and features like adaptive suspension and high towing capacity.
A Bold Bet on Premium Chinese EVs
This partnership reflects BYD’s broader strategy to elevate its image beyond affordable EVs. While BYD dominates global EV sales volume, Denza serves as its upscale halo brand—focusing on technology (including BYD’s Blade Battery 2.0), refined design, and emotional appeal.
For Western markets, where Chinese brands still face skepticism around luxury positioning, associating with a globally respected actor like Daniel Craig is a clever play. It adds credibility, excitement, and that unmistakable “Bond” cool factor—think sophisticated action, precision engineering, and effortless style.
Industry observers note the campaign emphasizes not just specs, but character: style, performance, and subtle sophistication. As Denza eyes markets in Europe, the UK, Australia, and potentially beyond in 2026, Craig’s endorsement could help shift perceptions of Chinese premium EVs from “value option” to “desirable choice.
”Whether this translates into strong sales remains to be seen, but the launch event in Paris and Craig-fronted ads are sure to generate buzz. In an era where EVs are becoming mainstream, Denza is betting that technology paired with star power and elegant design can win over discerning buyers.007 might have traded his Aston Martin for a Denza Z9GT—but with Bond’s blessing, this Chinese premium brand is ready for its close-up on the world stage.
