Chinese Manufacturer BYD Capitalizes on Luxury

Founded in 1995 as a battery manufacturer, BYD (“Build Your Dreams”) has become a giant in the electric vehicle industry. In 2025, the group sold 4.6 million electric and plug-in hybrid vehicles, including approximately 2.26 million all-electric models. Its move upmarket has been organized around three brands: BYD, aimed at the general public; Denza, with its premium models; and Yangwang, launched in 2023, for the ultra-luxury segment.

The Altior serves as the flagship of this latter brand. Every detail of the cars is designed to satisfy an extremely discerning clientele: the 21.4-inch retractable screen, the Dynaudio sound system with 39 speakers, and various precious materials make the Altior a true rolling lounge. The hallmarks of luxury are particularly evident in the special Shanhe Dingyun edition, which draws inspiration from the world of Chinese decorative arts to assert its own cultural identity. Four independent motors and a second-generation Blade battery promise a range of over 1,000 kilometers and a charge from 10% to 70% in five minutes.

For now, this push is primarily about brand image. Yangwang delivered only 3,251 cars in China from January through September 2026—a far cry from the millions of units produced by its parent company. However, ultra-luxury sedans serve as a powerful symbol for the company, showcasing the group’s expertise and enabling a significant move upmarket for its more affordable models. The choice of Abu Dhabi as the venue for the unveiling is also significant and underscores the company’s desire to target a particularly affluent clientele.

While for European luxury car manufacturers, the historical prestige and strong identity of certain brands remain powerful assets, the entry into international markets of models such as the new Yangwang Altior or the Maextro S800—developed by Huawei and JAC—is increasingly becoming a strong competitive factor, which should push them to invest more in technology and innovation cycles.