BYD’s DENZA Taps Mark Harland as COO, B5 & B8 SUVs Incoming

BYD’s premium brand DENZA is officially on its way to Australia and New Zealand, and it’s not coming quietly. Alongside the confirmation of a local launch this November, BYD has announced that Mark Harland will take on the role of Chief Operating Officer for DENZA Australia & New Zealand, effective immediately.

This is DENZA’s first major leadership appointment in the region, and it comes at a critical moment as the brand gears up to bring its first two luxury SUVs – the B5 and B8 – to local showrooms.

A Familiar Face at the Wheel

Harland knows BYD better than most. Until July, he was COO at EVDirect, BYD’s exclusive distributor, where he oversaw the rapid delivery of more than 60,000 vehicles in just two and a half years. His experience stretches across 25 years in the automotive industry, including senior posts at General Motors in North America, Europe, Asia, the Middle East, Africa, and Australia.

He also helped AGL launch one of the country’s earliest EV subscription programs, proving his commitment to electrification runs deeper than a corporate CV.

Above: This Week’s VIDEO Review – 2025 Tesla Full Self Drive Review – the good The Bad and The traffic Lights

#Tesla, #EnhancedAutopilot, #FullSelfDriving, #FSD, #TeslaAustralia, #AutonomousDriving, #EVnews, #GayCarBoys

ABOVE: Denza Models, Mark Harland

“I’m excited to continue my BYD journey with DENZA,” Harland said. “We’ve kept details under wraps, but this brand promises to build on BYD’s incredible success with a premium offering for customers.”

The Cars: B5 and B8 SUVs

At launch, DENZA will debut with two plug-in hybrid SUVs: the five-seat B5 and the seven-seat B8. Known in other markets as the Leopard 5 and Leopard 8, these models are designed to straddle the line between rugged adventure machines and refined family transport.

Both vehicles use BYD’s DM-O (Dual-Mode Offroad) hybrid technology, which blends EV efficiency with genuine all-terrain capability. The promise? A luxury SUV that can take on rough Australian tracks just as easily as it can handle the school run in leafy suburbs.

Harland described the new models as “built for explorers, pioneers, and leaders” and said DENZA would “redefine luxury in Australia by delivering cutting-edge innovation and world-leading craftsmanship at an exceptional price point.”

A Premium Brand with Momentum

Founded in 2010, DENZA was initially a joint venture but was brought entirely under BYD’s control in 2024. Since then, the brand has been sharpened into BYD’s premium arm, aimed at drivers who want something more luxurious than the brand’s mainstream range, but without the price tag of traditional Euro marques.

BYD Australia’s General Manager, Wing You, praised the appointment of Harland, saying: “Mark has been a solid and important part of BYD’s success in Australia through EVDirect. His experience will be critical in shaping the next phase of BYD’s future in this market.”

The arrival of DENZA adds another layer of competition to the booming premium SUV segment, bringing fresh energy to a market long dominated by European and Japanese brands. For BYD, it’s also proof that its ambitions in Australia extend well beyond value-for-money EVs — DENZA is pitched as an aspirational marque for those who want luxury with their sustainability.

With Harland at the helm and the B5 and B8 SUVs leading the charge, DENZA is positioning itself as one of the most exciting new brand launches in recent memory.

#BYD #DENZA #MarkHarland #B5 #B8 #SUV #EV #PlugInHybrid #LuxuryCars #Australia #NewZealand

Other GayCarBoys EV Stories: