Following two successful years at the event, BYD Group is set to present the largest stand ever created by a single company in the Goodwood Festival of Speed’s 33-year history. BYD, DENZA, and YANGWANG will combine to underline the Group’s commitment to and passion for the UK’s car-loving public.
During the four-day motoring celebration, the BYD Group will debut a series of new cars—both globally and for Europe—across all three brands. Among eye-catching activations, the Group’s stand will display the world’s fastest car: the YANGWANG U9 Xtreme.
The media and public will witness at least one world debut, plus a series of other firsts on domestic and European levels for both BYD and DENZA. The event will serve as the official national launch platform for the Group’s premium DENZA brand, with all three UK initial launch models on display—Z9GT, BAO5, and D9.
Multi-Tier Structure Spans 2,016 Square Meters
Each brand will be staged within a striking multi-tier contemporary structure with an upmarket roof terrace, set in a prime location directly next to the main pedestrian bridge. Covering 2,016 square meters, it will represent the distinct identities of each of the three brands.
Its captivating design has been carefully honed to offer a fully interactive and engaging experience, with the Group set to entice visitors with a stand experience like no other. Given the unpredictable nature of British summer, it provides welcome shelter, rain or shine, for festival-goers.
Off-Road Demonstrations and Interactive Technology Zone
Attendees will have multiple activities to enjoy. Demonstrations and passenger rides in the new BYD SHARK 6 pick-up and DENZA BAO5 SUV models will occur on an off-road course, alongside a merchandise store. In keeping with its technology company ethos, cars will not be the only focus taking center stage.
At the heart of the stand will be a central ‘Tech Zone,’ allowing visitors to experience the company’s state-of-the-art technology up close, including V2G (Vehicle-to-Grid), DM-i (Dual Mode Intelligent plug-in Super Hybrid technology), and live demonstrations of the Group’s FLASH Charging technology, capable of charging its Blade Battery 2.0 (10 to 70%, over 220 miles) in just five minutes. Younger viewers will engage in an interactive AI experience, while driving simulators and robot dogs will entertain all ages.
Executive Statements on Festival Participation
Stella Li, BYD Executive Vice President, stated the Goodwood Festival of Speed is one of the most exciting dates in the automotive calendar, and the company wanted to present BYD, DENZA, and YANGWANG brands in a way truly fitting for such a prestigious and enjoyable event.
The record-breaking stand achieves this, aligning the brands with Goodwood’s rich automotive and motorsport heritage while providing a fabulous stage for presenting the global debut of an all-new model, as well as the breadth, appeal, and technology of the BYD Group.
The Duke of Richmond, CBE DL, founder of the Festival of Speed, stated they are looking forward to welcoming BYD Group back to Goodwood Festival of Speed as they match the event’s own ambition with such a monumental presence.
The Festival has always been the place to see the very latest cars and automotive technology, and they’re delighted that BYD, DENZA, and YANGWANG will showcase a series of global and European debuts. While welcoming hundreds of thousands of fans to West Sussex, the Festival has a truly international audience, making it the perfect choice for BYD Group to launch cars and share their story.
More exciting developments on the BYD Group’s presence at this year’s Goodwood Festival of Speed will be confirmed closer to the event in July.