Move over Aston Martin, James Bond is plugging BYD’s premium Chinese EVs now

BYD is looking to dominate the European EV market, which means recruiting James Bond for the launch of its Denza Z9 GT.

For a while, Chinese automakers were cranking out super-cheap electric vehicles, aiming to undercut one another as other countries clamored for cost-effective options. There is no denying that this strategy worked, as Europeans rushed to buy Chinese EVs and hybrids over other options on the market. The BYD Seal U became the best-selling hybrid in Europe, with BYD beating out Tesla in total registered vehicles (by 290). BYD has that market. Easy.

But what happens when BYD decides to offer a luxury EV from its Denza brand to Europe? With cheapness no longer the selling point, what will make Europeans choose a luxury EV from China? James Bond’s endorsement, of course.

Daniel Craig will be promoting the BYD Denza Z9 GT in Europe, but it may not even need help

James Bond is known for driving around in high-end sports cars that blend performance with style and class. In 1964, he drove the Aston Martin DB5. In 1967, he drove the Toyota 2000GT. In 1977, he drove the Lotus Esprit S1 (underwater). In 1999, he drove the BMW Z8. Now, in 2026, James Bond drives a Denza Z9 GT.

Daniel Craig played James Bond for 15 years, ending with No Time to Die in 2021. He is the most recognizable modern face of the iconic spy. Now, he will star in BYD’s marketing materials and commercials. Said the carmaker’s Executive VP Stella Li: “Daniel Craig represents a powerful combination of strength, sophistication, and authenticity. Those qualities resonate deeply with what Denza stands for.”

The Denza Z9 GT isn’t meant to be another “we win, it’s the cheapest” product. Instead, it’s meant to blend “advanced technology” with “beautiful design” to create an emotional driving experience, stated Li. Available as both an EV and plug-in hybrid, the Denza Z9 GT is currently the world’s longest-range EV with 644 miles. The 122.5 kWh blade battery can reach a full charge in nine minutes. But it’s not just a posh car. It has a tri-motor setup that offers 1,000 horsepower, doing 0 to 62 miles in under 3 seconds. So it’s reliable and efficient, but also fast. Oh, and it can crab walk. Its glitzy and tech-filled interior is the finishing touch. Wrote Top Gear in a review of an earlier model: “It felt a bit like an American sedan in the movies, though one with over 900bhp.”

I think there is no denying that the BYD Denza Z9 GT is a nice vehicle. But it definitely is an outlier when it comes to imported Chinese EVs. Are Europeans looking for a replacement for their existing BMW and Porsche luxury vehicles? I think having James Bond’s face all over the marketing could be quite convincing. Another factor could be the price. It currently ranges from $39,100 to $53,600 in China, although it’ll cost more once it reaches Europe. Still, Porsche’s are nearing six-figures and they don’t boast the “world’s longest-range EV” or crawl. BYD could be taking over the luxury segment of the EV market very soon.

As James Bond said once: “I’ll do anything for a woman with a knife.”

Wait no, I meant: “[BYD,] now there’s a name to die for.”