Adam Hu, country head of BYD Philippines, said inadequate charging infrastructure remains the company’s biggest risk in the country, noting that the rollout of charging stations is not keeping pace with the strong growth of new energy vehicles (NEVs).
“Personally, I felt the biggest risk is from the charging infrastructure because the population of the new energy vehicle growing faster, than the chargers,” Hu said during a media roundtable ahead of the official launch of DENZA, its premium and luxury brand, and the introduction of the all-new DENZA D9 on Friday, February 27.
Hu noted that customers without a home charger will have to rely on public facilities, which remain limited. “So I think that is a major risk for us to achieve our performance this year,” he said.
Given BYD Group’s rapid growth in the Philippines, Hu estimates the country needs to at least double its current number of charging stations. Data from the Department of Energy show a total of 234 accredited charging facilities nationwide as of December 2025.
Meantime, BYD sold more than 26,000 units in 2025, up sharply from 5,000 units in 2024. This year, Hu said the company aims to sell even more BYD vehicles, with additional contributions expected from DENZA models.
Some local conglomerates, including Ayala Corporation and SM Investments Corporation, are investing in charging infrastructure. AC Mobility is targeting 700 charging facilities by year-end. To date, BYD has established 79 dealerships across the country.
While the Chinese carmaker does not plan to build its own charging network, Hu said it is open to serving as a technology partner to private groups entering the charging infrastructure business.
“We are willing to provide the products or the technologies, and the local companies, they can contribute their own strengths as well,” he said.
DENZA expansion plans
For DENZA, Hu said the brand has a complete lineup of vehicle types globally, but at least three models will be introduced in the Philippines this year: one multi-purpose vehicle (MPV) and two sport utility vehicles (SUVs). For 2026, Hu said the company is still working out a reasonable sales target, given that this is the luxury brand’s first foray into the Philippine market.
Among premium vehicle brands in the country, Hu said DENZA is comparable to Lexus in terms of technology and quality. DENZA began as a 50:50 joint venture between BYD and Daimler AG, the parent company of Mercedes-Benz. It is now fully owned by BYD.
All DENZA vehicles are NEVs. Some are battery electric vehicles (BEVs), while others are plug-in hybrids.
So far, DENZA has opened four dealerships — in Alabang, Cebu, Makati, and Greenhills — and plans to maintain that number this year to focus on building brand image and service quality.
Among Asian markets, Indonesia is currently the largest for DENZA, with more than 10,000 units sold in 2025. However, Hu — whose previous assignments covered Southeast Asian markets such as India, Bangladesh, and Pakistan — said Indonesia is not necessarily a reliable benchmark, as each country has unique market conditions.
“I think what DENZA Philippines will focus on is just to deliver the good service quality to our customers rather than spending too much time figuring out the sales target number,” Hu said.
Hu explained that DENZA was introduced two to three years after BYD entered the Philippine market because the company saw growing demand in the luxury segment.
He said high-profile customers are looking for something new, with technology that can redefine their luxury driving experience. “So, we introduce DENZA because we know DENZA can fulfill their demand,” he said.
Pricing and strategy
Although they belong to the same umbrella group, BYD and DENZA follow different marketing strategies. One key insight DENZA shares with BYD is the Philippine market’s strong preference for SUVs. As a result, DENZA will prioritize SUVs, with its first MPV launching on Friday and two SUVs set for release in March.
With nearly 80 percent of EV sales last year coming from hybrid models, Hu said DENZA will also prioritize plug-in hybrids. These models are better suited to the country’s still-limited charging infrastructure.
All the BYD vehicles are imported from China, benefiting from preferential tariffs under existing free trade agreements, which Hu acknowledged as an advantage to help keep prices competitive.
“We will always try to introduce more models and suitable products to cater to the demand of local people. Actually, many BYD models, they are quite cost effective. If you compare its features with its competitive products, you will find the price is really good,” he said.
Just like DENZA, Hu added that BYD is not pursuing aggressive dealership expansion this year, noting that BYD already has 79 dealerships nationwide. Instead, the focus will be on improving dealer operations and service quality.
Overall, Hu expects the NEV market in the Philippines to grow rapidly, with BEVs likely to post strong gains this year despite coming from a small base as market preference is largely for hybrids.
In Asia, he cited Nepal as the fastest-growing NEV market, with NEVs accounting for 73 percent of all cars sold in 2025, though from a relatively small market base. In the Asia-Pacific region, Singapore has the highest number of NEVs, while China has surpassed 50 percent NEV penetration. The Philippines currently ranks sixth in the region.
