The shift is visible across multiple fronts, from commercial networks to research and development. In a region where brand loyalty remains strong, these newcomers are prioritizing operational expertise to gain credibility quickly. This approach reflects a broader effort to secure a foothold in segments long dominated by European manufacturers.
This recruitment-driven strategy is not limited to one brand. Several Chinese automakers are building teams with profiles drawn from companies such as Porsche, Tesla, and Volkswagen, signaling a coordinated effort to match local expectations in both product and customer experience.
Denza Targets the Premium Segment With Structured Expansion
BYD is deploying its premium brand Denza in Europe through a dedicated structure and a focused hiring campaign. More than 50 employees have already been recruited to build sales and marketing teams across the continent. Among them is Lorenzo Soravia, a former Porsche executive now responsible for sales in Southern Europe, illustrating the level of experience being sought.
According to Automobile Magazine, Denza aims to establish around 150 points of sale in Europe by the end of next year, operating through an independent distribution network. This mirrors established premium strategies in the region, where customer experience and dealership presence are central.
The brand’s European launch is built around two models. The Z9GT, available as a fully electric or plug-in hybrid shooting brake, targets vehicles like the Porsche Taycan. It is positioned near 100,000 euros, around 108,000 US dollars, with announced performance figures including a 0 to 100 km/h time of 2.7 seconds and a charging window from 10 to 97 percent in nine minutes. Alongside it, the D9, priced from around 70,000 euros, approximately 75,500 US dollars, focuses on comfort with features such as massaging seats and onboard refrigeration, appealing to a different premium audience.
Xiaomi Builds European Foundations Through Targeted Hiring
Xiaomi is following a similar path, though its European market entry is officially scheduled for 2027. Several indicators suggest an earlier arrival remains possible. The company has recruited Dieter Lorenz, formerly in charge of Tesla deliveries in Central Europe, to oversee logistics and deliveries for its European operations.
The hiring strategy extends further. Xiaomi has also brought in Kong Yanshuang, a former Tesla executive in China, along with at least one other Tesla manager linked to European operations. At the same time, the company opened a research and development center in Munich in September 2025.
This R&D hub is led by Rudolf Dittrich, previously with BMW Motorrad, and Kai Langer, known for his work on the BMW i3 and i8. These appointments highlight Xiaomi’s intention to combine engineering and design expertise rooted in the European automotive industry.
France Emerges as a Key Market in Expansion Strategies
France plays a significant role in the European plans of Chinese automakers. BYD appointed Dorothée Bonassies as managing director for France in November 2025, tasking her with accelerating network development and supporting growth. Her background at Renault and Volkswagen Group France aligns with the company’s objective of adapting quickly to local market dynamics.
She is joined by Anthony Perier, who became commercial director of BYD France after a long tenure at Volkswagen, and David Charrier, who took over sales administration on January 1, 2026. These appointments reflect a broader transfer of expertise aimed at strengthening operational capabilities.
Other brands are adopting comparable approaches. MG Motor France has expanded its network to 184 dealerships, supported by Anthony Mouysset in network development and Stefan Deschâtres in after-sales operations. Meanwhile, Omoda and Jaecoo, part of Chery, are recruiting for after-sales roles, planning a factory in Spain, and targeting 130 points of sale by the end of 2026, alongside a research center in Paris.
