THE local chief marketing officer of BYD and Denza Kate Hornstein says the brands’ dealers have been given “liberty” to tailor their marketing to their respective customers rather than rigidly adhering solely to a nationwide brand messaging. BYD first arrived in Australia in 2022 with its luxury sister brand Denza launching on local stores late last year. “And I think what that will mean, from our perspective creatively, is giving the dealers enough liberty to tailor vesting that’s really suited to their customer as well. Ms Hornstein identified local sponsorship as a particular success that has come out of BYD and Denzas’ dealer marketing. They know their local market incredibly well.”