BYD Group is planning its biggest Goodwood Festival of Speed presence yet, with BYD, Denza and Yangwang sharing what the company said would be the largest stand ever built by a single company in the event’s 33-year history.
The 2026 Goodwood Festival of Speed runs from July 9 to 12 in West Sussex, England.
BYD Group said its stand would cover 2,016 square metres and sit in a prime location next to the main pedestrian bridge. The structure would be split across the group’s three brands, with a roof terrace and separate areas for each marque’s identity.
BYD Group said it would show a series of new cars at the event, including at least one world debut, alongside European and UK firsts for BYD and Denza.
Denza would use Goodwood as its official UK launch platform.
The premium brand’s first three UK models would be on display: the Z9GT, Bao5 and D9. That gives BYD Group a direct route into the more expensive end of Britain’s EV and plug-in hybrid market, beyond the mainstream BYD badge.
Yangwang would bring the U9 Xtreme, described by BYD Group as the world’s fastest car. The model should give the stand an obvious crowd-puller, especially at an event built around speed, noise, excess and engineering theatre.
Visitors would also be able to see demonstrations and passenger rides in the BYD Shark 6 pick-up and Denza Bao5 SUV on an off-road course.
A Tech Zone would show technologies including V2G, DM-i plug-in hybrid tech and Flash Charging, which BYD said can charge its Blade Battery 2.0 from 10 to 70% and add more than 220 miles in five minutes.
There would be lighter touches too, including an AI experience for younger visitors, driving simulators, a merchandise store and robot dogs.
BYD executive vice-president Stella Li said the stand would give the group a stage for “the global debut of an all-new model” as well as its wider technology story.
BYD is arriving at Goodwood with stronger UK numbers behind it.
The company said it has become the UK’s best-selling EV brand in 2026 so far, with 12,754 fully electric vehicles sold year-to-date, ahead of Tesla, Kia, BMW and Volkswagen.
BYD also said it is now the top EV brand among private buyers, despite not being included in the UK Government’s Electric Car Grant.
Its plug-in hybrid business is doing plenty of the lifting too. In the UK, BYD’s fully electric and DM-i plug-in hybrid sales have reached 26,396 units so far this year, giving the brand a 9.5% market share. Its current DM-i line-up includes the Seal U, Seal 6 and Sealion 5, with the Atto 2 due soon and more models to follow.
BYD UK country manager Bono Ge said high fuel prices are pushing more drivers towards EVs, while the UK EV market has grown 22% year-on-year.
He said BYD also plans to bring more energy technology to the UK, including vehicle-to-grid systems, home and utility-scale energy storage, and Flash Charging, which the company said can charge a vehicle from 10% to 97% in nine minutes.
