BYD Group is preparing to make a landmark statement at the 2026 Goodwood Festival of Speed, arriving with a presence that doesn’t just attend the event, but reshapes its scale. From 9 to 12 July, the world’s most celebrated motoring festival will become the stage for a bold multi-brand showcase spanning BYD, DENZA and YANGWANG, each brought together under one of the most ambitious exhibition structures ever conceived in the event’s 33-year history.
Occupying a vast 2,016-square metre footprint in a prime position beside the main pedestrian bridge, the Group’s stand rises as a multi-tier architectural statement designed to mirror the layered identity of its brands. It is conceived not merely as a display space, but as an immersive automotive destination, complete with a roof terrace for premium hospitality and an environment engineered to balance spectacle with interaction. Even the famously unpredictable British weather is accounted for, offering festival-goers a striking refuge that doubles as a technological playground.
At the heart of the experience, BYD Group will introduce a series of world and regional premieres across its portfolio, reinforcing its accelerating push into European and UK markets. DENZA will use the occasion as its official UK launch platform, unveiling all three of its initial models for the market: Z9GT, BAO5 and D9. Alongside this, a global debut model will be revealed, marking a key expansion moment for the premium brand as it steps into one of the most competitive automotive arenas in the world.
The luxury-focused YANGWANG division will draw significant attention with a dramatic showcase that includes the U8L SUV and the headline-grabbing U9 Xtreme, currently recognised as the world’s fastest car. One of the hypercars will also take on the legendary Goodwood Hill, bringing performance theatre directly into the heart of the festival’s iconic course.
Beyond the vehicles themselves, the stand is engineered as an experiential hub that blends entertainment, education and emerging technology. A dedicated Tech Zone will allow visitors to engage directly with innovations such as Vehicle-to-Grid capability, DM-i Super Hybrid systems and the brand’s FLASH Charging technology, which can deliver 10 to 70 percent charge in just five minutes. Interactive AI installations, driving simulators and even robotic demonstrations are designed to broaden the experience beyond traditional automotive displays, positioning BYD Group as much a technology company as a car manufacturer.
Outdoor activations will extend the narrative into motion, with passenger experiences and demonstrations featuring the BYD SHARK 6 pickup and DENZA BAO5 SUV on a dedicated off-road course. The inclusion of a merchandise space further transforms the stand into a fully functioning festival ecosystem, inviting visitors to engage with the brand beyond observation alone.
Stella Li, BYD Executive Vice President, described the Festival of Speed as a natural stage for the Group’s expanding ambitions, highlighting the alignment between Goodwood’s heritage and BYD’s forward-looking identity. The Duke of Richmond also welcomed the Group’s return, noting the importance of its global and European debuts within an event that continues to attract a vast international audience.
As anticipation builds toward July, BYD Group’s presence signals more than participation. It represents a deliberate and high-impact declaration of intent, positioning its brands at the intersection of performance, luxury and next-generation mobility on one of the world’s most influential automotive stages.
