BYD’s premium automotive brand, previously known as Denza, has officially changed its name to Danza in Indonesia. The rebrand marks a new identity for the brand within the local market.
A Strategic Move for Long-Term Growth
Luther Panjaitan, Head of PR & Government at PT BYD Motor Indonesia, explained that the name change represents a deliberate step by the company to strengthen its long-term commitment to developing premium mobility in Indonesia.
“Denza has officially changed its name to Danza as the brand identity in Indonesia. This is a decisive step reflecting our company’s long-term commitment to continue developing premium mobility in Indonesia,” Luther said on Thursday, October 1.
With the new Danza identity in place, BYD has confirmed that product and technology development will remain the brand’s core focus. The company plans to continue introducing technological innovations and products designed to meet evolving consumer needs.
“Through the Danza identity, we will continue to deliver technological innovation, our best products, and strengthen services that address our customers’ continuously evolving needs,” he added.
Despite the name change, BYD emphasized that its service standards and customer trust remain unaffected. “We also continue to maintain our quality of service standards and preserve the customer trust that has long served as the main foundation of our business,” Luther stated.
The Trademark Dispute Behind the Rebrand
This name change stems directly from a trademark dispute over the Denza name in Indonesia. The name had previously been registered by PT Worcas Nusantara Abadi on July 3, 2023, under Class 12, which covers vehicles. BYD, meanwhile, didn’t file its own trademark registration for Denza in Indonesia until August 8, 2024, well over a year later.
BYD subsequently filed a lawsuit against PT Worcas Nusantara Abadi over ownership of the trademark. However, the Central Jakarta Commercial Court rejected BYD’s lawsuit in April 2025. The case then proceeded to the cassation level, where Indonesia’s Supreme Court, through Decision Number 1338 K/PDT.SUS-HKI/2025, ultimately rejected BYD’s cassation appeal as well.
The ruling also stated that ownership of the Denza trademark had since transferred to PT Raden Reza Adi, further complicating BYD’s position regarding the original brand name in the Indonesian market.
BYD’s Swift Pivot to “Danza”
While the trademark dispute was still ongoing, BYD moved quickly, filing a trademark application for the name “Danza” with Indonesia’s Directorate General of Intellectual Property on August 11, 2025. The Danza name was registered under Class 12, covering vehicles and their components, essentially securing a new identity before the legal dispute over Denza had even reached its final resolution.
Rollout Already Underway
Based on our observations, BYD Indonesia has already begun updating signage, replacing the Denza logo and dealership branding across its network with the new Danza identity, suggesting the transition is moving forward swiftly at the retail level.
What This Means for Consumers
For current and prospective buyers, the rebrand doesn’t appear to signal any change in the vehicles themselves, their technology, or after-sales service, only a change in branding necessitated by the trademark dispute.
Existing Denza owners and those considering a purchase can expect the same product lineup and service standards moving forward, now operating under the Danza name across Indonesian dealerships.
The case also serves as a reminder for international brands entering new markets: securing trademark registration early, ideally before any public announcement or local business expansion, can help prevent costly disputes and unexpected rebranding requirements down the line.
