On 16 September, local time, Harmony ICAR’s BYD & DENZA Experience Center Paris Opera in France held its grand opening in Paris. As the first all-brand center to open in France, the new store sits adjacent to the Paris Opera House, offering customers a premium experience in which advanced technology blends seamlessly with art, history and culture. It fully embodies the brand’s philosophy and will become an important brand showcase for BYD in the European market, as well as a platform for engaging with all sectors of society on culture and lifestyle.
Numerous guests from the government, cultural, financial and automotive sectors attended the opening. Ms. Stella Li, Executive Vice President of BYD Group; Mr. Xavier Lacovelli, Vice President of the French Senate; Ms. Dorothée Bonassies, BYD France Country Manager; Ms. Havana Lan, BYD France Country Manager; Mr. Jack Feng, Chairman of Harmony Auto and Chairman of iCar Group; and Mr. Victor Wang, General Manager of iCar Group Europe, were among the guests who witnessed this important moment for the new store. Impromptu artist creations and an AI robot performance at the ceremony treated guests to a feast that brought together automobiles, technology, art and culture.
In her opening speech, Stella Li, Executive Vice President of BYD Group, noted that in June 2024, BYD and Harmony opened the BYD France flagship store on the Champs-Élysées. Today, the BYD & DENZA Experience Center Paris Opera in France — a joint endeavor between the two parties — opens next to the Paris Opera House, marking another important milestone.
She said that from the DENZA Z9GT’s arrival in Europe at the Paris Opera House to the wave of technology and aesthetics stirred up by the DENZA Z at the Goodwood Festival of Speed in the UK, BYD has been telling the story of automotive design and of the emotional connection between people and cars through local language and culture. BYD hopes to weave its core philosophy and advanced technology together with local culture, art and history into its brand expression. The all-brand center opening today perfectly presents the brand story BYD set out to create — using technology to bring consumers a high-quality experience, and connecting people with lifestyle, technology and a better future.
Stella Li noted that Harmony is a key partner of BYD Group. In the European market, the Harmony team has reached leading levels in sales performance, store operations and customer satisfaction. Such results stem from the vision of Chairman Jack Feng and from his trust in BYD — because he believes that only BYD can truly create the future and achieve these goals.
On the same day as the store’s opening, the first flash charging station in the Asia-Pacific region to fully comply with European safety and technical standards entered operation in Hong Kong. It is the first project operated by HeDi Flash Charging Technology, the joint venture between BYD and iCar Group. Stella Li also outlined BYD’s plans for flash charging infrastructure in Europe: by the end of 2027, more than 3,000 flash charging stations will be deployed across Europe, including more than 1,000 flash charging facilities in France.
Mr. Xavier Lacovelli, Vice President of the French Senate, congratulated the new store on landing in the heart of Paris. He believes the new brand center blends cutting-edge technology with elegant design, matching the elegant character of Paris and of France, and aligning closely with the DENZA brand philosophy. He wished the new store every success in the French market.
Mr. Eric Dubois, Store Manager of the BYD & DENZA Experience Center Paris Opera, said in his speech that the opening of the new brand center at the landmark location of the Paris Opera House is an important step for BYD and DENZA as they deepen their presence in the French market. Going forward, Harmony ICAR will build this location into an important window connecting the brand, its customers and future mobility, jointly opening a new chapter of development in the French market.
On the opening day, Stella Li joined guests in unveiling the DENZA Z global premium model. With its pioneering design and technological appeal, the new car became the center of attention. As the world’s first high-performance all-electric intelligent supercar, the DENZA Z made its global debut in July this year at one of the world’s premier automotive events — the Goodwood Festival of Speed in the UK. This appearance allows French consumers to experience the unique appeal of this luxury supercar up close.
A delivery ceremony for the store’s first DENZA owner was also held on site, marking a new starting point for BYD and DENZA in serving more consumers in France.
The BYD & DENZA Experience Center Paris Opera in France is located at 18 Boulevard des Capucines, just 100 meters from the Paris Opera House. Home to luxury brands, design houses, cultural institutions and innovation resources, this is the most internationally influential core area of Paris, and it resonates strongly with the technological luxury and design aesthetics that DENZA advocates. With an all-new brand experience, the new store will showcase the innovative technologies of BYD and DENZA and become an important space for connecting with French consumers.
Unlike a traditional car showroom, the new store centers on brand display, product experience and exclusive services. It integrates art, culture and brand exchange to create a premium experience center for BYD and DENZA in the French market. The store covers a total area of 1,660 square meters, and its interior design fuses Parisian modern aesthetics with technological expression, presenting a brand space that combines premium quality with artistic flair.
The store adopts a two-level layout: the ground floor serves as the DENZA brand display and customer consultation area, while the lower ground floor brings together BYD model displays, a boutique display area and a VIP lounge, among other functions. In addition, the store features a purpose-built brand museum that traces the brand’s development history, technological innovation and design philosophy, showcasing innovative achievements such as BYD’s Blade Battery, flash charging technology and a hybrid vehicle structural model, and presenting the deep expertise of BYD and DENZA in the field of new energy vehicles. Here, customers can gain an in-depth understanding of the brand philosophy and model line-up of BYD and DENZA, and enjoy a one-stop service experience ranging from product consultation and test drives to ordering and delivery.
Going forward, this location will not only become an important place for consumers to learn about and experience BYD and DENZA products, but will also gradually grow into a platform for exchange between the brand and its customers, partners and all sectors of society. Drawing on its extensive experience in luxury automobile retail, store operations and customer service, Harmony ICAR will continue to support the development of BYD and DENZA in the French market through high-quality service experiences and long-term customer relationship building, and to establish lasting and valuable brand relationships with French consumers.
BYD & DENZA Experience Center Paris Opera
Address: 18 Boulevard des Capucines 75009 Paris, France
Business Hours: 9:00-19:00 (Mon-Fri), 10:00-18:00 (Sat)
Service Hotline: +33 (0)1 42 92 04 73
