Bringing BYD Group to life at Goodwood Festival of Speed

A new automotive powerhouse has arrived

To bring the scale and ambition of BYD Group alive across three of the company’s brands: BYD, DENZA, and YANGWANG: we designed and built a record-breaking 2,016-square-metre pavilion at the iconic Goodwood Festival of Speed.

The event transformed a static vehicle showcase into an immersive, action-packed destination for more than 150,000 visitors across four days. Cementing BYD’s European presence amongst the automotive industry, trade press, and the public alike, whilst establishing a new frontier in electric mobility to tell one unmistakable story: A new automotive powerhouse has arrived.

The stand demonstrated the scale of the BYD Group’s ambition, combining everyday accessibility, premium luxury and groundbreaking innovation across three distinct brands.

Goodwood Festival of Speed has always been one of the world’s great celebrations of car culture, presenting the perfect stage for BYD Group to cement its presence in the European car market.

The challenge lay in integrating three inherently diverse brands, spanning different demographics of the automotive market. We weren’t simply designing a stand, we were building a physical manifestation of BYD Group’s ambition and scale. The pavilion needed to act not only as a touchpoint, but as a foundational stage for discovery and activity including product 8 launches, VIP hospitality, immersive test drives and more.

From accessible everyday EV’s through to premium technology, luxury, and record-breaking extreme performance, we needed to create a single, cohesive experience that left a positive and lasting impression on people. To create something that would be impossible to ignore, it was essential to go beyond simply displaying cars. Instead we created an experience rich in product immersion that proved the capability of these new-energy vehicles firsthand, making the technology feel tangible, accessible, and exciting.

Putting the product to work

Rather than simply displaying vehicles, we built experiences that put them into action. Visitors experienced the stunning off-road capability of the DENZA BAO 5 and the all-new BYD SHARK pick-up firsthand on a nail-biting off-road proving ground, built directly on the stand.

Letting the technology speak for itself

For tech enthusiasts, we integrated a dedicated tech zone and driving simulators. We orchestrated live demonstrations of DENZA’s ultra-fast FLASH Charging technology, allowing the public to witness the DENZA Z Racing and Z9GT charge from 10-70% in just five minutes. At the entrance of the stand, a YANGWANG U9 hypercar demonstrated its DiSus-X intelligent body control system by literally dancing on stage.

Breaking new ground in Europe

The action kicked off on the Motor Circuit with an invite-only VIP experience, where press, influencers, and high-net-worth individuals drove the DENZA Z on track. Back on the stand, genuine excitement was created on press day with the global reveal of the 1604PS DENZA Z Coupe by BYD Executive Vice President Stella Li alongside Formula One World Champion Jenson Button.

For the audience

Over 150,000 visitors, press, and content creators left with a deeper understanding of BYD Group as a brand, experiencing the vehicles capabilities both through simulations and in real-world scenarios, including exclusive track drives and technical off-road courses.

For the brand

BYD demonstrated the sheer scale of its ambition, signalling that it is here to stay in the European market as an automotive and technology powerhouse. The experiential impact translated directly to immediate sales during the event, plus one of its new sports cars selling immediately following its press conference.