BYD (比亚迪) Names James Bond Star Daniel Craig (丹尼尔·克雷格) Global Ambassador for Denza (腾势汽车)

Appointment

BYD (比亚迪) announced that British actor Daniel Craig (丹尼尔·克雷格) has been named global ambassador for its premium EV brand Denza (腾势汽车). The appointment was announced by Li Yunfei (李云飞), general manager of BYD Group’s brand and public relations division. Craig is best known for his portrayal of James Bond in the 007 films — Casino Royale, Quantum of Solace, Skyfall, Spectre and No Time to Die — and his casting signals an explicit bid for international prestige.

Market context

The move comes as BYD remains China's largest new-energy vehicle (NEV) maker even amid recent domestic sales softness. According to reports, BYD sold 190,190 NEVs in February, down about 36% year-on-year, while ACEA (the European Automobile Manufacturers Association) data shows BYD’s new registrations in Europe surged in 2025 to 187,657 vehicles, a roughly 269% increase year-on-year and lifting its EU market share from 0.4% to about 1.2%. Why hire a Bond star? For a Chinese premium marque trying to accelerate brand recognition in Western markets, a familiar global face cuts through noise.

Geopolitical angle

It has been reported that Chinese EV makers’ rapid overseas expansion has attracted closer regulatory scrutiny and political debate in Europe and the U.S. over subsidies, supply chains and national-security concerns. Casting a Western film star is as much a marketing play as it is a soft-power move aimed at reassuring buyers and reshaping perceptions. Can a James Bond connection translate into sustainable sales and regulatory goodwill? That remains to be seen.