[Edaily Reporter LEE YUNHWA ] Chinese electric vehicle manufacturer BYD has set out to conquer the global luxury car market with a ultra-luxury electric sedan priced in the 400 million won range. Having grown its presence in the global EV market by emphasizing reasonable prices, BYD is now attempting to shed its image as a value-for-money brand and expand into the luxury car market by expanding its top-tier luxury brand.
According to the automotive industry on the 11th, BYD’s luxury brand Yangwang (YANGWANG) unveiled its ultra-luxury flagship electric sedan, the “Altior,” for the first time worldwide on the 7th in Abu Dhabi, United Arab Emirates (UAE). In China, pre-orders have also begun for the limited-edition “Shanhedingyun” model. The model is priced at 2.08 million yuan, equivalent to approximately 430 million won.
This new vehicle unveiling is seen as a demonstration of BYD’s determination to move beyond being a mass-market electric vehicle manufacturer and establish a competitive foothold in the ultra-luxury automotive market. In particular, the choice of Abu Dhabi—a hub for global billionaires and luxury car demand—as the venue for the global debut offers a glimpse into the Yangwang brand’s strategy to position itself as a premium brand.
The Altior outshines existing luxury sedans starting with its body dimensions. It measures 5,600 mm in length, 2,030 mm in width, and 1,590 mm in height, with a wheelbase of 3,500 mm. It is 201 mm longer than the Rolls-Royce Ghost. The exterior features a front grille with 137 gem-cut elements and an emblem finished in 24K pure gold. It also adopts a coach-door design, with rear doors that open up to 90 degrees, emphasizing its presence as a ceremonial vehicle.
The interior is also lavishly appointed with ultra-luxury materials and amenities. The second row, designed as a four-seat independent configuration, features zero-gravity seats with massage functions, as well as hand-carved Huitianyu jade inlays, traditional Suzhou embroidery, and premium leather. It is also equipped with a 21.4-inch motorized folding screen, a refrigerator, and a Dynaudio sound system comprising 39 speakers. Even a dedicated umbrella compartment is provided inside the doors, incorporating features typically found in executive sedans from existing ultra-luxury brands such as Rolls-Royce.
The vehicle also prominently showcases its technological capabilities. It features the e⁴ platform, which independently controls four electric motors, and the DiSus suspension system, which actively controls the vehicle’s body movement. It also supports a “tank turn” function that controls the vehicle’s posture in emergency situations and allows it to rotate 360 degrees in place. Equipped with a second-generation Blade battery, it achieves a range of over 1,000 km on a single charge according to China’s CLTC standard. It also features BYD’s proprietary “God’s Eye” A driver-assistance system, which provides navigation-based driving assistance in urban areas and on highways.
Through this unveiling, BYD emphasized a distinctive luxury experience that combines traditional Chinese culture, artisanal craftsmanship, and electrification technology. The Altior is available in two editions: Executive and Bespoke. In particular, the first Bespoke model, the Shanhedingyun, draws inspiration from traditional Chinese ritual vessels symbolizing mountains and rivers, featuring a brown and gold exterior and interior trim reminiscent of jade. It is characterized by limited production, emphasizing exclusivity and personalization.
BYD’s premium strategy is drawing attention as it aligns with the growth trend in South Korea’s high-end imported car market. Although domestic sales plans for this vehicle have not yet been finalized, consumer demand for high-end vehicles continues to expand steadily. According to the Korea Automobile Importers and Distributors Association (KAIDA), 70,384 imported cars priced at 100 million won or more were sold in South Korea last year, a 16.3% increase from the 60,520 units sold the previous year. This marks the first time annual sales have surpassed the 70,000-unit mark. In the first quarter of 2026, sales of imported cars priced at 100 million won or more reached 17,375 units, a 13.3% increase compared to the same period last year.
If BYD makes a full-scale entry into the ultra-luxury car market, competition is expected to be inevitable not only with existing premium and luxury brands such as Mercedes-Benz Maybach, BMW, Bentley, and Rolls-Royce but also with Genesis. However, the key question is whether BYD can prove its brand prestige and differentiated product value. This is because competitiveness in the ultra-luxury car market is not determined solely by a vehicle’s performance, specifications, or price. Some critics have pointed out that the Altior shares many similarities with key elements of Rolls-Royce vehicles.
An automotive industry official stated, “For ultra-luxury vehicles, factors such as a brand’s long-established history, design identity, craftsmanship, and customer experience significantly influence purchasing decisions,” adding, “It remains to be seen whether the Altior, which emphasizes cutting-edge technology and premium materials, can create value that sets it apart from existing luxury brands.”
