BYD Acknowledges Alternative "Danza" Name Registration Amid Ongoing "Denza" Trademark Dispute in Indonesia

Jakarta, Indonesia – Chinese automotive giant BYD has confirmed the registration of an alternative brand name, "Danza," in Indonesia. This strategic move comes as the company navigates an unresolved trademark dispute over its premium sub-brand, "Denza." The legal battle has seen BYD’s appeal rejected by the Supreme Court, casting uncertainty over the future use of the "Denza" moniker in the Indonesian market. While the company declined to elaborate on the specific purpose of "Danza," its registration suggests a contingency plan should the "Denza" brand identity prove untenable.

The "Denza" brand, which represents BYD’s foray into the premium electric vehicle segment in Indonesia, has so far introduced only one model, the D9, since its launch in early January 2025. The ongoing legal challenges surrounding the "Denza" trademark have prompted BYD to proactively secure a potential alternative.

"We can confirm that we have secured the DANZA brand in Indonesia," stated Luther Panjaitan, Head of Public & Government Relations at PT BYD Motor Indonesia, in a written statement on Saturday, April 18th. He further added, "For now, we can only share information up to this point. Further developments will be communicated soon."

Panjaitan emphasized BYD’s respect for the ongoing legal processes, acknowledging that the brand dispute is a complex issue that is not yet fully concluded. "We respect the applicable legal process, but this process is not over. The final conclusion does not state that the Denza brand does not belong to BYD, but rather that there is a difference in the legal subjects being addressed," he explained. This subtle distinction suggests BYD believes the core ownership of the "Denza" brand is not fundamentally disputed, but rather the specific legal standing and entities involved in the Indonesian context.

BYD is currently studying the developments of the case and considering its next steps. "BYD believes in a fair and balanced legal system, and we are currently studying and considering our next course of action," Panjaitan concluded. This indicates a potential for further legal challenges or a strategic pivot based on the evolving legal landscape.

Globally, BYD asserts its ownership of the "Denza" trademark, which is recognized in numerous international markets. However, the company acknowledges that trademark disputes are a common occurrence when entering new markets, reflecting the complexities of intellectual property rights and local regulations.

The Supreme Court’s rejection of BYD Company Limited’s appeal in the "Denza" trademark dispute marks a significant setback for the automotive giant in Indonesia. The ruling, documented as Decision No. 1338 K/PDT.SUS-HKI/2025, denied BYD Company Limited’s cassation request while granting the cassation request of PT Worcas Nusantara Abadi.

The court’s judgment stated, "Adjudicating, rejecting the cassation application from Second Appellant BYD Company Limited. Granting the cassation application from First Appellant PT Worcas Nusantara Abadi." The core of BYD’s legal challenge was deemed an "error in persona," meaning the lawsuit was filed against the wrong party. The court found that ownership of the "Denza" trademark had transferred to PT Raden Reza Adi, not PT Worcas Nusantara Abadi, rendering BYD’s lawsuit inadmissible. The ruling noted, "Thus, the defendant’s (PT Worcas Nusantara Abadi) exception was accepted and the lawsuit was declared inadmissible (niet ontvankelijk verklaard)."

Registration of the "Danza" Name in Indonesia

BYD Company Limited’s proactive registration of the "DANZA" name in Indonesia has been publicly documented on the intellectual property database of the Directorate General of Intellectual Property at the Ministry of Law and Human Rights. This application, with registration number IDM001414073, was filed on August 11, 2025. According to the database, "Danza" is categorized under Class 12, which encompasses a wide range of automotive components and vehicles. Specifically, the registration covers items such as brake pads for automobiles, car bodies, motor buses, motor vehicles, automobiles, autonomous cars, self-driving cars, motorcycles, electric vehicles for land transport, car chassis, trucks, and forklift trucks.

Furthermore, BYD Company Limited also filed another application under registration number IDM001426542, pertaining to Class 37. This class typically involves services related to the maintenance and repair of vehicles. The registered services include vehicle repair services, vehicle washing, vehicle lubrication, vehicle greasing, vehicle cleaning, motor vehicle maintenance and repair, vehicle maintenance, vehicle polishing, vehicle battery charging, electric vehicle charging, and anti-rust treatment for vehicles.

These multiple registrations underscore BYD’s commitment to establishing a robust brand presence in Indonesia, regardless of the outcome of the "Denza" legal proceedings. The choice of "Danza" as a potential alternative name is strategically significant, maintaining phonetic similarity to "Denza" while potentially avoiding direct conflict.

Background of the "Denza" Trademark Dispute

The "Denza" brand was officially launched in Indonesia in early 2025, marking BYD’s expansion into the premium electric vehicle market in Southeast Asia’s largest economy. The D9, a luxury electric MPV, was the flagship model introduced to consumers. However, almost immediately upon its intended market entry, BYD encountered legal challenges regarding the "Denza" trademark.

The dispute centers on the ownership and rightful use of the "Denza" name within Indonesia. While BYD Company Limited, the global parent entity, asserts its international rights to the brand, local intellectual property laws and registration processes can create complex scenarios. The core of the legal battle appears to stem from a perceived mismatch between the intended legal entity of BYD in Indonesia and the entity that holds or previously held the rights to the "Denza" trademark in the country.

PT Worcas Nusantara Abadi, an Indonesian entity, emerged as a key player in the legal challenge, asserting its own claims or rights related to the "Denza" trademark. The initial legal proceedings likely involved claims of prior registration or established usage rights. BYD’s initial legal strategy would have involved asserting its global ownership and challenging any local claims.

The progression of the case through the Indonesian legal system has been a critical factor. The initial court ruling, which BYD appealed to the Supreme Court, likely sided with the Indonesian claimant, leading to BYD’s cassation attempt. The Supreme Court’s decision to deny BYD’s appeal has effectively upheld the lower court’s ruling, significantly impacting BYD’s ability to use the "Denza" name.

Supporting Data and Market Context

The Indonesian automotive market is experiencing a significant shift towards electric vehicles (EVs), driven by government incentives, growing environmental awareness, and the expanding product offerings from various manufacturers. BYD, as one of the world’s leading EV producers, has identified Indonesia as a key growth market.

• EV Market Growth: Indonesia’s government has set ambitious targets for EV adoption, aiming for a substantial percentage of new vehicle sales to be electric by 2030. This has spurred investment from both domestic and international players.
• BYD’s Global Position: BYD reported record sales in 2023, surpassing Tesla in global EV deliveries for the fourth quarter of 2023. This strong performance highlights BYD’s manufacturing prowess and its aggressive global expansion strategy.
• Premium Segment Potential: While the mass market segment is crucial, there is also a growing appetite for premium EVs in Indonesia, particularly among affluent consumers who are increasingly adopting sustainable luxury. The "Denza" brand was positioned to capture this segment.
• Intellectual Property Landscape: Navigating intellectual property laws in emerging markets can be challenging. Registration processes, the concept of "first-to-file" versus "first-to-use," and the complexities of corporate legal structures can all contribute to trademark disputes.

The failure to secure the "Denza" trademark could have several implications for BYD’s Indonesian operations:

• Brand Re-launch Costs: If "Danza" or another name is adopted, BYD will incur significant costs associated with re-branding, marketing, and potentially re-tooling vehicle badging and promotional materials.
• Consumer Confusion: A sudden change in brand name can lead to confusion among consumers who may have already been exposed to the "Denza" brand. This could impact initial sales and brand perception.
• Market Entry Delays: While BYD has registered "Danza," the process of launching and establishing a new brand takes time, potentially delaying BYD’s full market penetration in the premium segment.
• Competitive Landscape: Competitors may capitalize on any perceived weakness or delay caused by the trademark dispute, strengthening their own market positions.

Analysis of Implications

The registration of "Danza" by BYD is a prudent, albeit potentially costly, strategic maneuver. It demonstrates a proactive approach to mitigating the risks associated with the "Denza" trademark dispute. The phonetic similarity between "Danza" and "Denza" suggests an attempt to retain some brand recognition and leverage existing marketing efforts, while clearly distinguishing it as a separate legal entity.

The Supreme Court’s decision, emphasizing "error in persona," highlights a crucial aspect of Indonesian legal proceedings: the correct identification of legal parties and their standing. BYD’s statement about "a difference in the legal subjects being addressed" points towards a potential misunderstanding or misapplication of corporate registration and trademark law by the company during its initial setup in Indonesia. This could serve as a case study for other international companies entering the Indonesian market, emphasizing the need for meticulous legal due diligence.

The fact that BYD has secured the "Danza" name under Class 12 for vehicle components and Class 37 for services indicates a comprehensive approach to branding. This suggests that "Danza" is not just intended as a vehicle model name but potentially as an overarching brand for BYD’s automotive operations in Indonesia, encompassing both product and after-sales services.

Timeline of Events (Inferred and Based on Article Content)

• Prior to August 2025: BYD Company Limited, the global parent, initiates its expansion into the Indonesian market, planning to launch its premium EV sub-brand "Denza."
• Early January 2025: BYD launches the "Denza" brand in Indonesia, introducing the D9 model.
• Around the same time or shortly after launch: A trademark dispute arises concerning the "Denza" name in Indonesia. The dispute involves PT Worcas Nusantara Abadi and potentially PT Raden Reza Adi.
• Undisclosed date: Initial legal proceedings take place in Indonesian courts. BYD’s lawsuit is likely found to be inadmissible due to an "error in persona."
• August 11, 2025: BYD Company Limited files applications for the "DANZA" trademark in Indonesia under Class 12 and Class 37.
• Undisclosed date (post-initial ruling): BYD Company Limited appeals the court’s decision to the Supreme Court.
• Unknown, but before April 18, 2024: The Supreme Court issues Decision No. 1338 K/PDT.SUS-HKI/2025, rejecting BYD Company Limited’s cassation and granting PT Worcas Nusantara Abadi’s.
• April 18, 2024: PT BYD Motor Indonesia, through its Head of Public & Government Relations Luther Panjaitan, publicly acknowledges the registration of the "Danza" brand and the ongoing nature of the "Denza" trademark dispute.

The coming months will be crucial for BYD as it strategizes its next steps in Indonesia. The company’s ability to effectively manage this brand transition, coupled with its commitment to offering innovative EV technology, will determine its long-term success in one of the world’s most dynamic automotive markets. The "Danza" registration is a testament to BYD’s resilience and adaptability in the face of complex legal and market challenges.