Following a decisive ruling by Indonesia’s Supreme Court, Chinese electric vehicle manufacturer BYD has taken concrete steps to rebrand its premium sub-brand Denza in the Indonesian market. The court rejected BYD’s cassation appeal in a trademark dispute, confirming that ownership of the Denza trademark had transferred to a local entity, PT Raden Reza Adi. This legal setback prompted BYD to initiate a formal rebranding process, filing for the trademark “Danza” with Indonesia’s Directorate General of Intellectual Property.
The move represents a strategic pivot for BYD as it seeks to maintain its presence in Indonesia’s growing electric vehicle segment without legal entanglements over branding. Industry observers note that the shift from Denza to Danza is not merely a naming change but a necessary adaptation to comply with Indonesia’s first-to-file trademark system, which prioritizes the party that first registers a mark regardless of prior international use.
According to verified records from Indonesia’s intellectual property database, BYD Company Limited submitted a trademark application for “Danza” on August 11, 2025, under registration number IDM001414073. The filing covers Class 12 goods, which include vehicles, automotive parts, and related components such as brake linings, vehicle bodies, electric cars, autonomous vehicles, trucks, and forklifts. A separate application under registration number IDM001426542 covers Class 37 services, encompassing vehicle maintenance, repair, cleaning, lubrication, and electric vehicle charging services.
The legal conflict originated when BYD introduced the Denza sub-brand in Indonesia in early 2025, only to discover that the name had already been registered by another party. Despite BYD’s global recognition of Denza as a premium electric vehicle marque, Indonesian trademark law does not recognize foreign registration or use as grounds for priority. The Supreme Court’s ruling in Case No. 1338 K/PDT.SUS-HKI/2025 affirmed that BYD lacked standing to sue because it did not hold the trademark rights at the time of litigation.
Indonesia’s Directorate General of Intellectual Property records confirm that the Denza trademark is now officially registered to PT Raden Reza Adi, validating the court’s determination that BYD’s legal challenge was based on an incorrect assertion of ownership. This development aligns with standard trademark jurisprudence in jurisdictions that adhere to the Paris Convention, where national filing dates determine rights in the absence of international registration mechanisms like the Madrid System.
For BYD, the rebranding to Danza allows continuity in its product strategy even as avoiding infringement risks. Vehicles previously marketed under the Denza name, including the D9 MPV and other premium electric models, are expected to be reintroduced under the Danza badge. The company has not announced changes to vehicle specifications, pricing, or distribution networks as part of this transition, suggesting the rebrand is primarily a legal and marketing adjustment rather than a product overhaul.
Indonesia’s automotive market has seen increased competition in the new energy vehicle segment, with both domestic and international manufacturers expanding their electric offerings. BYD’s ability to navigate this trademark challenge through rebranding demonstrates the importance of conducting comprehensive trademark searches prior to market entry, particularly in jurisdictions with strict first-to-file rules.
As of the latest available information, no further legal actions have been initiated by BYD regarding the Denza trademark in Indonesia. The company’s focus appears to be on establishing the Danza brand through consistent use and consumer education. Official updates on trademark status can be monitored through Indonesia’s Directorate General of Intellectual Property online database, where both the Denza and Danza registrations are publicly accessible.
What does this indicate for consumers and industry stakeholders? For buyers, the change may require adjustment in brand recognition, though vehicle quality and specifications remain unaffected. For competitors, it underscores the critical importance of securing intellectual property rights before launching in new markets. For BYD, the Danza launch represents a pragmatic solution to an unforeseen legal obstacle, allowing the company to preserve its investment in product development and market positioning.
The next step in this process will be the official publication and potential opposition period for the Danza trademark application, which typically follows submission to the Directorate General of Intellectual Property. Interested parties can track the application’s progress using the official registration numbers IDM001414073 (Class 12) and IDM001426542 (Class 37) through the Directorate’s public portal.
Stay informed about developments in the automotive and intellectual property sectors by following official updates from Indonesia’s Directorate General of Intellectual Property and major industry associations. Share your thoughts on how trademark strategies impact global brands entering new markets in the comments below.