Franck Lebouchard, boss of Devialet, during the press conference in Shenzhen announcing the partnership with BYD. © BYD
Between Devialet and China, it’s a love story that lasts. Already present on the Chinese market through a partnership with Huawei to market speakers (Sound X and Sound Joy, etc.) and headphones (FreeBuds Pro 2), the French brand specializing in high-end sound adds another string to its bow in the Middle Kingdom by teaming up with car manufacturer BYD (Build Your Dreams), Tesla’s rival in China. An alliance that took the form of a license agreement for Devialet technologies to be used in Denza brand cars. The financial terms of this partnership have not been disclosed.
As part of this Sino-French collaboration, Devialet will equip Denza’s new electric SUV, called N7, with a state-of-the-art sound system. This will rely on 16 speakers to obtain the most immersive sound possible. In this sense, the sound system will notably integrate SDVC technology (speed-dependent volume control) so that the volume adapts when the car accelerates. “The partnership between Denza and Devialet will result in the creation of a new class-leading mobile interior model with smart controls and music experiences, delivering a luxurious lifestyle and unique experiences to Chinese consumers”believes Zhao Changjiang, the boss of Denza.
China represents 20% of Devialet’s turnover
The first vehicles equipped by Devialet are expected in June, with a launch price of over €40,000. Other models could embed the brand’s sound technologies in the future. If this collaboration proves successful, the tricolor company hopes to continue its rise in China, its second market (after France), where it achieves 20% of its turnover and half of its sales in Asia. A continent on which Devialet has moreover tripled its sales and points of sale over the past three years.
In addition to China, the company headed by Franck Lebouchard is banking on countries such as South Korea and Japan. To strengthen its presence in Asia, Devialet completed a financing round of 50 million euros in September 2022. On this occasion, “a new strategic Asian investor”, whose identity has still not been revealed, had entered the capital of the company. Franck Lebouchard was content to mention that this investor would be “a strategic partner to support the company in the diversification and acceleration of licensing agreements”. If the mystery remains whole, the partnership signed with BYD only confirms his statements…