SHENZHEN-BASED automaker BYD has recently sparked fresh debate overseas after unveiling a new commercial for its premium electric vehicle (EV) brand DENZA, starring former James Bond actor Daniel Craig behind the wheel of the brand’s new Z9GT. The promotional video has quickly drawn attention from audiences in the U.K. and other overseas markets.

The video, titled “Everything Is Changing,” features the tagline: “To evolve or not, that’s never really the question. We move, we adapt, we become, because standing still was never part of who we are. With Daniel Craig, this is a reflection on progress in its purest form, embracing what’s next without looking back.”

Some overseas users responded positively, calling the commercial stylish and effective. One commenter wrote, “Retired 007 with BYD, that’s a damn good car commercial.” Another U.K.-based netizen said, “China is the best in the world when it comes to EVs. Even for ads, Chinese are doing better than us. In contrast, all our ads nowadays are huge SUV in an empty generic town.”

Another U.K. netizen offered a more detailed reading of the ad, saying it was not simply aimed at the Chinese market, but rather at a skeptical British audience.

“It’s a carefully crafted conversation with the skeptical Old English customer, embodied by the dog who doesn’t trust the new car right away. Instead of chasing his approval, DENZA sits quietly and explains: ‘Everything’ is changing. Not with urgency or disruption, but with patience, respect, and the calm assurance that change doesn’t have to mean loss. The dog listens. He watches. And at the end — crucially — he runs toward the car. That final movement is everything,” read the comment.

However, not all online reactions were favorable. Some internet viewers questioned the use of a Chinese brand and a former Bond actor in a campaign that appears to speak directly to European consumers. The mixed response highlights a somewhat awkward situation: As Chinese EV makers expand rapidly into overseas markets, parts of Western online public opinion are still adjusting to the changing industrial landscape, according to a Chinese analyst. However, it is an irreversible trend, and Chinese EV makers are likely to keep expanding their global presence despite external challenges.

On March 26, BYD officially announced that it has signed Daniel Craig to front a new campaign for DENZA.

Craig will lend his image to several key vehicles being launched this year, including in marketing materials and television commercials.

Industry observers said that BYD’s strategy of linking up with recognizable European cultural symbols is part of a broader effort to win trust in overseas markets. Bond, after all, is a globally recognized figure, and his association with high-tech, sporty cars gives the campaign an immediate European resonance.

Liu Dingding, a veteran industrial observer, told the Global Times that the mixed response reflects more than just opinions about a commercial. It also points to the rising international influence of China’s new EV industry. Chinese EV brands are increasingly moving beyond the old image of being merely “cheap” or “high value for money,” and are now exporting technology, smart features, and brand value.

The discomforting comments from some netizens may also reflect a deeper psychological adjustment in parts of Western society. The U.K., once a major industrial power, has fallen behind in emerging sectors such as new energy vehicles and smart manufacturing. The rapid rise of Chinese brands can therefore trigger unease among some observers, according to Li.

Nowadays, younger overseas consumers appear more open to Chinese products. As China’s technological and cultural influence continues to expand, the expert believes acceptance of Chinese brands will keep growing.                          (People’s Daily)