Chinese automaker BYD has sparked fresh debate overseas after unveiling a new commercial for its premium electric vehicle 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 UK and other overseas markets, the Global Times observed on Sunday.

On May 7 local time, BYD released an online video titled “Everything is changing.” The commercial, featuring Craig at the wheel of the brand-new DENZA Z9GT, delivers a message of adaptation and progress. The advertisement 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 UK-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 UK netizen offered a more detailed reading of the advertisement, saying it was not simply aimed at the Chinese market, but rather at a skeptical British audience, using the dog in the video as a symbol of the “Old English customer” who is cautious at first but eventually comes around.

“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: Ss 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. The partnership coincides with its global expansion in 2026, BYD said.

Craig will lend his image to several key vehicles being launched this year, including in marketing materials and television commercials, BYD said in a press release in March.

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 on Sunday 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.

According to Liu, overseas sales and revenue growth for Chinese automakers such as BYD and Geely have outpaced domestic growth over the past year. In many foreign markets, Chinese brands are steadily taking market share from traditional Japanese, European and American automakers, while also gaining acceptance among consumers in developed countries.

In 2025 BYD has officially overtaken Tesla as the world's largest EV seller. BYD sold almost 28 percent more electric vehicles last year to hit around 2.26 million sales, according to the company.

This growing acceptance of Chinese EVs abroad is no longer driven only by prices, Liu said, adding that more premium Chinese models are beginning to establish themselves in international markets. Behind that shift are improvements in China’s supply chain, technological capability, smart-driving systems and overall brand image.

The discomforting comments from some netizens may also reflect a deeper psychological adjustment in parts of Western society. The UK, 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.

Nowadays, younger overseas consumers appear more open to Chinese products, from 5G and high-speed rail to cultural exports and electric vehicles. As China’s technological and cultural influence continues to expand, the expert believes acceptance of Chinese brands will keep growing, Liu added.