BYD (HKG:1211, SHE:002594) is ramping up hiring from rival automakers, including Porsche, to support the European rollout of its Denza luxury brand, Bloomberg News reported Wednesday.

Denza has recruited more than 50 staff for its sales and marketing operations in the region, the report said, citing company adviser Alfredo Altavilla.

The brand is targeting about 150 sales outlets across Europe by the end of next year and will operate a retail network separate from BYD's, according to the report.

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