Skip advert
Advertisement

BYD gunning for European parity within five years

BYD is determined to shake up the European establishment

BYD Dolphin - front tracking

Chinese car manufacturer BYD is aiming to be seen as the leading tech brand of the car industry and considered alongside the major brands within half a decade, according to senior vice president Stella Li.  

“Five years from now we would like consumers to view BYD as like one of the European brands, and when they think about BYD they think about it as more like the Apple of the automotive industry,” she told Auto Express. “We want people to feel like we are a European company and an established manufacturer here.” 

Part of the brand building exercise will be a continuation of the likes of the huge Goodwood Festival of Speed stand, and sponsorship of the Euro 2024 football tournament. “More and more we will be part of any cultural event,” Li continued. “The more we participate and the more people that are driving our cars, maybe in less than five years we can achieve that.”

Advertisement - Article continues below

BYD is about to open its new UK headquarters, with one floor dedicated to an engineering team tasked with ensuring the cars drive well on UK roads, a move being replicated in France, Germany, Italy and Spain. 

“We are focused on what the consumer is looking for, what is the experience,” continued Li. “Chinese consumers have certain requirements and we develop the car for them, but the British consumer has different needs, and they are different to the French consumer and different from the Italian consumer.”

The local development is on top of a European manufacturing and R&D engineering base in Budapest, Hungary, that will begin mass production of BYD models by the end of 2025. “We will build all the mainstream cars we sell in Europe, so at that point BYD has become really European,” said Li. 

She denied that the threat of EU tariffs on Chinese-built cars was a part of the decision to manufacture in Hungary. “BYD is a global company and our strategy is to localise in different regions, so even without a tariff BYD had decided to build in Europe.”

Now check out the cheapest electric cars...

Skip advert
Advertisement

As Editor, Paul’s job is to steer the talented group of people that work across Auto Express, Carbuyer and Driving Electric, and steer the titles to even bigger and better things by bringing the latest important stories to our readers. Paul has been writing about cars and the car industry since 2000, working for consumer and business magazines as well as freelancing for national newspapers, industry titles and a host of major publications.

Find a car with the experts

Skip advert
Advertisement

Recommended

Shanghai Motor Show 2025: what all the big car brands are up to
Shanghai Motor Show 2025 - header

Shanghai Motor Show 2025: what all the big car brands are up to

The Shanghai Auto Show is now an established part of the automotive calendar – we’ve got a full list of show debuts
News
25 Mar 2025
New BYD Dolphin Surf is the UK version of the Seagull EV
BYD Seagull - front

New BYD Dolphin Surf is the UK version of the Seagull EV

BYD's entry-level electric car will aim to take on the Dacia Spring at around £15,000
News
21 Mar 2025
BYD’s plan to be the world’s biggest car brand
BYD Sealion

BYD’s plan to be the world’s biggest car brand

BYD’s Europe boss talks about battling Tesla, five-minute charging and being the global number one car brand
News
19 Mar 2025
BYD pilots 1,000kW charging, adding 250 miles of range in five minutes
BYD Atto 3 - front static

BYD pilots 1,000kW charging, adding 250 miles of range in five minutes

The new technology allows cars to “match refill speeds of gasoline” models, according to its maker
News
18 Mar 2025

Most Popular

Car Deal of the Day: BYD Seal – signed, sealed and delivered for less than £305 a month
BYD Seal - front cornering

Car Deal of the Day: BYD Seal – signed, sealed and delivered for less than £305 a month

The BYD Seal is a Tesla Model 3 rival, and a very good one at that. It’s our Deal of the Day for 31 March
News
31 Mar 2025
Car Deal of the Day: Only £245 per month for the 60mpg Renault Rafale coupé-SUV
Renault Rafale - front cornering

Car Deal of the Day: Only £245 per month for the 60mpg Renault Rafale coupé-SUV

Sleekly styled SUV comes with hybrid power and a competitive monthly price in our Deal of the Day for 29 March
News
29 Mar 2025
Car Deal of the Day: Hybrid-powered Peugeot 3008 for £208 per month
Peugeot 3008 Hybrid - front tracking

Car Deal of the Day: Hybrid-powered Peugeot 3008 for £208 per month

Peugeot’s sharply styled and hybrid-powered family car can be leased for as little as £208 per month in this deal
News
30 Mar 2025