He is a very well known actor in China, but not really in Europe, nor in the rest of the world. The BYD group (for “Build your dreams”, in French “Build your dreams”) is, however, the world number two in electric cars, behind Tesla.
Present at the last Paris Motor Show, the manufacturer is currently launching its commercial offensive in France.
A presence that will be established through associated distributors
This Wednesday in Aix-en-Provence (Bouches-du-Rhône), the brand presented its strategy for France. It will especially have 5 large distribution groups in its first phase of development, with the first vehicle sales scheduled for this month of June. The manufacturer aims at 10 groups by the end of the year and a hundred in 2025.
“The Emil Frey France group through its Autosphere network (first car dealer in France) will be an important partner in the development of the BYD brand in France,” underlines a press release, also referring to the Maurin group “in the coming months) .
BYD is aware that its name is not known in France and therefore intends to take the time to gain visibility:
“We really listen to the customer and the market to offer the best products and services, and see what market share we can get to start with,” said Brian Yang, BYD Europe deputy general manager.
On the mainland, BYD has already opened outlets in many countries such as Norway, Sweden, Denmark, the Netherlands, Belgium, the United Kingdom, Germany, Spain, and Portugal. Next countries on the list, after France: Italy and Hungary.
A presence that could push the Chinese manufacturer to produce directly in Europe. BYD would notably consider setting up a new plant, potentially in France, rather than buying an existing site, as discussed earlier this year with Ford’s plant in Saarlouis, Germany. France
An offer of 5 vehicles
To conquer the French market, BYD will offer a range of 5 models, all 100% electric, with prices ranging from 29,000 euros for the compact Dolphin (and therefore 24,000 euros with the ecological bonus) to much higher-end models, up to 70,000 euros.
A “premium, but accessible” positioning, explains the brand, which is found with its other models: the Atto 3 compact SUV, a large saloon, the Han, a large 7-seater SUV, the Tang and a sports saloon, the Seal. . . .
A range therefore already wider than that of Tesla, which currently sells 4 vehicles. Faced with its American competitor, specialized in electric since its inception, BYD highlights its status as the first manufacturer in the world that has stopped marketing thermal cars, to focus on 100% electric cars and rechargeable hybrids.
Source: BFM TV
