Inside BYD's plan to conquer the European EV market

So who is BYD? What are the unique selling points of its cars? And how will it fit in with European buying sensibilities?

Well, the company believes that its battery tech is a huge incentive. “BYD’s Blade battery has ultra-safe credentials that set it apart from conventional battery technology and, BYD believes, give it a significant USP in the EV sector,” says Mike Belinfante, a senior manager at BYD Europe. “It’s successfully passed the nail penetration test – one of the most stringent safety tests in the industry – which proves it will never spontaneously ignite. Additionally, BYD’s Blade battery is cobalt free, for sustainability, labour and safety reasons.”

On top of that, BYD is bringing its cars to market with an extensive roster of equipment that includes standard heat pumps on all of its models, including the Atto 3 crossover, Seal saloon and Dolphin compact hatch, all of which will be on UK roads by the end of 2023.

Interestingly, though, BYD hasn’t entered Europe by fiercely undercutting key rivals on price. One of the company mantras is to be “attainable but premium” and it’s very much targeting Kia and Hyundai as key rivals. BYD has no intention of pitching itself as a value brand, as MG did with evident success in the UK. That may change slightly with the forthcoming Dolphin, which will be a more affordable proposition that is likely to come in at under £25,000 when the smaller battery model arrives – potentially with new sodium ion battery technology that BYD showcased in the Dolphin at the Shanghai motor show. But the core range of models will be pitched at a similar cost and remit to their Korean alternatives.

Notably, BYD also has a habit, like its Korean rivals, of making its cars slightly larger than the key competition. Hence, the Atto 3 is 19cm longer than a Volkswagen ID 3 but a very similar size to the Kia Niro EV. The Seal is 10cm longer than a Tesla Model 3 but almost identical in size to the Hyundai Ioniq 6. The Dolphin is actually more family hatch than supermini, at 4.29m long – 24cm more than the Peugeot e-208 that it’s priced against. That’s fairly typical of BYD’s tendency to straddle two or more conventional classes – something that’s easy and affordable for the company to do with its scalable e Platform 3.0.

You will have noticed that BYD hasn’t gone for a consistent design language – or even naming strategy – across its European models. The Han (an Audi A7 rival) and the Tang (a Volvo XC90 rival) are both already popular in many European markets and look rather Audi-esque and conventional inside and out –  perhaps no surprise because BYD’s design team is led by Wolfgang Egger, previously of previously of Audi and Alfa Romeo. They are both named after Chinese dynasties, and we may see them in the UK in the next year or two if BYD can overcome issues with manufacturing them in right-hand drive.

The Atto 3 is the first BYD model to arrive in the UK and its name denotes ‘one quintillionth’. It looks inoffensive and derivative of any number of other similar EVs on the outside yet has a very striking and divisive gym-themed interior that won’t suit all Western tastes. The Seal and Dolphin are from the company’s Ocean Series, and again take different design routes. The Seal looks like a mini Porsche Taycan, while the Dolphin is sharper and more distinctive than the Atto 3 yet perhaps unflatteringly reminiscent of Daihatsu and other bygone budget brands that didn’t survive the European market. Both have perfectly decent interior designs that look and feel similar to most rival cars.

Why the apparently random naming and styling strategy? One senior company source told us that it was because “we want to be fun and full of joy” but it’s hard not to believe that economies of scale and simple availability is a huge factor. After all, BYD is rolling out its European offensive at a breathless rate by introducing slightly tweaked Chinese-market cars rather than European-specific models. Although the Chinese car market has very different tastes and trends from Western ones, it would be hugely expensive to redesign each model and, with tastes and trends in Europe also changing rapidly as we adjust to new brands and  new tech in all walks of life, probably unnecessary.

This also explains why some BYD cars hint at a lack of understanding about European tastes at this very early stage. From having ‘Build Your Dreams’ written across the bootlid to telling people that you drive a Dolphin, there’s a degree of awkwardness that some European buyers may struggle with at this point. Never mind the inevitable political murkiness that many consumers feel about sending their money to China.

It’s not going to be a walkover for BYD in mainland Europe and the UK, then, but if the Chinese maker has proven anything, it’s that it learns quickly and acts even quicker. In addition, some of that awkward anti-Chinese political sentiment may ease as BYD establishes itself and begins to bolster many local economies, not least with manufacturing plants in Europe. Quite how many plants BYD will establish and where is unconfirmed, but the company has been open about its intention to manufacture cars in Europe. One senior source hinted that France could be a distinct possibility “as the French market will be one of the most difficult for us as it is very loyal to its own brands, but it would help if we manufactured there, wouldn’t it?”.

BYD’s brand image and market placement in the UK and mainland Europe is something that only time and familiarity will solidify. What is certain is that we are well past the point of wondering if BYD will become a significant player in Europe’s car market. Now, we can only ask: ‘When?

What's next for BYD?

BYD is extremely secretive about its future plans, but it’s clear that there are really no limits to its ambitions.