China’s BYD is selling millions of EVs, famously outselling Tesla in the last quarter of 2023, and riding an enormous wave of success. But not many European (and practically no American) consumers have ever heard of it, much less trust it as a reliable brand. But as the EV giant makes inroads outside of China, it is looking to change that, the old-school way, dealer by dealer.
While European automakers have been shifting over to direct sales à la Tesla, China’s BYD, for Build Your Dreams, along with Chinese peers Xpend and Great Wall Motor are looking to dealers to build sales and provide networks to help their brands build solid reputations and trust among Europeans. And now, BYD is setting up its BYD-only shop in Germany.
“European consumers have no inkling of Chinese brands,” Daniel Kirchert, the head of e-mobility consultancy Noyo and former BMW…