BYD sales strategy, product lineup, marketing, competition, and public perception

Here is a simple analysis of how Chinese auto manufacturer, BYD is expanding its reach in South America.

1. Model Sales Strategy – Advantages and Disadvantages

Advantages:

BYD expanded its presence in major Brazilian capitals with a growing network of dedicated EV dealerships, offering specialized service and a better purchasing experience.

The brand focused successfully on corporate and fleet sales, especially to rental and mobility companies, with high volumes for the Dolphin and Yuan Plus models.

Promotions included used-car trade-in bonuses, subsidized financing, and partnerships with fintechs, helping attract middle and upper-class consumers.

Disadvantages:

The dealership network is still under development, with limited coverage in the North and Central-West regions of Brazil.

BYD’s competitiveness depends in part on state-level incentives, such as IPVA (vehicle tax) exemptions, which are inconsistent across the country.

After-sales logistics still face delays in parts availability, especially for imported components.

2. Model Strategy – Advantages and Disadvantages

Advantages:

BYD has a well-structured lineup in Brazil, with compact hatchbacks, midsize SUVs, and electric sedans that target key urban segments.

All models feature advanced technology, including Blade batteries and efficient electric motors, delivering good performance and real-world range.

Local manufacturing (starting with the factory in Bahia) will allow the launch of flex-fuel models, expanding its market reach.

Disadvantages:

There are no 7-seat SUVs or family-oriented vehicles yet, creating a gap compared to competitors like Jeep Commander and Caoa Chery Tiggo 8.

BYD has no products in the entry-level segment (below R$100,000), limiting penetration in lower-income brackets.

A limited range of trims and customization options may restrict consumer choice.

3. Marketing Strategy – Advantages and Disadvantages

Advantages:

Strong presence in TV, digital media, and auto events, reinforcing its image as a modern and sustainable brand.

BYD’s messaging focuses on zero emissions, energy savings, and cutting-edge technology, which resonates with younger and urban consumers.

Participation in high-profile events like Festival Interlagos and partnerships with influencers help educate the public on EVs.

Disadvantages:

Marketing remains too centralized, lacking localized campaigns that connect with regional and rural audiences.

The brand still lacks a strong institutional identity, which limits emotional connection with traditional car buyers.

There’s an opportunity to enhance storytelling through real-life testimonials and customer experience.

4. Comparison with Competitors – Advantages and Disadvantages

Advantages:

BYD stands out in technology and energy efficiency, offering superior EV platforms, real range, and lithium-iron-phosphate battery safety.

The cost-benefit ratio is better than many hybrid models, like the Toyota Corolla Cross, delivering more tech and comfort for a similar price.

Having a factory and assembling in Brazil provides a competitive edge over fully imported brands.

Disadvantages:

Brands like Toyota, Honda, and Jeep are still perceived as more reliable in after-sales and resale value.

Jeep appeals emotionally to Brazilian buyers through a rugged and off-road image that BYD does not yet offer.

EV competition is rising fast, especially from GWM and Volvo, putting pressure on BYD’s price and innovation edge.

5. Public Evaluation – Advantages and Disadvantages

Advantages:

Public perception of BYD as a technological and sustainable brand is growing, especially in major cities.

Consumers are impressed with BYD’s interior quality, ride comfort, and connectivity features.

The 8-year battery warranty and positive owner reviews help increase buyer confidence.

Disadvantages:

Some consumers still confuse BYD with older Chinese brands that had negative reputations in the past.

Concerns persist around resale value, which is still uncertain in a market dominated by traditional brands.

Outside of urban centers, limited charging infrastructure and service coverage are still key challenges.