Chinese EV giant plans complete Aussie takeover
Giant Chinese carmaker BYD’s latest strategic moves are designed to help it completely dominate the Aussie motoring market.
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China’s BYD will reboot its presence in Australia ahead of an expansion into new territory.
BYD originally established a foothold in Australian through third-party importer EV Direct.
Having grown to become the world’s largest manufacturer of hybrid and electric vehicles, BYD will handle Australian operations directly, running its own show from July 1.
BYD established its brand in Australia with compact and affordable electric cars such as the Atto 3 and the Dolphin before moving into $60,000 territory with the BYD Seal electric sedan and Shark 6 plug-in hybrid ute.
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That latter redefined its class like few other cars, beating the Ford Ranger Stormtrak and GWM Cannon Alpha Ultra PHEVs to market to be named our 2024 Car of the Year.
BYD’s next steps include a push into premium territory with YangWang and Denza models that rival the likes of Range Rover or Porsche for features and performance.
The manufacturer could have the broadest range of any Chinese car company in Australia, mirroring the likes of Toyota with a comprehensive showroom that spans from cheap and cheerful hatchbacks to family cars, luxury off-roaders, utes and performance cars.
BYD has been approached for comment.
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EV Direct founder Luke Todd said his team was “extremely proud of the role it has played in the launch of BYD into the Australian market, overseeing what has been one of the most successful new car brand launches in Australian history”.
“As a team we are extremely proud of what’s been achieved and even more excited by the future as our team reposition into a new role that will help catapult the BYD brand further, right across Australia,” he said.
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EV Direct will maintain ties to BYD by shoring up its retail partnership with dealer giant Eagers Automotive under a joint venture known as the EV Dealer Group.
David Smitherman, chief executive of the retail arm, said “EVDG is proud to represent BYD in Australia, we are investing heavily in our people, our systems and expanding our dealer network to support BYD’s growth ambitions”.
“The JV partners will combine the best of both companies to provide an industry leading sales and aftersales experience for BYD customers.”
Mr Wing You, General Manager, BYD Australia, says “BYD is proud to reaffirm our enduring and long-term partnership with our EV Dealer Group partners, Eagers Automotive and EVDirect, as we continue to expand our presence in the Australian market.
Their unwavering commitment, local expertise and geographic reach have been instrumental in introducing our innovative new energy vehicles to Australian consumers. Together, we are dedicated to accelerating the transition to sustainable transportation and delivering exceptional value to our customers.”
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