(Yicai) Sept. 12 -- BYD is trying to expand and give people the latest technologies and better value for money, despite the challenges Chinese EVs are facing in Europe, said Ge Hongde, the Chinese auto manufacturer’s UK and Ireland country manager at the Cambridge China Business Forum yesterday.

Supported by Cambridge Judge Business School and UK Chinese Culture Association, the forum explores cutting-edge ideas across various industries and foster equal dialogue, with a focus on promoting international trade, technology innovation, and investment between China and the UK.

BYD believes UK is a good market, said Ge, adding that the company is bringing products to other Europeans countries as well. It already has regional offices in most major European countries including the UK, France, Spain, Germany and Italy.

BYD is using the dealer model to expand in Europe, he said. It is forming tie-ups with dealers and distributors. The firm has a presence in most Western European countries including 41 outlets in the UK, six in Ireland and six or seven in the Netherlands.

As a car brand, it’s important to get customers excited and to want the product, said Ge. BYD is building brand awareness by setting up stores at the heart of several European cities. The company has three shops in central London, one near the Avenue de Champs-Elysees in Paris and one in downtown Milan.

BYD's global expansion began in 1998, with the company launching its passenger vehicle business in Europe since 2022. It has seven passenger car models on the market in Europe at the moment, ranging from sedans to sport utility vehicles. As of 2024, BYD has received over 6,000 electric bus orders across 26 countries in Europe, covering more than 160 major cities. BYD accounts for 80 percent of the electric bus market in London.

(Photo Credit: Xiaoning Chen)

Editor: Kim Taylor