Where is BYD in France (and in Europe)?

With 2,600 registrations in our country during the first months of 2024, we cannot speak of a surge. But the new deputy director for France highlights the progress to come…

At BYD, you don't have to hang around. Six months ago, the brand announced its objective of holding 5% of the electric vehicle market in Europe by 2026, compared to 1.1% last year.

« We are at the point of acceleration », explains to Automobile Propre Emmanuel Bretthe new deputy general manager of the brand in France. This veteran of BMW (20 years), Vinfast and Fisker has had the mission since the beginning of September to pilot the take-off of the Chinese manufacturer within our borders.

In 2023, just over 500 BYD brand vehicles were registered in France. This year, the manufacturer has already sold more than 2,600 cars. “ It’s not that number that’s important.tempers Emmanuel Bret, the important thing is progress ».

If this fivefold increase in sales over just nine months can be viewed with satisfaction, the overall market share (all energies) of the Chinese manufacturer remains minimal (0.2%).

Tesla, for example, sold 10 times more vehicles this year in France. And, despite a big slowdown following the end of the bonus on Asian vehicles and the new customs barriers, the Chinese comrade MG (SAIC group) sold well over 10,000 cars in France over the same period.

In France as elsewhere in Europe, the battery giant that has become the leader in electrified vehicles has had a slower start than expected, two years after the arrival of the first BYD Atto 3 in our ports.

Customs barriers

One of the reasons for this slower growth than expected is obviously to be found in customs barriers. The brand collaborated with the services of the European Commission, receiving a lenient rate of an additional 17% compared to the 10% automatically applied.

This did not prevent Stella Li, the vice-president of BYD, from vilifying the establishment of these additional customs duties in the columns of the Frankfurter Allgemeine : « European consumers are already struggling with inflation and higher electricity or gas bills. Their access to the best automotive technology becomes more difficult and they have to pay more due to customs duties ».

BYD has not yet decided between maintaining its margins and gaining market share. Not sure that the manufacturer intends to lower its prices: “ We are an accessible premium builder » assures Emmanuel Bret. Who says premium says margins…

While awaiting European production within a year (see box), BYD therefore intends to take off its network, in particular thanks to the notoriety brought by its partnership with Euro 2024 men's football.

Radical measures have already been taken. In Germany — where market share did not exceed 0.1% and 1,400 cars delivered in the first half — BYD has decided to buy its local distributor. Shenzhen will therefore directly manage sales in Munich, Berlin or Hamburg.

Also readFaced with difficulties breaking into Europe, BYD is trying to get its hands on Germany

Local heroes

But the story is not the same in France: “ We must be very clear on this: we arrive with humility. The French market is not the same as the German market or the Belgian market, the English market or the Spanish marketexplains Emmanuel Bret. We need a little time to put our teams in place, to adapt and get feedback from customers, to actually understand the markets, according to cultures, according to laws, according to geographical provisions. ».

In France, we are growing in the strength of neighborhoods. “ We decided to take reputable dealerships or dealership groups that have local roots.contrast Emmanuel Bret. It could be BYmyCAR, Emil Frey, Bodemer, Maurin… These groups chose us because BYD brings a real differentiated offer, products that do not yet exist on the French market ».

Today, BYD has 33 points of sale and is aiming for around a hundred by the end of 2025. Emmanuel Bret gives an example of the virtuous circle that he intends to generate with “local heroes”: “ When I go to see the Bodemer group, in the West, they are very famous people. Their customers buy a car from Bodemer. More than a brand, we buy a relationship of trust. We were very happy that they chose us, because it is a guarantee of quality ».

In the longer term, this allows BYD to be known to customers who come to buy a Renault, a Citroën or a Volkswagen in the showroom right next door. “ It doesn't happen overnight, but we are making progress. » assure Emmanuel Bret. « We know there is huge demand from customers waiting to see a BYD store open near them ».

The hybrid to the rescue

Another unforeseen part of the initial plan: the electric take-off not as fast as hoped. BYD initially counted on a 100% EV strategy on our continent. However, the 2024 vintage is disappointing in this regard.

So here is the time for repentance, with the arrival of BYD hybrids in dealerships. Let us also recall here that the manufacturer sells significantly more PHEVs than electrics in the People's Republic.

Here, the brand began marketing its large SUV a few months ago. plug-innamed Seal U DM-i. The name DM-i brings together “in-house” PHEV technology.

Also readHow does BYD's plug-in hybrid work?

In recent months, this hybrid model has been the group's driving force in France, reaching around 30% of BYD registrations. “ There is very clearly a DM-i development strategy » concedes Emmanuel Bret, without giving details on the future hybrid models in sight.

Also readTest – BYD Seal U DM-i: a plug-in hybrid SUV to get around the European obstacle

To offer them, the brand could draw on its Chinese catalog. The Seal 06 DM-i, marketed in Beijing, Shanghai or Guangzhou with 10 and 15 kWh batteries, could serve as a logical candidate for export to Europe in the short term. Especially since these hybrid cars are not affected by the new customs duties established by the EU. This will make it possible to establish links with customers while waiting for the arrival of the first BYDs made in Europe.

A “sea lion” to the rescue

The offensive also continues with the launch of Sealion WORLD 7direct competitor to the Tesla Model Y or the Peugeot e-5008. On the BYD stand at the Paris Motor Show, the 4.83 meter machine attracted many curious people. “ It is worth a good copy from a European manufacturer » commented a visitor to the Porte de Versailles, assessing the quality of the materials used in the spacious passenger compartment.

And once again, we're not hanging around. The first copies are already stored on the ro-ro ships heading to Europe. Press tests (for us) and the first deliveries (for customers) will take place from November. Prices have not been made official, but should be in the same ranges as its competitor of musk.

Enough to appeal a little more to a European clientele deemed demanding by Stella Li: “ They are a bit conservative, it's true, and they need time to understand you. But it's only a matter of time. Once they have created a bond of trust with us, we should look good “. A link which will be necessary for the take-off of BYD's prestige brand, Denza, whose arrival is planned in Europe during the year 2025.

Emmanuel Bret recognizes this: “ We have a huge progress goal. Here, we don't calculate by quarter, we must progress every day ».