Are we wondering if BYD really wants to sell cars in Europe?

BYD has confirmed the launch of its compact electric SUV Atto 2 in Europe this summer. But what are the strengths of this Atto?

Despite its status as the world’s leading seller of electrified vehicles and its recognized technological expertise, BYD remains surprisingly behind the scenes in Europe, if not invisible. And this Atto 2, characterized by limited performance, especially in terms of range, is unlikely to boost its sales!

The Atto 2 will be equipped with a 45.1 kWh lithium iron phosphate (LFP) battery, offering an announced range of 312 km in WLTP mixed cycle. Although these figures are acceptable for urban use, they are very insufficient in a segment where models like the Kia EV3 push the boundaries, with a range of up to 603 km.

Adding to this is a matter of pricing positioning. With an estimated price of around 30,000 euros, the Atto 2 directly competes with the upcoming Renault 5 electric, which promises not only a competitive range and modern powertrain but also a stylish design rich in heritage. By comparison, the Atto 2, already on the Chinese market for two years under the name Yuan Up, desperately lacks character and innovation.

BYD’s European strategy leaves perplexed

The exterior design of the Atto 2, with its “Chinese knot” rear lights and floating roof, shows some originality but remains overall very consensual. Inside, the 12.8-inch rotating screen dominates a simple, unadorned interior. This choice seems deliberate to cut costs but contrasts with the more upscale ambitions presented by competing models in the same segment.

For a brand known for its battery expertise, BYD’s decision to offer a model in Europe with limited range and uncertain pricing leaves one puzzled. The European market, demanding in terms of value for money and performance, does not seem aligned with this strategy. Yet, BYD’s Chinese catalog includes more ambitious models better suited to local expectations.

Compared to alternatives like the Kia EV3, Renault 5, or even the aging MG4, the Atto 2 may struggle to find its place. If BYD wants to establish a lasting presence in the European market, it will need to quickly adjust its offering to compete with better-positioned and more competitive leaders.

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