BYD, the billion-dollar manufacturer challenging Tesla

No, BYD is not a obscure low-cost Chinese brand trying to make a name in the European market. It is a global leader in electric mobility!

Behind these three letters that tend to elicit a smile when pronounced in French — though mockery is a national sport — hides the world’s leading battery manufacturer with an annual turnover of over 58 billion euros and a net profit exceeding one billion. The group employs 600,000 people, including 90,000 engineers. One in two iPads and one in five smartphones contain components made by BYD. In 2003, the group decided to enter the automotive industry, and in less than 20 years, it has become a key player.

In the last quarter, the Chinese company reported 431,603 battery electric vehicle (BEV) sales, just 3,456 fewer than Tesla. The two companies have never been so close. By the end of 2023, BYD will have sold more than 3 million cars in 12 months. Are you beginning to understand the size and power of this group?

The strength of BYD primarily lies in its Blade battery technology, supplied to all major automakers. This 800V blade format guarantees maximum safety and features a crucial technological attribute. With a honeycomb core structure, these batteries contribute to the rigidity and safety of the chassis, becoming an integral structural component. Then there’s the 8-in-1 motor that integrates all essential components in one block, from the control unit to the transmission and inverter. BYD claims an energy efficiency of 89%. Lastly, there is the TAC system, which, through intelligent torque management, provides unparalleled road behavior and fully exploits the car’s capabilities. BYD manufactures all its vehicle components internally, except for the windows, tires, leathers, and brake pads. Who else can say the same in the 100% electric market? Nobody.

Technology is one thing, but it’s equally important to adapt to the diverse European markets, so different from Asian customs. To do this, BYD assembled in France a special team comprising remarkable Chinese-speaking and Francophile executives and engineers, including veterans from Stellantis, Kia, or BMW, who know all the ins and outs of the French market. Do not expect flashy marketing or punchlines from them. Their communication is polished, calm, sometimes even surprisingly modest. There’s no need to shout louder than others when you’re confident you’re the strongest.

By 2025, BYD will have 100 dealerships operated by the biggest market players, including Bodemer, Chopard, and Bymycar, all equipped with service workshops and staff trained in the company’s specific technologies. Several new models will expand the lineup, including the Seal U, a plug-in hybrid SUV. With support from Société Générale for financing and Shell for home charging networks, everything will be set to inspire the French market.