China’s leading electric vehicle (EV) manufacturer, BYD, has emerged as the dominant player in Southeast Asia’s EV market, surpassing competitors like Tesla. BYD’s success can be attributed to its strategic distribution partnerships with major local conglomerates in the region, which have allowed the company to expand its reach, understand consumer preferences, and navigate complex government regulations.
Unlike Tesla, which follows a go-it-alone distribution model, BYD has adopted a partnership approach akin to what Japanese automakers pursued in Southeast Asia decades ago. This approach has helped BYD rapidly gain market share and establish trust and loyalty among local dealers by providing them with attractive profit margins. The focus for BYD is currently on brand proliferation rather than optimizing profit margins, according to Soumen Mandal, a senior analyst at Counterpoint Research.
BYD’s partnership model has proven successful, with the company capturing over 26% of the EV market share in Southeast Asia during the second quarter of 2023. Its bestselling model, the Atto 3, priced at $30,000 in Thailand, outperformed Tesla’s Model 3, which starts at approximately $57,500 in the same market.
In Southeast Asia, the EV segment accounted for 6.4% of all passenger vehicle sales in the second quarter, signaling significant growth, and the region could become even more important for Chinese automakers due to the European Commission’s recent investigation into Beijing’s EV subsidies.
BYD’s regional distribution partners include Sime Darby in Malaysia and Singapore, Bakrie & Brothers in Indonesia, Ayala Corp in the Philippines, and Rever Automotive in Thailand. These partnerships have reinforced BYD’s presence in a region where Chinese car brands lack an established track record.
To further strengthen its foothold in Southeast Asia, BYD is investing nearly $500 million in Thailand to build a new factory that will produce 150,000 EVs annually from 2024, targeting both Southeast Asian and European markets.
In contrast to Tesla’s limited presence in the region, BYD has leveraged its partnerships to gain a substantial market share. For instance, Thai EV buyers accounted for 24% of BYD’s overseas sales in the second quarter, reinforcing Thailand as the Chinese automaker’s largest foreign market.
BYD’s success in Southeast Asia underscores the effectiveness of its partnership-driven distribution strategy. As the EV market continues to grow, BYD’s focus on brand building, affordability, and communicating the total cost of ownership will likely strengthen its position in the region.
Sources:
– Reuters (source article)
– Counterpoint Research