Interest in Chinese electric vehicles has surged since the start of the Euros 2024, with more drivers considering the shift from petrol and diesel models. This growing interest follows the strategic marketing efforts by Chinese EV company BYD during the Euros games.
Auto Trader reports that its advertisements for new and used BYD models garnered 189,387 views since the tournament began on June 14, a 33 percent increase from the 142,537 views in the previous month. BYD secured prominent advertising slots at the Euro matches in Germany, which were broadcast to millions of Britons.
Auto Trader’s editorial director Erin Baker remarked, “While England and Spain vie for the trophy, our data shows that China’s BYD is already a significant off-pitch winner. The rising traffic on Auto Trader's website throughout the tournament indicates a marked increase in awareness of BYD just over a year after entering the UK market.”
BYD sales in the UK have been growing rapidly, with the Euros partnership significantly raising public awareness. The Seal, a saloon car priced at £33,150, has led the interest in BYD models since the beginning of Euro 2024. BYD’s ads were the fourth-most viewed among EVs during this period, trailing the Tesla Model 3, Ioniq 5, and Kia EV9.
Figures from the Society of Motor Manufacturers and Traders reveal that by the end of June, there were 4,062 sales of new BYD cars in the UK since the company entered the market in March 2023. Despite the growing interest due to lower prices, the EU has not been as supportive of the increase in foreign investment.
Last month, the European Commission proposed tariffs of 17.4 percent on BYD vehicles sold in the EU, citing concerns about "unfair" subsidies that could harm EU electric vehicle producers.
The investigation into BYD tariffs also considered the impact on importers, users, and consumers of EVs in Europe. Meanwhile, the high price point of electric cars in the UK contrasts with the more affordable Chinese models. BYD announced in April that it is considering launching the Seagull in the UK market, potentially making it the cheapest EV available at a reported starting price of £8,000, as it sells for in China.
