BYD is emerging as a global leader in electric vehicles
A new car showroom in Ayr reflects exponential growth in China’s car exports, writes JULENA DRUMI
As customers began inspecting the new models at Arnold Clark’s newest showroom in Ayr they would be forgiven for having a few more questions than the usual queries about fuel economy, comfort and the range of colours. This is one of seven outlets in the group selling China’s BYD brand, the biggest-selling electric car that many motorists still know little about.
The new branch will showcase BYD’a ATTO 3, Dolphin, Seal and the latest Seal U DM-i. If they’re unfamiliar to potential customers just now, they will soon catch on as BYD’s growth gets into top gear.
China’s automotive industry, little more than a whimper a decade ago, is no longer seen as the bit-player among the established giants. It was a net importer of motor vehicles until 2018, with an automotive industry that primarily existed to serve domestic markets. In the last few years it has accelerated its way into the front of global exporters.
BYD joined the Arnold Clark Group in 2022 and has taken the UK market by storm, outselling competitors such as Tesla. The BYD Dolphin Surf will arrive in Arnold Clark showrooms later this year. Described as the ‘ultimate electric city car’ and offering a nimble drive, it’s expected to have a range of around 190 miles and 150bhp.
Founded in China in 1995, BYD, also known as ‘Build Your Dreams’, began as a battery maker, only entering the automobile industry in 2003.
Today, it has ranked first in China’s EV sales for six consecutive years, from 2014 to 2019, and now its cars can be found in more than 300 cities in 50 countries.
Car sales in millions between 2006 and 2024
According to a new study by media intelligence and reputation specialist CARMA, a focus on innovation, competitive pricing and strategic technology partnerships is enabling China’s car industry to reshape consumer perceptions and the media narrative alike.
Innovation sits at the heart of the Chinese automotive industry, propelling rapid advancements in electric vehicles, smart technologies, autonomous driving and sustainable manufacturing. Indeed, 80% of those who own a Chinese vehicle state that they believe their cars feature cutting-edge technology. This perspective aligns with media coverage, as 66% of UK coverage presented positive messages about innovation in relation to Chinese brands.
The US think tank, Information Technology & Innovation Foundation (ITIF), reported that Chinese electric vehicle brands are 30% faster at developing and launching new models compared to established brands in other regions. This highlights the significant progress that Chinese manufacturers have made and their influence on the overall industry and its approach to product development.
Among the Chinese players, BYD has emerged as the standout brand, dominating the media conversation. The brand garnered more than double the volume of coverage where brands are positioned as innovative (1,189 articles) compared to other Chinese brands such as Geely (402) and Xpeng (298), as well as established brands including BMW and Volkswagen (284 and 251 respectively).
BYD was also found to have contributed 41% of all positive coverage on Chinese brands and boasted a higher proportion of positive coverage compared weith other Chinese and established brands. This momentum is powered by BYD’s rapid product expansion, innovation in battery and EV technologies as well as a growing global footprint in Europe, Latin America and Southeast Asia.
Arnold Clark now has seven BYD showrooms
“Chinese brands have matured dramatically, and the media is taking notice,” explained Jennifer Sanchis, senior insights consultant at CARMA. “Journalists are echoing the sentiments of today’s consumers: these vehicles are smart, well-built and competitively priced.”
Beyond product features, media coverage also reflects the evolving dynamics of the global automotive industry. Topics such as tariff implications, cross-border tech collaborations and the strategic use of social media platforms like YouTube and TikTok to engage new buyers have become central themes. This shows how Chinese brands are not only transforming cars, but also the way cars are marketed and sold.
While overall, the global picture is extremely positive, there is some cynicism, when it comes to the future of Chinese brands. Together with Saudi Arabia, the report revealed that the UK media is the least confident when it comes to Chinese automotive brands, contributing to 30% of scepticism worldwide. This is particularly due to the expansion of tariffs across various industries, as China accused the EU of “protectionism” in response to rising vehicle tariffs.
Sanchis concluded: “The automotive industry experienced significant turbulence over the last 18 months with headwinds affecting both Chinese and established brands.
“Despite this, our analysis revealed that Chinese automotive brands have gained confidence around the globe and that positive sentiment on ‘the rise of Chinese brands’ is a result of BYD’s success, rather than strong industry-wide performance.
“In fact, BYD leads in terms of share of voice compared to several other Chinese and established brands and generated 41% of all positive coverage of Chinese brands.
“The shift in sentiment suggests a growing long-term confidence in the success of Chinese automotive manufacturers. As they continue to deliver on performance, pricing and cutting-edge features, the media, and increasingly the marketplace, sees these brands not just as challengers, but as leaders in the next era of mobility.”
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