Reuters: April 15th, China's BYD is avoiding price wars in South Africa and focusing on building a new energy vehicle brand. As Africa's second-largest automotive market, South Africa has seen a surge in new energy vehicle brands from China in recent years, with many brands relying on discounts upon launch to capture market share. Zhang Steve, Executive Director of BYD South Africa, pointed out that BYD currently does not prioritize sales figures, refuses frequent price cuts, and avoids undermining vehicle resale value and brand equity.
BYD sold 589 units in South Africa in March, ranking second only to Mercedes-Benz and Stellantis, surpassing established automakers like Volvo. In 2025, new energy vehicle sales in South Africa increased by 7.1% year-on-year to 16,716 units, indicating the market remains in its early stages.
BYD adopts a strategy of pricing its vehicles on par with internal combustion engine cars. The new seven-seat plug-in hybrid SUV, ATTO 8, starts at over 1 million ZAR (approximately RMB 442,600). The brand entered the South African market in 2023 and is currently focusing on market education and steadily advancing its product rollout.
Original article: toutiao.com/article/1862596800877641/
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