The BYD Seagull could be BYD’s most formidable weapon to conquer Europe and become a leader there before 2030. In any case, this is what the brand and its boss of the European branch are aiming for.
BYD does not hide its relatively excessive ambitions for Europe. BYD Europe Managing Director Michael Shu spoke at a conference on the future of automobiles, hosted by the Financial Times in London on May 9. As indicated in the Capital article of May 10, the Chinese brand plans to invest massively to establish itself sustainably in Europe.
For the moment, BYD’s first results in Europe are still far from worrying European manufacturers. However, the Chinese brand has not yet deployed its full potential.
The Seagull at less than €20,000 to conquer the market
Michael Shu confirmed that Europe would see a model based on his Chinese model called Seagull arrive. In China, this city car is sold for less than €10,000, but it is impossible to imagine such a price in Europe.
On the other hand, the head of the European branch of BYD confirmed that it would be marketed in Europe for less than €20,000. Which remains particularly competitive for the European market, because apart from the Citroën ë-C3, competition does not yet exist. BYD could succeed in making a name for itself in our markets with this type of slightly more affordable model.
The Chinese brand has for the moment developed models positioned in the mid- and high-end segment, without trying too hard to undercut the prices of its models on the European market. Which probably explains why BYD is having more difficulty conquering its customers in Europe as quickly as expected, unlike MG. The brand works quite well in markets that do not have national manufacturers, but encounters more resistance in other countries such as France, Germany, Spain or Italy, where competition is tougher.
A second factory already imagined by the manufacturer
If a first automobile factory is already planned in Hungary for next year (2025), Michael Shu has already announced that a second factory is already in the works. BYD plans to inject several billion euros into manufacturing, distribution and advertising. A statement that whets the appetite of political leaders to welcome the brand and its investments with pleasure.
The Chinese manufacturer is well aware that exporting models from China will not be profitable in the long term, despite the brand’s acquisition of several cargo ships to control automobile transport. He did not specify whether this reflection takes into account possible sanctions from Europe on customs duties on Chinese cars, which could come into force from the start of the school year.
BYD, on the other hand, has understood that to please European customers, it will be necessary to produce “ in Europe for Europe “. The tastes and purchasing habits of Chinese customers have nothing to do with those of Europeans. European manufacturers trying their luck on the Chinese market know this only too well.
If BYD wants to succeed in establishing itself in Europe by overtaking Tesla, it will have to adapt its copy. The models currently offered on the European market are good compromises, but European customers have certain requirements regarding road qualities that Chinese manufacturers have not necessarily yet achieved.
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