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比亚迪在欧洲卖爆!销量把特斯拉甩老远,咋做到的?
BYDBYD(SZ:002594) 商业洞察·2025-06-23 09:04

Core Viewpoint - BYD has achieved remarkable overseas sales performance in May 2025, reaching 88,640 units, a year-on-year increase of 133.6%, surpassing Tesla in 16 European countries [1] Group 1: Sales Performance - In May 2025, BYD's sales in Germany reached 1,857 units, a year-on-year increase of 824%, surpassing Tesla for two consecutive months [3] - In the UK, BYD sold 3,025 units, a year-on-year increase of 408%, also exceeding Tesla's sales [3] - In Italy, BYD's sales approached 2,000 units, with a month-on-month growth of 15.6%, leading Tesla by 135% [3] - In Spain, BYD's sales reached 2,434 units, three times that of Tesla [3] - In France, BYD's sales were 938 units, marking the first time it surpassed Tesla [3] Group 2: Challenges Faced - Initially, BYD faced significant challenges entering the European market, including low consumer acceptance of new energy vehicles and negative perceptions of Chinese brands [5] - In Germany, BYD dealt with reduced electric vehicle subsidies and a 17% "anti-subsidy" tax from the EU, which doubled the prices of its main models [5] - In France, BYD struggled with brand recognition, facing mispronunciations of its name and difficulties in securing dealer partnerships [6] - In the UK, BYD encountered low brand awareness and challenges in financing and dealer cooperation [7] - In Italy, BYD relied on a grassroots approach, using test drives to overcome skepticism about Chinese technology [8] Group 3: Strategic Responses - BYD actively responded to market barriers by enhancing brand visibility through sponsorship of the 2024 European Championship and achieving five-star ratings in EU crash tests [11] - The company launched models tailored to European needs, such as the long-range ATTO 3 and the compact electric vehicle Seagull, to capture niche markets [11] - BYD accelerated its localization efforts by establishing a complete vehicle factory in Hungary and a research center in Germany, while integrating into the European charging ecosystem [11] - The company showcased its technological advancements, including the fifth-generation DM Super Hybrid and other innovations, which were widely reported by overseas media, enhancing its brand image as a technology leader [11] Group 4: Future Outlook - By 2025, BYD plans to expand its product lineup in Europe to 10 models, covering both pure electric and hybrid vehicles, with over 350 dealer outlets [13] - BYD's strategic approach and strong technical capabilities have gradually earned recognition from European consumers, setting a benchmark for Chinese new energy vehicle brands in international markets [13]