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BYD’s strategy to take over Europe [Feature]

(Credit: BYD)

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BYD and other Chinese automakers have studied the European auto market for years. Now, it’s time to put their knowledge to the test and go all-in on the European auto market.

BYD’s strategy to take over Europe was recently revealed in a report by Reuters. The publication also shared details about how other Chinese automakers are entering the European market and their plans to beat top-selling brands like Tesla and Volkswagen in the EU’s local electric vehicle (EVs) market. 

Below are the strategies BYD and Chinese automakers are implementing to deploy their vehicles in Europe.

  1. Understand European car consumers and their needs
  2. Improved marketing to increase brand awareness
  3. Expand dealership networks
  4. Build an extensive after-sales care service network, including improved service-and-repair operations.
  5. Protect resale values

China Cars with Europeans in Mind

BYD and Chinese automakers have learned that adapting and importing cars from China to Europe is not enough. They have studied European car owners to understand the details they look for when purchasing a vehicle. As a result, some Chinese car brands have started designing cars from scratch for European buyers. 

For instance, Chinese automakers have learned that safety ratings are important to European car owners, so they have improved their vehicles with safety as a priority.

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“In China, the purchase price is important. But for European consumers, it’s not just price, but total cost of ownership, including maintenance, service, and residual values,” commented Bo Yu, JATO Dynamics’ Greater China Country Manager.

China-based car manufacturers are also strengthening and expanding repair-and-service operations to enhance after-sales care in Europe. Plus, they have started understanding the importance of resale values for European car owners. 

“There are hard rules on issues like safety and that are clear, and then there are soft rules that aren’t written down. The Chinese are very eager to learn the soft rules,” said Ben Townsend, Head of Automotive at Thatcham.

Chinese Automakers’ Biggest Advantage

Electric vehicles have offered brands—both old and new—a chance to grow and expand in the transitioning auto market worldwide. Many automakers have not been phased by the EV market’s slowdown and are charging ahead in electric vehicle development. As such, EVs have become a good entry into the European market for China-based automakers. 

Electric vehicles offer Chinese automakers one significant advantage in the global auto market: affordable prices.

China has also started to promote and grow its new energy vehicle (NEV) market, which includes battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs). The Chinese government financially supports local car companies through subsidies and its ever-expanding EV supply chain. China is ahead regarding battery-minerals mining, a critical part of the EV supply chain that affects costs. 

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The local government’s support has resulted in decreased EV prices, like the BYD Seagull, which is under $10,000 in China. The United States has tried to combat against Chinese EVs’ affordable prices by increasing import tariffs by 100%. Europe is expected to raise import tariffs for Chinese EV imports as well. However, the EU’s import tariffs might not be enough to dissuade consumers from affordable EV prices.

The BYD Seagull, for example, is expected to start below $20,000 in Europe even after EU tariffs. Volkswagen, one of Europe’s top car brands, doesn’t expect to launch an EV below €20,000 ($21,631) until 2027.

Equipped with a Europe-focused affordable EV, Chinese automakers have one more obstacle to tackle: brand awareness. BYD is already working on spreading its brand in Europe by participating in and funding local sporting events, like the Europe 2024 soccer championship. It is also working closely with local dealerships.

If you have any tips, contact me at maria@teslarati.com or via X @Writer_01001101. 

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Maria--aka "M"-- is an experienced writer and book editor. She's written about several topics including health, tech, and politics. As a book editor, she's worked with authors who write Sci-Fi, Romance, and Dark Fantasy. M loves hearing from TESLARATI readers. If you have any tips or article ideas, contact her at maria@teslarati.com or via X, @Writer_01001101.

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Elon Musk

Elon Musk just revealed more about Tesla’s June Robotaxi launch

Tesla CEO Elon Musk gave more information about the Robotaxi launch in Austin set for June.

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Steve Jurvetson, CC BY 2.0 , via Wikimedia Commons

Tesla CEO Elon Musk just revealed more details about the company’s June Robotaxi launch, which will kick off in Austin.

As of right now, Tesla is still set to push out the first Robotaxi rides in Austin, Texas, in early June. These vehicles will be in short supply at first, as Musk says the company is purposely rolling out the fleet in a slow and controlled fashion to prioritize safety. There will be ten vehicles in the Robotaxi fleet to start.

Tesla Robotaxi deemed a total failure by media — even though it hasn’t been released

However, in an interview with CNBC on Tuesday afternoon, Musk also revealed some other new details, including where in Austin the vehicles will be able to go, how many Robotaxis we could see on public roads within a few months, and other information regarding Tesla’s Full Self-Driving suite.

A Controlled Rollout

Tesla has maintained for a few months now that the Robotaxi fleet will be comprised of between 10 and 20 Model Y vehicles in Austin.

The Cybercab, which was unveiled by the company last October, will not be available initially, as those cars will likely be produced in 2026.

Musk said during the CNBC interview that Tesla is doing a low-yield trial at first to initiate a safety-first mentality. It is important for Tesla to launch the Robotaxi fleet in a small manner to keep things in check, at least at first.

As confidence builds and the accuracy of the fleet is ensured, more vehicles will be added to the fleet.

Musk believes there will be 1,000 Robotaxis on the road “in a few months.”

Geofenced to Certain Austin Areas

Tesla will be launching the Robotaxi program in a geofenced fashion that gives the company the ability to control where it goes. Musk says that the areas the Robotaxis will be able to travel to are among the safest neighborhoods and areas in Austin.

This is yet another safety protocol that will ensure the initial riders are not put in dangerous neighborhoods.

Some might be disappointed to hear this because of Tesla’s spoken confidence regarding Robotaxi, but the initial rollout does need to be controlled for safety reasons. An accident or incident of any kind that would put riders’ lives in danger would be catastrophic.

No Driver, No Problem

As the company has rolled out an employee-only version of the Robotaxi program in Austin and the San Francisco Bay Area, some wondered whether the rides would be driverless, as these initial trials for Tesla workers were not. Employee rides featured a human in the driver’s seat to ensure safety.

Tesla says it has launched ride-hailing Robotaxi teaser to employees only

The company did not report whether there were any interventions or not, but it did state that the vehicles traveled over 15,000 miles through 1,500 trips.

Musk confirmed during the interview that there will be no driver in the vehicle when the Robotaxi program launches in June. This will be groundbreaking as it will be the first time that Tesla vehicles will operate on public roads without anyone in the driver’s seat.

Full Self-Driving Licensing

For more than a year, Tesla has indicated that it is in talks with another major automaker regarding the licensing of Full Self-Driving. Many speculated that the company was Ford, but neither it nor Tesla confirmed this.

Musk said today that Tesla has been in touch with “a number of automakers” that have inquired about licensing FSD. Tesla has yet to sign any deal to do so.

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Elon Musk on Tesla vehicle sales: “We see no problem with demand”

“The sales numbers at this point are strong, and we see no problem with demand,” Musk said.

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(Credit: Tesla)

During a rather testy interview with Bloomberg’s Mishal Husain at the Qatar Economic Forum, Elon Musk stated that the demand for Tesla’s vehicles is still strong. Musk also stated that the issues that Tesla faced earlier his year have already turned around.

Already Turned Around

Tesla sales saw notable drops in the past months, particularly in Europe, where several countries saw drastically fewer Tesla sales year-over-year. Tesla stated in its Q1 2025 vehicle delivery report that the declines were largely due to the company’s changeover to the new Model Y, but media reports nevertheless placed the blame on Musk’s politics and his work with the Trump administration’s Department of Government Efficiency (DOGE).

It was then no surprise that Bloomberg’s Husain pointed out Tesla’s low sales in Europe this April during the interview. When questioned about the matter, Musk stated that things have “already turned around.” Musk also noted that while Tesla sales are down in Europe so far, this is true for numerous other carmakers in the region.

No Problem With Demand

When asked for evidence to back up his claims, Musk stated that Europe is indeed Tesla’s weakest market, but the company remains “strong everywhere else.” He also admitted that while Tesla has “lost some sales from the left,” the company also “gained some from the right.” Musk highlighted the fact that Tesla stock, which is partly affected by analysts with insider information, is trading at near all-time highs.

“The sales numbers at this point are strong, and we see no problem with demand. You can just look at the stock price. If you want the best insider information, the stock market analysts have that, and our stock wouldn’t be trading near all-time highs if things weren’t in good shape. They’re fine. Don’t worry about it,” Musk said. 

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Watch Elon Musk’s full interview at the Qatar Economic Forum in the video below.

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Tesla’s Elon Musk confirms he’ll stay CEO for at least five more years

Tesla CEO Elon Musk eased any speculation about his role with the company as he confirmed he would be with the automaker for at least five more years.

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Tesla CEO Elon Musk unveils futuristic Cybertruck in Los Angeles, Nov. 21, 2019 (Photo: Teslarati)

Tesla’s Elon Musk said that he will still be CEO of the automaker in five years’ time, dispelling any potential skepticism regarding his commitment or plans with the company.

In the past, there was some speculation that Musk would leave Tesla if he was not adequately compensated for his work. He had a massive pay package taken from him by Delaware Judge Kathaleen McCormick in a move that caused Tesla to reincorporate its company in Texas.

Tesla Chair of the Board letter urges stockholders to approve Texas reincorporation

However, Musk confirmed today with a simple “Yes” that he would still be Tesla’s frontman in five years during an interview with Bloomberg at the Qatar Economic Forum:

“Do you see yourself and are you committed to still being the chief executive of Tesla in five years’ time?”

“Yes.”

Musk has had the massive $56 billion pay package declined twice by Chancellor McCormick, who has ruled that the pay was an “unfathomable sum.” Shareholders have voted twice in overwhelming fashion to award Musk with the pay package, but she has overruled it twice. This seemed to be one reason Musk might minimize his role or even step away from Tesla.

He said (via Bloomberg):

“The compensation should match that something incredible was done. But I’m confident that whatever some activist posing as a judge in Delaware happens to do will not affect the future compensation.”

Musk’s commitment to Tesla for the next five years will help steer the company in a more stable direction as it begins to expand its market well past automotive and sustainable energy. Although Tesla has been labeled as an AI company, it is also starting to push more into the robotics industry with the future release of the Optimus robot.

Now that Musk is on board for at least five more years, Tesla investors have their frontman, who has remained firm on the company’s vision to be a true disruptor in all things tech. The company’s stock is trading up just over 1 percent at the time of publication.

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