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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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Tesla is bringing back something it took from the Model 3…for a price

“Modify your Model 3 by replacing the turn signal buttons on your steering wheel with turn signal stalks. This modification is included in the purchase price and is installed by a Tesla Service Center.”

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Credit: Tesla

Tesla is bringing back the Model 3’s turn signal stalk in China after removing the part with the refresh of the all-electric sedan early last year.

However, it is going to cost you.

In 2024, Tesla launched the Model 3 “Highland,” a refreshed version of the vehicle that included several large-scale changes. One of the most noticeable was the lack of a turn signal stalk, something the company chose to remove and instead implement turn signal buttons on the steering wheel.

The buttons were met with mixed reviews, as some drivers complained that it was too difficult to get used to them. Others had no problem with the change, noting that it was slightly more convenient for them or that they enjoyed the minimalistic look.

Now, Tesla is offering Model 3 owners in China the opportunity to replace the stalk for a price of ¥ 2,499, or about $350:

“Modify your Model 3 by replacing the turn signal buttons on your steering wheel with turn signal stalks. This modification is included in the purchase price and is installed by a Tesla Service Center.”

Tesla notes on its website that the service is available for Model 3 vehicles without stalks manufactured after February 7, 2025. Any car without a stalk that was manufactured before that date will have the service available to them in the future.

Installation can be performed at a Service Center or by the owner. However, Tesla notes that it is not responsible for any damages resulting from self-installation and recommends that the part be put in by an employee.

The cockpit of the Tesla lineup has been under intense scrutiny by the company in recent years. After a few changes to things like the stalk, steering wheel shape, and others, Tesla has usually given drivers the chance to have things reverted back to their preferences if they want.

They did this for the Model S and Model X a few years ago after implementing the yoke steering wheel.

Tesla Steering Wheel Retrofits have started, and it’s easy to get rid of your yoke

The stalk was not supposed to be removed from the Model 3 and Model Y, but Tesla chose to do so with the refresh last year.

It seems the minimalization of the cockpit, overall, is a move that prepares drivers for autonomy, as eventually, Teslas will be void of pedals, steering wheels, and any other apparatus that are used to control the car.

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Tesla launches new loaner program that owners will love

Tesla is now giving owners the opportunity to rent a vehicle from them, and it includes a few very attractive features that will have you second-guessing another loaner from insurance.

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tesla service tech
Credit: Tesla

Tesla has launched a new loaner program that owners will love, as it resolves some concerns over a replacement vehicle while it is being repaired.

Earlier this week, Tesla launched the option to rent a Tesla loaner vehicle for just $45 per day if your vehicle is in Collision Repair. Collision repairs did not formerly warrant the issuance of loaner vehicles, as the insurance provider of the car owner would provide transportation arrangements.

Tesla is now giving owners the opportunity to rent a vehicle from them, and it includes a few very attractive features that will have you second-guessing another loaner from insurance.

The Tesla you rent while your car is in collision repair will come with free Full Self-Driving, free Supercharging, and free toll coverage, no small print included.

All things considered, this is a great deal for those who require a car for transportation while their car is being repaired.

The cost of Supercharging and Full Self-Driving alone would warrant the $45 per day price tag. Add in the tolls for those who commute on turnpikes for work or are planning an extensive trip that would require it, and it truly becomes an even more attractive deal.

Tesla has done a good job at improving its Service division over the past few years, and it truly needed it. In hopes of launching an F1-style service experience, Tesla started doing away with some of its perks, including loaner vehicles for single-day visits and even Uber credits.

Tesla’s ‘F1’ Service strategy eliminates same-day loaner vehicles, Uber credits

However, it has listened to the complaints of its owners and tried to cater an experience that is more advantageous and less of a hassle. It’s already made tremendous steps in the past few years, and this is the icing on the cake.

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SpaceX Starship Flight 10: What to expect

SpaceX implemented hardware and operational changes aimed at improving Starship’s reliability.

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Credit: SpaceX

SpaceX is preparing to launch the tenth test flight of its Starship vehicle as early as Sunday, August 24, with the launch window opening at 6:30 p.m. CT. 

The mission follows investigations into anomalies from earlier flights, including the loss of Starship on its ninth test and a Ship 36 static fire issue. SpaceX has since implemented hardware and operational changes aimed at improving Starship’s reliability.

Booster landing burns and flight experiments

The upcoming Starship Flight 10 will expand Super Heavy’s flight envelope with multiple landing burn trials. Following stage separation, the booster will attempt a controlled flip and boostback burn before heading to an offshore splashdown in the Gulf of America. One of the three center engines typically used for landing will be intentionally disabled, allowing engineers to evaluate whether a backup engine can complete the maneuver, according to a post from SpaceX.

The booster will also transition to a two-engine configuration for the final phase, hovering briefly above the water before shutdown and drop. These experiments are designed to simulate off-nominal scenarios and generate real-world data on performance under varying conditions, while maximizing propellant use during ascent to enable heavier payloads.

Starship upper stage reentry tests

The Starship upper stage will attempt multiple in-space objectives, including deployment of eight Starlink simulators and a planned Raptor engine relight. SpaceX will also continue testing reentry systems with several modifications. A section of thermal protection tiles has been removed to expose vulnerable areas, while new metallic tile designs, including one with active cooling, will be trialed.

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Catch fittings have been installed to evaluate their thermal and structural performance, and adjustments to the tile line will address hot spots observed on Flight 6. The reentry profile is expected to push the structural limits of Starship’s rear flaps at maximum entry pressure.

SpaceX says lessons from these tests are critical to refining the next-generation Starship and Super Heavy vehicles. With Starfactory production ramping in Texas and new launch infrastructure under development in Florida, the company is pushing to hit its goal of achieving a fully reusable orbital launch system.

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