‘We have the product to play the game’: Can BYD’s meteoric rise in Europe continue?

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‘We have the product to play the game’: Can BYD’s meteoric rise in Europe continue?  “The conversion rate from test drive to purchase is outstanding in every market,” BYD’s Maria Grazia Davino told The Big Question.  READ MORE : http://www.euronews.com/2025/09/22/we-have-the-product-to-play-the-game-can-byds-meteoric-rise-in-europe-continue  Subscribe to our channel. Euronews is available on Dailymotion in 12 languages

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00:00People want safe cars that look good.

00:02That's a briefing for us and we answer with engineering and not with marketing.

00:06The conversion rate from test drive to purchase is outstanding in every market.

00:18Welcome to The Big Question.

00:21The series from Euronews where we speak to some of the biggest names making waves in Europe.

00:26On today's show, I'm joined by Maria Grazia-Devino,

00:29Senior Vice President and Regional Managing Director at BYD Europe.

00:33Thank you very much for joining us.

00:34So BYD is a pretty new player in the European market.

00:37Tell me a little bit about your recent growth and how do you see your role within the market here?

00:41Yeah, we're running fast.

00:43BYD is, I think, achieving great results.

00:46And how we do that, we are present in all markets and we start being present in all markets

00:51with national sales companies or organizations that are following the market specifics

00:56with local people.

00:57And I think the key is the network.

01:01BYD comes to Europe with a full commitment to enrich the industry.

01:05That's a very interesting industry.

01:07And we have the technology, a superior technology and the product to play the game.

01:12There has been some narrative around it.

01:15I want to conquer.

01:17No, it's not about conquer.

01:18We can't.

01:19We are so small compared to the others.

01:22And I always say we are fueled by the challenges that also humble us.

01:27Of course, I have to mention that we bring new products, products that fit the industry

01:33because we want to be relevant in every segment that matters to the European industry.

01:38In terms of numbers, I think what's most important now is the curve of growth.

01:44And the ending point is an ending point of relevance.

01:48So you said there about, you know, bringing new products to market.

01:50And what do Europeans want from their cars?

01:54And, you know, how is BYD fulfilling those needs?

01:56People want safe cars that look good, that are comfortable because you live with your car, in your car.

02:04And of course, they want technology.

02:06And why the need for technology is increasing?

02:10Because you see, I have two phones here on the table.

02:12It means that we are enriching our environment as human beings with technology.

02:18And this is something that we need.

02:19And BYD brings this in the cars for everyone.

02:23And when it comes to environmental friendly sensitivity and the market trend,

02:28of course, we have the best electric vehicle, affordable.

02:32You think about Dolphin Surf, which is a compact car, very successful, a great product.

02:39But also we have developed, and we are actually the first one developing,

02:43a super hybrid that is a car that gives an alternative.

02:47So people are looking also for alternatives.

02:50That's, I think, a key word, alternatives.

02:52Interesting.

02:53If a customer has a concern, that's a brief thing for us.

02:57And we answer with engineering and not with marketing.

03:02According to data from ESEA, the European Automobile Manufacturers Association,

03:10in the first half of 2025, hybrid electric vehicles continued to grow in popularity

03:15and remain as the most popular power type among buyers in Europe, with 34.8% of sales.

03:21Why do you think specifically hybrid electric vehicles are so popular in Europe?

03:25I gave you a key word, alternative.

03:28That's, I think, the best alternative.

03:30You have a true electric vehicle with 100 km range.

03:35For example, with the CL6 DMI Touring that we have brought,

03:39you have a vehicle that does not give you any anxiety.

03:43With our vehicle, you can go up to 1,350 km range.

03:49So this technology, well-developed at an affordable price,

03:54is giving people a convenient alternative.

03:58Has there been any challenges in kind of building consumer confidence here?

04:02Obviously, you know, there's other Chinese brands that we've seen in the news,

04:05like Huawei having some limitations and TikTok being banned in EU institutions.

04:09Do you find that that has created any nervousness around Chinese brands in Europe?

04:14Yeah, I want to underline that BYD is a global brand.

04:19And that's not just a claim or a tag.

04:22It is because, you see, I'm not Chinese,

04:26and there are so many colleagues from so many parts of the world,

04:30and we are active and leading markets everywhere in the world,

04:33not doing only automotive business, but also other business.

04:36The challenges are, if they're there, in terms of trust or convincing the customers.

04:44I mean, after the product is tested, it's done.

04:47People sit in the car, and you surprisingly see that the immediate acceptance is there.

04:54But actually, we exceed customers' expectations.

04:56This is not only my direct experience, it's done on me,

05:01what I observe, what customers tell me, what dealers tell me.

05:04And the conversion rate from test drive to purchase is outstanding in every market.

05:13Interesting.

05:14BYD really has kind of grown at breakneck speed in Europe.

05:18What are your plans to try and sustain this pace and continue to thrive in Europe?

05:22Is it possible to continue the curve?

05:24It must be possible. Yes, it is.

05:26We will continue working hard.

05:28Of course, in terms of structure, we need to continue working on the distribution network in all countries.

05:34We are really at the nearly stage, even if our progresses are remarkable,

05:38and the new products will come and help.

05:42We will continue exploring the dual-mode intelligence technology,

05:46so this super hybrid alternative, and that's the way we're working.

05:50And the commission has suggested Chinese manufacturers having to partner with European brands

05:56in the future.

05:56Do you think that this is something that BYD would consider?

06:00Would you team up with the European car brand?

06:02I don't know about partnership with the European brand.

06:05However, in my line in the markets and the line of the company is collaborate and compete.

06:10That's, I think, the key of the future success for everyone. Collaborate and compete.

06:17And actually, you're working to kind of establish more bases in Europe right now.

06:21So you're building your first manufacturing plant in Hungary.

06:23When is production going to start there, and what will it mean for European customers?

06:26It starts by the end of the year. The first product we will be producing there is Dolphin Surf.

06:34And that's just a start, because at our plants, we can produce more than one car line.

06:41So that makes our productivity very flexible. That's where we start.

06:45We have to ramp up, of course. A new plant is a child.

06:48It will be for sure more convenient, because you have the short supply chain,

06:52and you can serve the market from inside, which saves you time.

06:56The time to market is much shorter.

06:58Looking to the future, what do you think comes next?

07:01How do you see the future of the industry developing?

07:03I see an increasing diversity in technology and individual purchase behavior

07:11addressed to multiple alternatives.

07:15I think we will be surprised by the next wave of a young generation

07:20starting experiencing and buying mobility.

07:23And this is something we have to look at.

07:27Digitalization, AI contents in the product, software development.

07:34This is the most exciting trend that comes.

07:38I don't want to say next, but it's already now a challenge for the mobility

07:43and the development of it.

07:44OK, brilliant. Well, thank you so much for your insights today,

07:47and thank you for joining me on The Big Question.

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