BYD Prioritizes Brand Over Price Cuts in South Africa

BYD CO LTD-H is taking a measured approach to its expansion in South Africa, opting to prioritize brand value over aggressive price competition. As the continent's second-largest automotive market sees an influx of new energy vehicles, many of which originate from China, the company is focusing on long-term stability rather than immediate sales volume. Steve Chang, managing director of BYD Auto South Africa, emphasized this strategy during the recent launch of the ATTO 8 plug-in hybrid SUV. > "We’re not chasing numbers, not yet." The local market for electric and hybrid vehicles is still in its early stages but is showing steady growth. In 2025, sales of new energy vehicles rose by 7.1% to reach 16,716 units. In March, the Chinese automaker recorded 589 unit sales, placing its performance just behind MERCEDES-BENZ GROUP AG and STELLANTIS NV, while surpassing established names such as VOLVO CAR AB-B. Unlike some competitors who use heavy discounts to gain market share, BYD is aiming for price parity with traditional internal combustion engine vehicles. The new ATTO 8 SUV is priced starting at approximately 1 million rand ($61,046). Chang noted that frequent price cuts could harm the resale value for early adopters. > "We don’t want to discount our people too much because we care about the first buyers, we care about the registry value of the vehicle, we care about the brand value." Since entering the market in 2023, the company has invested heavily in consumer education regarding electric vehicle technology. Chang explained that the company is prepared to grow at a sustainable pace. > "We’re very patient. We know we need to work with South Africa's pace, introduce the product step by step."