BYD announced it’s launching a new lineup of models designed specifically for Europe over the next three years. The rollout begins with the plug-in hybrid Dolphin G.
The Euro-focused Dolphin G debuts next month as an internal combustion alternative to the electric-only BYD Dolphin Surf. It’ll be the smallest PHEV available in the UK.
The Dolphin G makes its UK debut in July at the Goodwood Festival of Speed. BYD is taking over the event with several models on display – part of the Chinese automotive giant’s massive presence at the festival.
European Design Strategy
BYD’s executive vice-president Stella Li wants customers to “think of BYD as a European brand.” The company’s pivot toward Euro-focused models supports this goal.
Speaking at the Financial Times’s ‘Future of the Car’ event in London on May 13, Li explained the strategy:
[The Dolphin G] is the first product we have designed for Europe, as there is no interest in China [for this type of car], and in the future there will be more and more products designed for European tastes and consumer needs and designed here.
Li outlined the key difference between Chinese and European markets. In China, competition drives manufacturers to make cars bigger with wider chassis. That approach doesn’t work in Europe.
You cannot have a bigger car running in Paris, in Milan, in Rome, in London. People [there] still prefer the smaller-sized cars.
The company’s now splitting its approach for different market segments.
Now in certain ranges such as C- or B-segment we are going to split, so now we are going to have a European standard for B and C.
Li said she sometimes tells engineers: “Don’t make this car bigger, not for Europe. It needs to be smaller than 4.3m [long] not bigger.”
The executive sees a clear divide emerging between Chinese and European vehicle development over the next three years.
European Manufacturing Plans
Li didn’t reveal specific details about upcoming Euro-focused models beyond the Dolphin G. Her comments suggested these vehicles will be built in Europe – likely at BYD’s new plant in Szeged, Hungary.
The Hungarian facility opens later this year.
BYD confirmed the Szeged plant will produce the all-electric Dolphin Surf and the Atto 2. The rest of its Euro-focused lineup will likely roll off the same production line.
BYD isn’t alone in adopting an ‘in Europe, for Europe’ strategy. Kia began building its EV4 hatch at its AutoLand factory in Žilina, Slovakia last year.
Kia’s approach included having engineers from sister brand Hyundai optimize the car’s handling at the Hyundai Motor Europe Technical Centre in Rüsselsheim, Germany. The goal was giving it a more “European” feel.
The trend reflects how Asian manufacturers are localizing production and design to increase European market share – rather than simply shipping models developed for their home markets.
