BYD shuns price war to build EV brand

InternationalBYD shuns price war to build EV brandBy Reuters -Apr 15, 2026Chinese electric vehicle maker BYD ‌is deliberately avoiding a price war in South Africa as competition ramps up in the continent’s second biggest auto market, its local managing director told Reuters on Wednesday. South Africa has seen a growing influx of new electric, plug-in hybrid, ​range extender and traditional hybrid car brands, many from China, offering sharply priced vehicles to ​win market share in an industry still dominated by internal combustion engines. Several newcomers have ⁠relied on launch discounts to build volumes, but Steve Chang, managing director of BYD Auto South ​Africa, said the car maker had chosen a different route. “We’re not chasing numbers, not yet,” Chang said ​in an interview on the sidelines of the local launch of BYD’s ATTO 8 plug-in hybrid SUV. “We are doing things a bit differently, slower in other people’s opinion. But we’re trying to build a brand.” SOUTH AFRICA’S ELECTRIC VEHICLE MARKET STILL ​NASCENT For the first time since launching, BYD has published its monthly sales figures, revealing that it ​sold 589 units in March, a few sales behind Mercedes-Benz and Stellantis and outperforming established legacy brands like Volvo. South Africa’s ‌new ⁠energy vehicle market is still nascent, but sales have been growing from a low base, increasing 7.1% to 16,716 units in 2025 as hybrids and plug-in models gain traction. Chang said frequent price cuts could undermine resale values. “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,” he said. Instead, BYD has focused on what Chang described as “price parity”, offering electric and plug-in hybrid vehicles at ​prices comparable to petrol or diesel models, rather than relying on promotions. Its newly ​launched seven-seater ⁠ATTO 8 SUV is priced from just over 1 million rand ($61,046). The Chinese EV...