BYD, a Chinese electric car company, announced its business strategy and new car launch plan for BYD Korea.
On the 16th, BYD Korea announced that it will launch three new models such as Atto 3, Seal and Sea Ryan 7 in Korea by holding a press conference at Sangsang Platform located in Jung-gu, Incheon. Atto 3 will start pre-booking from today, Is expected.,Seal and SeaLion 7 are currently undergoing domestic certification and are scheduled to launch in the second half of this year.
The first competitiveness of the Atto 3 is priced at 31.5 million won for the Atto 3 basic trim and 33.3 million won for the top trim.,Considering that Japan, which launched first, starts at 4.5 million yen (about 42 million won) and Germany starts at 37,990 euros (about 57 million won), it shows its willingness to target the Korean market.
As Atto 3 is equipped with lithium, phosphoric acid, and iron (LFP) batteries with low recycling rates, subsidies are expected to be lower than domestic electric vehicles, but the actual purchase price is expected to fall to the mid-to-late 20 million won range depending on the region.
BYD Korea plans to open 15 exhibition halls and 12 service centers sequentially through domestic dealers, and will provide various benefits to customers who purchase such as a 6-year 150,000km warranty (160,000km for 8 years for high-voltage batteries), 4 free inspections, and 6 years for free dogs.,The strategy is to break the prejudice by increasing customer contact points.
He then had a Q & A session with BYD executives, including General Manager of BYD Asia Pacific Automotive Sales Division and CEO of BYD Korea, Jo In-cheol.
Q. Compared to the global market, the Korean market price is quite cheap.
A. The Atto 3 is loved at home and abroad. The price of the Atto 3 in the Korean market is reasonable. Once Korean consumers experience the Atto 3 in the market, they will know the value of the Atto 3.
Q. How will Seal and SeaLion 7 be priced in the future?
A. The price of the Atto 3 was also decided during discussions with the Chinese headquarters last night (15th), which means that the company has carefully considered it, and the rest of the models will be decided in the future.
Q. Why was the previously expected small electric hatchback 'Dolphin' not included in the launch vehicle?
A. Dolphin is currently undergoing domestic certification. It has not confirmed its plan to introduce it in the Korean market. It plans to guide it again when it is confirmed in the future.
Q. What are your domestic sales targets?
A. The most important goal is to reach customers rather than the number of sales. I do not intend to push hard to achieve sales volume.
Q. The Atto 3 mileage is 321 km at room temperature. What do you think Korean consumers are sensitive to mileage and should be at least 400 km?
A. The Atto3 range is said to be short, but we think it's fully optimised.
Q. Because it is a Chinese car, there is great concern about security issues such as personal information leakage. What preparations have you made in this regard?
A. All information should be handled by domestic servers. The possibility of personal information being leaked to China has been dealt with very carefully from the beginning. We are trying to keep information in Korea, so you can trust us.
Q. If you sell more than a few units, it would be better to build a factory in Korea than to import it. What do you think?
A. There is no plan to set up a factory in Korea. The purpose of our entry into Korea this year is not to sell a few cars. Our most important goal is to allow Korean consumers to experience various kinds of biyadi.
In addition, I would like to let Korean consumers know that electric cars have become a necessity for life, not just simple transportation.,In addition, the goal is to make every store a must-visit place for influencers, and I will try to make the Korean market and Korean consumers as satisfied as possible.
Q. When will self-driving functions like ADAS 3.0 be available in Korea?
A. I can't say exactly when, but I'm currently making a number of preparations.
Q. Previously, there were other Chinese passenger brands in Korea, but failed due to AS network and parts supply and demand. What is BYD's response policy?
The service network is planning to expand even if it takes a long time, and we are putting our utmost effort into it. The parts are priced very reasonably, and the time it takes to come to Korea from China is also very short.,I am confident that BYD will not have a big problem because it has good logistics response capability.
Q. In Korea, there is a great concern about imported electric cars due to the fire in the parking lot of the Mercedes-Benz electric car. What is BYD's marketing strategy?
A. Basically, we plan to emphasize that BYD is a tech company in the Korean market. We use LFP batteries. Among them, we use BYD's unique blade battery.,BYD is a company that started with batteries, so battery technology is superior to any other company, and it has certain safety.
Q. Is the '2025 Seoul Mobility Show' held this year a good opportunity to promote the brand?
A. Attendance.
