BYD, the Chinese electric vehicle (EV) manufacturer, is setting its sights on a major expansion in Belgium, with plans to register approximately 2,600 new cars in 2024.
This ambitious goal marks a significant increase compared to the company’s 2023 performance, when it sold only a fraction of that number.
At a press conference on Thursday, Joris Clavie, Managing Director of BYD Belux, expressed confidence in the company’s plans to become one of the top 10 car brands in Belgium.
“We are ambitious and intend not to remain a small player,” Clavie remarked, outlining the brand’s vision for the Belgian market.
In a bid to meet these goals, BYD is expanding its presence across the region. Currently, the company operates nine dealerships in Belgium and Luxembourg, but Clavie revealed plans to at least double that number by 2025.
“We need to have at least 18 to 20 dealerships,” he said, emphasizing the importance of accessibility for customers.
Belgian consumers have shown a strong preference for having dealerships close to home, and BYD aims to meet this demand. “Belgians do not want to drive far to their garage,” Clavie explained.
As part of its strategy to reach a broader audience, BYD is targeting not only private customers but also fleet clients. Presently, 25% of BYD’s clientele in Belgium is made up of private buyers.
Dealerships are critical to BYD’s strategy, Clavie noted. He emphasized the importance of a personal connection between customers and dealers, particularly in the area of after-sales service.
“We collaborate with traditional dealers and place great importance on after-sales service,” he said. “Our customers should directly speak with the dealer, not a call centre answering machine, when scheduling an appointment.”
Despite the strong demand for electric vehicles in Belgium, the biggest hurdle for BYD remains brand recognition.
While the company’s vehicles are competitive with European models in terms of quality and price, Clavie stressed that the company is not positioning itself as a discount alternative. “We do not aim to be a cut-price competitor but to offer great value,” he said.
BYD’s approach targets a wide demographic, ranging from young families to older adults. The company aims to appeal to a broad spectrum of Belgian consumers, rather than focusing on a single market segment. “We envision a wide range of customers and will not focus on one specific type of client,” Clavie concluded.
As BYD continues to grow its footprint in Belgium, its strategy is clear: expand its dealership network, improve brand visibility, and offer a high-quality EV experience that meets the diverse needs of Belgian drivers.
With these ambitious goals, BYD aims to carve out a significant share of the Belgian electric vehicle market in the years to come.
