BYD Continues To Go After Europeans’ Hearts, & Enters Estonia
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Earlier this year, I noted that BYD was really going after Europeans’ hearts by sponsoring the Euros, a massive football (soccer) tournament in Europe that is similar to the World Cup and goes well beyond the normal football fanbase. BYD branding was all over that tournament, and while it may not have led to a spike in BYD sales, it was getting people more familiar with and comfortable with the BYD brand. Slowly, that kind of thing seeps in and makes a difference.
Now, news is BYD is continuing to go after Europeans’ hearts, but I might call this the “light edition,” and I’m not sure how much it’ll really matter. BYD is an official partner/sponsor of the UEFA European Under-21 Championship Slovakia 2025 (UEFA Under 21). The thing is — I don’t think a lot of people watch this. But maybe it’s more popular than I realize, and, again, it’s really about slowly seeping into the cultural consciousness in a positive way.
“Following its successful collaboration with UEFA for UEFA EURO 2024, BYD becomes the first NEV brand to partner consecutively with both the UEFA EURO and U21 EURO tournaments, and the first Chinese car maker to secure consecutive partnerships with UEFA,” BYD writes. Clearly, the world’s largest plugin vehicle producer is making its move on the second largest electric vehicle market in the world (after absolutely conquering the biggest market, China).
After a lot of feel-good writing about football, the youth, sustainability, and building your dreams, BYD provides a few details about what it’s going to be doing, practically, on the ground to stir up interest in its EVs in the name of football: “The UEFA European Under-21 Championship 2025 will take place across eight cities in Slovakia between 12 June and 29 June 2025. UEFA has kicked off a Trophy Tour across several Slovakian host cities this month, giving European fans the opportunity to experience BYD’s innovative EV technology and its commitment to green development. As an Official Partner and the Official E-Mobility Partner for the 2025 Under-21 EURO, BYD will keep sustainability at the heart of its sponsorship by providing a number of new energy vehicles for various stakeholders during the tournament.” So, they will drive the trophy around, attract crowds, and get them to test drive BYD’s electric cars. Sounds good.
BYD has been on the European market for just two years, since 2022, and now has a network of 270 stores across the continent where you can buy its vehicles, with 8 models on offer in total. “Looking ahead to 2025, BYD plans to introduce additional groundbreaking models, further diversifying its product portfolio and solidifying its presence in the region.”
BYD Enters Estonia
Perhaps not that disconnected from the news above, BYD has also just entered Estonia. The first two BYD stores have opened there and four different BYD vehicle models can be ordered. Those models are the BYD Seal, Song Plus EV, Song Plus DM-i, and Dolphin.
BYD partnered with the large international dealer group Inchcape Motors to open its first two stores.
Images courtesy of BYD
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