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BYD’s Electric Vehicle Roadmap
內容大綱
BYD Company Limited (BYD), a Chinese firm that started as a battery manufacturer, produced its first gasoline-fuelled vehicle in 2005. In 2008, BYD then launched its first electric vehicles based on its advantages in battery technology and experience in low-cost research and development. The company expected to gain a strong presence in the automotive market with these electric vehicles; its goal was to secure its place as China’s largest auto manufacturer by 2015, and the world’s largest by 2025. By February 2015, sales of one of BYD’s new energy vehicles, the Qin, accounted for 32 per cent of total new energy vehicle sales in China that month. Yet BYD was ranked 15th among China’s passenger vehicle companies. How could the company climb to number one in terms of sales volume?
學習目標
Designed for MBA, EMBA, and executive education programs, this case should be used in courses on entrepreneurship and strategic management to discuss disruptive innovation. The case describes the process of BYD’s development of electric vehicles, including its low-cost research and development and manufacturing model, in order to provide participants with an in-depth understanding of disruptive innovation concepts and operational rules. The key learning objectives include answering the following questions:<ul><li>What should enterprises do to realize disruptive innovation?</li><li>What operational rules should disruptive innovation follow?</li><li>How should companies implement disruptive innovation?</ul></li>