BYD: From Battery Manufacturer to Electric Vehicle Innovator

BYD Auto Co. Ltd. (BYD Auto) became the world’s biggest electric-vehicle (EV) maker in 2023. Before its inception in 2003, BYD Auto’s parent firm, BYD Co. Ltd. (BYD), was a Shenzhen, China–based battery manufacturer. Under the visionary leadership of the company’s chair and president, a trained chemist with an eye toward sustainable transportation, BYD diversified into the automotive industry and transformed into an EV leader. Based on site visits and interviews, this case examined the design and branding aspect of the transformation. Combining technology with deep-seated local culture, BYD Auto strategically designed a series of models that incrementally established its leadership domestically. What should be the company chair’s strategic move in 2024 to innovate on BYD Auto’s EVs?

This case is intended for undergraduate- and graduate-level marketing courses on global marketing strategy, brand management, and marketing innovation, as well as those covering strategic market positioning, the interplay of culture and branding, and the challenges of navigating a dynamic global market. The case delves into BYD Auto's brand evolution, highlighting how traditional cultural elements can be integrated into modern marketing practices to enhance brand identity and market penetration. By working through the case and assignment questions, students will be able to do the following:<ul><li>Understand strategic market positioning through an analysis of BYD Auto's market entry and growth strategies, with an emphasis on product differentiation and positioning in the global EV market.</li><li>Learn cultural integration in marketing by examining how BYD Auto leveraged traditional Chinese culture in the Dynasty series to enhance brand appeal and communication.</li><li>Explore sustainable innovation and leadership by studying the role of innovation and leadership in BYD Auto's transition to sustainability and how these factors impact the EV industry.</li><li>Understand global and domestic marketing approaches by investigating BYD Auto's global, versus local, marketing tactics.</li></ul>

• design strategy
• product design
• vertical integration
• disruptive innovation
• branding
• culture