Nearly a third of Brits are aware of BYD but how many would actually consider buying a Chinese EV?
BYD concluded 2023 with annual sales of 3 million units, positioning the Chinese automaker as a contender to dethrone Tesla as Europe’s largest electric vehicle (EV) seller. This rise is further highlighted by BYD’s move to become the first Chinese carmaker to sponsor and partner with UEFA EURO 2024.
To gauge the impact of these developments on British consumers, YouGov conducted a survey among British adults to assess awareness of BYD, exposure to its advertising, and general attitudes towards Chinese-made EVs.
Despite its high-profile sponsorship of UEFA EURO 2024, BYD remains largely unfamiliar to British consumers. The survey reveals that 31% of Britons are aware of the brand, but substantial majority (69%) say they have never heard of it.
For those acquainted with BYD, television proves to be the most effective advertising medium. Around a third (32%) of those familiar with the brand report seeing a BYD car advertisement on TV in the past three months. Online and outdoor advertising follow, with 28% and 12% respectively saying they’ve seen BYD ads on these channels.
Openness to buying Chinese-made EVs
British consumers considering electric vehicles (EVs) exhibit a mixed outlook toward Chinese-made models. Among EV considerers in Great Britain:
- 21% are open to purchasing a Chinese EV
- 49% are unlikely to consider it
- 30% say they would never consider buying a Chinese-made EV in general
When asked about the factors influencing their decision to purchase a Chinese electric vehicle, price emerges as the top consideration (68%) among those likely to purchase one.
Environmental impact (46%), performance (45%), technological features (44%), and product reviews (43%) also play significant roles in shaping purchase decisions. Maintenance and service options (39%), brand reputation (37%), and government incentives (31%) rounded out the list of key decision drivers.
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Methodology: YouGov polled 1,200 GB adults on July 25-26, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.
Image: Getty Images