Build Your Dreams: New Energy Cars for the World
Code
CC-510-012
Date
2010
Industry
Automobiles & Automotives
Length
21 pages
Author(s)
Pfoertsch, Waldemar A.; Mock, Jeffrey; Han, Fang
Language
English
Company
BYD AUTO CO. LTD
Source
CEIBS
Discipline
Marketing & Sales
Key Words
New Energy; Car market penetration; Marketing; Brand building
Description
As the second leading independent car manufacturer in China, BYD aimed to become a recognized global automotive manufacturer by 2025. Having first entered the battery market in 1995 and the mobile phone components market in 2000, BYD entered automotive manufacturing by purchasing the Qinchuan Auto Company in 2002. Despite a latecomer, BYD was now leading the “green” initiative in the automotive industry capitalizing on BYD’s greatest strengths in R&D and process improvement it developed from the first two successful divisions. Henry Li, the head of the Auto Export Trade Division at BYD, was very convinced that the combination of all of these assets could help BYD to provide the world with environmentally cars. At the same time, he had the challenge to convince the international customers that this technology coming from China is cheap but innovative in transforming the automotive world into the future of green vehicles.
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