BYD Eyes UK Market, Champions EV Transition
Chinese electric vehicle (EV) giant BYD is making a significant bet on the UK market, according to Simon Bisp, Head of Customer Experience at BYD, who recently spoke at the UK-China Business Forum 2025. In a fireside chat with CBBC’s Chief Executive Peter Burnett, Bisp outlined the company’s strategic focus on the UK, the role of market policy, and BYD’s innovative approach to technology and customer experience.
Bisp, who previously worked for Peugeot, shared that his move to BYD was driven by the company’s unique position as a pioneer in electric and battery technology. “At Peugeot, the shift to EVs felt like a necessary direction, but at BYD, it’s in their DNA. They started as a battery manufacturer, and EVs have always been their focus,” Bisp stated, emphasizing BYD’s commitment to the EV industry. He highlighted the UK’s importance as a major automotive market in Europe.
Burnett initiated the discussion by asking about BYD’s commitment to the UK and what opportunities the UK offered the company. Bisp explained that the UK’s policy environment, particularly the decision against tariffs on EVs, has made the market even more appealing.
The Role of Policy and Consumer Adoption
Addressing the influence of policy, Burnett noted that BYD had recently surpassed Tesla in sales within the UK market. Bisp acknowledged the role of policy but stressed that its primary impact is on speeding up adoption, not on strategy. “Our objective is to be the number one brand in every market we enter. Price and accessibility are key factors, and we’ve achieved price parity in the UK. Now, it’s about educating consumers,” he explained. Customers often have environmental concerns, but price remains a key factor. BYD’s plug-in hybrid models have been successful as an easy solution for consumers.
Bisp also discussed challenges of transitioning to EVs in the UK. The regulations now mandate that 28% of dealers’ sales are battery-powered EVs, with a 100% EV target by 2030. Bisp expressed reservations stating, “British people don’t like being told what to do. Instead of focusing on penalties, we should be encouraging people to buy EVs by highlighting the benefits.” He criticized the system that allows manufacturers to offset targets by purchasing credits, arguing that investments in infrastructure would be more effective. “Tesla focused on creating reasons to purchase their vehicles rather than treating it as a profit centre. There’s a lot more we can do to make EVs appealing,” he added.
Innovation and the Future of Mobility
Burnett also inquired about BYD’s recent US$5 billion post-IPO fundraising. According to Bisp, BYD’s Chairman, Wang Chuanfu, is a strong believer in innovation and adaptability. “The chairman often says that companies that don’t move forward simply die. He’s instilled a culture of constant evolution within BYD,” he said. Bisp discussed how BYD’s museum in Shenzhen chronicles the company’s evolution, demonstrating its significant progress. He mentioned BYD has over 100,000 engineers out of a million employees, highlighting the company’s commitment to this area.
BYD’s approach to innovation involves creating a “basket of solutions” for the future. This philosophy applies to technologies such as advanced driving, automation, and alternative propulsion methods. Bisp also highlighted BYD’s vertically integrated supply chain, which gives the company quality and cost control. “When we first started making cars, people said we wouldn’t be able to sell them. So, we created our own sales network,” he stated.
The discussion concluded with autonomous vehicles, Bisp noted the technology exists, but regulatory hurdles remain. He reiterated BYD’s commitment to shaping a sustainable future, with the UK being vital to that journey. With its focus on education, accessibility, and cutting-edge technology, BYD is well-positioned to lead the EV revolution.
