Chinese electric vehicle manufacturer BYD is intentionally steering clear of engaging in a price war in South Africa, despite increasing competition in the continent’s second-largest automotive market, the company’s local managing director revealed on Wednesday. The South African market has recently experienced a surge of new electric, plug-in hybrid, range extender, and traditional hybrid vehicles, many introduced by Chinese brands offering aggressively priced models to capture market share in an industry still largely dominated by internal combustion engines.
While several new entrants have relied heavily on launch discounts to boost sales volumes, Steve Chang, managing director of BYD Auto South Africa, explained that BYD is pursuing a different strategy. “We are not focused on chasing sales numbers just yet,” Chang stated during an interview at the local launch event of BYD’s ATTO 8 plug-in hybrid SUV. “Our approach may seem slower to some, but we are committed to building a strong brand presence.”
South Africa’s electric vehicle sector remains in its early stages, but it is showing steady growth. For the first time since its market entry, BYD disclosed its monthly sales figures, reporting 589 units sold in March. This placed BYD just behind established players like Mercedes-Benz and Stellantis, while outperforming legacy brands such as Volvo. The new energy vehicle segment in South Africa is expanding from a modest base, with sales rising 7.1% to 16,716 units in 2025 as hybrids and plug-in models gain popularity.
Chang emphasized that frequent price reductions could negatively impact the vehicles’ resale values. “We want to protect our early customers, maintain the registry value of our vehicles, and uphold the brand’s reputation,” he said. Instead of relying on promotional discounts, BYD focuses on achieving “price parity,” offering electric and plug-in hybrid vehicles at prices comparable to petrol or diesel alternatives. The recently launched seven-seater ATTO 8 SUV is priced starting at just over 1 million rand ($61,046).
BYD entered the South African market in 2023 as part of its broader global expansion strategy. Chang highlighted the company’s emphasis on consumer education, both about the BYD brand and electric vehicle technology in general. “We invest significant resources into market education,” he noted. “Our approach is patient and aligned with South Africa’s pace, introducing products gradually and thoughtfully.”
(Exchange rate: $1 = 16.3812 rand)
