Chinese automaker BYD has announced its decision to eliminate the ‘Build Your Dreams' lettering from the rear of its new electric vehicles (EVs) sold in the United Kingdom, responding to criticism from owners, dealers, and the press.
The popular Atto 3 SUV, which marked BYD's entry into the UK market, initially featured prominent lettering across the tailgate. The smaller and more affordable BYD Dolphin also incorporated the slogan into its rear LED light bar. However, the European customer and experience manager for BYD recently confirmed that the forthcoming BYD Seal sedan in the UK market will not include this text.
Acknowledging the feedback received from dealers, journalists, and dealer partners over the past year, the manager stated, “BYD has listened carefully to dealer, journalist, and dealer partner feedback during this past year, some in favor of the lettering and others less so. We've taken the majority viewpoint and utilized the speed and agility of our vertically-integrated supply chain to ensure that all Seals built for Europe will feature a cleaner rear tailgate design featuring discreet BYD lettering.”
It remains uncertain whether BYD will implement similar changes in other markets. In Australia, for instance, the Atto 3 also features the ‘Build Your Dreams' script, and many owners have chosen to remove it for a cleaner appearance. Unfortunately, the placement of the text within the taillight unit of the Dolphin model may make it impossible for customers to remove.
While the ‘Build Your Dream' tag appears to resonate with shoppers in China, it has not been as warmly received in other markets.
Aside from this branding adjustment, BYD has been experiencing substantial growth recently. In the first half of the year, the company sold a total of 1,255,637 passenger EVs and plug-in hybrid electric vehicles (PHEVs), with 700,244 of those sales occurring in the second quarter. Approximately half of BYD's sales this year, precisely 612,425 vehicles, have been battery-electric vehicles, positioning the company as the world's second-largest producer of EVs, trailing only behind Tesla.