Chinese new energy vehicle maker BYD has formally announced the creation of Linghui, a new sub-brand focused on the ride-hailing market and corporate clients, following regulatory filings last month for multiple models under the name.
BYD said in a post on Weibo on Monday that Linghui would pioneer what it described as “ultra-value mobility.” “A car carries not just luggage and aspirations, but also supports every striving individual shining brightly,” the company said in Linghui’s inaugural social media post.
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The launch adds a new layer to BYD’s increasingly segmented brand structure. The automaker’s current passenger car lineup is organised under its Dynasty series, named after ancient Chinese dynasties, and its Ocean series, inspired by marine life and naval vessels. Separately, BYD’s e-series models are positioned within its commercial vehicle division and have been widely adopted by ride-hailing operators.
In the latest regulatory catalogue released by China’s Ministry of Industry and Information Technology on Jan. 8, BYD filed four models under the new brand: the Linghui e5, Linghui e7, Linghui e9 and Linghui M9, all bearing Linghui branding. The vehicles are based on existing BYD models, with the Linghui e9 derived from the Han sedan, the Linghui e7 from the Sealion 06 EV, the Linghui e5 from the Qin Plus EV and the Linghui M9 from the Xia multi-purpose vehicle.
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Industry observers say the creation of a standalone sub-brand could help BYD manage brand positioning as its vehicles continue to see widespread use in ride-hailing fleets. While BYD’s affordable models have been favoured by operators for their lower running costs, the high visibility of fleet use has raised concerns about potential dilution of the company’s broader brand image as it pushes further into premium and luxury segments.
BYD has not disclosed pricing, launch timelines or target volumes for the Linghui-branded models.
