Chinese automaker BYD is taking an assertive approach to expanding its market share in Australia with the launch of its hybrid Shark 6 utility vehicle (ute). The vehicle is part of BYD’s broader strategy to establish its presence in Australia, a market known for its consumer loyalty to traditional brands in the ute segment.
David Smitherman, CEO of EVDirect, BYD’s importer in Australia, emphasized the company’s long-term commitment to the Australian market, stating, “We’re not here for a holiday; we’re here to aggressively grow the market share. We know this segment is a really big segment.”
BYD is focusing on brand recognition as part of its strategy to compete with established players. “I’m very passionate about the branding of this vehicle, and you’ll see BYD is very clearly displayed. This is key for our future around brand recognition—these are mobile billboards,” Smitherman added. He acknowledged the challenges ahead, particularly in competing with brands Australians are accustomed to but underscored BYD’s experience in the global market: “Aussies are quite loyal and we get that we’re new to Australia, but BYD has been around for 30 years, so we’re not new to the world.”
The Shark 6 is expected to be priced aggressively, potentially under AUD$60,000, positioning it as a competitor to mid-range 4×4 models from established brands such as Ford, Toyota, and Isuzu, according to local reports. BYD is leveraging its vertical and horizontal integration to offer competitive pricing. “BYD is vertically and horizontally integrated as well, with well over 70% of the content being made by BYD, so we’ve got massive cost advantages for this particular reason,” explained Smitherman.
BYD faces similar brand recognition challenges in Europe, where the company has also been making strategic moves to raise awareness, including partnering with UEFA for the EURO 2024 football championship. The company’s ambitions in Australia are seen as part of its broader global strategy to establish a significant presence in key markets for electric and hybrid vehicles.
