At the 31st São Paulo International Motor Show, BYD showcased its Yangwang brand. (Photo/Xinhua)
Chongqing - BYD recently announced at its 2025 Second Extraordinary General Meeting that its premium brands are expanding overseas and winning consumer recognition. The company said it is confident about boosting exports and enhancing its brand reputation in global markets.
Unlike BYD's mainstream models, which emphasize cost-effectiveness, its three high-end brands—Fangchengbao, Denza, and Yangwang—are driving the company’s brand upgrade. Their pricing ranges from 200,000 to 1 million yuan (28,285–141,429 U.S. dollars), targeting mid-to-high-end and ultra-luxury segments.
Overseas expansion has long been key to BYD’s strategy, and its premium brands are now leading the charge. In April, Denza officially entered the European market during Milan Design Week. On November 25, the brand debuted its flagship model at the 31st São Paulo International Motor Show, marking its formal entry into the Brazilian market.
Yangwang’s global expansion is also accelerating. BYD Executive Vice President Li Ke said on November 5 that the brand will enter the Middle East in early 2026, then gradually expand into Europe and the United States as its global rollout progresses.
Rising competition and shrinking profits in China’s new energy vehicle (NEV) market are pushing BYD to speed up the global expansion of its premium brands. According to the China Passenger Car Association, the automotive industry posted a profit margin of just 4.4% from January to October 2025—well below the 6% average seen in downstream sectors.
Against this backdrop, stable overseas revenue has become an important pillar for BYD. At a shareholders’ meeting in June, Chairman Wang Chuanfu noted, “The stable prices in overseas markets significantly help the company’s profitability.”
Recent data supports this view. In November, BYD’s domestic sales reached 348,000 units, down 27% year-on-year and 3% month-on-month. By contrast, overseas sales totaled 132,000 units, surging 326% year-on-year and 57% month-on-month.
Financial indicators also show that BYD’s overseas models generally command a terminal price premium of 30% to 50%. In Q3 2025, overseas revenue accounted for 36.5% of total sales, with an overseas net profit margin of 4.2%, surpassing the domestic figure of 3.7%. Meanwhile, the higher pricing of the three premium brands continues to elevate the company’s overall brand premium.