From Affordability to Aspiration: Branding Strategies of BYD in the Global EV Market

Anuradha Yadav, Ege Varnika Satyanarayan

Abstract: Branding is a key differentiator in the automotive industry, shaping consumer choice through values and identity beyond product quality. This study explores the branding strategies of Build Your Dreams (BYD), a leading global electric vehicle (EV) manufacturer, focusing on innovation, sustainability, affordability, and global expansion. Survey and secondary data reveal that while BYD has gained presence in the EV sector, it lags rivals like Tesla in innovation and emotional appeal. Consumer awareness and loyalty are still developing, highlighting the need for stronger connections to achieve long-term global leadership.

Keywords: Branding Strategies, Electric Vehicles (EVs), BYD (Build Your Dreams), Consumer Perception, Global Market Expansion, Sustainability in Branding

How to Cite?: Anuradha Yadav, Ege Varnika Satyanarayan, "From Affordability to Aspiration: Branding Strategies of BYD in the Global EV Market", Volume 14 Issue 8, August 2025, International Journal of Science and Research (IJSR), Pages: 1508-1510, https://www.ijsr.net/getabstract.php?paperid=SR25826143001, DOI: https://dx.doi.org/10.21275/SR25826143001