Chinese electric vehicle maker BYD is deliberately avoiding a price war in South Africa as competition ramps up in the continent’s second biggest auto market, its local managing director told Reuters on Wednesday.
South Africa has seen a growing influx of new electric, plug-in hybrid, range extender and traditional hybrid car brands, many from China, offering sharply priced vehicles to win market share in an industry still dominated by internal combustion engines.
‘Not chasing numbers’
Several newcomers have relied on launch discounts to build volumes, but Steve Chang, managing director of BYD Auto South Africa, said the carmaker had chosen a different route.
“We’re not chasing numbers, not yet,” Chang said in an interview on the sidelines of the local launch of BYD’s ATTO 8 plug-in hybrid SUV.
“We are doing things a bit differently, slower in other people’s opinion. But we’re trying to build a brand.”
For the first time since launching, BYD has published its monthly sales figures, revealing that it sold 589 units in March, a few sales behind Mercedes-Benz and Stellantis and outperforming established legacy brands such as Volvo.
South Africa’s new energy vehicle market is still nascent, but sales have been growing from a low base, increasing 7.1% to 16,716 units in 2025 as hybrids and plug-in models gain traction.
‘We care about registry value’
Chang said frequent price cuts could undermine resale values. “We don’t want to discount our people too much because we care about the first buyers, we care about the registry value of the vehicle, we care about the brand value,” he said.
Instead, BYD has focused on what Chang described as “price parity”, offering electric and plug-in hybrid vehicles at prices comparable to petrol or diesel models, rather than relying on promotions.
Its newly launched seven-seater ATTO 8 SUV is priced from just over R1 million ($61,046).
The Chinese EV giant entered South Africa in 2023 as part of its broader global expansion. Chang said the company has focused first on educating consumers both about the BYD brand and about electric vehicle technology more broadly.
“We spend a lot of money and resources on market education,” he said. “We’re very patient. We know we need to work with South Africa’s pace, introduce the product step by step.”
- Chinese EV maker BYD is avoiding aggressive price wars in South Africa, focusing instead on brand-building and sustainable growth.
- BYD sold 589 units in March, outperforming some established legacy brands and coming close to Mercedes-Benz and Stellantis in sales.
- South Africa’s new energy vehicle market is growing, with hybrid and plug-in sales increasing 7.1% to 16,716 units in 2025.
- BYD emphasizes "price parity" with petrol/diesel models rather than heavy discounts, protecting resale values and brand reputation.
- The company invests heavily in consumer education about EV technology, taking a patient, step-by-step approach to market expansion.
Chinese electric vehicle maker BYD is deliberately avoiding a price war in
Several newcomers have relied on launch discounts to build volumes, but Steve
"We're not chasing numbers, not yet,"
"We are doing things a bit differently, slower in other people's opinion. But we're trying to build a brand."
For the first time since launching, BYD has published its monthly sales figures, revealing that it sold 589 units in March, a few sales behind Mercedes-Benz and Stellantis and outperforming established legacy brands such as Volvo.
Instead, BYD has focused on what
Its newly launched seven-seater ATTO 8 SUV is priced from just over R1 million ($61,046).
"We spend a lot of money and resources on market education," he said. "We're very patient. We know we need to work with
