Altavilla (Byd): 'Not only electric cars, the focus in Europe is on hybrids'

The Chinese company is preparing its offensive to erode market share in the Italian market from 2025 through the launch of numerous models, including several hybrids. And in the meantime, many dealers are knocking on its door.

Byd Europe is betting on Italy, as Alfredo Altavilla, the former FCA top manager appointed by the Chinese company as special advisor for the European market, tells us. The Bel Paese is considered one of the five so-called major markets, but Italians are more inclined to hybrid technology than electric. This is why the company has decided to focus on expanding its range of hybrids. The focus is on the hybrid, said the manager.

To date, there are seven models in the range that are positioned in the upper mid-range of the market. However, in 2025 a number of new cars will arrive in Italy to complete the range even in lower segments.

The Italian market is not growing, therefore, the strategy necessarily involves the erosion of market share. On which competitors the 'attack' will focus, the super manager does not expose himself. However, the strategy is to communicate the technological content of the products at the right value; value for money is the guiding criterion. Furthermore, product prices will not change rapidly, this in order to preserve the residual value of the cars.

In the private sector, the dealer is crucial in BYD's strategy. The corporate identity designed is very innovative and premium and serves the dealer to engage the customer in a different experience compared to other brands: the focus is on clearly and simply explaining the product contents and translating them into customer benefits.