en.Wedoany.com Reported - BYD's strategy in the Portuguese market is shifting from mere brand awareness to building long-term brand trust. Pedro Cordeiro, Chief Operating Officer of BYD Portugal, emphasized that the brand's goal is not to be an exotic promise, but to become a protagonist in the transformation of mobility.
BYD has earned high recognition from Portuguese consumers in a short time, thanks to its strategic consistency and high product quality. In an interview with Executive Digest magazine, he stated that this position brings greater responsibility, requiring the brand to continue raising industry standards through innovation, quality, safety, and a long-term vision for the Portuguese market. Awareness is a result of this work, not the goal itself.
Regarding the bias against "Chinese cars," Pedro Cordeiro believes that the most relevant evolution lies in the technological and industrial maturity of new energy manufacturers, especially companies like BYD that possess high vertical integration and independent R&D capabilities in key areas such as batteries, electrical systems, and electronic architectures. The European market has become more open, with purchasing decisions heavily influenced by criteria such as efficiency, technology, safety, and total cost of ownership. Brands are increasingly evaluated based on the product itself rather than the perception of its origin.
BYD entered Europe closely associated with pure electric vehicles, but is now strengthening its investment in plug-in hybrid models. The brand calls this Super Plug-in Hybrid DM-i technology, viewing it as a bridge between daily electric driving and long range. Pedro Cordeiro explained that BYD's strategy remains unchanged—to lead the transition to electric mobility—but it will adjust products based on the realities of each market and the different needs of consumers. In Portugal, the adoption of electric mobility varies in pace, influenced by factors such as charging infrastructure and usage patterns. DM-i technology serves as a complementary solution to pure electric vehicles. This strategy has translated into an increasingly diverse product lineup, including the new BYD DOLPHIN G DM-i, ATTO 2 DM-i, SEAL U DM-i, SEAL 6 DM-i, and SEAL 6 DM-i Touring.
The new BYD DOLPHIN G DM-i is a key model in this strategy. Targeting the B-segment market, it is based on DM 5.0 technology, optimizing the interaction between the electric motor and internal combustion engine. It offers a pure electric range of up to 105 km, a combined range exceeding 1,000 km, and a combined fuel consumption of approximately 1.4 L/100 km. Pedro Cordeiro noted that the model's differentiating proposition lies in combining efficiency, technology, and versatility in a compact size, meeting diverse mobility needs.
Vertical integration is another trump card for BYD. The company develops key components in-house, such as batteries, motors, semiconductors, and thermal management systems. Pedro Cordeiro translates this into concrete benefits, including ensuring higher quality consistency across all vehicle systems, accelerating innovation, reducing dependence on external suppliers, improving production efficiency, and offering customers a highly competitive relationship between equipment, performance, efficiency, and total cost of ownership.
In a market like Portugal, which is highly sensitive to price and usage costs, Pedro Cordeiro dismissed the notion that BYD's strategy relies solely on price competition. He believes the focus is not just on the purchase price, but on the overall package of the vehicle, including energy efficiency, range, equipment level, and user experience. The ambition is to consolidate a sustainable presence, relying on technologically advanced products and a sales and after-sales structure capable of supporting brand growth.
Addressing concerns about rapid growth—such as after-sales service, parts availability, and waiting times—Pedro Cordeiro emphasized that trust in the automotive industry is built through operational continuity and consistency in customer experience. BYD has been continuously strengthening its structure in Portugal, including the official dealer network, the technical capabilities of partners, and the provision of after-sales services, ensuring that customer relationships are based on stability, predictability, and ongoing support throughout the vehicle's lifecycle.
Pedro Cordeiro places BYD's ambitions in Portugal within the company's global strategy, which focuses on leadership in new energy mobility. He stated that sales growth will be a natural result of product acceptance and market maturity, but the primary focus is to consolidate a consistent, technological, and long-term presence. BYD's goal in Portugal is not just to be a Chinese brand recognized by everyone, but to become a brand that Portuguese people will include on their list when considering their next car.
