As BYD continues its rapid expansion across the UK and Europe, the Chinese automotive giant is broadening its range with new plug-in hybrid models aimed at drivers who aren’t quite ready to make the leap to full electric motoring.
During the UK launch of the new BYD Atto 2 DM-i, Tim Barnes-Clay sat down with Steve Beattie, Deputy Country Manager at BYD UK, to discuss the importance of the newcomer, the growing appeal of plug-in hybrids, BYD’s remarkable rise from battery maker to global automotive powerhouse, and what the future holds for the brand.
Tim Barnes-Clay: Tell me about the Atto 2 DM-i we’re testing today and why it’s such an important addition to the BYD line-up.
Steve Beattie: We're really excited about this car. It launched in Europe around four months ago and has been flying off the shelves, so there's no reason it won't be a really strong seller for us in the UK.
There are a couple of key reasons why it’s important. Firstly, the plug-in hybrid market is on fire. It’s the fastest-growing powertrain at the moment. And I think that’s because many buyers are looking for something that effectively replaces a traditional petrol car without requiring a full leap into electric motoring.
For us, this powertrain was missing in the small SUV segment. Secondly, B-SUVs are the second-largest vehicle segment in the market. So, having a strong contender in both the plug-in-hybrid and B-SUV segments is great.
When you look at the Atto 2 DM-i, the package, and the offer we're launching with, it should hopefully win.
Tim Barnes-Clay: It’s an interesting time because, as you say, some people still aren’t ready to move straight into a fully electric vehicle. Is the Atto 2 DM-i the ideal halfway house?
Steve Beattie: Definitely. I often tell this story because it perfectly illustrates the point.
I've been driving electric vehicles for six years and love the benefits, though there are occasional drawbacks now and again. My father, however, always said he’d never drive an electrified vehicle.
Then he saw the Seal U and liked the look of it. He gave it a try and ended up buying one. About eight weeks later, he called me and said, “I’ve not put any fuel in the car for eight weeks.”
What he loves about that car is that most of his driving costs next to nothing to run. But every winter, he drives all the way from the UK through France to Spain, spending around 10 weeks there. With a plug-in hybrid, he can make that journey, so it really suits his lifestyle.
That’s exactly where this type of vehicle fits. It offers electric driving for everyday use while retaining the flexibility of a petrol engine when needed.
Tim Barnes-Clay: In some ways, the BYD Atto 2 DM-i feels like a car for all generations. If pushed, who would you say it’s aimed at?
Steve Beattie: Manufacturers often talk about targeting younger buyers, but the reality is that the average new-car buyer in the UK is around 55 years old.
The Atto 2 DM-i appeals to a broad audience - whether you’re a family looking for a small SUV, or whether you want a runaround to get you to the train station every morning. However, I think it has huge appeal for older buyers too, because it's accessible, practical, looks great and offers excellent value.
Tim Barnes-Clay: What do you think BYD means to people now? Are motorists beginning to recognise it as a car company?
Steve Beattie: Awareness is growing rapidly. Our prompted brand awareness is now around 72%, meaning seven out of ten people recognise the BYD name when asked.
However, if you ask people to name car brands without prompting, we’re still building recognition compared with the traditional manufacturers.
That’s why activities such as our sponsorship of Manchester City, the UEFA European Championship and the Commonwealth Games are so important. They’re helping us reach new audiences.
I enjoy speaking directly to customers at dealerships and explaining where BYD comes from. Many people don’t realise the company was founded over 30 years ago by a chemical engineer with a vision to build better batteries.
One of our biggest breakthroughs came when BYD supplied batteries for Nokia mobile phones, including the iconic Nokia 3310. That success helped propel the company forward.
Tim Barnes-Clay: It sounds like there’s a bright future ahead for everyone at BYD.
Steve Beattie: There’s lots of work for us all to do. What’s great about BYD is that everything moves hyper fast. We’ve launched ten models in just a few years, we’re bringing premium brands to market, and we’re investing heavily in areas such as home battery storage and charging infrastructure. The pace of innovation is extraordinary, and that’s what makes working at BYD so exciting.