BYD Cars in India: Can They Make a Dent?
商品編號：W32514
出版日期：2023/06/10
再版日期：
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：Electric Vehicles, Market Penetration
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：India
產業：Manufacturing
事件年度：2022
In October 2022, Chinese car company BYD Auto Co., Ltd. (BYD) announced its entry into the Indian automobile market with the Atto 3, an electric sports utility vehicle (e-SUV). Despite facing challenges in India’s emerging electric vehicle (EV) market and the close scrutiny on investments from China, BYD aimed to sell 15,000 units to be assembled at its existing Chennai plant, to establish manufacturing facilities, and to open fifty-three dealerships by the end of 2023. BYD’s push into India was part of its larger expansion strategy to diversify into new markets globally to include Japan, Thailand, the United States, and Brazil. However, the company needed to determine its target segment, who its competitors were, and what macroeconomic challenges it would face so that it could establish a position within India’s competitive car market. The existing Chennai plant saved BYD from having to obtain new approvals from the government, but the company still had to navigate the challenges of entering a new market with a nascent EV infrastructure.
教學手冊：BYD Cars in India: Can They Make a Dent? - Teaching Note
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