BYD Enters Romania, Expanding Its European Ambitions

• BYD is launching in Romania as part of its plan to expand to 12 more European markets this year.
• By the end of 2025, BYD will be present in 29 European countries with over 1,000 stores.
• BYD aims to become a market share leader within the next five years.

Last week, I attended the national launch of BYD in Romania, the largest and most competitive car market in this region of Europe, where EVs have gained a lot of market share in recent years. BYD is already present in many western European markets, but it intends to expand to 29 countries, and Romania is a key player in its expansion strategy.

This was one of the biggest such events that I’ve ever attended, with over 400 people invited, including not only local car journalists but also influencers and other media personalities. The Chinese car giant rented a large venue with a massive, extravagant stage surrounded by screens and had one of the country’s most renowned musical personalities serve as the MC.

It was clear that BYD invested a lot of effort into making this a large-scale event to showcase not only its resources but also the scope of its ambitions. Several global and local executives were present on stage, each with their own repertoire of good things to say about the company. They all shared a common message: BYD is a technology, innovation and sales powerhouse that wants to sell you your next (electrified) car.

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Source: Andrei Nedelea

BYD is entering the Romanian market with three crossovers and one sedan. The smallest and cheapest option is the Atto 2, which I got to experience at the event. It looks like a typical compact crossover on the outside, and inside, it impressed me with its generous use of soft-touch surfaces that made the cabin feel almost premium.

That’s definitely something given its €22,600 price tag (roughly $25,000 at current exchange rates), which is an excellent deal for a fully electric, fully featured crossover with a 45.1 kilowatt-hour battery pack and a 194-mile (312-kilometer) WLTP range.

Next up is the BYD Seal electric sedan, which starts at €37,590 ($41,720) or €42,590 ($47,270) for the dual-motor all-wheel-drive model. This is the Tesla Model 3’s closest rival in Europe, offering a more luxurious interior ambiance and a very different approach to design compared to the Tesla.

The BYD Sealion 7 is probably the most important model in the lineup. The Tesla Model Y is losing popularity in Europe, even with the updated Juniper model bringing significant improvements, and buyers are looking for an alternative. The Sealion 7 is among the most attractive with its €40,590 ($45,050) starting price.

BYD’s fourth model in the country is the Seal U, a plug-in hybrid crossover that promises over 620 miles (1,000 km) of combined combustion and electric range. Its 18.3-kWh battery allows you to drive up to 43 miles (69 km) before the engine wakes up.

The Seal U is BYD’s cheapest midsize offering, with a starting price of €34,890 ($38,723). BYD says the prices include the government incentives for scrapping an old car and buying a plug-in, which are €3,000 for PHEVs and up to €8,700 for pure electric vehicles.

Between the bombastic, large-scale venue and the things BYD representatives highlighted at the event, it’s pretty clear that BYD wants to quickly assert itself as a big player on the local market. Its goal is to become the national best-selling brand in just 5 years.

To get there, it plans to add more models to the lineup in the future, starting with the affordable Seagull, which will be joining the lineup in a few months under the Dolphin Surf nameplate. It’s a seriously competitive electric subcompact that will draw buyers away from the Hyundai Inster, Dacia Spring or Leapmotor T03, among others.

Romania is one of 12 new markets that BYD aims to enter in 2025 and it plans to have over 1,000 stores across Europe by the end of the year, 30 of which will be in Romania. It plans to have a range of fully electric and plug-in hybrid models, which incur different EU import tariffs of 27% and 10%, respectively. This partly explains why BYD is able to sell the Seal U cheaper than its pure EVs.

BYD has yet to bring its most advanced EVs to Europe. Models like the megawatt-charging Han L and Tang L; the jumping Yangwang U9 track weapon; and the one that can swim are not yet available here. The brand is currently not targeting premium brands in Europe, but things won’t stay like that for long.