China’s BYD is selling millions of EVs, famously outselling Tesla in the last quarter of 2023, and riding an enormous wave of success. But not many Europeans (and practically no Americans) have ever heard of it, much less trust it as a reliable brand. But as the EV giant makes inroads outside of China, it is looking to change that, the old-school way, dealer by dealer.
While European automakers have been shifting over to direct sales à la Tesla, China’s BYD, for Build Your Dreams, along with Chinese peers Xpend and Great Wall Motor are looking to dealers to build sales and provide networks to help their brands build solid reputations and trust among Europeans. And now, BYD is setting up its BYD-only shop in Germany.
“European consumers have no inkling of Chinese brands,” Daniel Kirchert, the head of e-mobility consultancy Noyo and former BMW executive, told Automotive News Europe. “It’s a huge challenge for Chinese carmakers to make clear to Europeans that their cars are on par with Tesla, at a better price.”
Reuters reports that BYD just opened up its new BYD-only shop in Berlin in its latest move to grow the brand in a country that loves German cars and Teslas. The strategy is to help get German EV shoppers closer to the brand, raise brand awareness, and build sales of its affordable EVs in Europe’s largest automobile market. While BYD has done well in some European markets, it ranks a distant third among China’s Geely’s Volvo, Polestar, and Lotus, and MG brand, owned by SAIC, Automotive New Europe reports.
‘Just like Tesla, only cheaper’
The automaker is putting five models on sale in Germany at a shop owned by dealership Sternauto, which has exclusive rights to sell BYD cars in eastern Germany, Reuters reports. While the Atto3, Han, and Tang surely aren’t stunners, BYD is leaning on the fact that they are practical and affordable – and that strategy has worked well for other automakers expanding globally, such as Korea’s Hyundai and Kia. Plus BYD has thousands of engineers working to ramp up its smart tech game, so BYD is aiming for a just-like-Tesla-only-cheaper angle.
BYD Atto 3 (Source: BYD)
“One of the biggest topics for BYD is that it is not that familiar to German customers,” Oliver Hein, head of BYD for Sternauto, told Reuters. But that is changing, he says, as the brand is investing heavily in marketing.
BYD, too, is sticking to the auto show model to build its reputation, and will be among just a handful of big-name automakers attending the Geneva Motor Show, including Renault, Dacia, BG, and Lucid.
Last year, the company sold 1.6 million fully battery-electric vehicles, overtaking Telsa in overall BEV sales. Adding up sales for all so-called new energy vehicles, including battery-only vehicles and plug-in hybrids, BYD sold 3 million vehicles in 2023. Still, 90% of its revenue comes from sales in China.
While BYD is targeting Germany, which has been among the global leaders in its transition to EVs, the country is expected to see a 14% drop in EV sales this year.
BYD is also among the Chinese companies that have come under harsh scrutiny from Europe due to subsidy policies that put Europe at a competitive disadvantage, all while being thrust into a trade war with North America and Europe.
Meanwhile, the US and Europe are tightening their rules on Chinese cars and EV parts being sold in their countries, with tariffs so high in the US that China has turned its focus on other areas, namely South America, Asia, and Europe.
Electrek reported yesterday that BYD had just signed a preliminary land purchase deal for its EV plant in Hungary. It is also building plants in Brazil and Thailand.
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It’s been a decidedly weird month in the heavy truck world, and it just keeps getting weirder. Hydrogen shipping startup Hyroad Energy has acquired Nikola Motor’s hydrogen assets and IP, including 113 HFCEV semis, spare parts, and refueling infrastructure.
Hyroad Energy calls itself a leader in hydrogen-powered Class-8 trucks and trucking-as-a-service solutions, and aims to deliver, “reliability, safety, and cost-efficiency for superior results,” according to the company’s website. “We help fleets embrace hydrogen power without the complexities of going it alone. We manage the risks, finance the assets, and leverage economies of scale to drive down costs.”
Those claims became a lot more credible last week, when the company grew its hydrogen semi fleet from (apparently) 0 to 113 Class 8 semi trucks following the acquisition of Nikola’s orphaned hydrogen assets, which include the trucks, a number of spares, and the operational infrastructure needed to keep them on the road.
Hyroad CEO Dmitry Serov says that this acquisition, “significantly advances Hyroad’s mission to provide turnkey hydrogen trucking solutions that reduce the complexity and risk typically associated with adopting zero-emission technologies,” adding, “these trucks and the corresponding equipment and systems represent immediate capacity to put proven hydrogen fuel cell technology on the road to meet demand for zero-emission trucks.”
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Key Biscayne, a small barrier island off the coast of Miami, has become one of the only places in the United States where all electric bikes are completely banned, regardless of speed class, rider age, or motor power.
This week, the village council voted 4-3 to keep its sweeping e-bike ban in place, rejecting a proposed measure that would have repealed the restriction and allowed adults to ride electric bicycles on the island. The vote effectively makes permanent a controversial emergency ban enacted last year, which was originally framed as a temporary public safety measure following the death of a local cyclist.
Under the current rule, no electric bicycles of any kind are allowed anywhere in Key Biscayne, including Class 1 pedal-assist bikes that are legal on most public bike paths across Florida. The ban applies to both residents and visitors and has been enforced with warnings and fines.
Before the vote, there was major support for repealing or modifying the e-bike ban. Even the Key Biscayne Police Department had recommended loosening the ban, suggesting that the village adopt a more balanced policy allowing adults to ride responsibly while continuing to restrict use by minors. Despite that recommendation, the council chose to maintain the full prohibition.
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The issue has deeply divided the affluent community, where many residents support the ban due to concerns about reckless youth riders and congestion on narrow paths. Others argue that the policy is overly broad and punishes responsible adults, tourists, and commuters who rely on e-bikes as a sustainable and accessible transportation option.
With no exemption even for low-speed pedal-assist bikes, Key Biscayne stands out as a rare enclave where electric bicycles remain entirely illegal – one of few in the US – highlighting the growing tensions around e-mobility in tight-knit communities grappling with safety, access, and change.
What do you think? Should e-bikes be completely banned in these exclusive communities, or should there be leeway for creating common-sense laws that promote transportation while ensuring the safety of all road users?
Why is Europe getting all the fun new electric vehicles? After its electric SUV, the EV3, has already become a top seller in Europe, Kia is doubling down with new models, like the EV5 and EV4. Thanks to the new tariffs, Kia is pushing for EVs in Europe while the US gets left on the back burner.
Which EVs is Kia launching in Europe and the US?
After launching the EV3 in late 2024, Kia’s compact electric SUV “started with a bang,” as the most popular retail EV in the UK in January.
Through the first half of the year, the Kia EV3 has remained the UK’s best-selling EV among retail customers, with nearly 6,300 registrations. Including commercial vehicles, it was the fourth most popular EV overall.
Kia looks to build on its success with a flurry of new EVs on the way. After opening orders for the EV4 hatchback in June, its first all-electric hatch, Kia introduced the Fastback version, or sedan model, less than two weeks later.
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And then, last month, we got our first look at the upgraded EV5, the European version of Kia’s Tesla Model Y-sized electric SUV, which has been on sale in China since 2023.
Kia EV6 (right), EV3 (middle), and EV9 (right) Source: Kia
Kia plans to begin EV4 deliveries in Europe in September. The hatchback will be the first EV Kia builds in Europe at its Zilina plant in Slovakia. Kia said the move will speed up deliveries. However, the sedan will still be built in South Korea.
The EV5 will arrive in Europe later this year. Kia is launching the EV5 in North America in early 2026, but it will be “exclusive to the Canadian market.”
Kia EV5 GT-Line (Source: Kia)
Next year, Kia will introduce the smaller, more affordable EV2. The EV2 will sit underneath the EV3 as Kia’s new entry-level electric vehicle.
Outside of the EV4, which Kia will launch in the US in early 2026, no other models have been confirmed for the US. Although it was spotted testing in the US again this week, the last official release from Kia specifically said the EV5 will be exclusive to the Canadian market in North America.
Kia Concept EV2 (Source: Kia)
The EV4 will arrive, but only as a sedan. It will feature up to 330 miles of driving range and a built-in NACS port for charging at Tesla Superchargers.
Kia has yet to reveal prices, but the EV4 is expected to start at around $35,000. In the UK, the hatch starts at £34,695 ($47,700) with up to 388 miles WLTP driving range. The Fastback, or sedan variant, is priced from £40,895 ($55,000) with a driving range of up to 380 miles.
Kia EV4 models during safety testing in Europe (Source: Kia UK)
And that’s not even touching the PV5, Kia’s first electric van. Kia is launching the PV5 Passenger and Cargo models across Europe, but whether it will arrive in the US is still up in the air.
Electrek’s Take
Kia’s decision to prioritize Europe over the US is thanks to the Trump Administration’s new tariffs on vehicle imports. Imported vehicles from South Korea are subject to a 15% tariff.
On top of this, the $7,500 federal tax credit is set to expire at the end of September, which will make the US EV market even more competitive.
Kia’s electric vehicle sales are already down significantly this year. Through July, Kia has sold nearly half as many EV9 and EV6 models as it did in 2024. The Korean auto giant is expected to offset slower EV sales in the US with new models arriving in Europe.
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