BYD sales strategy: image damage due to high dealer sales

With impressive sales figures Byd For the first time in May 2025 Tesla overhauled as a heel in Germany. But according to that Expert report from the Bochum research institute 75 % of these approvals do not come from end customers, but from dealers and landlords. This Sales strategy If the sales volume drives up at short notice, but endangers the image and stability of the vehicles in the long term.

Inter trader as the main customer

BYD uses one in Germany Secondary sales channel, at which dealers, leasing companies and rental fleets take over the majority of the new registrations. In comparison:

• Byd: 75 % about dealers/landlords

• Opel: 54 %

• Nissan: 60 %

• Industry average: 36,6 %

Actionist or strategic?

Ferdinand Dudenhöffer, car director and study editor, criticized:

"BYD has valuable cars, good technology, but not a real sales strategy for Europe. They proceed in accordance with action and thus destroy their brand in the long term."

Short -term sales drivers create an oversupply of young used cars, which puts the prices under pressure.

Consequences for stability and customer confidence

A large part of the vehicles sold over dealers land after a short time as Young used car back on the market - often with high price discounts. Dudenhöffer warns:

"If you buy a new car and receive less than 50 % of the purchase price after three years, a world collapses for you."

In Germany where Stability and Brand confidence are central purchase arguments, this developmental damage can potentially affect BYD's image.

Alternative sales models for sustainable growth

To that Image damage risk To minimize, BYD could rely on the following approaches:

1. Direct sale To end customers with a uniform price structure

2. Long-term leasing partnerships With firm residual value guarantees

3. Exclusive dealer network expansion For better customer care

These measures would help regulate the offer on the used car market and the Value -resistantness to secure.

Ending
The current BYD sales strategy may create impressive admission numbers at short notice, but without Customer -oriented sales concepts In the long term, there is a considerable Image and value loss. A sustainable approach requires more focus on end customer binding and stabilized used car prices.