Chinese automotive and technology company BYD is looking to deepen its presence in the Gulf by combining technology, local partnerships and cultural platforms such as football as it builds its brand in the region.
Speaking to Communicate at Khaleeji 27, Jose Miranda, Chief Marketing Officer at BYD Europe, Americas, Middle East and Africa said the company was still at the beginning of its journey in the Gulf but was encouraged by its progress with regional partners, including Al-Futtaim and its dealer network.
He pointed to the growing number of BYD vehicles on the roads in cities such as Jeddah and Riyadh as one indication of that progress. “The principal test of a company is when you go to the street and you can see your cars,” he said.
Miranda said the Middle East was important to BYD’s ambition to become a global leader in the automotive industry, while Saudi Arabia’s Vision 2030 offered opportunities beyond passenger vehicles.
“BYD can be a strong partner not only with electromobility or PHEV cars, even with storage and solar panels,” he said.
The company is also looking to bring more of its technology to the region. Miranda said BYD was planning to introduce flash-charging technology that can, according to him, charge a vehicle in around five minutes. The region is also becoming a venue for BYD’s product launches. Miranda said the company plans to launch a new model globally in Abu Dhabi in November, bringing international media to the event.
He also pointed to previous launches in the wider region, including the BYD Ti 7 at the pyramids in Egypt, which he said was closely connected to the markets the company serves in the Gulf, and the BYD Shark in Riyadh.
“We choose the region even to launch products worldwide,” Miranda said. “Our commitment is very strong. It is long term.”
That approach extends to how BYD is building awareness of the brand. Football has become an important part of its global marketing strategy, with partnerships involving Paris Saint-Germain, Manchester City and Inter Milan, as well as previous involvement with UEFA Euro 2024 and the Copa América.
For Miranda, football offers a way to connect with audiences across different markets through a shared cultural interest. “Football is part of the soul, of the spirit, the culture,” he said. “It’s part of society. It’s more than a sport.”
That was also a factor in BYD’s decision to become involved with Khaleeji 27. At the tournament, the company used its fan zone to showcase its vehicles and technology, rather than relying solely on branding. Among the technology featured was vehicle-to-load, or B2L, which allows a vehicle to power external devices.
Miranda said establishing credibility would be an important part of BYD’s efforts as it expands in the region. He said, “My principal job is to support the market to build trust. Because we are new, media can help a lot to tell this kind of vision.”
He further said BYD wanted to be viewed not only as a car manufacturer but also as a technology company, pointing to its research and development operations and more than 120,000 engineers. “We want to bring the best technology and innovation available in the world,” he said.
Miranda said BYD’s plans in Saudi Arabia go beyond its current vehicle lineup. “We want to bring not only electromobility to passenger cars, even trucks, many other transportation that support a lot the industries, and even solar panels.”
“We want to build a strong trust and credibility with our customer permanently,” he concluded.
