In a bid to gain a larger piece of the pie in Australia, BYD has parted ways with third-party distributor EVDirect, and will instead import and distribute its own vehicles from July 2025 onwards, Drive.com.au reports.
Apart from gaining more control over the product line-up and allowing for better positioning of them, the move gels with BYD’s earlier plan to launch its premium sub-brand Denza in the market.
Additionally, taking full control over its operations will lend consumers more confidence with BYD’s Yangwang brand and its Toyota Land Cruiser-challenging U8 SUV, which is also rumoured to be launched in Australia soon.
The move was a logical one, given that Denza was always intended to skip the middleman distributor and be run directly. Following this, sub-brands like Yangwang and Fangchengbao could also be introduced into Australia as well to capitalise on the new efficiencies.
“This transition is consistent with BYD’s continued global reach into key strategic markets and will strengthen the brand’s capabilities in Australia by leveraging BYD’s global resourcing and expertise,” read a statement from Eagers Automotive, who looks after BYD’s local retail network.
Following the change, BYD will retain its retail footprint of around 91 experience and service centres around the country apart from entering into a new agreement with Eagers Automotive, one of the largest dealer groups there.
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Eagers Automotive will form a joint-venture with EVDirect, EV Dealer Group Pty Limited, to continue running all BYD centres. The venture will see Eagers hold 80% of the company, with the remaining 20% going to EVDirect.
BYD expects its retail footprint to grow significantly under Eagers watch as its numbers in Australia has been expanding steadily for some years now. Ultimately, the plan is to become one of the top-selling marques there.
In early 2024, BYD through EVDirect stated that its target was to double its sales by in 2025, putting the figure around 50,000 units annually. If it comes to fruition, that will catapult it into the Top 10 ahead of the likes of Nissan and Isuzu.
As of the end of April 2025, that figure looks unlikely with only 11,974 units sold. That would add up to around 36,000 units by the end of the year.
Australia is one of the most successful markets for BYD outside of China, and to back its ambitions, it went on a hiring spree last year that saw an aftersales manager, public relations personnel and product planners brought onboard. Currently, BYD’s model portfolio in Australia consists of the Atto 3, Seal, Sealion 6, Sealion 7, Dolphin and the Shark 6 pick-up truck.
In Malaysia, the BYD brand is exclusively distributed by Beyond Auto, a subsidiary of Sime Motors, since 2022. Could a similar strategy be employed here as well in the Chinese marque’s bid to increase its foothold on the local EV market?
