BYD is taking steps to correct its reputation
BYD officially stands for “Build Your Dreams,” but the Chinese automaker is starting to worry that its accessibility has possibly put a damper on the “dreaming” aspect. Claimed by some to instead stand for “Be Your Driver” — due to their cars’ overwhelming presence on Chinese roads and suitability to taxi and ride-share drivers — the brand has decided to take preventative measures to ensure customers continue to dream about the cars it’s making. Who better to borrow from than arguably two of the most aspirational brands in the world — BMW and Porsche?
BYD
The first step was moving upmarket. Some of BYD’s models now tip the scales at over six figures, generally sold under the Yangwang brand name. Vehicles include the Yangwang U8, a $150,000-ish PHEV SUV, and the U9, a $200,000+ supercar that just recently set the global EV speed record at 293.54 mph. That’s a far cry from, say, the BYD Seagull, which starts at 56,800 yuan — the equivalent of just $7,800 — and is much closer to the kind of cars that BYD began with back in 2005. Cars like the BYD F3 commanded around $9,000 in 2010. However, launching a lineup of cars people actually wanted was just the start. Now, BYD is opening a racetrack and performance center that might leave the Germans blushing.
BYD’s upmarket stretch comes with an “all-terrain circuit” in central China
On August 15th, BYD opened its new racetrack in Zhengzhou, one of the nine national central cities of China, touting a population of around 12 million people. The brand claims it serves as a “venue for track racing, professional racer training, and diverse circuit experiences.” Areas of the circuit include a “low-friction ring,” likely for drifting and car control exercises, and a “wading pool,” potentially for 4×4 excursions through standing water. BYD also mentions areas with names that leave less to the imagination, like “Race Track” and an off-road park.
The park’s indoor sand dune is, in fact, a Guinness World Record holder as it’s now the highest and largest dune climbing facility exclusively built for car testing. Niche commendations aside, 6,200 tons of sand is nothing to sneeze at (pun intended), and we believe BYD when they say it “offers an authentic dune-bashing experience for all.” The racetrack itself measures 1,758 meters (just over 1 mile) and includes a 550-meter straightaway.
So, why does any of this matter? Well, mostly because customers and fans can actually drive on this thing. Automotive News reports that drivers can pay 599 yuan, around $84, for an hour of track time. That price includes track time in a volume model and riding along in the aforementioned Yangwang U9. Drivers can also spend a little bit more to get additional time behind the wheel of BYD’s premium offerings. It’s a leaf right out of the BMW and Porsche playbooks. Both brands are well-known for hosting track events at their respective Performance Centers and Experience Centers, which allow current customers and prospects to get behind the wheel for a fee. Like BYD’s facility, they offer on-track and off-road experiences. Of course, good luck getting a price even close to what BYD’s willing to do it for.
Final thoughts
BYD is moving upmarket, and targeting enthusiasts is a good way to build credibility at home and abroad. This racetrack is the latest component of the “New Track Scheme,” which seeks to expand race culture in China and train a fleet of up to 100 professional racers in China. More importantly, it shows that BYD continues to learn and grow as a brand. Remember — just 20 years ago, the company simply made batteries. Who knows? Maybe in another few years, you’ll be able to opt for Performance Center delivery of your BYD, akin to what BMW and Porsche offer.
