Chinese automaker BYD is taking a measured approach in South Africa's increasingly crowded auto market, deliberately steering clear of deep launch discounts as rivals press for volume, BYD Auto South Africa's managing director said at the local introduction of the ATTO 8 plug-in hybrid SUV.
Steve Chang told reporters that BYD is not pursuing sheer unit volumes at this stage. "We’re not chasing numbers, not yet," he said, adding: "We are doing things a bit differently, slower in other people’s opinion. But we’re trying to build a brand." The comments came on the sidelines of the ATTO 8 launch, where BYD outlined its strategy as competition from new electric, plug-in hybrid, range extender and hybrid models - many from China - intensifies in South Africa.
For the first time since entering the market, BYD has released monthly sales figures, reporting 589 units sold in March. That places the company a few sales behind Mercedes-Benz and Stellantis for the month, while outpacing legacy brands including Volvo.
South Africa's market for new-energy vehicles remains at an early stage, though sales are rising from a low base. According to the figures shared by BYD's local operation, new-energy vehicle sales increased 7.1% to 16,716 units in 2025 as hybrids and plug-in models gain traction.
Chang said BYD has avoided frequent price reductions because of the adverse effect they can have on resale values. "We don’t want to discount our people too much because we care about the first buyers, we care about the registry value of the vehicle, we care about the brand value," he said. Rather than leaning on promotional discounts to stimulate uptake, BYD is pursuing what Chang described as "price parity" - setting prices for electric and plug-in hybrid models broadly in line with equivalent petrol or diesel variants.
The seven-seater ATTO 8, which BYD unveiled locally, is priced from just over 1 million rand, the company said. Using the exchange rate provided, that equates to $61,046 (1 rand = $0.060999, $1 = 16.3812 rand as stated by the company).
BYD entered the South African market in 2023 as part of a wider global expansion. Chang emphasised that the firm has prioritised consumer education alongside product launches. "We spend a lot of money and resources into market education," he said. "We’re very patient. We know we need to work with South Africa’s pace, introduce the product step by step."
BYD's strategy contrasts with several new entrants that have used launch discounts to build initial volumes in a market still dominated by internal combustion engines. BYD's leadership argues that a measured rollout will help protect the vehicles' registry values and the company's long-term brand positioning in South Africa.