Motor Trader The award-winning and longest running UK magazine for car retailing professionals. Your first stop for News, Jobs and Reports for the motor industry.
During the first weekend of the Euros (Friday to Sunday) there were 26,000 views of BYD models which represents a 69% increase week on week, reports Auto Trader.
As an official partner for the tournament, BYD has access to a far-reaching audience. The publicity appears to have triggered a surge in interest.
Erin Baker, editorial director of Auto Trader, said: “Our traffic data shows that this tournament is already triggering a step-change in awareness of BYD little more than a year after they entered the UK market.
“This high-profile media partnership only underlines their ambitions in Europe where they face tough competition from the well-established legacy brands.
“BYD’s sales are growing rapidly, albeit from a low base, and the Euros partnership has the potential to cement them in the public consciousness.”
Over 10 million people tuned into the opening match of the tournament, Germany v Scotland, which saw BYD displayed as a Euro 2024 partner during advertising breaks in the coverage as well as on pitch-side advertising boards.
Clicks to BYD on Auto Trader more than doubled over night. The BYD Seal was the most viewed model over the weekend and the 2nd most viewed new EV model overall, says Auto Trader.
Speaking to Motor Trader recently, BYD UK’s head of marketing Mark Blundell said: “I think the main challenge is awareness, which is about getting the brand out there, making sure we’re visible. Making sure we present the brand in the right manner.
“In the summer, we are going to be one of the lead partners in 2024. Although it is in Europe it will get billions of views. One of the big thrusts for us is about activating that and making sure its front and centre.”