BYD breaks into German market: discounts of up to 40%

The price war among manufacturers in China is brutal, to the point where it has even prompted the government to intervene. But now this is starting to spread to Europe, where the level of competition is also intensifying. After months of promotions, discounts, and financing campaigns, BYD has decided to make a bold move in Germany with a discount campaign, just ahead of the usual holiday sales period.

What’s interesting about this initiative is that the discounts aren’t tied to government subsidies; instead, they come directly from the Chinese manufacturer. This strategy puts even more pressure on European brands, which will have to decide whether to respond with similar promotions or maintain their prices in a market where competition is becoming increasingly fierce.

We’re not just talking about the smallest and most affordable models. This campaign covers sedans, SUVs, hatchbacks, and family vehicles, including both electric and plug-in hybrid options. Even BYD’s most expensive models receive significant discounts, sometimes exceeding 20,000 euros.

BYD Reduces Prices of Its Cars in Germany by Up to 21,100 Euros

One of the star models in this campaign is the BYD Seal 6 DM-i Touring, a plug-in hybrid family vehicle with an especially competitive price point. The base Boost version has an official price of 42,990 euros, but during the promotion, BYD applies a direct discount of 16,500 euros, bringing its price down to 26,490 euros.

This represents a 38.4% discount applied by the manufacturer itself, before any government subsidies. If those subsidies are added, should the buyer qualify for the maximum amount, an additional 4,500 euros in discounts could be applied, bringing the price down to 21,990 euros.

But discounts are also available for electric cars. Take the small BYD Dolphin Surf. In this case, there’s a paradox: the smallest model in the range is much more expensive in Germany than in Spain. By a large margin. With discounts of up to 7,500 euros, its price becomes similar to ours without any promotions. There, the entry-level Dolphin Surf Active model with 30 kWh capacity goes from 23,490 euros to 19,990 euros, while the Comfort version (40 kWh) receives a 7,500 euro discount, resulting in a price of 23,990 euros.

The BYD Dolphin Comfort (the standard Dolphin model, not the Dolphin Surf) sees its price drop from 33,390 euros to 27,240 euros thanks to a discount of 6,150 euros, while the Dolphin Design version is now priced at 28,240 euros after a reduction of 7,750 euros. This mirrors the situation with the Dolphin Surf but in reverse, as the standard Dolphin is 3,000 euros cheaper in Germany than in Spain before any discounts or promotions.

The BYD Atto 2 is also part of this pricing initiative. The electric Comfort version receives a discount of 10,000 euros, bringing its price down to 31,990 euros.

The campaign continues in the higher price segments. The BYD Atto 3 Evo Excellence receives a discount of 12,000 euros, bringing its price down to 38,990 euros. Both the BYD Seal and Sealion 7 are also part of the campaign, with discounts of up to 10,000 euros each.

However, the largest absolute discount goes to the BYD Tang, the brand’s large electric SUV. Its official price of 75,000 euros is reduced by 21,100 euros, resulting in a price of 53,900 euros before government subsidies.

This offensive comes at a particularly difficult time for traditional European manufacturers. BYD is showing it has the room to offer significant discounts on models imported from China, even while dealing with logistics costs and European trade barriers. However, it’s also possible these promotions are aimed at accelerating sales and clearing inventory before the end of the year.

In any case, the question is clear: if BYD can sell some of its models at discounts close to 40% in Germany, what room remains for similar campaigns in other European markets? This is especially interesting for Spain, where the Chinese manufacturer is rapidly expanding its presence and competing with brands that have been established for decades.

We at Forococheselectricos have reached out to BYD España to inquire whether a similar promotion is planned for the coming weeks. We are awaiting their response.