BYD Accelerates European Expansion with Strategic Entry into Romanian Market Amid EU Tariff Challenges
Chinese electric vehicle (EV) giant BYD is rapidly expanding its footprint in the European Union (EU), announcing today its official entry into the Romanian market. This strategic move comes as the company navigates escalating trade tensions, including recent EU anti-subsidy tariffs on Chinese-made EVs, underscoring BYD’s commitment to long-term growth in Europe through localized partnerships and competitive innovation.
Romanian Market Entry: A Gateway to Southeast Europe
BYD has partnered with leading Romanian automotive distributors to launch its full range of electric vehicles, including the popular BYD ATTO 3 SUV, BYD SEAL sedan, and BYD DOLPHIN hatchback. The vehicles, priced competitively to appeal to cost-conscious European consumers, will be available through a network of dealerships and flagship stores in major cities, including Bucharest, Cluj-Napoca, and Timișoara.
Romania’s growing EV adoption rate—supported by government incentives and expanding charging infrastructure—positions the country as a pivotal market for BYD’s broader European strategy. “Romania represents not just a standalone opportunity, but a strategic hub for BYD to serve Southeast Europe,” said Michael Shu, Managing Director of BYD Europe. “We aim to replicate our success in Western Europe by offering cutting-edge technology, affordability, and exceptional customer experiences.”
Navigating EU Tariff Pressures with Localization Plans
BYD’s expansion coincides with heightened trade friction. On July 4, the EU imposed provisional tariffs of up to 21% on Chinese EV imports, citing unfair subsidies. While BYD faces a lower 17.4% tariff rate compared to some competitors, the company is proactively mitigating risks by accelerating plans for localized production.
Earlier this year, BYD confirmed plans to build its first European manufacturing plant in Hungary, slated to commence operations in 2025. This facility will produce EVs and batteries, reducing reliance on imports and insulating the brand from tariff-related cost increases. “Our Hungary factory is a cornerstone of our European strategy,” Shu emphasized. “Local production ensures compliance with EU regulations, shortens delivery times, and strengthens our partnerships with European consumers and governments.”
Sustainability and Innovation at the Core
BYD’s Romanian launch highlights its focus on sustainability, a key selling point in the EU market. The company’s vertically integrated supply chain—from batteries to software—enables full control over emissions reduction and recycling processes. BYD also plans to collaborate with Romanian energy providers to expand renewable energy-powered charging networks.
Industry Analysts Weigh In
“BYD’s agility in adapting to trade barriers sets it apart,” said automotive analyst Claudia Munteanu of Bucharest-based Auto Europa. “By combining localized manufacturing with aggressive pricing and tech-driven models, BYD is positioning itself as a formidable player in Europe’s EV transition, even amid protectionist headwinds.”
Looking Ahead
With Romania as its 20th European market, BYD aims to capture 10% of the region’s EV sales by 2027. The company will also debut its premium DENZA and YANGWANG brands in select EU markets later this year, targeting luxury segments.
As the EU’s tariff policies evolve, BYD’s dual approach—local production and relentless innovation—may redefine the competitive landscape, proving that global automakers can thrive even in turbulent trade environments.
About BYD
BYD (Build Your Dreams) is a global leader in electric vehicles and clean energy solutions, ranking as the world’s top-selling EV brand in Q4 2023. With over 30 years of innovation, BYD operates in 70+ countries, driving the transition to sustainable transportation.