BYD in September: 2,488 registrations and a 2% share in Italy

This isn't a flash in the pan, but rather a sign of a clearer positioning among private individuals, businesses, and rental companies. BYD is entering the purchasing decision-making process with a product portfolio that speaks the language of real-world use—range, cost per kilometer, residual value—and with a sales policy that combines targeted promotions, extensive road tests, and simple communication about tax benefits.

The engine of growth is the New Energy Vehicle (NEV) family, where BYD plays its home game. Within this scope, the strongest push comes from the DM-i Super Hybrid (PHEV), a segment in which the brand leads with a 17% market share thanks to the Seal U DM-i. The marketing message is straightforward: eliminating range anxiety without sacrificing low fuel consumption and minimally invasive charging, a balance that appeals to those who spend a lot of time in the city and on long weekends. The result is a plug-in hybrid that drives like an electric car, but still provides a thermal safety net for unexpected journeys.

September was also driven by the launch of the Seal 6 DM-i in both Touring and sedan body styles, which made its international debut at the Monaco Motor Show. The second piece of the DM-i strategy, the Seal 6 broadens the audience and the imagination: more choice for those looking for the BYD family feeling, but requires a different stylistic approach than the Seal U. The launch window generated not only registrations, but above all, contract sales, broadening the pool of potential customers ahead of the fourth quarter.

In terms of marketing , BYD's incentive campaign served as a sounding board for government eco-bonuses. The key was accessibility: clear messaging, online calculators, and license fee and total cost of ownership simulations made the convenience transparent. Dealership traffic increased, especially outside major cities, and the network observed an increase in prospects "new to electrification," attracted by the idea of ​​a PHEV that operates like an electric vehicle during the week and doesn't require rigid planning on long journeys. This effect, thanks to ongoing campaigns and incoming supplies, promises to continue into October.

The Italian picture fits into an accelerating European landscape. In Germany, BYD entered the Top 20 for the first time with 3,256 registrations and a 1.4% share; in Spain, the month replicated the growth with 2,437 registrations and 2.9% share; in the United Kingdom, 5,072 units were worth 3.6%; in Turkey, the trend continues to rise, with symbolic overtaking of established brands. These aren't just numbers: they represent economies of scale in the supply chain, a lever that allows for price protection despite a fiercely competitive environment, and for better structuring after-sales and spare parts, elements that have a strong impact on customer confidence.

The question, for a business newspaper, is inevitable: how much of this 2% is structural? Beyond launches, the impact is on channel mix and product mix. On the former front, BYD is balancing growth: private car sales are increasing in dynamic provinces, corporate fleets are evaluating PHEVs for tax reasons, and long-term rentals appreciate cost predictability. On the latter, the efficiency of DM-i vehicles is helping financial returns and residual values, while pure BEVs are consolidating technological reputation. Used vehicle management remains crucial: higher volumes today mean higher inventory tomorrow, so consistent residuals and rapid remarketing will be the test of growth sustainability.

Then there's the issue of awareness. BYD still has plenty of room for improvement in terms of recognition and consideration: being in the Top 20 opens doors that advertising alone can't. Being included in comparisons, appearing in search engine suggestions, and becoming the subject of word-of-mouth are the necessary conditions for turning interest into orders. Here, the leverage effect of the Seal U DM-i and Seal 6 DM-i is evident: different models for different profiles, united by the same message of measurable efficiency and understandable technology.

September's 2%, in short, is more than just a notch on the calendar. It speaks to a brand that has found a way into a mature and crowded market, offering a low-friction plug-in hybrid solution to bring families and fleets closer to electrified mobility. The next step will be to consolidate the curve without over-promoting, building loyalty and quality after-sales service. If European figures remain on this path, the benefits will also accrue to Italy, with a more robust network and more stable delivery times.