BYD Launches Affordable Dolphin Surf EV in Europe Aiming 200% Growth

BYD, China’s largest carmaker, has made a bold entry into the European electric vehicle (EV) market with the launch of its new Dolphin Surf model. The company marked the occasion with a spectacular drone display above Rome’s Olympic Stadium, projecting the car’s image against iconic landmarks such as the Colosseum, St. Peter’s Basilica, and the Pantheon. Unlike other automakers that often introduce concept cars, BYD brought a ready-to-sell, affordable EV to the market, aiming to replicate the success of the Fiat 500 post-World War II but with a modern, battery-powered twist.

The Dolphin Surf is designed to be accessible to a wide audience, with a focus on affordability and practicality. The base trim of the Dolphin Surf in the UK is priced at £18,650, undercutting competitors like the Renault 5 E-Tech, Citroën ë-C3, and Fiat 500e. Despite its lower price point, the Dolphin Surf offers more technology and a decent range of 137 miles per charge. Standard features include a rotating infotainment screen, parking camera, and adaptive cruise control, eliminating the need for additional upgrades.

BYD’s aggressive strategy in Europe includes significant investments and a comprehensive approach to market penetration. The company is constructing a factory in Hungary and has implemented a new dealership strategy in Germany. This move is part of a broader plan to achieve 200% growth in the top five European markets. BYD’s leadership is confident that success in Europe will validate their global competitiveness. Stella Li, executive vice president and public face of BYD outside China, emphasized the importance of winning in Europe, stating that it would demonstrate the company’s excellence in all aspects.

BYD’s pivot from a premium strategy to a budget-friendly approach has proven successful. After an unsuccessful attempt at the premium route in 2022, the company shifted its focus to younger consumers and plug-in hybrids. This strategy, which had already worked in Latin America, quickly gained traction in Europe. BYD has also hired key personnel from established firms to strengthen its presence in the region. In the UK, for example, BYD’s sales have surged from 1,611 cars in April 2024 to nearly 12,000 in the same period in 2025, positioning the company to overtake competitors like Fiat, Honda, and Mini.

BYD’s entry into Europe is not just about selling cars; it’s about building a full ecosystem. The company has invested between €30 million and €50 million to sponsor Euro 2024, enhancing its visibility. The new factory in Szeged, Hungary, will produce EVs and hybrids for the EU market and is strategically connected to China’s Belt and Road logistics system via the port of Piraeus in Greece. BYD’s extensive R&D operations, involving 120,000 people, ensure that the company can quickly adapt and innovate. By controlling the entire supply chain, from battery cells to final delivery, BYD aims to minimize delays and maximize efficiency.

Despite the aggressive push, BYD faces several challenges. Margins are thin, and plug-in hybrids are under regulatory scrutiny for their environmental impact. Brand recognition remains a hurdle, and BYD lacks the deep roots in company car programs, government fleets, and rental channels that competitors like Volkswagen and Peugeot enjoy. In China, the company’s price-slashing strategy has drawn criticism from government officials and state media, prompting BYD to join a collective pledge to pay suppliers faster. Cash flow is tight, and Europe’s market is not without its costs.

Stella Li, however, remains undeterred. She visits Europe monthly, engaging with dealers and handling sales personally. At the Rome launch, she emphasized that the Dolphin Surf is designed for budget-conscious consumers who want an intelligent, high-tech, and fun driving experience. BYD’s bold entry into Europe signals a significant shift in the EV market, challenging established players and offering consumers a new, affordable option.