BYD scores big with Euro 2024 sponsorship, interest surges on Auto Trader

As BYD establishes its automotive brand, its strategic sponsorship of the Euro 2024 tournament is proving to be a game-changer, driving significant interest and potentially setting the stage for accelerated growth in the European market.

Online marketplace Auto Trader reports that the Chinese electric vehicle (EV) manufacturer has seen a significant uptick in interest following its sponsorship of the European football event with a surge in engagement from potential car buyers over the tournament's opening weekend.

From Friday to Sunday, Auto Trader's platform recorded 26,000 views of BYD models, marking a 69% increase compared to the previous week.

This surge in interest coincided with the opening match between Germany and Scotland, which was watched by over 10 million viewers.

Auto Trader said BYD's presence as a Euro 2024 partner which was prominently displayed during advertising breaks, undoubtedly contributed to the spike in visibility.

The heightened interest in BYD was also reflected in search engine optimisation (SEO) traffic, with clicks to BYD on Auto Trader more than doubling overnight.

The BYD Seal emerged as the most viewed BYD model over the weekend and ranked as the second most viewed new EV model overall, just behind the Hyundai IONIQ 5.

Since entering the UK market in March last year, BYD has sold 3,365 vehicles.

The Euro 2024 sponsorship appears to be a pivotal moment for the brand, according to Erin Baker, editorial director of Auto Trader: "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."