BYD ‘win’ Euro 2024 with bumper increase in consumer awareness
July 18, 2024 by Sepi Arani
If you were one of the millions of people watching the recent Euro 2024 tournament, there’s a good chance you saw BYD as the headline sponsor. For those of us within the automotive industry, BYD are no strangers. But for many UK consumers, they’re an unfamiliar brand and largely unknown entity. But our consumer research suggests that is shifting.
Being the headline sponsor of Euro 2024 was a huge statement of intent to significantly and rapidly raise awareness of the brand. In a recent survey of 693 Carwow consumers, 46% said they had heard of BYD versus 28% pre-tournament - the highest level of awareness of all Chinese brands included in the survey. Interestingly, despite not yet having a UK presence, the same research revealed NIO as the Chinese brand Carwow consumers are most aware of behind BYD (13%).
We’re also seeing that increased awareness of BYD influencing consumer consideration to purchase, with organic views of BYD content on Carwow during the three-week period increasing by 32% vs the same period before the tournament kicked off. Reviews for the BYD Seal saw the biggest increase in organic traffic, up 54% vs the same period. That interest translated to a 57% increase in BYD enquiries via Carwow.
Despite the recent tariffs on Chinese brands announced by the EU, BYD’s high-quality EV products, unrivalled supply chain and marketing investment are certain to see it continue to capture an increasing share of the European market. We're excited to keep collaborating with BYD to help them reach and capture even more in-market customers through our expanding suite of media solutions following our acquisition of AutoExpress, evo, DrivingElectric & Carbuyer.
About Carwow
Car-changing is a big deal. Carwow is where you come to get the big deals done. Thanks to expert advice, a wide range of models and makes and a network of verified dealers, we make it easy. With over 3.5m monthly users we’re proud to be the one-stop shop to change your car.
As an important partner for the automotive industry, we use market-leading insights and create top-notch advertising content to fuel the success of the dealers and brands we partner with.
As part of Carwow Group, we’re able to draw on industry-leading data, expertise, and editorial talent. Together, we form the go-to car-changing destination to reach drivers everywhere. We work side-by-side with Auto Express, evo, Carbuyer, and DrivingElectric to bring you the best automotive experience we possibly can.
