BYD is continuous to speculate in its UK brand awareness by partnering with Cornwall’s Boardmasters surf and music festival.
The event, which takes place at two sites on the Cornish coast between August 7-11, combines the Boardmasters Open international surf competition, the World Surf League and a music festival at Watergate Bay, just north of Newquay.
BYD is positioning its battery technology and nil emissions vehicles alongside Boardmasters’ ‘Leave Only Footprints’ initiative, which supports beach cleans, sustainable transport solutions, local charity initiatives and a deal with green causes.
The Chinese brand’s sponsorship of Boardmasters follows on from its massive sponsorship of Euro 2024, where it’s an official partner for the football competition this summer.
The sponsorship of Euro 2024 will see the BYD brand and vehicles showcased in person at stadiums across Germany, in addition to on print and digital branding across the competition.
BYD stores may also be become hubs where BYD customers and prospective customers can engage with Euro 2024, where there may also be competition to win prizes.
As a part of its ambitious expansion plan for the UK, BYD goals to divulge heart’s contents to 60 retail sites across the UK before the top of June.
Speaking on the Auto Trader What’s Latest On The Road To 2035 webinar, BYD head of sales Simon Bisp acknowledged the challenge of being the ‘biggest automobile manufacturer you have never heard of’ and said the Chinese manufacturer’s goal in 2024 could be ‘to vary that narrative’.
“Our aim this 12 months is to be sure that that is not the case for for much longer,” he said, adding that BYD’s decision to be the E-mobility partner for the Euro 24 championships was a strategic bid to spice up visibility.
“It’s those sorts of strategic investments that may obviously allow more customers to search out us and study us.”
BYD is trying to rapidly expand its vehicle range to have a vehicle in every segment of the market inside the UK by mid 2025.
This Article First Appeared At www.am-online.com
