Household brands like Mazda, Hyundai, Kia, and Mitsubishi are at risk of being overtaken if China's BYD plans go off without a hitch.
BYD is aiming high with its sales ambitions over the next year, looking to leapfrog big-name brands like Mitsubishi, Hyundai, Kia, and even Mazda as it eyes a Top Three position thanks to a bevy of new products.
Speaking to Drive, BYD Australia Chief Operating Officer Stephen Collins said the Chinese brand’s current sales projections would put them in the mix for a podium finish by the end of 2026, which translates to roughly 100,000 sales based on last year’s figures.
“The way I put it is, this time last year we were number 16, year-to-date, we’re number eight – hopefully we finish a bit better than that – we want to keep that trajectory going,” Collins said.
“With the models we launched the other day and on sale by December with momentum into January, if we weren’t close to the top three [by the end of next year], I’d be disappointed I reckon.”
To the end of September this year, BYD Australia has amassed 37,923 new registrations, up 149.8 per cent compared to the same period last year.
The biggest seller is the Shark 6 ute, which accounts for about 37.2 per cent (14,111 units) of the overall share, followed by the Tesla Model Y-rivalling Sealion 7 (8483) and then Sealion 6 (6793).
Making up the rest of BYD’s sales total is the Atto 3 (3012), Seal (2955), and Dolphin (2569).
However, while a broader product portfolio will help BYD achieve its goals, Collins said an expansion in its dealer network to cover a broader geographical area will also help the brand achieve its vision.
“I don’t say that arrogantly, if you look at what we’re delivering … and it’s not just the product, the dealer network is a good example,” Collins said.
“We have about 90 dealers now that are operational, we’ll have another 20 or so by the end of the year.
“And we’re looking for, our optimal number is probably around 150 nationally, so that’s a big part of it as well, and it’s also a big part of the parts and service delivery we have to make really good.
“I think product’s a big part of it, but I think getting all those things right – we’re lining up all those things now – [is key to our goals].
“If you were in this office this time next year, and I was in this office, I think we’d be disappointed if we weren’t around that sort of mark.”
If BYD can achieve its aim, it would surpass compatriot GWM that is currently seventh on the sales charts in 2025, as well as Mitsubishi, Hyundai, Kia, and Mazda or Ford.
Tung Nguyen has been in the automotive journalism industry for over a decade, cutting his teeth at various publications before finding himself at Drive in 2024. With experience in news, feature, review, and advice writing, as well as video presentation skills, Tung is a do-it-all content creator. Tung’s love of cars first started as a child watching Transformers on Saturday mornings, as well as countless hours on PlayStation’s Gran Turismo, meaning his dream car is a Nissan GT-R, with a Liberty Walk widebody kit, of course.
