Written by FiveStones – a certified Google Marketing Platform partner helping global brands grow through digital strategy and ad tech.
BYD and Geely, automotive companies once largely unknown outside China, are now making significant inroads into international markets. Such companies are driven by a blend of technological innovation, strategic business models, and an increasingly sophisticated approach to digital marketing.
Why Is China Dominating the Global EV Market?
China is the world’s largest automotive market, with over 50% of global EV production, driven by aggressive national policies, investment in NEVs, and a mature supply chain. It has led global EV sales for 14 consecutive years and surpassed its 2025 NEV sales targets ahead of schedule.
What are the strategic advantages for Chinese automotive companies like BYD and Geely?
BYD: Mastering battery innovation and vertical integration
BYD’s global advantage at a glance:
- Owns entire EV production chain (batteries to final assembly)
- Blade Battery tech: safer, longer-lasting, thermally stable
- Cost-effective labor model instead of heavy automation
- Surpassed Tesla in EV sales by end of 2023
Geely: Expanding through M&A and brand synergy
Geely’s global advantage at a glance:
- Acquired brands: Volvo, Lotus, stakes in Daimler and Aston Martin
- Created sub-brands: Polestar (premium EV), Zeekr, Lynk & Co
- Launched online sales & subscription models
- Joint ventures with Daimler and Baidu
What international marketing challenges would similar Chinese auto companies face? And how can they overcome it?
Despite their global momentum, Chinese auto brands face key challenges in marketing activities.
1. Historic Perception Issues
– Past failures (i.e forays by other companies like Brilliance, Landwind) shaped doubts about quality
– Solution: Requires digital trust-building: 3rd-party reviews, crash test content, testimonials
2. Entrenched Competitors
– EU and Japanese brands have deep roots and strong loyalty
– Solution: Emphasize USPs like affordability, battery safety, or innovation
3. Regulatory Scrutiny & Trade Sensitivity
– EU concerns over Chinese subsidies (e.g., BYD’s €3.4B support)
– Solution: Marketers can highlight local investments, e.g., BYD’s Hungary plant
4. Brand Recognition Gaps
– GCC survey: personal experience > digital ads
– Solution: Campaigns must drive offline actions (test drives, expos)
5. Infrastructure Gaps
– In markets like the U.S., limited NEV charging infrastructure reduces demand
– Solution: Marketers should educate users on charging solutions and ownership benefits
What should Chinese auto companies know about global marketing?
– When entering a new cross-border market, focus on localized campaigns with cultural sensitivity
– Use authentic influencers and real customers in marketing activations
– Consider blending online engagement with offline conversion triggers—such as featuring ‘Book a Test Drive’ CTAs that link directly to regional dealer booking forms, followed by in-person showroom appointments.
How can Chinese auto companies leverage ad tech solutions?
As Chinese brands go global, Google’s advertising platforms offer powerful tools to meet local market challenges:
| Google’s Advertising Platform/Feature | Strategic Feature | Use Case for EV Brands | Marketing Outcome |
|---|---|---|---|
| YouTube & Display & Video 360 | Precision audience targeting + video formats | Launch model storytelling in new markets with localized creative and language variants | Build brand equity and product familiarity across high-potential markets |
| Performance Max (via Google Ads/Search Ads 360) | AI-driven omnichannel distribution | Scale across Search, YouTube, Maps, Gmail, and Display with a single creative input | Automate media mix, maximize reach, and adapt messages in real-time |
| GA4 + DV360/Google Ads Remarketing | Behavioral segmentation + cross-channel remarketing | Retarget users who engage with configurators, EV comparison tools, or dealer locators | Drive mid-funnel users toward test drive bookings and purchase actions |
| Customer Match (Google Ads / DV360) | CRM-based audience activation | Upload leads from events, website forms, or dealership CRMs to reach them on Google’s networks | Nurture warm leads, personalize follow-up messaging, and shorten decision cycles |
Conclusion: What should Chinese automotive marketers prioritize?
To win in EV markets, marketers need a layered, forward looking digital strategy. Consider AI-powered scaling, and personalized messaging for local values (e.g., safety, cost, informed by past Chinese brand entry experiences), and connecting media to CRM to track or create data-driven outcomes.
Frequently Asked Questions
Q: Why are Chinese EV brands succeeding globally?
A: They combine battery innovation, affordability, and global expansion via acquisitions and aggressive go-to-market models.
Q: What digital strategies work best for Chinese companies like BYD and Geely?
A: It is likely to be data-driven targeting, localized messaging, and hybrid conversion strategies that blend digital-first with on-ground engagement.
References
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