BYD keeps foot 'firmly on the accelerator’ as Australian EV sales surge

BYD has surged to become Australia’s second-highest selling car brand, as rising demand for electric vehicles begins to reshape the local auto market.

The result marks a significant shift in consumer behaviour, with EV adoption accelerating on the back of increased supply, government incentives and growing price competitiveness across the category.

New VFACTS data shows EVs accounted for 16.4% of all new vehicle sales in April, or roughly one in every six cars sold, as the category continues to move into the mainstream.

SEE MORE: Toyota maintains lead, but BYD upends auto market

A total of 92,591 vehicles were sold during the month, up 2.2% over the past year, highlighting the resilience of the broader market despite ongoing economic pressure.

Toyota retained its position as the country’s top-selling brand with 15,185 vehicles sold, but BYD’s rise to second place, with 7,702 sales and an 8.3% market share, marks one of the most notable shifts in the Australian auto market in recent years.

It was less than a year ago that BYD outsold Tesla in Australia for the first time. Tesla now barely rates at mention in the VFACTS data.

The surge reflects a combination of factors, including a growing range of EV models now available to Australian consumers. With petrol prices continuing to fluctuate globally, the shift toward electric vehicles has also accelerated.

There are now around 110 EV models available in Australia, with supply continuing to expand as new entrants scale their presence in the market.

BYD Australia chief marketing officer Kate Hornstein said the company’s rapid rise reflects both market momentum and a broader effort to make EV adoption more accessible to Australians.

“BYD has kept its foot firmly on the accelerator and we’re thrilled to have landed in the number two position in Australia,” she told MARKETING-INTERACTIVE.

“This milestone is representative of the team’s momentum and a laser focus on the future. Our ambition is to build genuine connections with Australian drivers, through strategic partnerships and activations that meet people where they are.

“Everything we do is designed to cut through the noise and ease the real pain points holding drivers back from making the switch to electric.”

While EV uptake is driving growth, the shift is also placing pressure on infrastructure. 

Federal Chamber of Automotive Industries chief executive Tony Weber says investment in public and private charging networks will need to keep pace.

“The increase in supply of EVs since the introduction of the New Vehicle Efficiency Scheme, combined with higher petrol prices and the continued support provided through the Federal Government’s Electric Car Discount, is now translating into stronger demand,” Weber said.

“Stronger EV uptake is driving increased demand for public charging, and that demand must be matched by a step change in both public and private investment.”

Last week, BYD was reported to have appointed WPP Media to handle its media planning and buying in Australia, shifting the account away from independent agency Yango.

The move signals a broader push to scale BYD’s presence locally as competition intensifies across Australia’s rapidly evolving EV market.

Acuity continues to lead consumer public relations for BYD in Australia, a relationship that has been in place for some time.