China’s BYD faces backlash, probe in Thailand over mega EV discounts

Thailand’s consumer protection agency has received about 70 complaints since initiating a probe into aggressive discounting by BYD dealers that has left some buyers feeling they overpaid for their Chinese electric vehicles.

Prime Minister Srettha Thavisin told BYD chief executive Wang Chuanfu, who was in Thailand to mark the opening of its first Southeast Asian factory this week and paid a courtesy call to the premier on Friday, to better manage customer expectations about pricing and ensure local buyers were protected.

Wang gave assurances that future pricing would be appropriate and affected customers would receive support, according to a government spokesman.

BYD officials in Thailand and its sole distributor, Rever Automotive, which has a network of over 100 dealerships, did not immediately respond to emails seeking comment.

The government initiated its investigation into BYD’s dealers after a complaint alleged a sales representative had asserted the customer’s car price would rise after a discounting campaign ended but instead, the dealership cut prices further.

On social media, some BYD owners in Thailand vented that the deep discounting by the world’s largest EV manufacturer had left them feeling short-changed.

“Nothing hurts more than this,” said one owner on Facebook, explaining that a BYD Atto 3 car he had bought for 1.19 million baht was now selling for 859,000 baht.

Another aggrieved owner posted a video of himself scribbling disparaging remarks about BYD with a thick blue marker on the bonnet of his EV, including: “I am never buying this car brand again.”

01:38

Chinese EV maker BYD launches its first Southeast Asia factory in Thailand

Rever’s website on Friday showed some models are currently being discounted by as