Localization and Market Adaptation Strategies of Chinese Electric Vehicles (EVs) Brands in Southeast Asia: Evidence from BYD Vietnam

Abstract

This study used secondary data sources, including BYD’s official websites and press releases, automotive industry reports, and documents collected from October 2025 to March 2026 to analyze how BYD adapted its marketing activities for Electric Vehicles (EVs) in the Vietnamese market. Findings revealed that in its localized marketing strategies, apart from traditional marketing tactics, BYD focuses on technological innovation, charging infrastructure investments, local regulations adoption, as well as local partners’ relationship building. This study, therefore, proposes an ecosystem-oriented approach, in which the traditional 4Ps serve as the foundation of market strategy while ecosystem development functions as an enabling mechanism that supports long-term EVs adoption and sustainable competitive advantage.