BYD, the rapidly growing Chinese automaker, has publicly acknowledged shortcomings in its customer aftersales support and outlined a comprehensive strategy to address them. The company’s leadership, including Australian Chief Operating Officer Stephen Collins, has made it clear that improving the ownership experience is now a top priority, alongside aggressive growth targets for new models and fleet sales.
Addressing Service & Parts Availability
The primary focus is on reducing service wait times and improving parts availability. BYD is currently working to achieve a 95% parts fill rate, meaning dealers can access needed components in either Melbourne or Brisbane warehouses 95% of the time. This aligns with industry standards, but represents a significant investment for BYD, including a newly established 20,000-square-meter warehouse in Melbourne and plans for similar facilities in other states.
“We’re really aware that we’ve got work to do in this area, and we’re really determined to make sure that we get this right,” said Stephen Collins.
This investment in logistics infrastructure is a direct response to customer feedback and aims to alleviate a key pain point for new EV buyers. Historically, supply chain issues have been a common complaint in the EV sector, so BYD’s proactive approach is notable.
Expanding Support Infrastructure
Beyond parts, BYD is reinforcing its customer support through locally staffed call centers in Sydney and Melbourne. This commitment to domestic support infrastructure signals a long-term investment in the Australian market. It also reflects an understanding that customer satisfaction is crucial for sustainable growth, particularly as the brand scales up.
Broader Growth Strategy
The push for aftersales improvements is part of a five-pillar strategy that also includes strengthening brand positioning, introducing new models (with up to eight planned by 2026), expanding the dealer network, and aggressively pursuing fleet sales. Currently, fleet sales account for just 10% of BYD’s volume in Australia, significantly lower than the industry average of 35%. Increasing fleet penetration is a key growth area for the company, alongside private consumer sales.
Ultimately, BYD’s move to improve aftersales is a recognition that sustainable success in the automotive industry requires more than just competitive pricing and innovative products. It requires building trust and loyalty through a seamless ownership experience. The company’s willingness to address weaknesses publicly and invest in tangible solutions should reassure potential buyers and establish BYD as a serious long-term player in the Australian market.
