Liu Xueliang (劉学亮), BYD Group vice president, said the company will focus on expanding customer touchpoints such as showrooms. Entering the Korean market last year, BYD has settled in successfully, setting the shortest-time record among imported brands to reach a cumulative 10,000 sales. Even so, instead of leading with sales targets, it plans to aggressively increase stores to boost awareness.
Meeting reporters on the 26th at the BYD pavilion at the Busan Exhibition & Convention Center (BEXCO) during the 2026 Busan Mobility Show, Vice President Liu said, "BYD is a new brand to most Korean consumers," adding, "through next year, we will do our best to create opportunities for more consumers to experience BYD through the sales network."
He said, "We will make it so consumers can experience BYD wherever they live," and added, "we plan to keep opening showrooms in the second half of this year." Vice President Liu said, "We joined the Busan Mobility Show not only for the Seoul metropolitan area but also to offer more opportunities for consumers in other regions to experience the brand."
As of the day, BYD operates 34 showrooms nationwide. Considering it entered in Jan. last year, that means it opened two showrooms a month. Compared with Mercedes-Benz (113) or BMW (67), the number is still small, but it does not lag behind Audi (34), Volvo (39), Toyota (33), Volkswagen (26), or Mini (22).
BYD believes this sales network expansion led to its success in the Korean market. Vice President Liu said, "BYD's success (in the Korean market) lies in providing more touchpoints for consumers through the technology it is built on and the dealers' sales network." He also said, "Consumers come to accept something new in the process of experiencing it."
On management goals such as sales volume, Vice President Liu said, "We have not set specific numbers," adding, "if we achieve a certain level of success in the market, we will draw up plans then." He also said, "The pace of development in Korea's EV market is very fast by global standards," and "young consumers have high interest in (new) technology."
Vice President Liu also said, "In the (Korean market), the speed of parts supply is very fast, which allows very convenient (EV) operation from the consumer's standpoint." However, on local production plans, he drew a line, saying, "At this stage, we have none." In Europe, where demand for eco-friendly cars has surged, BYD is preparing local production targeting the fourth quarter this year.
Vice President Liu also expressed expectations for the PHEV "Sea Lion 6 DM-i" unveiled that day. He said, "BYD's PHEV is a model that has already achieved major results worldwide," adding, "we will offer many test-drive opportunities. If you test how far it can drive with a full tank of fuel and a fully charged battery, you will see how much effort we have put in."
The PHEV Sea Lion 6 DM-i launched that day can travel up to 70 km in EV-only mode. With a full tank and a fully charged battery, it is said to be capable of driving more than 1,000 km. Dinghai Miao, head of BYD Korea, said, "Consumers will be able to reduce the burden of rising fuel prices."
Vice President Liu said, "BYD's PHEV was designed to be close to an EV while addressing consumers' worry of 'what if the battery runs out,'" adding, "since everyday driving in most Korean cities is not long-distance, it can be considered an EV."
Depending on driving conditions, the Sea Lion 6 DM-i can run on motor-only, series hybrid, parallel hybrid, series-parallel hybrid, or engine-only, allowing each driving mode to switch organically. If you drive within the certified maximum EV range of 70 km, you can use only the battery in EV mode.
BYD set the Sea Lion 6 DM-i's launch price at 37.5 million won. Vice President Liu said, "We set this price so that more consumers can experience (BYD)." Although tariffs and specifications differ, the BYD Sea Lion 6 DM-i is sold in the European market for 39,990 euros (70.39 million won).
On plans to launch a premium model, Vice President Liu said, "We note that other brands are gaining much popularity with 'luxury,'" but added, "we are not reviewing it now." Regarding Zeekr and others entering the domestic market with an emphasis on premium, he said, "It is of great significance for the development of the entire auto industry," adding, "for Korean consumers, there are now more choices, and by competing healthily with each other, we can contribute to the industry's development."