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BYD: China’s electric vehicle powerhouse charges into Europe

Threat of EU tariffs may not be enough to slow carmaker in its attempt to challenge Tesla on global stage

Germany’s men kicked off Euro 2024 on Friday in Munich. The city is storied in football terms, but it also occupies an important place in Germany’s self-image for a different reason: Munich is home to BMW, one of the country’s car exporting powerhouses.

Yet it will not be the logos of BMW or German rivals including Volkswagen or Mercedes-Benz plastered on stadiums or television coverage. Instead, China’s BYD is the only carmaker to sponsor Europe’s premier international tournament.

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