BYD, China’s leading EV manufacturer, boasts a significant share of the global EV market. Officially launching in Korea in January 2025, BYD is targeting the Korean market by establishing a robust offline distribution network through dealership agreements with six of Korea’s largest dealers, including DT Networks, Samchully EV, and Vision Mobility. Additionally, the company organized test-driving events to give Korean consumers an opportunity to experience the cars firsthand and assess their quality. Maximized price competitiveness is another key pillar of BYD’s strategy. Its first model in Korea, the Atto 3, is priced at KRW 31.5 million without subsidies—up to KRW 10 million cheaper than Hyundai Motor’s Kona Electric (KRW 41.42 million) or IONIQ (KRW 47 million). Reports suggest that around 180 units of the Atto 3 were sold on the first day of pre- orders. BYD’s focus on affordability is poised to disrupt the Korean EV market, which has been grappling with the “EV chasm,” while also hinting at the onset of full-fledged competition with established car manufacturers.