Chinese automaker promotes two inaugurations of a factory that assembles semi-finished cars that arrive imported and still adopts the worst of Brazil: the 'jeitinho'
The quality of BYD’s vehicles is undeniable even for the most skeptical and the most demanding journalist: whether you like electric and hybrid cars or not, the Chinese manufacturer is at the forefront of this modality and impresses with the speed in the development of new technologies.
“Cut to Brazil”, more than 16 thousand kilometers from Shenzhen, China, where BYD was founded: the local operation started excitedly, with a global presenter as the poster boy and breaking paradigms, putting the Chinese electric car on the radar of the Brazilian consumer. But soon the situation took a turn for the worse.
SEE ALSO:
Since the announcement that it would produce cars in Brazil, BYD has been lost in the midst of promises, demands and actions that, for those who follow the market with a critical eye, were not common practices. Two emblematic facts: the discovery of Chinese workers in a situation analogous to slavery and the constant postponements of the inauguration of the factory in Camaçari (BA).
In July, the Chinese automaker held a huge party with authorities and journalists and showed, in fact, cars assembled with parts entirely imported from China and placed at the end of the line, pretending to have been manufactured in Brazil.
Advertisements immediately began treating BYD cars as “from Brazilians to Brazilians”. At the time, the company did not even have an operating license. Therefore, she was awarded the Watermelon Trophy by AutoPapo, which left some brand executives very upset.
The “production” in fact began in October, after another inauguration party, this time with the presence of BYD bigwigs and top officials, such as President Lula. Even so, the Chinese automaker’s cars were far from being “Brazilian”, since they are only assembled here with the SKD system, that is, they arrive practically ready, just tightening a few screws to join all the parts coming from China.
BYD decided to tell another little lie later, this time barred even by Conar, the council that regulates the advertising market in Brazil. The Chinese manufacturer compared its best-seller, Dolphin Mini, with the car that is among the best sellers in Brazil, the VW Polo.
The advertising material said that the Dolphin Mini had cheaper maintenance, depreciated less and that BYD would have the “happiest and most satisfied customers in Brazil”. For Conar, there were two problems. The first was to quote the Pole directly. Cautioned, the company made “fun” by changing all the situations in which the VW competitor was mentioned for scenes from the polo sport.
Even so, the regulatory body understood that the campaigns exceeded the limits of comparative communication by using data or research without proof considered sufficient or out of the context necessary to support absolute statements. The agency also assessed that comparisons between category models, product cycles and different methodologies can mislead the consumer, in a decision released on November 18.
The “Brazilian” BYD seems to have absorbed the worst of what our country has notorious: the “knack”. At the last São Paulo Motor Show, it disrespected the rules established for exhibitors and affronted other automakers by promoting, during the days open to the public, a launch and a show. There was even an influencer “market expert” who classified the brand as disruptive, since it would have taken the risk of paying a fine to do things its way.
Another “unprecedented” practice carried out by the Chinese automaker was the aggressiveness in its communications and personal attacks by its executives on colleagues in the corporate world and journalists, as well as attempts at intimidation.
For these (and others), BYD was the big winner of the Golden Pinocchio 2025.
