BYD Auto and the Market for Electric Cars: Global Ambitions, Nurtured in China
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Case Details:
Case Code : BSTR356
Case Length : 17 Pages
Period : 2003-2009
Pub Date : 2009
Teaching Note : Available
Organization : BYD Auto
Industry : Auto and Ancillaries
Countries : China, USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Introduction Contd...
It earned the recognition for bringing plug-in hybrid electric cars into its portfolio (Refer to Exhibit I for an overview of different types of electric cars). Also, its plug-in hybrid electric car
'F3DM', launched for sale in the Chinese market in December 2008, was among the
'Top 10 Tech Cars of 2009', in a list released by the Institute of Electrical and Electronics Engineers (IEEE) Spectrum (Refer to Exhibit II for other recognitions received by BYD Auto).
BYD Auto, which had its origins in the BYD Company - a manufacturer of lithium-ion and other rechargeable batteries, was regarded as the world's first mass producer of plug-in hybrid cars.
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The company had ventured into the design, development, and manufacture of different types of electric cars using its expertise in battery manufacturing. BYD Auto also had plans of introducing electric cars in the US by 2011. The electric vehicles segment was an emerging market in the US and it offered a level playing field for BYD Auto to compete with well-established giants in the global automotive industry.
In the year 2008, BYD Company attracted worldwide attention when Warren Buffett, one of the world's most renowned businessmen and CEO of Berkshire Hathaway Inc, acquired a 10 percent stake in it for US$ 230 million. The deal was made through Berkshire Hathaway Inc owned MidAmerican Energy Holdings6, Des Moines...
Excerpts
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