BYD's compact SUVs top imported EV sales, but why are they hardly seen on the streets?

The logo of Chinese automaker BYD. Yonhap-Reuters

SEOUL, May 9 (AJP) - Chinese automaker BYD's Atto 3 has overtaken Tesla to become the best-selling model in the domestic imported electric vehicle market, according to data released by the Korea Automobile Importers and Distributors Association earlier this week.

Some 543 units of the compact SUV were sold last month, narrowly surpassing the Tesla Model Y Long Range, which sold 533 units, followed by other Tesla models.

Despite the feat, many motorists are baffled, as the vehicle is rarely seen on the roads.

"Deliveries to consumers just started in mid-April, so it will take time for the figures to reflect and for the change to be felt," a BYD spokesman told AJP on Friday. He added that purchases made by individual customers outnumbered corporate purchases.

Chinese automaker BYD's compact SUV Atto 3 is seen, in this undated photo. Courtesy of BYD

Launched here in January, the Atto 3 quickly racked up over 1,000 pre-orders within a week, causing delays in delivery.

Equipped with BYD's lithium iron phosphate (LFP) Blade Battery, the eco-friendly car can travel as far as 321 kilometers on a single charge. The base trim is priced at 31 million won, which can be purchased for under 30 million won after applying government and local subsidies.

In contrast to industry observers who were initially skeptical about BYD's entry into a market known for South Koreans' penchant for ostentatious vehicles, its competitive prices might have enticed many consumers.

BYD has been accelerating its promotional strategy to attract more customers here. The Chinese automaker set up a booth right next to the country's auto giant Hyundai Motor at last month's Seoul Mobility Show, actively targeting domestic consumers here.

Candice Kim candicekim1121@ajupress.com