#byd

Even since Landwind crash test, and the Brilliance crash test, the reputation of Chinese cars in Europe has been a little, shall we say, challenging. Watching the bonnet of a car crumble like Professor Gilbert’s theory on Toyota’s UA tofu does have its effect on prospective customers.

But none of this seems to worry BYD. Europe is their next target. Autocar reports that BYD, the maker of China’s biggest selling car, the F3, will be coming to Europe in 2011. Not with their bestselling F3, but with a pure electric E6. The car was introduced at the Geneva Motor Show.

Typically, the only reports on China’s BYD involve booming Chinese sales, unproven future products, and Warren Buffett’s investment in the battery and auto manufacturing conglomerate. But these don’t tell the whole story of how BYD has emerged from relative obscurity to publicly announcing that it intends to challenge Toyota to become the world’s top automaker by 2018. Chinese outlet Caixin [via GreenCarReports] attempts to shed some light on BYD and what it takes to rise to the top of China’s massive manufacturing industry, in a piece titled “How Manufacturing’s Mockingbird Sings.” The piece details BYD’s reliance on reverse engineering, the practice of stripping down competitor automobiles and components and copying them, and its extreme (even by Chinese standards) dependence on cheap labor.

The prospect of US launches by Chinese and Indian auto brands like Tata and BYD have at least one of the established US-market players in a paranoid froth. Honda VP John Mendel revealed a few of the nightmare scenarios that keep him up at night to USA Today [UPDATE: more on Mendel’s fears at Automotive News [sub]]. One, inspired by BYD’s plans for a 2010 US launch without a distribution channel in place, is that newcomers could skip the dealer model altogether. Mendel worries that “warehouse stores or electronics stores” ( sound familiar?) could be used to cut dealers out of the loop, “blowing up” business-as-usual for US distribution strategy.

So they say, if you want to be a successful car manufacturer, you must have steel in your DNA, gasoline in your blood, a history reaching back generations, and an annual output of at least 5m to stay profitable. And even then it’s not a slam dunk, as we are painfully aware.

Wang Chuanfu proves them all wrong.

Buffett-backed Chinese EV firm BYD is back at the Detroit Auto Show after making its main-floor debut last year. Like most automakers, BYD has toned things down a bit this year, featuring the same vehicle it brought last year, the all-electric e6 crossover. Last year, BYD said the 250-mile, 14-sec 0-60 e6 would be coming to the US at an estimated $40k pricetag. This year, BYD’s Fred Ni is telling ABC that the e6 could be more reasonably priced, implying that it would be sold at a price point comparable to similar gas-powered vehicles.