BYD's new German strategy under scrutiny after August sales slump

Lack of trust in after-sales services, low brand recognition seen as problems

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Despite its sponsorship of the Euro 2024 soccer championship, BYD has yet to make sales headway in Germany. (Photo by Jens Kastner)

JENS KASTNER, Contributing writer

HAMBURG, Germany -- BYD sold just 218 cars in Germany last month, the transport authority reported on Thursday, days after the Chinese electric vehicle maker announced a revamped distribution strategy in the country.

The August figure falls below July's 240, translating to a share of barely 0.1% in Europe's largest auto market. BYD said last week it was buying its distributor in Germany, Hedin Electric Mobility, hoping to expand its sales network there.

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