dealerships

Search, compare and if you find something better, buy it It was the 80s and Colón’s detergents had snuck their famous slogan into every house in Spain. 40 years later, a BYD worker explained to me how they sought to break down prejudices in Spain: “We are letting people take the car home. We don’t want to do the typical 20-minute test with the salesperson inside the car. We tell the customer not to be afraid, to take the car and bring it to us the next day” BYD barely had a handful of points of sale in Spain those days in 2023. Shortly before we had attended the official presentation of the brand. The Chinese company arrived with three electric cars (two of them with a clear premium focus) and I saw it clearly: the brand had to attract the customer to the dealership. Let him sit in the car, touch it and feel it. It was the only way to dynamit prejudices. We are just over a month away from the end of 2025. At the end of October, BYD has sold 22,357 exclusively plug-in units in Spain according to data from Anfac. They easily double Fiat. They surpass Mazda and Volvo. They left Tesla behind a long time ago. They have Opel or Cupra on the near horizon. They begin to approach Ford. At the same time, BYD will close 100 dealerships this year (96 are already active throughout Spain) and they plan to open another thirty next year. At the same time, Chery has placed 31,493 cars in our country at the end of November between Ebro, Omoda and Jaecoo. And we are facing the first full year in which they have sold cars in our country. The sum of all of them also easily exceeds one hundred points of sale. MG adds 38,989 units between January and October 2025. With 11 points of sale available throughout Spain. The irruption is such that 10% of the cars purchased in Spain they are Chinese. It was a figure that was difficult to imagine just a few years ago. A figure that has been achieved by taking the customer to the dealership. And dynamiting their prejudices. The importance of being on the street There are many factors that explain the brutal growth of Chinese brands in our country. We can talk about its low prices, about offering a gateway to a technology (electric or plug-in hybrid) that has made the product more expensive or the extensive equipment offered in each car. But in addition to the price, which overrides all the previous arguments, we find an expansive effort by all these brands to be on the street, at the customer’s feet, with the dealers. “We had been waiting for its arrival for a long time. Already 15 years ago, in the brand’s first foray, we had one of its models, now I don’t remember exactly the name. In terms of volume, manufacturing capacity and development, it is a really excellent product. We think it is above the rest of the Chinese brands that are arriving in our country.” The speaker is José María Blitz, Project Director at the dealership that BYD has on Concha Espina Street in Madrid (next to the Santiago Bernabéu) and which belongs to Astara Retaila distributor with a presence in 19 countries and that sells you a Bentley or a Rolls-Royce as well as a BYD. This time it is the Chinese brand he is referring to. He tells us that the public has welcomed the company with open arms and that since they opened their first dealership, this one next to the Madrid stadium, interest has only increased. “The client It has already surpassed that of ‘unknown brand’. There could have been one at the beginning, three or four years ago, but I think it is practically expired. What’s more, the customer’s perception of the brand is excellent,” he explains. Added to that, “the European product was very expensive and the equipment was very fair. Chinese brands offer a quality product at a competitive price with a much higher level of equipment. We can easily be 20% or 25% below competing brands with higher equipment levels,” says Blitz. BYD is just one of the Chinese brands that sell in our country. Together with MG and the Chery Group (Omoda, Jaecoo and Ebro) they form a kind of quintet representative of the 28 Chinese brands that already sell in our country, according to Faconauto. The dealer association of our country says it has about 600 points of sale right now, between dealers and official services. Of course, they point out to us that “it is convenient to contextualize this figure: the majority of points of sale in Spain continue to correspond to consolidated manufacturers – European, Japanese, Korean or American – whose presence is structural and has developed over decades. Right now, Faconauto has 28 Chinese companies selling cars through 600 dealerships spread throughout the country. What happened to find us with this explosion? Blitz is clear, the product, he assures, is part of the success. But also who these brands have partnered with. “Their strategy has been to close agreements with large groups of dealers, people who are really professional,” they say from this dealership owned by Astara. The same is the opinion of Faconauto, who point out that “they have decided to enter our market with a ‘traditional’ model, taking advantage of the establishment of business dealers. And the key is the word ‘businessmen’, who choose where to invest their money. It is evident that many dealer groups have seen a good opportunity in investing in the distribution of Chinese brands.” This commitment generates trust in the customer, which has allowed them to grow “to the level of any other European brand,” for Blitz. The key: a disruptive product and good after-sales service. “They are very agile and they want their employees to be agile too. There is a sense of … Read more