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BYD vs. Tesla: Battling for Leadership in the Global EV Race
Dominique Turpin
China Europe International Business School
Sandeep Puri
Asian Institute of Management, Philippines
Rameshwar Dubey
MBS School of Business, Montpellier, France and Liverpool Business School, UK
Sheri Lambert
Fox School of Business, USA
Volume 21: 2026, pp. 00-00; ABSTRACT
Set in November 2025, this case examines the growing rivalry between BYD and Tesla
in the global electric vehicle market. It focuses on BYD’s European expansion, highlighted by the
launch of the ATTO 2 Super Hybrid and the company’s rapid rise in key European markets, such as
the United Kingdom and Germany, through a strategy combining affordability with advanced
technology. Against this backdrop, the case contrasts BYD’s scale-driven, cost-focused model with
Tesla’s premium, technology-led positioning. It presents the central dilemmas facing both
companies: whether BYD should expand into highly regulated markets such as the United States or
consolidate its lead in Europe and other emerging markets, and how Tesla should respond to the
increasing price competition without diluting its brand or margins.
Keywords: global market entry strategy, competitive positioning, pricing and cost leadership,
innovation and technology strategy, emerging vs mature markets, strategic response to competition.
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