BYD, the Chinese electric automaker, has enjoyed a surge in both prominence and sales in recent years. While it has been a success story in its home country for some time, the brand’s international presence has driven much of its recent growth. Indonesia is an increasingly important hub for the company – with mass production at its new plant set to begin in Q3 2026 – it provides an interesting case study.
The brand’s growing consumer visibility and perception may be playing a part in its growing sales. Data from YouGov BrandIndex shows growth over the past 12 months (August 2025 – August 2026) in several areas among a representative sample of Indonesia’s online population. First and foremost, Awareness scores have improved from 39.1 to 58.1: an uptick of 19 points.
And BYD have, judging from our other data, used this growing awareness to good effect. Impression scores, a net measure of positive minus negative sentiment, have grown +4.4 points from 14.4 to 18.8 – suggesting it has become a more well-liked brand. Quality scores have grown from 10.9 to 18.9 (+8.0), as have perceptions of BYD’s Value, which have grown from 11.2 to 14.4 (+3.2). It has also become a brand consumers are more willing to advocate for – Recommend scores show movement from 11.4 to 16.4 (+5.0). Consideration scores showed particularly strong improvement, rising from 12.0 to 17.5 (+5.5).
So, who’s behind the brand’s growing presence in Indonesia?
Looking at online Indonesians with a positive view of BYD compared to the online public, they typically lean male (64% vs. 36%) and more affluent (21% vs. 9%).
Just a quarter (25%) belong to the lower bracket compared to 42% of the online public. Half (50%) are middle income compared to 44% of online Indonesians, while a fifth (21%) are in the top bracket (vs. 9%). The brand’s popularity among middle- and upper-income consumers perhaps indicates that it is finding an audience beyond those simply looking for value in their vehicle.
Beyond demographics, what are the views of Indonesians who like BYD– and more importantly, what might EV marketers take away from it?
BYD’s fans in Indonesia like innovative marketing, environmental messaging, and connecting with audiences
YouGov Profiles data allows us to explore the attitudes of Indonesia’s online public, and those who have a positive view of BYD more specifically. In some respects, their views towards cars might align with those of Indonesians who favour electric vehicles: 87% say a brand should consider sustainability when putting on events versus 76% of the online public. Similarly, 78% say electric cars are the future of the motor industry versus 64%, and 68% say “we should all drive less to save the environment” (vs. 60%). It’s also perhaps unsurprising that they’re less likely to say they only buy cars made in their country (18% vs. 28%).
But BYD’s fans diverge in some less expected areas. If they favour electric cars for their environmental bona fides, for example, this doesn’t mean they are willing to forgo performance. Four in five (80% vs. 75%) say they favour a car with a powerful engine. This is also a more family-oriented group of Indonesian consumers: some 94% say having a car that works well for the entire family is important to them. For marketers, this could suggest that BYD’s more family-orientated models – such as the M6 seven-seater and the Sealion 7 SUV – are a strong market fit.
In terms of attitudes to marketing, BYD fans also display some clear preferences.
Some nine in ten (90%) say brands need to find more innovative ways to reach consumers. BYD has arguably delivered on this front – when the brand launched in the region in 2024, offered a high-profile 2.8km test drive routes through the Taman Mini Indonesia Inda, providing a regionally-specific backdrop for would-be buyers.
Indonesians with a positive view of BYD have also outlined their preference for billboards showing dynamic content (65% vs. 52%), which the automaker has done in North Jakarta. And for a family-oriented audience that disproportionately enjoys cinema advertising, its partnership with the most recent Minions movie may have been a smart brand-building move.
So, what can brands learn about marketing EVs in Indonesia from BYD’s story? The company is attracting more interest from a well-off, family-focused audience – emphasising a broader sustainability narrative without sacrificing performance. Alongside pricing and product range, targeted marketing, real-world experiences, and thoughtful messaging have combined to create a brand that is recording clear brand momentum in Indonesia's automotive market. Will other EV makers be able to benefit from their playbook?