BYD loyalty program coming

BYD will launch a new loyalty program in Australia to help the Chinese brand engage with customers and reward them for driving, charging, and referring new leads.

The new loyalty program – co-developed by BYD’s Australian distributor EV Direct and the specialist business Loyalty & Reward Co – is designed to give users a chance to gain points and status, enjoy perks and redeem items for their engagement.

It is much like a frequent flyer program – there is even a platinum status level – and it draws upon the same sort of mindset that Tesla had in the early days, in that BYD owners can refer friends and family and receive rewards for doing so.

EV Direct CEO said the business knows it is already seeing a special kind of cut-through with owners, and expects the loyalty scheme will make the experience even more enjoyable and engaging for both these existing customers and new ones to come.

"I've been working with BYD for 10 years, and we knew the products were really special, and what we wanted to do when we brought the brand to Australia was make sure that we created an atmosphere where people felt like they belong to something," said Mr Todd. 

"There's been a lot of organic community growth already. But what we want to start doing is actually benefiting and rewarding our customers every time they drive a clean kilometre. So we've created a new loyalty program that we'll be launching later on in the year. And we're really excited, because what it does, it crystallises the good feeling that the BYD family that's growing and will give them a reward for being part of the family," said Mr Todd.

Loyalty & Reward Co CEO Philip Shelper has worked with BYD to develop a new program that sets out to engage with customers and reward them, even for just driving or recharging their car.

"We design the world's best loyalty programs for the world's best brands. We're delighted to have been engaged to design a loyalty program for BYD owners that will be launching in early 2024," he said.

"The loyalty program is designed to reward BYD owners every time they engage with their vehicle, whether that be the Atto 3, Dolphin or the amazing new Seal," he said.

"Members will earn points for buying a BYD, for driving, for recharging, getting a service, buying accessories, and even doing exciting driving challenges,” indicating a level of gamification that is currently unseen in the world of car brands in Australia.

"BYD members will also be able to earn a whole heap of points for referring family and friends to take a test drive or even buy a new BYD. Best of all, our most engaged members will be awarded platinum status which comes with a whole heap of exclusive benefits,” said Mr Shelper, though no specific details of these benefits have yet been made clear.

“Points will be able to be redeemed on a wide variety of merchandise accessories on the BYD shop with everything sent straight to the member's home. We cannot wait to get the new BYD loyalty program launched," he said. 

The news came at the announcement of the pricing for the new BYD Seal sedan, a fully-electric midsize model that is aiming straight for Tesla Model 3 buyers.

The new Seal range starts from $49,888 + ORC for the entry-level Dynamic RWD, while the mid-spec, larger-battery RWD Premium grade is $58,798 + ORC, and the Performance AWD model is a $68,798 + ORC proposition.

The Seal – and the forthcoming Dolphin small car –  will no doubt add to the impressive sales tally the Chinese ‘new energy’ brand has seen so far in 2023. To the end of September, the Atto 3 - the brand’s only model - had accounted for 8706 sales.

For context, that means the BYD brand, with only one vehicle, has outsold bigger-name marques such as Cupra, Jeep, Land Rover, Skoda, Peugeot, Citroen. It is also just a couple of hundred units behind Volvo.