BYD's international marketing strategy in uzbekistan's emerging electric Vehicle market
Abstract
This paper analyses BYD’s international marketing strategy in Uzbekistan’s emerging electric vehicle market through a PESTLE framework. Uzbekistan is an important case because the EV market is not developing only through imports; it is being shaped by industrial policy, local production, fiscal incentives and charging-infrastructure plans. BYD entered through cooperation with Uzavtosanoat and began production at the BYD Uzbekistan Factory in Jizzakh in 2024. The first phase was reported at about USD 160 million, with annual capacity of up to 50,000 vehicles (BYD Global, 2024; Invest Uzbekistan, n.d.a). The paper argues that BYD’s strategy is best understood as localized international marketing rather than simple export expansion. BYD is combining government alignment, domestic assembly, affordability positioning, infrastructure timing and brand legitimization. The opportunity is strong, but not risk-free: consumer price sensitivity, charging gaps, regulatory uncertainty and perceptions of protectionism could weaken brand trust. The conclusion is that BYD’s long-term advantage in Uzbekistan depends less on advertising and more on its ability to localize trust.