China’s BYD taps the Euros to get the EV edge on Volkswagen

Like other Chinese carmakers, BYD desperately wants to break through in Europe.

The European Union is set to start imposing tariffs on Chinese-made electric vehicles next week.

Even as Germany’s national football team scrapped its way to victory in Dortmund on Saturday, a game of geoeconomic chess was taking place on the sidelines, with stakes that go beyond the European Championship.

China’s BYD was looking to land a marketing blow on Volkswagen on its home turf — and deepen Germany’s exposure to China in the process. With the Wolfsburg-based giant struggling to get its electric-car strategy on track, the Chinese brand is piling on the pressure as a sponsor of the Euro tournament. As well as providing a shuttle service with about 300 cars, BYD is stationing vehicles in fan zones to showcase features like in-car karaoke, and offering ticket giveaways via social media.