China’s EV price war may finally be slowing as BYD and regulators admit the strategy can’t continue without serious consequences
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by Brad Anderson
June 16, 2025 at 13:50
- BYD’s executive vice president says the current pricing strategy is not sustainable.
- Chinese regulators urge automakers to end destructive pricing and self-regulate.
- Market competition has slashed EV prices lower than U.S. budget subcompacts.
Electric vehicle prices in China have become so low, they’re practically tripping over themselves – and now the government is stepping in to say enough is enough. The push to cool the pricing chaos is gaining traction, and even BYD, one of the key players driving it, admits the current pace can’t last. However, whether they take action remains to be seen.
With an endless lineup of new EVs in China now selling for less than a base-model Nissan Versa in the United States, concerns are growing. Investors are raising eyebrows, and regulators are stepping in. Earlier this month, government officials met with auto industry executives to urge an end to loss-leading sales strategies and aggressive price cuts.
Read: China Warns EV Makers To Stop Price Wars Before It’s Too Late
According to reports, officials urged self-regulation across the industry. China’s market regulator also called for efforts to “comprehensively rectify ‘involutionary’ competition,” echoing a term used by Chinese Premier Li Qiang to describe the self-defeating marketing decisions being made. To put it simply, the Chinese government wants its carmakers to mature and act like responsible adults.
BYD Has Its Say
Speaking at a Bloomberg News event in London, BYD executive vice president Stella Li acknowledged the obvious: “It’s very extreme, tough competition.” She added, “No, it’s not sustainable,” and predicted that consolidation among major Chinese carmakers is on the horizon.
That’s not just speculation. The price war is said to be one of the reasons why BYD’s market capitalization has fallen by roughly $22 billion in recent weeks. However, if it succeeds in squeezing out competition from small companies, its market share is likely to continue growing in the coming years.
The Expansion Continues
BYD’s global expansion shows no signs of slowing down. In May, the car manufacturer sold more cars in Europe than Tesla after its sales spiked 169 percent from April 2024, whereas Tesla’s sales plummeted 49 percent. Not only is BYD selling more cars in Europe, but it’s also readying more powertrain options. In April, the company said that it’ll launch at least two new plug-in hybrids in Europe this year.
So while prices may be under pressure at home, BYD is still betting big on its international future.
