If BYD enters the motorsport, the world’s biggest electric vehicle maker will have a shot at building genuine global desirability for its cars.
Juliana Liu
BYD should be the first Chinese automaker to enter Formula 1. A spot on the grid would immediately boost its global profile at a time it needs it most – the domestic market is contracting. And competing successfully could confer on the brand something it doesn’t have: emotional equity.
The company confirmed to Bloomberg earlier this month that it was examining options to enter competitive motorsport. It could be perilous reputationally if the endeavour flops.
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Bloomberg Opinion
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