BYD vows nationwide network expansion in South Korea, touts PHEV as 'practically an EV'

BYD Korea is accelerating the expansion of its showroom and service network in South Korea as part of a push for sustainable growth, aiming to extend its customer reach nationwide and contribute to the broader shift toward eco-friendly vehicles.

Liu Xueliang, vice president of BYD Group and general manager of BYD's Asia-Pacific automotive division, said at a roundtable Friday at BEXCO in Busan, on the sidelines of the 2026 Busan Mobility Show, that he was pleased the brand had achieved 10,000 vehicle sales faster than any other import brand in South Korea. "More importantly, BYD has contributed to the spread of eco-friendly vehicles in the Korean market," he said.

Liu said the company had consistently expanded its showrooms nationwide over the past year to reach more Korean customers. "Our participation in the Busan Mobility Show for the first time this year was to give consumers outside Seoul a chance to experience BYD's electrification technology firsthand," he added.

BYD surpassed 10,000 cumulative domestic sales in March, just 11 months after its first customer deliveries — the fastest any import brand currently selling in South Korea has reached that milestone.

Liu signaled more aggressive marketing ahead, saying BYD would continue to expand its showrooms and service centers in the second half of the year "so that no matter where you live in Korea, you can experience BYD technology." BYD Korea plans to grow its network to 35 showrooms and 26 service centers by year-end, building an environment where customers anywhere in the country can access and use its vehicles.

On the company's first plug-in hybrid electric vehicle (PHEV) for the Korean market, the Sea Lion 6 DM-i, Liu described it as a vehicle designed to function like an EV in everyday life while eliminating the drawbacks typically associated with EVs, such as range anxiety.

BYD unveiled the Sea Lion 6 DM-i in South Korea for the first time at the Busan Mobility Show. "You can think of BYD's PHEV as an electric vehicle," Liu said. "It is designed so that most daily driving can be done in electric mode, and it was developed for consumers who want to buy an EV but have concerns about charging."

The Sea Lion 6 DM-i is equipped with an 18.3 kWh battery capable of up to 70 kilometers of electric-only range. That figure is based on data submitted to the Ministry of Climate, Environment and Energy, and actual range may increase depending on driving habits and conditions.

"In global markets, most BYD PHEV owners drive primarily in electric mode," Liu said. "I'm curious to see how many times Korean customers will actually need to visit a gas station in a month."

The BYD Sea Lion 6 DM-i FWD carries a recommended retail price of 37.5 million won ($24,300), the lowest among PHEV models currently on sale in South Korea. "We set the price so that more consumers can experience BYD," Liu said. "Our goal is to deliver value beyond the price — through technology, service and more."

Asked about the growing number of Chinese brands entering the South Korean market, Liu called it "a positive development that broadens consumer choice," adding that "healthy competition will also help advance the automotive industry."

On the potential launch of BYD's premium brand Yangwang in South Korea, Liu drew a clear line, saying it was "not currently under consideration." BYD displayed Yangwang's first pure electric super sports car, the U9, at the Busan Mobility Show. "When the right time comes, we may consider it," he said.