BYD Korea sponsors HYROX Seoul for third consecutive time, showcasing Sea Lion 6

BYD Korea is participating as an official partner in HYROX Seoul 2026, a global indoor fitness race, displaying its plug-in hybrid SUV Sea Lion 6 DM-i and running a range of hands-on programs to expand its reach among domestic consumers.

The company announced Friday that it is taking part in HYROX Seoul 2026, which runs Friday through Sunday at Kintex in Goyang, Gyeonggi Province.

HYROX is an indoor fitness race that originated in Germany in 2017, bringing together competitors ranging from professional athletes to the general public in events that combine running with functional fitness exercises.

This marks the third time BYD Korea has served as an official partner for a domestic HYROX event. The company first sponsored HYROX Seoul 2025 last year, followed by HYROX Incheon in May, and is now continuing that streak with the current Seoul event.

The company's booth operates under the theme "Build Your Power." Its signature program, the air bike challenge, has participants pedal to fill an on-screen distance gauge to a target level, turning exercise into a game-like experience designed to draw in attendees.

BYD's plug-in hybrid SUV Sea Lion 6 DM-i is also on display at the venue. The vehicle features an "electric-first" hybrid system that runs primarily on its electric motor and engages the combustion engine as driving conditions require — designed to operate like an electric vehicle in everyday use while drawing on the engine for longer trips.

Alongside the vehicle display, BYD Korea has set up an artwork photo zone and a tattoo printing experience area, giving attendees a chance to explore the vehicle and engage with the brand firsthand.

"It is meaningful to join as official partner for three consecutive events, sharing the spirit of challenge with HYROX participants who consistently push themselves and pursue new goals," a BYD Korea official said. "We will continue to create diverse touchpoints across various fields so that customers who enjoy different lifestyles can experience BYD's brand and technology directly."

Meanwhile, BYD Korea has been expanding sales in the domestic plug-in hybrid market on the strength of the Sea Lion 6 DM-i. Since deliveries to domestic customers began in late August, the model has ranked first in monthly new registrations among imported PHEV models for three consecutive months from August through October.

The company delivered the vehicle to its 1,000th domestic customer on Nov. 5. In October alone, 363 units were newly registered — 190 front-wheel-drive models and 173 all-wheel-drive models. BYD Korea is broadening its domestic business beyond its original focus on battery electric vehicles by adding plug-in hybrids to its lineup.

Separately, BYD Korea is running a nationwide fuel-efficiency challenge for the Sea Lion 6 DM-i from Thursday through Nov. 22, open to customers across the country. The initiative, alongside the HYROX sponsorship, reflects the company's push to expand consumer engagement through events that let drivers experience the vehicle's performance firsthand.