How can BYD effectively overcome the standards set by Tesla in Saudi Arabia regarding consumer acceptance, range anxiety, and charging infrastructure challenges to increase its market share to its global standards?
Author
El-Jandali, Omar Frey
Term
4. Semester
Publication year
2025
Submitted on
2025-06-01
Pages
103
Abstract
Denne kandidatafhandling undersøger BYD’s indtræden på det saudiske marked for elbiler med fokus på, hvordan virksomheden kan matche og overgå de standarder, som Tesla har sat for forbrugeraccept, rækkeviddeangst og ladeinfrastruktur, for dermed at løfte sin markedsandel til niveau med sine globale resultater. Afhandlingen er forankret i den hurtige vækst i Saudi-Arabiens EV-sektor, der understøttes af Vision 2030, Saudi Green Initiative og investeringer fra Public Investment Fund, men som samtidig præges af udfordringer som ekstremt klima, lave brændstofpriser og en stadig under opbygning værende ladeinfrastruktur. Den primære forskningshovedspørgsmål er, hvordan BYD effektivt kan imødekomme disse faktorer i en konkurrencesituation domineret af Tesla. Metodisk anvendes en mixed-methods-tilgang, der kombinerer kvantitative spørgeskemaer til nuværende og potentielle brugere, kvalitative interviews med showroom-personale og sekundære data, med analytisk udgangspunkt i litteratur om teknologiadoption, forbrugerattituder, rækkeviddeangst og infrastrukturopbygning. Analysen dækker markedsbilledet, forbrugerpræferencer og de operationelle forhold, der påvirker EV-brug i Saudi-Arabien, herunder betydningen af offentlige tiltag, lokale klimaforhold og opladningsmuligheder. Selvom detaljerede empiriske resultater ikke fremgår af uddraget, munder studiet ud i handlingsorienterede anbefalinger til BYD om at styrke forbrugertillid og brand, reducere rækkeviddeangst, adressere ladeinfrastrukturens tilgængelighed og bekvemmelighed gennem partnerskaber, samt tilpasse pris- og produktstrategier til lokale forhold og løbende monitorere markedsudviklingen. Afhandlingen giver dermed et praksisnært roadmap for BYD’s etablering i Saudi-Arabien og bidrager til forståelsen af, hvad der driver EV-accept i en kontekst med både politisk opbakning og strukturelle barrierer.
This master’s thesis examines BYD’s entry into Saudi Arabia’s electric vehicle market, focusing on how the company can meet and surpass the standards set by Tesla in consumer acceptance, range anxiety, and charging infrastructure in order to lift its market share to its global benchmarks. The study is situated in a rapidly expanding EV landscape supported by Vision 2030, the Saudi Green Initiative, and Public Investment Fund investments, yet constrained by extreme climatic conditions, low fuel prices, and a charging network still under development. The primary research question asks how BYD can address these factors in a market where Tesla has set expectations for product performance and ecosystem support. A mixed-methods design combines quantitative surveys of current and prospective users, qualitative interviews with showroom staff, and secondary data, guided by literature on technology acceptance, consumer attitudes, range anxiety, and infrastructure development. The analysis covers the competitive landscape, consumer behavior, and operational conditions shaping EV use in Saudi Arabia, including the role of government initiatives, local climate impacts, and charging availability and convenience. Although detailed empirical findings are not included in this excerpt, the thesis culminates in actionable recommendations for BYD to build brand trust and awareness, mitigate range anxiety, tackle charging infrastructure challenges through partnerships and service design, align pricing and product strategy with local preferences, and continuously monitor and adapt to market feedback. The work offers a practical roadmap for BYD’s Saudi market establishment and contributes to understanding the drivers of EV adoption in a context of strong policy support alongside structural barriers.
[This abstract was generated with the help of AI]
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