How Localized Communication Breaks the Deadlock: BYD's Localization Strategy for Advertising in the Thai Market and Its Insights
Abstract
The Southeast Asian new energy vehicle market continues to expand, and Thailand's successive electric vehicle support policies have attracted Chinese new energy vehicle companies to accelerate their deployment. However, Thailand's new energy vehicle market has long been dominated by Japanese brands and has formed a unique advertising ecosystem with emotional narratives and positive values at its core, posing a challenge to the cross-cultural communication of overseas brands. This study examines BYD's localization strategy in the Thai market through a case study, combining a literature review of Thai advertising culture characteristics with material analysis of BYD's advertising practices. The research finds that BYD has achieved rapid brand penetration in Thailand through strategies such as localized scenario marketing, online community operations, and offline outdoor media integration. However, the brand's advertising still primarily focuses on product functionality, thereby lacking depth in emotional narrative and alignment with core religious and cultural values. This study extracts BYD's experience and directions for improvement in localization communication, providing practical reference for Chinese new energy brands to shift from product export to brand culture export.
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