In Q4 2023, BYD became the world’s largest electric vehicle (EV) manufacturer, passing Tesla in world wide sales. They mostly sell in China, and claim to make a profit while selling cars for about half the price of a Tesla. They also make robots, trucks, busses, smart phones, and batteries — including blade batteries that Tesla uses for a variant in its Berlin facility. They are a darling of the wall-street experts, in part because Warren Buffett is an investor. BYD cars look to be about as nice as Tesla’s at least from the outside and sell (In China) for a fraction of the price. The experts are convinced enough to write glowing articles, but I suspect that the experts have not invested, nor bought BYD products. — What do I know?

Part of the BYD charm is that it is considered socially progressive, while Tesla is seen as run by a dictatorial villain. A Delaware judge who concluded that Musk did non deserve the majority of his salary, and confiscated it. There are no such claims against BYD. BYD also has far more models than Tesla, 41 by my count, compared to Tesla’s 4. The experts seem to believe that all BYD has to do is bring their low-cost cars west, and they will own the market. My sense is that, if that was all they needed, they’d have done it already. I strongly suspect the low cost cars that are the majority of BYD’s sales are low quality versions — too low to sell in the US. Here are some numbers.

Total number of vehicles made 2023:
Tesla: ~1,800,000
BYD: ~3,020,000 (1,570,000 BEV)

Employees 2023: Vehicles / Employee 2023:
Tesla: ~140,000 Tesla: 12.86
BYD: ~631,500 BYD: 5.03

Gross Revenue 2023: Gross revenue per vehicle:
Tesla: ~$96.8B Tesla: $53,900
BYD: ~ $85B BYD: $28,100

Net Profit 2023: Profit per employee: Profit per vehicle:
Tesla: ~$9.5B (9.7%). Tesla: $67,857. Tesla: $5,280.
BYD: ~$3.5B (4.1%). BYD: $5,542. BYD: $1,160

Market share based on sales in western countries 2023:
Tesla: US: 4%, EU: 2.6%
BYD: US: 0%, EU: 0.1%

The most telling comparison, in my opinion, is BYD’s tiny market share in western countries. Their cars sell for 1/2 what Tesla’s sell for. If their low-cost cars were as good as Tesla’s, there is no way their market penetration would be so low. My sense is that the average BYD vehicle is lacking in something. Maybe they’re underpowered, or poorly constructed, unsafe, or unreliable: suitable only for China, India, or other poor markets. I suspect that the cars BYD sells in Europe are made on a separate line. Even so, customers say that BYD cars feel “cheap.” BYD charges more for these cars in Europe than Tesla charges for its top sellers, suggesting that these vehicles are of a different, better design. Even so, the low numbers suggest that BYD does not turn a profit on the sales. I suspect they do it for PR.

Another observation is that BYD produces 5.03 vehicles per worker, per year. That’s half as many as Tesla workers produce per worker-year. It’s also about half of Ford’s Rouge plant (Detroit) worker production in the 1930s. That Ford plant was vertically integrated starting with raw materials and outputting finished cars. This low output per worker suggests that BYD is built on low wage, low skill production, or equally damning, that none of these models are really mass-produced.

A first world market favors a polished product that your mechanic is somewhat familiar with. That favors Tesla as it has significant market penetration, and a network of mechanics. Also, Tesla has built up a network of fast charge stations and reliable service providers. BYD has no particular charging infrastructure and virtually no service network. Charging price and experience is a key decider among first world customers. No American will tolerate slow charging in the snow at a high price — especially if they must travel to a charger without being sure the charger will be working when they get there. Tesla has figured out how to make charging less painful, and that’s worth a lot.

Tesla might fail, but if so I don’t think it will be because of BYD success. Months ago the experts assured us that cybertruck would be deadly a failure. I disagree, but it might be. I don’t think BYDs will be better. Government subsidies have ended in many states and countries (Germany, California…) putting a dent in Tesla sales, and they are having manufacturing difficulties, particularly with batteries. These seem fix-able, but might not be. I see relatively little first world competition in the US EV market from legacy auto companies. Maybe they know to avoid EVs. They currently make decent products, IC and EV, but lose money on every EV. They treat EVs as a passing fad. If they are right, Tesla and BYD will fail. If they are wrong, Tesla will do fine, and they may not be able to make up their lost place in the market. As for BYD, given their low production numbers, they will need some 3 million new workers and many new factories. I don’t think they can find them, nor raise the money for the factories.

Most of the data here was taken from @NicklasNilsso14. All of the opinions are mine.

Robert Buxbaum February 18, 2024.