BYD, a prominent Chinese electric vehicle manufacturer, has made a noteworthy entry into South Korea, historically dominated by Hyundai Motor Group. The company aims to challenge brand perceptions and attract EV consumers through a competitive pricing strategy. During a press conference in Incheon, BYD showcased the Atto 3 electric SUV, highlighting its impressive range, interior space, and safety features powered by the Blade battery and e-Platform 3.0. The pricing, especially after applying government subsidies, significantly undercuts European markets, making it an attractive option for Korean consumers. BYD plans to introduce additional models like the Seal sedan and Sealion SUV, incorporating innovative technologies like Cell-to-Body integration. To address concerns about Chinese brands, BYD emphasizes its lithium iron phosphate battery technology for safety and performance, setting up multiple showrooms and service centers across key regions. The company assures data security by using local servers for car data transmission in Korea. Despite concerns from Hyundai Motor Group over BYD's competitive edge, BYD remains focused on engaging Korean consumers and expanding its presence without immediate plans for local production facilities.