As BYD rapidly expands its presence in Australia and New Zealand, the company is investing heavily in technician training and aftersales support to ensure its growing fleet of electric and plug-in hybrid vehicles can be serviced and repaired efficiently.
Speaking at the launch of the Shark 6 Cab Chassis and Shark 6 Performance, BYD Australia and New Zealand Chief Operating Officer Stephen Collins said aftersales capability was becoming a critical focus as the brand’s vehicle parc continues to grow.
In April, BYD delivered its 100,000th vehicle in Australia, a remarkable milestone for a brand that only entered the market in 2022. With sales volumes continuing to rise and an expanding range of EV and PHEV models on the road, Collins said investment in people, training and technical capability is essential.
“Everyone wants to talk about the sales ladder and what number we are, but for me this is the most important,” Collins said, referring to the company’s focus on customer experience and aftersales support.
BYD’s strategy is built around creating what Collins described as a “big brand mindset”, ensuring customers receive strong support throughout the ownership journey rather than simply focusing on vehicle sales.
A key component of that strategy has been the development of dedicated training facilities for technicians, service advisors and aftersales personnel.
“We have dedicated training, aftersales and service training facilities,” Collins said. “We’re upskilling technicians.”
According to Collins, BYD has trained 163 technicians in less than a year as part of its efforts to build technical expertise across its expanding dealer network.
The company has also trained more than 100 technicians specifically in battery safety procedures, recognising the unique requirements associated with servicing and repairing high-voltage EV and PHEV systems.
“Battery safety, we’re training technicians, more than 100 technicians on battery safety,” Collins said.
The investment extends beyond workshop staff. Collins said more than 200 service advisors and service managers have also completed training programs to help improve customer interactions and service outcomes.
While these initiatives may not attract the same attention as new vehicle launches, Collins believes they are critical to establishing BYD as a long-term player in the Australian market.
“It’s not sexy stuff, but it makes the customer experience really key, particularly for people to come back and buy again,” he said.
The training investment comes as BYD rapidly expands its retail footprint. The company currently operates around 100 dealerships nationally and expects that number to increase to 150, with much of the growth occurring in regional and provincial areas.
As the dealer network expands, Collins said ensuring technicians have the skills and confidence to work on advanced EV and PHEV technologies is essential to maintaining customer satisfaction.
The company is also targeting improvements in service booking times, an issue that has become increasingly important as vehicle volumes grow.
Collins said waiting several weeks for a service appointment was unacceptable and highlighted BYD’s goal of reducing booking delays to one week or less.
“Two to three weeks, four weeks is rubbish,” he said.
“We’re aiming for a week or less.”
Supporting technicians in the workshop is a growing parts operation that now includes warehouses in Melbourne, Sydney and Brisbane, with a fourth facility opening in Perth. The Melbourne warehouse alone holds approximately $20 million worth of parts inventory.
For fleet managers considering a transition to EVs and plug-in hybrids, Collins believes these investments demonstrate BYD’s commitment to long-term support.
“All these things we’re working on internally to be a top-tier OEM,” he said. “Most importantly, this is at every touch point.”
As BYD’s EV and PHEV sales continue to grow across Australia and New Zealand, the company is betting that well-trained technicians, strong battery safety practices and improved service capability will be just as important as the vehicles themselves in winning customer loyalty.
