BYD Halts Price War: What the End of ‘Fixed-Price’ Deals Means for the EV Market

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The intense BYD price war that’s been shaking up the auto industry is hitting the brakes.

An internal notice from BYD (Biyaodi 比亚迪) has gone viral, and the message is clear: the company is officially pulling the plug on its “limited-time fixed-price” deals nationwide.

This major shift in sales strategy is set to take effect at midnight on July 1, 2025.

All previous promotional prices and policies? Gone.

Let’s break down what’s happening and what it means for you.

The End of an Era: BYD’s “Fixed-Price” Policy is Over

While BYD (Biyaodi 比亚迪) has been quiet, not responding to journalists at National Business Daily (Meiri Jingji Xinwen 每日经济新闻) for official comment, their dealers are singing a different tune.

A sales rep from a BYD (Biyaodi 比亚迪) Ocean Network dealership in Beijing confirmed the news is legit.

“The second quarter is ending, and new sales policies will be introduced in July,” he said, noting that BYD’s (Biyaodi 比亚迪) policies typically refresh on a quarterly basis.

Another rep from the Dynasty Network doubled down.

“If you want to buy a car, hurry up. The limited-time ‘fixed-price’ policy is still available until June 30th, but it will be canceled entirely on July 1st.”

This isn’t just a small tweak; it’s a full-stop on the aggressive discounting that has defined BYD’s (Biyaodi 比亚迪) 2025 playbook so far.

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A Look Back at the Aggressive BYD Promotions

To understand the impact, let’s look at the kind of deals that are about to disappear.

On May 23rd, BYD (Biyaodi 比亚迪) launched a massive promotion across its Dynasty and Ocean networks, targeting 22 intelligent driving models.

The discounts were wild, with some subsidies hitting a staggering ¥53,000 RMB ($7,300 USD).

Here’s a quick taste of the deals:

• Ocean Network: Ten models were offered at a “fixed-price,” with the lowest starting at just ¥55,800 RMB ($7,670 USD).
• The biggest price drop: The Seal 07 DM-i (Hai Bao 07 DM-i 海豹07 DM-i) intelligent driving version saw its price slashed by ¥53,000 RMB ($7,300 USD) to a fixed price of ¥102,800 RMB ($14,130 USD).
• Dynasty Network: Twelve intelligent driving models had their starting prices cut to as low as ¥63,800 RMB ($8,770 USD).
• The Han (Han 汉) model got a massive ¥32,000 RMB ($4,400 USD) price cut, bringing its starting price down to ¥217,800 RMB ($29,950 USD).

It’s crucial to note the fine print:

The Ocean Network’s “fixed-price” included both national and BYD (Biyaodi 比亚迪) trade-in subsidies.

The Dynasty Network’s subsidies, however, included special “618” cash subsidies and BYD (Biyaodi 比亚迪) trade-ins, but did not include the national subsidies.

So, What’s Next? New BYD Policies for July 2025

The big question is, what replaces these deals?

According to the Beijing Ocean Network sales rep, some things are changing, and some are staying.

Here’s the breakdown of what to expect from BYD’s new sales policy:

• ✅ STAYING: The “trade-in” policy is expected to continue.
• ✅ STAYING: National subsidy standards will not change.
• ❌ GOING: The bank’s “high interest, high rebate” loan policy is being canceled.
• ❓ UNCERTAIN: It’s unclear what new manufacturer-specific policies BYD (Biyaodi 比亚迪) will roll out.

The dealership is waiting on the official word from corporate, who will formulate the new policies “based on market data.”

• Trade-in policy: Expected to continue.
• National subsidy standards: Will not change.
• Bank’s “high interest, high rebate” loan policy: Being canceled.
• New manufacturer-specific policies: Unclear, awaiting official announcement.

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The 2025 Playbook: How BYD Dominated with Aggressive Pricing

This isn’t BYD’s (Biyaodi 比亚迪) first rodeo with promotions in 2025. It’s been a core part of their strategy all year.

The discounts have evolved, starting with non-intelligent driving models and later expanding to include their high-tech counterparts.

Here’s a quick timeline of BYD’s 2025 price cuts:

• February 10: BYD (Biyaodi 比亚迪) launches its “Eye of the Sky” (Tianshen Zhi Yan 天神之眼) advanced intelligent driving system. This move dropped prices on some models into the ¥70,000 RMB ($9,600 USD) range, setting the stage for more cuts on non-intelligent driving cars.
• Late March: The company rolled out limited-time “fixed-prices” for entry-level models.
  • The Qin L DM-i (Qin L DM-i 秦L DM-i) got a ¥10,000 RMB ($1,400 USD) cut to ¥89,800 RMB ($12,350 USD).
  • The Song L DM-i (Song L DM-i 宋L DM-i) was reduced by ¥16,000 RMB ($2,200 USD) to ¥119,800 RMB ($16,470 USD).
• May 1st: BYD (Biyaodi 比亚迪) boosted its trade-in subsidies for intelligent driving models, with some like the Han EV (Han EV 汉EV) and Tang DM-i (Tang DM-i 唐DM-i) receiving a comprehensive subsidy of at least ¥35,000 RMB ($4,800 USD).

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The Big Picture: BYD’s 2025 Sales Goals and Future Tech

So why pump the brakes now? It’s all about the long game.

A research report from Soochow Securities (Dongwu Zhengquan 东吴证券) forecasts BYD’s (Biyaodi 比亚迪) total 2025 sales to land somewhere between 5.3 million to 5.5 million units.

This aligns with what Li Yunfei (Li Yunfei 李云飞), General Manager of BYD’s (Biyaodi 比亚迪) Brand and Public Relations, has stated publicly: a full-year target of 5.5 million units, with 800,000 of those targeted for overseas sales.

How are they tracking?

From January to May, BYD (Biyaodi 比亚迪) sold approximately 1.76 million new energy vehicles—a 38.7% increase year-over-year.

That puts them at 32% of their annual sales goal.

While the price cuts are ending, BYD (Biyaodi 比亚迪) isn’t sitting still. The company plans to launch its Super e-Platform and 10C “megawatt fast charging” technology in 2025, continuing to push the boundaries of EV tech.

And for a little inside baseball: a source close to the company revealed that BYD (Biyaodi 比亚迪) is currently giving its national dealers a rebate subsidy of ¥666 RMB ($92 USD) per vehicle.

This strategic pivot signals a new chapter for BYD (Biyaodi 比亚迪) and the Chinese EV market. While the era of jaw-dropping fixed-price deals may be over, the underlying currents of the BYD price war will continue to shape the industry.

References

• 比亚迪叫停“价格战”！7月1日起全国范围取消限时“一口价”政策 – East Money
• 比亚迪叫停“价格战”！7月1日起，全国范围取消限时“一口价”政策 – National Business Daily
• BYD Official Website

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