BYD launches podcast to promote electrification

Look out Joe Rogan!

The Australian importer of BYD vehicles, EVDirect, is developing its own “significant” podcast series to promote and explain its electrified technologies to counter “misinformation” and “scare-mongering”.

The podcast series will be launched as the car importer also campaigns to extend the Fringe Benefits Tax exemption for plug-in hybrid vehicles beyond April 2025.

It will be hosted by a ‘significant’ business identity and be distributed through EVDirect’s various communication channels.

“There is always a challenge in our business around that misinformation and peoples’ perceptions of EVs and we know there is a lot of scare-mongering going on,” EVDirect CEO David Smitherman told carsales.

Extending the FBT exemption is obviously important for EVDirect as it chases huge sales growth goals in Australia.

It has recently launched the Sealion 6 PHEV mid-size SUV and will be delivering first examples of the plug-in Shark 6 ute to buyers as soon as December 2024.

A significant percentage of PHEV buyers are being attracted by the FBT exemption the two BYDs qualify for – if purchased via a novated lease until April 1, 2025.

As the federal government’s ‘electric car discount’ is currently legislated, the exemption will only apply to pure electric vehicles beyond that date.

The FBT exemption is estimated to save tens of thousands of dollars over a multi-year lease across both employer and employee.

The unusual podcast strategy is designed to educate legislators and the public about the environmental benefits of PHEV, EV and electrification in general.

“Everything we do is about building that awareness and educating across a number of fronts,” said Smitherman.

“We have a very deliberate and targeted strategy around that.

“We are about to launch a podcast series that will go and really focus on educating people and bringing forth industry leaders and think tanks and interviewing people along their individual journeys.

It will launch in coming weeks he said, adding that the podcast “…will be a significant series that is launched in Australia with a well-known individual.”

PHEV sales are up 120.5 per cent year-on-year, albeit off a low base.

Despite only going on-sale in June, the Sealion 6 already accounts for about 20 per cent of all plug-in sales.

The BYD Shark 6 will be the first PHEV ute to go on-sale in the diesel-dominated ute segment in Australia and will be closely followed by the GWM Cannon Alpha Hi4T and Ford Ranger PHEV.

“If we look at the core purpose of reducing emissions the Shark 6 achieves that,” argued Smitherman.

“The legislation in my view needs to have some sort of acknowledgement there is no choice in one of the biggest segments – one in five vehicles sold in Australia is a ute.”

The podcast series is part of an escalating campaign to extend the PHEV exemption, which has also been backed by automotive and finance lobby groups.

Smitherman argued that a better understanding of BYD’s petrol-electric PHEV technology – which focusses on electric zero- and low-emissions running as much as possible – was critical to obtaining the exemption.

The April 1, 2025 deadline for PHEVs was demanded by the Greens and independent Senator David Pocock to vote for the electric car discount in 2022.

“We are actively educating,” said Smitherman.

“That is one of the big things we need to do, because our technology is different to hybrid technology.

“One of the best things we are doing is getting our [PHEV] sales up.

“It’s finally starting to register that segment is a real segment. If we went back to when the legislation was first drawn up PHEV didn’t really exist.

“Now it does and now it’s significant … Now we have moved along with actual product it’s time to have a look at that.”

He also argued a PHEV extension would continue to deliver the results the electric car discount was designed to achieve.

“Yes, it’s beneficial for our business but it’s also beneficial for the consumer.

“The extension is going to be great for the environment, number one, but also for the cost of living of the people taking up those FBT exemptions. Great for the individual and great for the company.”

Even if the exemption is canned, Smitherman said PHEVs would continue to be part of BYD’s local line-up.

“It’s always going to be a dual [EV-PHEV] strategy but the market will dictate what we bring to Australia based on demand. What we are seeing undoubtedly is PHEV is super-strong and I expect that to continue,” he concluded.

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