MARKETING STRATEGIES OF CHINESE AUTOMOBILE BRANDS IN INTERNATIONAL MARKETS: CASE STUDY OF BYD AND GEELY

Abstract

This study examines the international marketing strategies of leading Chinese automotive brands, with a focus on BYD and Geely. The research investigates how these firms achieve global competitiveness by balancing standardization and localization, leveraging technological innovation, and navigating institutional environments. Utilizing a qualitative comparative case study approach, the paper analyzes vehicle sales, financial performance, new energy vehicle (NEV) penetration, and regional engagement to evaluate marketing effectiveness. Findings indicate that BYD emphasizes sustainability and technological leadership through product differentiation and digital marketing, while Geely leverages brand diversification, strategic acquisitions, and localized operations to strengthen market presence. Both companies adopt hybrid strategies that combine global brand consistency with marketspecific adaptation, supported by China’s industrial policies and institutional frameworks. The study demonstrates that the successful internationalization of Chinese automotive firms depends on integrating firm-specific capabilities, institutional support, and tailored marketing strategies. The paper contributes to international marketing literature by providing a comparative analysis of emerging-market multinational enterprises in the automotive sector and offers practical insights for firms aiming to expand in heterogeneous global markets.