Incheon, South Korea – BYD, the world's largest electric vehicle (EV) manufacturer, is making a bold move into the competitive Korean passenger car market. The Chinese automaker is introducing a range of affordable electric vehicles, aiming to break down barriers to entry and challenge the dominance of Hyundai Motor Group and Tesla.

At a launch event held on Monday, BYD Korea unveiled its first three models for the Korean market: the Atto 3, Seal, and Sea Lion 7. The most anticipated model, the Atto 3, is a compact electric SUV priced aggressively at 31.5 million won ($23,800) for the base trim and 33.3 million won ($25,100) for the higher trim. With government subsidies, the base model is expected to be available for around 29 million won ($21,900).

BYD is targeting cost-conscious consumers who have been hesitant to switch to electric vehicles due to high prices. The company believes its competitive pricing, combined with its proven battery technology and safety features, will help change consumer perceptions of Chinese brands.

“We are well aware of the concerns regarding Chinese brands in terms of product quality and service,” said Jo In-cheol, head of BYD Korea’s passenger vehicle business. “In our first year, we will focus on maximizing brand experience and providing customer-centric services to alleviate these concerns.”

The Seal and Sea Lion 7 are expected to launch in the second half of this year. BYD is confident that its aggressive pricing strategy, coupled with its strong product lineup, will disrupt the Korean EV market.