A Comparative Study of Global Marketing Strategies: Tesla vs BYD in the Electric Vehicle Market

The global electric vehicle (EV) market is undergoing transformative growth, with 2023 sales surpassing 14 million units. This study investigates innovative EV marketing strategies through the lens of the 4Ps framework (Product, Price, Place, Promotion). By analyzing survey responses and social media comments, the study examines how brand positioning shapes consumer perceptions, evaluate the globalization-localization balance in marketing strategies, and assess cross-cultural variations in EV acceptance. Theoretical analysis serves as the primary research method. Findings reveal that localized customization enhances market penetration in emerging economies, while technological differentiation drives premium positioning in mature markets. The research provides actionable insights for automakers to align marketing strategies with evolving consumer needs and regulatory landscapes, ultimately advancing sustainable mobility adoption.