BYD targets 35 percent fleet share with M9 launch

A growing lineup of Chinese MPVs

The BYD M9 is the latest addition to a wave of Chinese-made MPVs now available or soon arriving in Australia, joining models like the GAC M8 PHEV, Zeekr 009, Denza D9, and an upcoming Forthing MPV.

Speaking with Australian media at the local launch of the BYD Atto 2 DM-i and Atto 3 EVO, the brand’s local chief operating officer Stephen Collins said the M9 will add “another dimension and solution to Australian families and Australian fleets”.

A model built for business

BYD’s chief product officer for Australia, Sajid Hasan, believes the M9—especially in its budget-friendly eight-seat Dynamic version—will appeal more to commercial buyers than other BYD vehicles. ‘This model will serve a distinct purpose, as we see it becoming a stronger fleet option than our current lineup,’ he explained to GoAuto.

While noting existing strong sales performance in the private market, Mr Hasan said the opportunity for growth in the fleet sector is one that cannot be ignored. “We do pretty strongly in the private market already, but our private and fleet mix is only about 20 per cent fleet mix, just a little bit over 20 per cent,” he noted. “Whereas if you look at some other brands, it is more like 40:60. So, there is more opportunity for us in that space.”

For businesses looking to standardise their vehicle offerings, the availability of a dedicated fleet-oriented variant alongside a family-friendly premium seven-seater grade provides a clear strategic choice. The introduction of a third-row vehicle that can be pitched specifically to rental companies and commercial clients fills a gap in the current line-up, which previously relied on the Sealion 8 as the sole three-row option.

A realistic sales target

BYD is targeting between 200 and 300 units a month and a 50:50 fleet and consumer buyer split, according to Mr Hasan. “The segment for MPVs is actually 50:50 fleet versus private. So, with our two grades, we would look to try and fit in line with that,” he clarified. “The total segment (sales) is about 13,000 a year. It is not a huge number, so we are not being too ambitious with this model.”

Long-term fleet goals

BYD’s electrified MPV challenger arrives amid the brand’s bid to grow its fleet share from 20 per cent to 35 per cent, according to Mr Collins. “We are targeting around 35 per cent. This time last year, we were probably more at seven per cent. So, we have grown it, in a very short time, to 20 per cent,” he said. “I think about 35 per cent is healthy.”

Mr Collins said that BYD’s fleet focus would remain an important opportunity for growth in the year ahead. “Going into 2027, that will be a major growth area for us,” he declared. “For fleets, whole-of-life cost is what it’s all about (and that is) one of the reasons we have been talking a lot about parts and service and all the infrastructure spend (we are making).”

BYD’s Other Fleet Offerings

BYD has other models in the fleet market. The Shark 6 plug-in hybrid ute pioneered PHEVs in Australia. It has challenged legacy ute models in national sales charts. The Seal 6 plug-in hybrid sedan and wagon are also major fleet players.