BYD, a leading Chinese electric vehicle manufacturer, seeks to establish itself in the Swiss market, facing significant challenges. Swiss consumers harbor skepticism towards Chinese products, particularly in the automotive sector, where established brands like Tesla and BMW dominate. The task is to overcome these cultural and market barriers to successfully introduce BYD to Swiss consumers.

The thesis conducted a comprehensive cultural and marketing analysis to understand Swiss consumer perceptions of Chinese brands, particularly electric vehicles. A detailed survey, including an AI-generated component to enhance data collection and analysis, was created to gather primary data on consumer attitudes towards BYD and Chinese EVs in general. The analysis also included a literature review of cultural differences between China and Switzerland, the current state of the Swiss automotive market, and the impact of brand origin on consumer behavior.

The findings revealed that Swiss consumers are generally skeptical about Chinese electric vehicles, largely due to concerns over quality compared to European brands. This perception is a significant barrier to BYD's market entry. The research identified several strategic actions for BYD to improve its brand equity in Switzerland. These include increasing brand visibility through multi-channel marketing, emphasizing technological innovations, and conducting customer education campaigns to build trust and awareness. Additionally, the importance of a consistent quality assurance communication strategy was highlighted to address concerns about product reliability. The thesis concluded that an integrated approach combining cultural understanding and strategic marketing is essential for BYD to succeed in the Swiss market.