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Building Your (Australian) Dream: How BYD is Localising Everything from Products to Sales Models

Inside Line

BYD Australia's bold localisation play goes beyond the product to reinvent how cars are sold

Mike Sinclair
13 August 2025 · 5 min read

To many, localisation means suspension settings and product content. Stephen Collins knows better. Having implemented Australia's most controversial sales model change at Honda and sidestepped it at BYD, Collins understands that true localisation means adapting not just what you sell, but how you sell it.

When Collins joined BYD Australia as chief operating officer in June, he brought more than two decades of automotive experience. But more valuable than his operational expertise was his unique perspective on a fundamental question facing every global automotive brand: how do you truly localise for the Australian market?

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BYD Honda Peter Warren
Mike Sinclair
Mike Sinclair
Partner and Principal Columnist, TheAutoExec Network

Mike Sinclair is an equity partner and Principal Columnist for TheAutoExec Network. Mike has been testing and writing about cars, motorcycles and more for over 30 years. He was a key executive team member when ACP Media and Carsales formed Australia's leading automotive, industrial, marine and motorcycle online network in the 2000s, and the driving force behind the launch of motoring.com.au. For two decades, Mike led the large multimedia and editorial team at Carsales, and all PR and corporate communications. With significant exposure to both OEM and dealership disciplines, Mike now consults with a number of key brands on a range of automotive and powersports opportunities.

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