BYD Atto 1 Shocks Market with Sub-Rp 200 Million Price Tag
Vertical Integration Key to Aggressive Pricing Strategy
The new BYD Atto 1 electric car has landed in Indonesia with a surprisingly competitive starting price of Rp 100 million, significantly undercutting its listed value and raising questions about how the automaker achieved such affordability.
Unpacking the Price Advantage
BYD’s President Director, **Eagle Zhao**, revealed that the company’s ability to produce nearly all components in-house is the primary driver behind the Atto 1’s aggressive pricing. This “vertical integration” extends to critical electric vehicle technologies, including batteries, electric motors, and semiconductors.
“BYD is the only automotive manufacturer that has technology such as batteries, electric motors and even semiconductors themselves. Not only the technology itself, in terms of the main components of BYD producing themselves. So far, except for glass and tires, BYD has the ability to produce independently. We call it vertical integration for the supply chain.”
—Eagle Zhao, President Director of PT BYD Motor Indonesia
This self-sufficiency allows BYD to bypass the markups often associated with sourcing components from third-party suppliers. For context, the global average cost of producing an electric vehicle battery pack has seen fluctuations, with some reports indicating a slight increase in early 2024 after a period of decline, highlighting the significance of BYD’s in-house production capabilities (BloombergNEF, 2024).
Indonesia: A Strategic Launchpad
Indonesia holds a special place in BYD’s global strategy for the Atto 1. The company spent two years conducting in-depth research into the Indonesian city car market before making the right-hand drive Atto 1 its debut model in the country.
The BYD Atto 1 is offered in two trims: the Dynamic, priced at Rp 195 million, and a premium version at Rp 235 million, both on-the-road in Jakarta. These prices notably fall below their respective Non-Tax Vehicle Selling Values (NJKB) in Jakarta, which stand at Rp 218 million and Rp 233 million.
Performance and Features
The Atto 1 Dynamic variant is equipped with a 30.08 kWh blade battery, providing a range of up to 300 km. The premium variant boasts a larger 38.88 kWh battery, extending the range to 380 km. Both models are powered by an electric motor delivering 75 kW of power and 135 Nm of torque, capable of a top speed of 120 km/h. Acceleration from 0 to 50 km/h is achieved in a brisk 4.9 seconds.
With dimensions of 3,925 mm in length, 1,720 mm in width, and 1,590 mm in height, and a wheelbase of 2,500 mm, the Atto 1 is designed for urban agility. Its ground clearance is 155 mm.
Available color options include Sprout Green, Apricity White, and Cosmos Black. The car features a 10.1-inch touchscreen with Apple CarPlay and Android Auto compatibility, a parking camera, and three parking sensors, enhancing its appeal to tech-savvy consumers.