BYD, one of the world’s largest manufacturers of electric vehicles, has launched “Millionaires”, a new piece within its “Costs Little to Go Far” campaign, with which it places the focus on the savings that electric mobility represents in the face of rising fuel prices. The communication comes in a context marked by the volatility of energy prices and the direct impact this has on drivers’ daily spending.

The ad, created by the We agency with artificial intelligence, uses exaggerated situations linked to millionaire lifestyles to convey the idea that filling the tank has become an increasingly expensive action. Faced with this, BYD positions the Dolphin Mini as an efficient alternative from an economic point of view, reinforcing an argument that is gaining weight in the current market scenario. “In times of oil crisis, refueling is something that fewer and fewer people can easily assume”said Armando Araújo, Chief Creative Officer of the We agency. “With this model we show that it is possible to travel more distance with a lower cost.”

Beyond the creative resource, the campaign is based on a trend: the sustained increase in fuel prices in recent years and its impact on the purchasing decision. This context is accelerating interest in electric vehicles, not only for environmental criteria, but also for their lower cost of use compared to combustion models.

In this scenario, BYD continues to consolidate its international expansion based on a proposal focused on accessibility. The company, which has gained weight in different markets thanks to a competitive price offer, articulates its communication around economic efficiency as a lever for adoption. With “Millionaires”, it reinforces that positioning and moves the debate towards the consumer’s pocket, at a time when savings become one of the main value arguments in the automotive industry.