China’s BYD Taps Germany’s Football Fever to Get Edge on VW
- VW cost cuts left the door open for rival’s big marketing push
- BYD seeks to woo customers with shuttle cars, foosball tables
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Even as Germany’s national football team scrapped its way to victory in Dortmund on Saturday, a game of geoeconomic chess was taking place on the sidelines, with stakes that go beyond the European Championship.
While fans across the country cheered the 2-0 win over Denmark for a spot in the quarterfinals, China’s BYD Co. was looking to land a marketing blow on Volkswagen AG on its home turf — and deepen Germany’s exposure to China in the process.