The Only Drawback Is the 'Brand'... BYD Atto3 Combines Price, Ride Comfort, and Design [Tabolleo]

Test Drive Review of the Chinese Electric Vehicle ATTO 3 Now in Korea
Actual Purchase Price Expected in the High 20 Million KRW Range
Neutral Exterior Design... Polarizing Interior
Passing Grades for Driving Performance and Ride Comfort... 321 km Range
Secures Price Competitiveness Compared to Rival Models... After-Sales Service Remains a Challenge

Chinese electric vehicles have landed in the Korean market. BYD, the global leader in electric vehicle market share, has finally started selling electric cars in Korea. The first model BYD introduced to Korean consumers was the ATTO 3, a compact sport utility vehicle (SUV) that highlights price competitiveness.

Although subsidies have not yet been finalized, the actual purchase price is expected to be available in the high 20 million KRW range. Thanks to this, over 1,000 pre-orders have already been placed, putting Hyundai and Kia on alert. As pre-orders turn into actual sales, public attention is focused on whether BYD can shake up the domestic electric vehicle market. To see how the design, performance, and driving capabilities of the ATTO 3?the first Chinese electric vehicle to enter the Korean market?actually measure up, I test drove it around the snowy area of Paju, Gyeonggi Province, on the 7th.

BYD compact electric SUV Atto3. Provided by BYD Korea

My first impression of the ATTO 3 was that the body was larger than expected. Although it is classified as a compact SUV, its size is comparable to that of a mid-size car. In fact, when comparing the overall length, the ATTO 3 measures 4,455 mm, which is about 150 mm longer than most compact SUVs such as the Kona, EV3, Seltos, Trailblazer, and Tivoli.

The exterior design was personally quite neutral. Wolfgang Egger, who led design at Audi and Lamborghini, participated in the design process. BYD likened the front design of the ATTO 3 to a "dragon's face." The slanted daytime running lights (DRL) represent the dragon’s whiskers, and the D-pillar (the rearmost pillar of the SUV) design symbolizes the dragon’s scales.

Interior of BYD compact electric SUV Atto3. Photo by Woo Su-yeon

However, the interior design may be polarizing. The round air vents inspired by dumbbells and the door pockets that look like guitar strings seem to reflect the tastes of Chinese consumers, giving off a somewhat rustic impression. Rather than a universally liked sleek design, it felt like they pursued a unique and distinctive style with personality.

What caught my eye inside was the 12.8-inch rotating display. It can be switched between landscape and portrait modes depending on the user’s needs, and this single display strongly conveyed a futuristic electric vehicle vibe. The touch recognition speed of the display was also quite fast. By connecting to T-map, users can use a Korean-style navigation system, or by connecting Android Auto, they can access the latest updated navigation.

BYD Compact Electric SUV Atto3 Door Pocket. Photo by Woo Su-yeon

The driving performance and ride comfort were also satisfactory. Of course, drivers accustomed to mid-to-large electric vehicles might feel the initial acceleration is lacking. However, compared to other compact electric SUVs in the same class, the motor power was not insufficient. Being a compact car, the typical electric vehicle’s bouncing sensation was barely noticeable, and noise and overall quietness were good.

The ATTO 3 is equipped with BYD’s self-developed and produced 60.48 kWh LFP battery (Blade Battery). The maximum output is 150 kW, and the maximum torque is about 310 Nm. It can be charged from 20% to 80% in about 30 minutes. On a single charge, it can travel 321 km (combined standard).

I also tested the vehicle’s “Intelligent Cruise Control,” which maintains speed autonomously. On the highway, it recognized the distance to the car ahead appropriately and drove smoothly. While driving, I tried various voice recognition functions, but the recognition rate was not as high as expected. Basic controls like adjusting the air conditioner temperature were possible, but more advanced commands such as turning the steering wheel heater on or off or switching the display mode to map were not supported.

BYD Compact Electric SUV Atto 3 Instrument Panel Display. Photo by Woo Su-yeon

To truly appreciate the value of the ATTO 3, price comparison is crucial. It offers the best cost-effectiveness among electric vehicles in its class. Let’s compare it with Hyundai and Kia’s models in the same category. The ATTO 3’s domestic launch price starts at 31.5 million KRW for the base trim. Although subsidies have not been announced yet, considering the subsidies for the Chinese-made electric vehicle “Tesla Model 3 Rear-Wheel Drive” that uses an LFP (lithium iron phosphate) battery, the ATTO 3 is expected to receive about 2 million KRW in subsidies. This means the actual purchase price will be in the 29 million KRW range.

Hyundai’s Kona Electric, a comparable model, has a base trim price of 43.6 million KRW. Taking into account tax benefits and subsidies, the actual purchase price in Seoul is expected to be in the 35 million KRW range. Similarly, Kia’s EV3 has a base trim actual purchase price of about 36 million KRW.

However, compared to Hyundai and Kia’s “bare-bones” models, BYD’s convenience features are overwhelmingly better. BYD includes basic options such as blind-spot collision assist, safe exit assist, and smart cruise control. It also comes standard with a 3D surround view monitor, panoramic sunroof, V2L technology that allows electric vehicle power to be used externally, and wireless software updates that keep the vehicle up to date. At a reasonable price in the 29 million KRW range, you can enjoy convenience features that Hyundai and Kia sell as tens of thousands of won options. This shows how aggressively BYD is marketing in the Korean market.

On the other hand, BYD’s reason for emphasizing “cost-effectiveness” by reducing profit margins is understandable. Its brand power is weak in Korea. The perception barrier of being a Chinese brand among Korean consumers is higher than expected. Moreover, domestic brands Hyundai and Kia are leading the electric vehicle market and receiving favorable subsidies, so BYD’s challenge in the Korean market will require considerable time and effort. To improve brand perception, not only low prices but also stable after-sales (A/S) service must be supported. It remains to be seen whether BYD, which has surpassed Tesla’s dominance in the global electric vehicle market, can succeed in the Korean market.

BYD Compact Electric SUV Atto3. Photo by Woo Su-yeon