Product Manager

As the first overseas subsidiary of BYD group, our main focus is to provide European customers with new energy vehicles, rechargeable batteries, solar panels, energy storage systems and other new energy products, as well as related after-sales services.

About BYD

Our Purpose is to build a zero-emission future that reconnects humanity with nature. We are looking for talent that connects with this mission and want to create positive impact by joining a diverse and dynamic team.

BYD is a leading, high-tech multinational, based in Shenzhen, China. Operates in four core fields of IT, automotive, new energy, and rail transit and employs over 300,000 people worldwide. As a global pioneer in New Energy Solutions BYD is dedicated to building a zero-emission ecosystem.

The Product Manager is responsible for the market-specific definition, positioning, and management of vehicle products from a Chinese manufacturer in the German market.
This role bridges product management, sales, pricing strategy, and market introduction — with the objective of ensuring competitiveness, profitability, and strong brand perception.

Core Responsibilities

1. Market and Competitive Analysis

• Conduct price positioning analyses based on MSRP (list price) and transaction prices.

• Perform equipment-adjusted competitive analyses to ensure objective product positioning.

• Monitor financing and leasing offers across competitors and align with captive finance partners.

2. Product Definition and Positioning

• Define product segments and determine market-specific specifications in alignment with HQ.

• Identify and communicate Unique Selling Propositions (USPs) and craft a compelling product story to support marketing and sales.

• Define product improvement areas based on customer, or DEALER feedback, benchmarking, and market performance.

• Ensure price and trim harmonization across the model range.

3. Pricing, Margin, and Residual Value Management

• Develop pricing strategies in close cooperation with HQ and the local sales organization.

• Set Residual Value (RV) targets in collaboration with Sales, Fleet, and Used Car departments.

• Monitor margins, campaign performance, and price actions to achieve sales and profit objectives.

4. Launch and Lifecycle Management

• Develop and manage the product launch plan, including market introduction activities, dealer communication, and campaign coordination ( with Marketing department).

• Oversee WLTP certification and homologation processes in cooperation with engineering and compliance teams.

• Manage end-of-life (EOL) activities: phase-out planning, special editions, price measures, and sell-out deadlines per model.

5. Internal and External Coordination

• Act as a key liaison between the Chinese headquarters and local stakeholders, ensuring alignment on product and pricing decisions.

• Coordinate with Sales, Marketing, Aftersales, Fleet, and Finance to ensure an integrated market approach.

• Support the marketing department with product communication, launch campaigns, and storytelling content.

Objectives

• Ensure competitive and profitable product positioning within the German market.

• Support sales growth through data-driven product and pricing strategies.

• Strengthen the brand perception and credibility of Chinese automotive products in Europe.

• Promote our product at any time internally externally and for all stakeholders.

Personal Competencies

• Strategic and analytical thinker with strong commercial acumen.

• High attention to detail and a proactive, results-oriented mindset.

• Excellent stakeholder management and cross-functional coordination skills.

• Comfortable working in a fast-paced, entrepreneurial, and multicultural environment.

Location: Frankfurt am Main