BYD × QINGMEI FUTURE · EV OWNER GUILD
Make every journey
a chance to come together.
BYD Self-Governed Owners' Guild
Through owner-led activities, a shared passion for driving and green initiatives,
an after-sales group becomes a lifestyle community with a human touch.
Referral rate target
Target Net Promoter Score (NPS)
Commitment to Greener Mobility
Project overview
Background and Community Value
Owner referrals can be the strongest source of new customers. The opportunity is to turn a conventional after-sales group into a lifestyle community.
Seal / Han / Song DM A community of driving enthusiasts, built by owners and prospective buyers together
Target Owners
Seal · Han · Song
DM Owners
NEV Owners
+ Prospects
Referral rate
15%
Referral rate
Owner-Led Growth
Top Acquisition Channel
NPS SCORE
90+
Net Promoter Score
Word of mouth
Brand Trust
Three problems with conventional owner groups
1. Pure after-sales service, no emotional connection
Conventional owner groups focus only on repairs and maintenance, reducing them to a “customer service channel” with no room for deeper relationships.
2. Generic content, low engagement
Without distinctive content or ways to engage, participation stays low and the community gradually falls silent.
3. No path to customer acquisition
Owners are highly satisfied but rarely recommend the brand, with no incentive to refer others.
EV Owner Guild road trip in action
Core insight
Core insight
Based on in-depth interviews and behavioral data from 5,000+ BYD owners
We discoveredTwo key drivers
Co-Driving / Camping / Modding
Shaping identity
Driving CultureTurning owners from “users” into “enthusiasts”
Data shows that owners who took part inco-driving / camping / moddingactivities saw brand loyalty rise 4.2x, and referral intent rise 6.8x. These activities are more than entertainment. They are vehicles for identity.
Charity initiatives build
social recognition
Green GivingTurning owners from “consumers” into “contributors”
79% of BYD owners say that after taking part intree planting / environmental charityactivities, they identify far more strongly with the brand’s values. Charity is more than marketing. It is a bridge to shared values.
Community Positioning
Owner-Led Governance
+ Driving Culture
+ Green Causes
Feishu Groups + In-Car App + Route Library + NFT Badges
Build aSelf-Organized Driving × Lifestyle × Green MissionOwners’ Guild
Owner Profile
Owner Profile
Three core owner groups spanning outdoor, family, and modding cultures
Off-Road Explorers
Seal / Song Pro DM-i Owners
Key Characteristics
· Aged 25–40, passionate about the outdoors
· Weekend road trips, camping, off-roading
· Care about range, capability, and space
· Active on social media, sharing experiences
Family Travelers
Han EV / Tang DM-p Owners
Key Characteristics
· Aged 30–45, with school-age children
· Weekend family outings, suburban camping
· Care about safety, comfort, and the smart cockpit
· Value green education and environmental awareness
Performance Geeks
Seal / Han DM-p Owners
Key Characteristics
· Aged 20–35, seeking personalization
· Keen on exterior and performance mods
· Care about 0–100 km/h acceleration and handling
· Active in modding forums and track days
Value Proposition
Three value propositions
Ride with Like Minds
Weekend co-drives
Camping and stargazing meetups
Find like-minded companions
Save Money, Save Hassle
Group discounts on mod parts
Official maintenance offers
Referral reward points
Do Good for the Planet
Turn green miles into carbon credits
Charity tree planting
Contribute to environmental causes
Guild Activities
Guild Activity Program
Content Cadence
Daily Q&A
Driving tips and tricks
Rapid fault response
Real-time road updates
Weekend Co-Drives
City night convoys
Countryside driving routes
Food spot check-ins
Monthly Mod Contest
Exterior styling contest
Performance showdowns
Most Beautiful BYD awards
Quarterly Charity
Tree planting campaigns
Rural charity road trips
Green mobility advocacy
Curated Route Library
City Night Loop
Downtown → CBD → Riverside Road → Lookout. Ideal for night convoy cruising.
Mountains-to-Sea Traverse
Coastal highway → Mountain pass → Sea-view platform → Campsite. A two-day weekend trip.
Grassland Stargazing Camp
Expressway → Grassland road → Stargazing point → Glamping site. A three-day immersive trip.
The route library is continually updated, and owners can submit and share their own routes.
Ask About the Route LibraryContent Matrix Examples
Format:Short Video Challenge
How to participate:Owners film 0-100 km/h acceleration videos and upload
Rewards:
→ Fastest time wins tuning fund
→ Top 10 receive exclusive NFT badges
→ Bonus rewards for videos exceeding 10K views
Format:Poster + route guide
How to participate:Sign up via Feishu group + LBS location meetup
Event highlights:
→ Professional convoy leader
→ Photo ops at trending spots
→ Formation driving experience
Format:Illustrated guide + video tutorial
How to participate:Weekend two-day, one-night camping trip
Services included:
→ Group purchase on camping gear
→ Telescope rental
→ Professional photographer coverage
Technology & Incentives
Tech stack and incentive framework
Core technical components
In-vehicle API integration
Connects to the vehicle system for real-time driving data, route navigation, and community message push
LBS location services
Real-time convoy positioning, smart matching of nearby owners, one-tap city meetups
NFT digital badges
Blockchain-based achievement badge system recording owner milestones and honors
Feishu groups + in-vehicle app
Feishu handles daily operations; in-vehicle app delivers driving-specific services
NFT Badge System
Guild Founder
First 100 members
Green Pioneer
5 charity events
Speed Legend
0-100 under 3.9s
Tuning Master
Tuning contest winner
Green mileage incentive system
Ways to Earn
· Every 100 km pure electric +10
· Join convoy events +50
· Participate in tree-planting +200
· Successful referral purchase +500
· Earn NFT badges +100
Redeem Your Points
· Tuning parts discount vouchers
· Official maintenance service
· BYD merchandize gifts
· VIP new model test-drive access
· Annual owner conference ticket
Exclusive Recognition
· Annual "Green Owner" certification
· Honor wall feature on official website
· Media interview opportunities
· Priority new vehicle ordering
· Lifetime guild honorary membership
Carbon points = green mileage × environmental value
Every 1,000 km pure electric mileage
Equals approximately 200 kg CO₂ reduction
→ Making every journey count for the planet
AUTOMATION & SOP
Event automation workflow
Co-Drive Event SOP
Feishu group + mini-program sign-up
Owners fill registration form; system auto-tallies headcount and vehicle models
One-click event insurance purchase
System integrates with insurer, auto-generates group policy
Smart route navigation push
Route guide pushed to vehicle one day prior; one-tap navigation
Event materials delivery
Car decals, walkie-talkies, first-aid kits delivered in advance
Full event safety monitoring
LBS real-time convoy tracking with emergency response protocol
Performance Dashboard
Event participation
2,450
Cumulative event attendees
Lead conversion
387
Prospect lead volume
Sales conversion
58
Referral conversion count
NPS advocacy
92
Net Promoter Score
Key Performance Indicators
Key metrics
Referral rate
15%
Referral rate
Owner-Led Growth
Strongest acquisition channel
NPS SCORE
90+
Net Promoter Score
Brand reputation
Loyalty metrics
Implementation Roadmap
T0
Seed owner recruitment
Select 200 active owners
Establish core community
T+40
Route library launch
Publish 50+ curated routes
With navigation and travel guides
T+90
First guild race
Tuning contest + charity event
Brand buzz activation
Budget Allocation
60%
Event Execution
Convoy / tuning / charity
20%
Materials production
Decals / merchandize / gifts
20%
Community operations
Content / systems / staffing
Risk Management
Risk management and compliance
Risk 1: Road Safety
Convoy driving carries road safety risks
Mitigation Strategy
· Pre-event safety briefings and vehicle checks
· Group event insurance covering all participants
· Professional convoy leaders and security personnel
· Real-time location tracking + emergency response protocols
Risk 2: Reputation Management
Negative owner comments or event incidents may trigger public backlash
Mitigation Strategy
· Establish community guidelines and a code of conduct
· Round-the-clock monitoring and early alerts
· Crisis response plans + a rapid response team
· Coordinate all communications through official channels
Compliance Requirements:
1. All self-drive events must comply with the Road Traffic Safety Law. Street racing, running red lights and other illegal conduct are prohibited.
2. Camping events require advance notification to forestry authorities and environmental approval. Activities in protected areas are prohibited.
3. Community tree-planting events must be organized with local government or environmental organizations to ensure legal and regulatory compliance.
Project Value
Project Value & Expected Outcomes
EV Owner Guild is more than an owner community
It is a strategic platform for BYD to build"a lifestyle brand"its SME finance ecosystem
Through owner-led governance, driving culture and environmental action
Within Within 18 monthswe expect to achieve:
Referral rate
Net Promoter Score (NPS)
Active Owners
A fundamental shift in the relationship between brand and owner
From aftersales service to a shared lifestyle. From product users to brand co-creators.
From one-way communication to advocacy that drives growth
Producer
Qingmei Future × BYD
Owner-Led Guild Strategy · 2025
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