By hiring its first chief marketing officer, BYD Australia has strengthened its executive team.
As head of marketing for local distributor EVDirect, Kate Hornstein has led the brand’s explosive growth in Australia. She took on the position at the beginning of May. Hornstein, a key player in BYD’s aggressive growth in the Australian market, contributed to a record-breaking sales year in 2024 that is expected to be topped again in 2025.
By achieving a number of significant brand milestones during her time at EVDirect, such as the introduction of the BYD SHARK 6, Australia’s first plug-in hybrid ute, in a breathtaking outback setting close to Broken Hill, Hornstein increased brand recognition and consumer engagement.
Other noteworthy events include the SEALION 6’s debut in a futuristic and immersive event in Melbourne last year, and the completely electric SEALION 7’s February presentation in collaboration with LIV Golf Adelaide.
As the biggest new energy vehicle manufacturer in the world establishes itself in Australia, Hornstein will now be responsible for promoting additional strategic expansion.
“I’m honoured to join BYD at such a pivotal moment in the brand’s Australian journey,” said Hornstein.
“With innovation at the heart of everything we do, I look forward to driving further strategy that deepens our connection with Australian customers and amplifies BYD’s leadership in the new energy vehicle market.”
“The bold strategies of Kate and the team at EVDirect have captured our global HQ’s attention,” said Wing You, BYD Australia general manager.
“That success—particularly with the launch of the SHARK 6—means BYD has really sharpened its focus on the Australian market, so we’re excited about what we can do together in the future.”
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