As BYD continues its impressive rise in the UK automotive market, the company has announced several strategic leadership appointments to fortify its operations, enhance customer experience, and drive sustained growth. These appointments come on the back of a record-breaking first quarter in 2025, during which BYD sold 9,271 vehicles – more than the entirety of 2024 – boosting its market share from 0.45% to a notable 1.6%.
At the heart of these changes is Simon Bisp, who has been named Head of Customer Experience. Simon, a veteran of the UK automotive industry, joined BYD UK in May 2023, just months after the brand’s official market debut. He played a pivotal role in laying the operational groundwork for BYD’s UK business. His promotion signals a renewed focus on delivering excellence at every stage of the customer journey, from initial enquiry and vehicle handover to long-term ownership.
“Simon has done an absolutely fantastic job in laying the foundations for BYD in the UK,” said Bono Ge, Country Manager, BYD UK. “As our customer base grows, the customer experience is becoming increasingly important. Simon’s task is ensuring that every element of the customer’s journey is flawless – and his extensive experience makes him the perfect fit to take on this new role.”
Simon brings over two decades of experience from Peugeot, where he held senior positions including Sales Director and Distribution Manager. In his new role, he will oversee enquiry management, retailer staff training, the purchase process, and ongoing customer satisfaction – aligning BYD’s customer-centric strategy with its fast-paced expansion.
In parallel, Andy Dolan has joined BYD UK as Head of Retail Sales. With more than 20 years of automotive experience, most recently at Volvo Car UK as Senior National Used Car & Remarketing Manager, Andy will be instrumental in growing BYD’s presence in the retail sector – which already accounts for 40% of the brand’s UK sales. His appointment signals a strong push to capture further market share by deepening relationships with retail partners and enhancing customer access to BYD’s rapidly growing portfolio of electric vehicles.
Matt Collins also joins the leadership team as Head of Sales Operations and Logistics. With 17 years in the industry and a recent tenure at Volvo Car UK as Omnichannel Sales Manager, Matt will focus on refining BYD’s supply chain and operational infrastructure. His mandate includes optimising logistics processes, aligning vehicle availability with demand, and supporting sales performance through strategic data management. His role is vital to ensuring the scalability of BYD’s operations as customer expectations rise in tandem with sales volumes.
“I’m delighted to welcome Andy and Matt to the UK leadership team,” added Bono Ge. “Combined, they bring almost 40 years of industry experience and knowledge. I’m confident they will both play a significant part in BYD’s continued growth.”
These appointments mark a pivotal chapter for BYD in the UK, as the brand not only accelerates its growth trajectory but also solidifies its commitment to delivering a seamless and satisfying customer journey. With a reinforced leadership team and a sharply rising market share, BYD is poised to continue reshaping the UK EV landscape with innovation, efficiency, and customer-centricity at its core.
