BYD Australia appoints Kate Hornstein as first chief marketing officer

BYD Australia has appointed Kate Hornstein as its inaugural chief marketing officer, formalising the role after a record-breaking year of growth for the EV brand in the local market.

Hornstein, who had been leading marketing efforts for BYD through distributor EVDirect, stepped into the newly created executive role at the start of May. Her appointment signals a new phase of brand investment as BYD ramps up its expansion in Australia and strengthens ties with its global headquarters.

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During her time at EVDirect, Hornstein played a key role in raising awareness and building customer engagement for the Chinese electric vehicle giant, which is now the world’s largest new energy vehicle manufacturer. She helped drive a record sales year in 2024, a milestone the brand is already on track to surpass in 2025.

Among the standout marketing efforts was the launch of the BYD SHARK 6, Australia’s first plug-in hybrid ute, delivered via a dramatic outback brand experience near Broken Hill. Other campaign highlights include the launch of the SEALION 6 at a high-tech immersive event in Melbourne, and the February debut of the all-electric SEALION 7 in partnership with LIV Golf Adelaide.

Hornstein will now take on a broader remit to lead BYD’s strategic marketing direction as it accelerates its ambitions in the local market.

“I’m honoured to join BYD at such a pivotal moment in the brand’s Australian journey,” Hornstein said. “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 appointment was welcomed by BYD Australia general manager Wing You, who said Hornstein’s impact had already been felt across the business.

“The bold strategies of Kate and the team at EVDirect have captured our global HQ’s attention,” Wing said. “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.”

Hornstein’s appointment comes as BYD intensifies its efforts to establish brand leadership in Australia’s highly competitive electric vehicle sector, where rivals including Tesla and MG continue to battle for share. With a wave of new models in the pipeline and growing mainstream recognition, the move signals BYD’s intent to invest further in local brand equity and long-term growth.