BYD Cars Malaysia courts millennials with lifestyle-first launch for ATTO 2

Chinese electric vehicle (EV) maker BYD has taken a refreshing, lifestyle-first approach to launching its new ATTO 2 compact SUV in Malaysia. Through its authorised dealer Sime Motors, BYD Malaysia rolled out a vibrant weekend-long experience at Heritage Valley, Kuala Lumpur, from 25 to 27 July, fusing high-performance electric mobility with laid-back, millennial-friendly fun.

Rather than opting for a traditional showroom reveal, the launch leaned into what it dubbed “When chill meets thrill”, a concept designed to resonate with the lifestyle aspirations of younger urban Malaysians.

Visitors were invited to test drive the ATTO 2 and other BYD models like the BYD Sealion 7, ATTO 3 Ultra, Seal, and M6, while also enjoying free activities such as pickleball sessions, roller skating, and Instagram-worthy photo ops with the brand’s new cheerful capybara mascot, Carpy.

Don't miss: BYD overtakes Tesla in Australia as EV challenger enters top 10 marques

The ATTO 2, a fully electric compact SUV, was positioned not just as a vehicle, but as a “lifestyle companion”. One that balances modern design, technology, and sustainability with everyday versatility. Starting at a price point of RM100,000, the model is aimed at younger consumers looking to upgrade their daily drives with something a little smarter and more stylish.

Vivian Lee, head of marketing at BYD Cars Malaysia, shared on LinkedIn: “'When chill meets thrill' is a bold new concept that redefines what a launch can be. From the unique character reveal of Carpy to the interactive video call gimmick, this launch was all about creativity and connection."

"I'm proud to be leading this project and even prouder of the incredible team that brought it to life. I'm grateful for the opportunity, and am inspired by the passion, imagination, and relentless effort behind every detail," said Lee. 

Based on BYD Cars Malaysia's social media, the campaign seems to have been crafted to meet audiences where they are, tapping into cultural trends like community sports, wellness activities, and social media moments. Exclusive offers for the first 800 bookings and on-site giveaways also added a sense of urgency and excitement to the weekend festivities.

With the ATTO 2, BYD continues to reinforce its growing position in Malaysia’s EV space, not only as a manufacturer but as a lifestyle brand that understands its audience’s evolving values. 

In the weeks leading up to the official launch, BYD Cars Malaysia introduced Carpy, its new capybara mascot. With the full launch event now revealed, Carpy’s character comes into clearer focus: a fun-loving figure with a passion for pickleball and roller skating, perfectly aligned with the lifestyle vibe of the ATTO 2. The brand further cemented this persona with a social post featuring Carpy running ahead of the ATTO 2, paired with the tagline: “Born to chill, built to move.”

To build buzz around the official launch at Heritage Valley, the brand tapped local influencers and content creators to amplify excitement online. It also teamed up with music artist Aziz Harun and national footballer Steffi Sarge Kaur for a series of lifestyle-driven featurettes, showcasing how the BYD ATTO 2 fits naturally into their dynamic, on-the-go routines.

Related articles: 
BYD expands EV presence in Indonesia with new plant
TNB's cat mascot Jero gets an animated makeover
How Zoo Negara's iconic cat and capybara duo inspired HABIB's latest collectible