Imtiaz Nawsher, Deputy General Manager (DGM) and Head of Category Development & Marketing at BYD Bangladesh, discusses his journey, the challenges of promoting electric vehicles, and the future of sustainable transportation in Bangladesh.
Q: Hi, Imtiaz! Hope you are doing well. Can you share your journey to becoming the DGM, Head of Category Development & Marketing at BYD Bangladesh? What attracted you to this role?
Imtiaz: Hello! Thank you for your question. My journey to becoming DGM and Head of Category Development & Marketing at BYD Bangladesh has been quite the ride! It’s been a blend of passion, hard work, and seizing opportunities. What attracted me to this role was the chance to pioneer electric mobility in Bangladesh; that truly excites me. Being part of a movement that’s not just about business but also about making a positive impact on our environment and society was a huge draw for me.
Q: What does your day-to-day work involve, and how do you balance category development with marketing efforts?
Imtiaz: Ah, the daily hustle! My day-to-day tasks involve a mix of strategy sessions, brainstorming new ideas, and getting hands-on with our marketing campaigns. Balancing category development with marketing efforts is all about finding that sweet spot between innovation and communication. It’s essential to understand what our customers need, where the market is headed, and craft strategies that resonate with both.
Q: How does BYD Bangladesh approach marketing for electric vehicles (EVs), considering the unique challenges and opportunities in the Bangladesh market?
Imtiaz: Marketing electric vehicles in Bangladesh is indeed a unique challenge, but it also brims with opportunities. Our approach is multifaceted, designed to address the specific needs and nuances of our market. We focus heavily on education since many consumers are still unfamiliar with electric vehicles and harbor misconceptions about their capabilities and practicality in our local context. Therefore, we’ve invested significantly in educational campaigns, both online and offline, to demystify EVs and showcase their suitability for Bangladesh’s urban landscape.
Q: What strategies do you use to educate customers about the benefits of electric vehicles, and how do you address common misconceptions?
Imtiaz: Educating customers about the benefits of electric vehicles is key. We debunk myths, highlight cost savings, and emphasize the environmental impact of going electric. Regarding common misconceptions, there are plenty! From range anxiety to charging infrastructure concerns, we address them head-on through informative campaigns and interactive experiences.
Q: How do you identify new opportunities for category development in the EV sector? Can you share an example of a successful initiative?
Imtiaz: Identifying new opportunities in the EV sector is all about staying ahead of the curve. We’re always on the lookout for gaps in the market, emerging trends, and customer feedback. One successful initiative that stands out involved a challenging corporate deal that faced obstacles primarily due to the customer’s charging anxiety. To overcome this, we proactively engaged with them, providing education about the EV category and demonstrating the simplicity of charging. Additionally, we installed home charging stations, alleviating their concerns and giving them the confidence to move forward with the purchase. Ultimately, this approach helped us successfully close the deal.
Q: What are the key challenges facing the electric vehicle industry in Bangladesh, and how is BYD Bangladesh addressing them?
Imtiaz: The electric vehicle industry in Bangladesh encounters significant challenges, notably limited charging infrastructure and affordability concerns. To address the infrastructure deficit, we’re actively collaborating with partners and private stakeholders to expand the charging network across strategic locations. Additionally, we’re exploring various strategies, such as financing options and subsidies, to make electric vehicles more affordable, thus broadening their accessibility to a wider audience. Overcoming these challenges requires concerted efforts to enhance infrastructure and reduce barriers to adoption, paving the way for sustainable transportation solutions in Bangladesh.
Q: How does BYD Bangladesh collaborate with other companies or government bodies to promote electric vehicles?
Imtiaz: Collaboration is pivotal in promoting electric vehicles, and we’ve forged strategic partnerships to drive this initiative forward. One notable collaboration is with a charging network infrastructure company, where we’re jointly working to develop a network of charging stations across the country. This partnership aims to address the critical need for charging infrastructure, ensuring that EV owners have convenient access to recharge their vehicles nationwide. Additionally, we’ve signed an MOU with a leading national insurance company to provide motor insurance tailored specifically for our EV clients.
Q: What current trends in the electric vehicle industry do you find most significant, and how is BYD Bangladesh adapting to them?
Imtiaz: Current trends in the EV industry? Well, the shift towards sustainable transportation is a significant one. From advancements in battery technology to the rise of smart mobility solutions, the landscape is evolving rapidly. As for us, we’re staying agile, embracing innovation, and adapting our strategies to stay ahead of the curve.
Q: How does BYD Bangladesh contribute to sustainability and reducing carbon emissions? What impact do you aim to make in the long run?
Imtiaz: Sustainability is at the core of everything we do. From our manufacturing processes to end-of-life recycling, we’re committed to reducing carbon emissions and minimizing our environmental footprint. Our aim? To make a lasting impact on the planet and create a greener, cleaner future for generations to come.
Q: What do you see as the future of electric vehicles in Bangladesh over the next 5 to 10 years, and what role does BYD Bangladesh hope to play in that evolution?
Imtiaz: The future of electric vehicles in Bangladesh? It’s bright, to say the least! Over the next 5 to 10 years, I see EVs becoming mainstream, with widespread adoption across various sectors. And where does BYD Bangladesh fit into this picture? Well, we aim to be at the forefront of this evolution, driving innovation, shaping policy, and leading the charge towards a sustainable transportation future in Bangladesh.
