The Chinese carmaker has launched its first lifestyle privilege programme in Singapore, as it looks to deepen its relationship with a rapidly growing community of BYD and Denza owners.
Buying a car has traditionally been a fairly straightforward transaction. A customer chooses a model, collects the keys and, apart from servicing appointments and the occasional owners’ event, the relationship with the manufacturer largely revolves around the vehicle.
BYD wants to change that. The Chinese carmaker has launched the BYD and Denza Lifestyle Privilege Programme in Singapore, bringing together 88 participating brands across more than 600 touchpoints islandwide.
Covering 10 lifestyle categories, including food and beverage, hospitality, retail, healthcare, travel, education and entertainment, the programme is intended to give owners benefits that extend beyond their cars and into their everyday lives. Eligible customers will progressively receive a BYD or Denza Lifestyle Card from Sept 1.
For Mr Liu Xueliang, Vice President of BYD Group and General Manager of BYD Asia Pacific Auto Sales Division, the initiative reflects a broader question the company has been asking as its customer base in Singapore continues to expand: What should owning a BYD actually mean beyond having a car?
“An automobile is not merely a product. It is also something that can lead and shape the way people live,” he said in an interview at the programme’s launch.
BYD is approaching its 30,000th owner in Singapore, Mr Liu said, and the growth has prompted the company to think about what else it can offer its customers and their families.
“We hope that the day someone becomes a BYD owner is not simply the beginning of owning an electric vehicle. We also hope that through electric vehicles and technology, we can bring changes to their lifestyle and make their lives richer and more varied.”
From mobility to lifestyle
The programme represents a notable extension of BYD’s presence in Singapore. The company registered 7,928 vehicles here in the first seven months of 2026, according to figures cited by BYD, putting it ahead of the country’s second-ranked automotive brand by close to two to one.
As that pool of customers grows, BYD is increasingly looking beyond the traditional touchpoints between a carmaker and its owners. It has already experimented with initiatives such as BYD cafes, neighbourhood activities and community movie nights powered by its vehicles.
The company has also aligned itself with sporting events in Singapore, including Hyrox and the Singapore International Marathon.
The Lifestyle Privilege Programme takes that strategy considerably further. Owners can present their membership card at participating businesses to access the relevant privileges.
The network includes brands spanning dining and retail to fitness, healthcare and travel, with partners such as Adidas, Shangri-La Singapore, Thomson Medical, Gain City, Ogawa, Pure Fitness and Pure Yoga, Royal Caribbean and Keppel Club.
The benefits vary depending on the partner. They range from discounts on dining and retail purchases to travel benefits, fitness memberships, healthcare services and entertainment.
The intention, however, is not simply to assemble another catalogue of discounts. Mr Liu said he wants the platform to give BYD owners access to experiences that they may not otherwise associate with owning a car.
“I hope BYD owners can experience different services and different experiences in Singapore through this lifestyle platform,” he said.
He added that the programme could also provide a platform for participating companies to demonstrate their support for green technology and the wider adoption of electric vehicles.
Singapore as the starting point
When asked whether similar lifestyle programmes had already been introduced in other markets, Mr Liu said Singapore was the first.
“Singapore is the first for this lifestyle brand programme. We hope that by building this platform in Singapore, we can not only provide our owners here with a different experience, but also create a new platform for the green economy.”
He added that this would involve the combined efforts of BYD, its owners and participating partners as Singapore continues to develop its green economy.
Denza owners receive an additional layer of privileges under the programme, with benefits aimed at the premium market. These include selected experiences with partners such as Mett Singapore, EtonHouse International School, AirTaxi.ph and Ikeda Spa.
This distinction also gives BYD a way to differentiate the ownership experience between its mainstream and premium brands without separating the two from the wider ecosystem.
Keeping customers after the sale
Cars are infrequent purchases, particularly in Singapore. A lifestyle programme gives an automotive brand considerably more opportunities to interact with its customers between the day a vehicle is collected and the day it is eventually replaced.
For BYD, the programme therefore represents a shift from simply selling cars to maintaining a longer-term relationship with the people who buy them.
The company itself poses the question in its programme announcement: “What more can we give our customers after they have chosen us?” Its answer is to extend the value of ownership beyond the vehicle and maintain the relationship throughout the ownership journey.
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