BYD Sime Motors brought together more than 800 attendees – including BYD owners, staff, partners and management – for what it described as Malaysia’s largest BYD owners gathering, conducted through a two-day “AllStar Legends” experience.
The programme gave BYD owners and their families the chance to meet former Premier League and international football stars including Steven Gerrard, Michael Owen, Ryan Giggs, Alessandro Del Piero, Dida and Javier Saviola through meet-and-greet sessions, a Legends Talk, gala dinner and the AllStar Legends match at the Malaysia International Trade and Exhibition Centre (Mitec) in Kuala Lumpur.
The experience began on Oct 2, with the visiting ex-footballers touring Kuala Lumpur and making appearances at BYD Glenmarie and BYD TREC Kuala Lumpur using BYD vehicles. BYD owners also took part in a Kuala Lumpur city tour and other activities linked to the event.
Selected children from BYD-owning families walked onto the pitch alongside the football legends as official player mascots before kick-off.
The strategy reflects a broader trend among carmakers seeking to build owner communities and extend the customer relationship beyond the vehicle itself.
Chery runs its With Chery With Love owners programme, Omoda has launched its GEN-O Malaysia lifestyle community, iCaur has its own Malaysia Owners Club, while Mercedes-Benz Malaysia recently held a 100,000 km Club event for long-term owners.
BYD Sime Motors said the AllStar Legends partnership was intended to enrich the ownership journey and strengthen its connection with the growing BYD community.
