Owner-Led Guild
Driving Culture + Green Initiatives
From after-sales group to lifestyle community
Owner-led governance + group drives + customization culture + community tree planting: a powerful engine for owner referrals
Project Context
Background and Key Insight
Owner referrals are the strongest acquisition channel. The opportunity is to turn after-sales groups into lifestyle communities.
Industry Context
New energy vehicle growth: In 2024, new energy vehicles accounted for more than 40% of new vehicle sales, shifting the market toward competition for existing customers
Rising acquisition costs: Cost per sales lead has risen from ¥300 to more than ¥800, while conversion rates continue to fall
The power of owner advocacy: 79% of car-buying decisions are influenced by recommendations from owners people know
The community gap: Traditional automakers’ after-sales groups focus on resolving issues, leaving their social potential untapped
BYD’s Strengths
Large owner base: More than 1 million Seal, Han, and Song DM owners create the scale for a thriving community
Strong products: Leading technologies, including DM-i Super Hybrid and e-Platform 3.0, support high owner satisfaction
A young brand audience: Owners average 32 years old and enjoy connecting and sharing
Established ecosystem: A mature in-car system, charging network, and aftermarket parts supply chain
Core insight
Insight 1: Group drives, camping, and customization are more than activities. They shape an identity: “I’m a BYD owner. I make the most of life.”
Insight 2: Community initiatives build social connection and recognition. EV ownership signals sustainability; tree planting makes that contribution visible and reinforces the brand’s values.
Insight 3: An owner-led guild reduces operating costs. Owners organize and run the community; BYD provides the platform, support, and incentives.
Target Audience
Member Profiles
Three core audiences among Seal, Han, and Song DM owners and prospective buyers
Outdoor Enthusiasts
Typical profile:
- Age: 28–40
- Occupation: Tech, finance, entrepreneurship
- Interests: Road trips, camping, photography
Core needs:
- Find like-minded people to travel with
- Discover guides to lesser-known routes
- Share travel experiences
Motivation:
Connection and discovery; willing to pay for exceptional routes and well-organized trips
Families
Typical profile:
- Age: 30–45
- Family: Children aged 6–14
- Occupation: Corporate and public-sector employees, teachers, doctors
Core needs:
- Weekend outings for the family
- Safe, well-organized activities
- Opportunities for children to learn about nature
Motivation:
Quality family time with an educational dimension; activity quality and safety are priorities
Customization Enthusiasts
Typical profile:
- Age: 25–35
- Gender: 80% male
- Occupation: Designers, engineers, freelancers
Core needs:
- Customization ideas and parts information
- Technical exchange and shared experience
- A platform to showcase personal projects
Motivation:
Technical curiosity and self-expression; potential community KOLs and opinion leaders
Community Positioning
Positioning and Value Proposition
A three-part proposition: owner-led governance, driving culture, and green impact
Owner-Led Governance
Core idea: The guild belongs to its owners; BYD provides the platform and support
Structure: City chapters led by owners who nominate themselves and are elected by vote
Decision-making authority: Chapter leaders can plan events, manage members, and allocate budgets
Value: Reduce operating costs while deepening owners’ participation and sense of belonging
Driving Culture
Core idea: Driving is more than getting from A to B. It’s a way of life.
Signature experiences: 0–100 km/h acceleration challenges, night drives, winding mountain roads, and stargazing campouts
Content formats: Route guides, customization projects, driving tips, and owner stories
Value: Build an identity around the idea that “BYD owners make the most of life”
Green Giving
Core idea: Electric driving as a force for good: making every kilometer count
How it works: Green mileage → Carbon credits → Reforestation / environmental projects
Visualized as: Personal carbon reduction, total trees planted, ecological impact
Value: Reinforces the brand's environmental values and builds public goodwill
Value Proposition
Ride with Like Minds
Meet like-minded owners
Join a rich calendar of events
Build genuine connections
Save Money, Save Hassle
Official subsidies for event costs
Expert route planning and insurance
Group-buy discounts on modification parts
Do Good for the Planet
Every kilometer driven converts into carbon credits
Take part in reforestation initiatives
Receive visual proof of your environmental contribution
Community Operations
Community Operations
A five-pillar operating model: Feishu groups + in-car app + route library + Mod Week + tree planting
Core Modules
1. Feishu Groups + In-Car App
Feishu groups: Day-to-day communication and community building
- Dedicated groups for each city chapter
- Event sign-ups and announcements
- Owner-to-owner Q&A
- Curated archive of top content
In-car app: Core features and data capture
- Route navigation and sharing
- Green mileage tracking
- NFT badge showcase
- Points store redemption
2. Route Library
Sources:
- Owner-contributed routes (UGC)
- Officially curated routes
- KOL-recommended routes
Route details:
- Route maps and navigation
- Charging stations marked along the way
- Sights, food and accommodation picks
- Difficulty rating and duration
- Owner reviews and photos
Incentives:
Earn points for contributing routes; authors of popular routes receive rewards
3. Mod Week
Activity formats: The last week of every month is "Mod Week"
- Monday: Build showcase day
- Wednesday: Live modification tech stream
- Friday: Parts group-buy day
- Weekend: Mod competition and awards
Categories:
- Exterior (wheels / body kits / wraps)
- Interior (seats / ambient lighting / audio)
- Functional (roof racks / storage / charging)
- Performance (suspension / brakes / electronic controls)
4. Tree Planting for Good
Green mileage mechanism:
- The in-car system logs mileage automatically
- Every 100 km = 1 carbon credit
- Carbon credits are redeemable for tree planting / environmental projects
Community initiatives:
- Quarterly Planting Day: owners plant trees on site
- Community Forest Map: a visual record of owner contributions
- Green Certificates: digital certificates and NFT badges
- Carbon Neutrality Report: annual carbon-reduction reports for individuals and clubs
Tech Stack
In-car API: Integrates with BYD DiLink to access driving data, vehicle status and navigation
LBS: Location-based event recommendations, nearby-owner matching, route tracking
NFT badges: Blockchain-based digital badge system recording owner achievements and charitable contributions
Dashboard: Real-time view of event attendance, lead conversion, sales and reputation scores
Content Matrix
Content Cadence & Matrix
A four-tier content system: daily Q&A → weekly group drives → monthly mod competitions → quarterly community initiatives
Content Cadence
| Frequency | Content Type | Format | How to Join |
|---|---|---|---|
| Daily | Owner Q&A |
• Driving tips • Peer-to-peer troubleshooting • Route recommendations • Upcoming events |
Feishu Group Chats |
| Weekly | Group Drives |
• Weekend getaways around the city • City night drives (Fridays) • Food discovery tours • Family camping |
Sign-up via in-car app Organized by chapter leads |
| Monthly | Custom Build Contest |
• Custom build showcase awards • Live tech talks • Accessory group buys • In-person custom build meetups |
Online voting In-person exhibition |
| Quarterly | Charity Events |
• Tree-planting day • Carbon neutrality report launch • Livestreamed charity visits • Annual awards ceremony |
On-site participation Livestream viewing |
Content Matrix Examples
0–100 km/h Acceleration Challenge Video
Format: 15–30s short-form video
Filming locations: Closed roads / professional circuits
Key highlights: Vehicle performance + owner driving skills
Distribution strategy: Hashtag challenges on Douyin and Kuaishou, encouraging owners to tag the official account
Incentives: Fastest times earn an NFT badge plus performance-part rewards
City Night Drive Poster
Format: Designed poster + event details
Key elements: Route map + meeting time and place + how to sign up
Visual style: Urban neon + tech aesthetic + convoy formations
Channels: Feishu groups + in-car app notifications + WeChat Moments sharing
Referral mechanism: Invite a friend to sign up and you both earn bonus points
Rooftop Stargazing Camping Guide
Format: Illustrated guide + video vlog
Core content: Campsite picks + gear checklist + safety tips
Unique selling point: Uses the vehicle's power-out (V2L) capability to create a mobile campsite
Distribution strategy: Seeding content on Xiaohongshu and Zhihu, driving users to download the in-car app
Closed business loop: Affiliate commission from recommended camping-gear partner brands
Incentive Program
Incentive Program
A three-tier closed-loop incentive: green mileage → carbon points → merchandize rewards
How to Earn Points
| Activity | Points rule | Cap / notes |
|---|---|---|
| Everyday driving | 1 point per 100 km | Up to 50 points per month |
| Event participation | Group drive = 10 points Custom build contest = 20 points Charity event = 30 points |
No cap |
| Content contribution | Route share = 5 points Featured post = 20 points Custom build showcase = 30 points |
Bonus for high-quality content |
| Referrals | Friend sign-up referral = 50 points Friend purchase referral = 500 points |
No cap |
| Community roles | Chapter lead = 100 points/month Event organizer = 50 points/event |
Awarded upon meeting performance targets |
Points Redemption Rewards
Merchandize
- Keychain: 50 points
- T-shirt / Cap: 100 points
- In-car storage box: 200 points
- Camping gear: 500 points
Service Benefits
- Free maintenance voucher: 300 points
- Charging voucher: 100 points
- Insurance discount: 500 points
- Modification labor voucher: 1,000 points
Exclusive Experiences
- Track day: 800 points
- Factory tour: 1,000 points
- First-wave new model test drive: 1,500 points
- Annual summit VIP pass: 2,000 points
Charitable Giving
- Plant one tree: 50 points
- Adopt a community forest: 500 points
- Environmental project: 1,000 points
- Receive a donation certificate and NFT badge
NFT Badge System
Badge categories:
- Driving Milestones: cumulative mileage (10,000 / 50,000 / 100,000 km)
- Event Participation: number of events attended (10 / 50 / 100)
- Content Contribution: number of featured posts (5 / 20 / 50)
- Charitable Impact: number of trees planted (10 / 50 / 100)
- Social Influence: number of friends invited (5 / 20 / 50)
Badge benefits:
• Visual showcase of personal achievements
• Verified titles in the in-car app and Feishu groups
• Authenticity verifiable on blockchain explorers
• Priority access for premium badge holders (event registration, new product trials)
Automated Operations
Automation & Standard Processes
Standardized processes ensure efficient execution and controlled risk
Co-Drive Event SOP
| Stage | Actions | Owner | Level of automation |
|---|---|---|---|
| Event registration |
• Events published via in-car app • Owners sign up online • Attendee list confirmed automatically • Meet-up details pushed to Feishu groups |
System Automation | 100% |
| Insurance |
• Auto-redirect to insurance purchase page • 50% of premium subsidized by the brand • Insurance required to participate • Policy details archived automatically |
System Automation | 100% |
| Roadbook generation |
• Digital roadbook auto-generated from the route library • Includes navigation, charging stations and points of interest • Pushed to in-car navigation • Assembly and rest points generated |
System Automation | 90% |
| Materials prep |
• Materials checklist: decals, flags, two-way radios, etc. • Collected and distributed by chapter leads • Returned and tallied after the event • Loss and wear covered by the brand |
Chapter lead | 20% |
| Safety operations |
• Lead and sweep vehicles assigned • Dedicated radio channel set up • Alerts for hazards along the route • Emergency contact protocol |
Chapter lead + convoy leader | 30% |
| Post-event review |
• Attendance and satisfaction tracked automatically • Owner UGC collected • Issues and suggestions compiled • Chapter lead performance scoring |
System Automation + Manual Review | 70% |
Safety & Risk Control
Road safety:
- All events must comply with traffic laws; speeding, running red lights and other violations are strictly prohibited
- Closed-road and track events require advance filing and approval
- Mountain and night drives require professional lead and sweep drivers
- Events are automatically canceled in severe weather, with notifications sent to participants
Responsibilities:
- The brand: platform operations, insurance and materials support
- Chapter leads: event organization, safety execution and issue response
- Owners: following the rules, personal safety and vehicle maintenance
- All participants sign the Event Liability Waiver
Sentiment monitoring:
- Real-time monitoring of brand mentions across social media
- Response to negative sentiment within 24 hours
- Standard response playbook and messaging library
- Regular crisis communications training and drills
Key Performance Indicators
Key Metrics & Dashboard
A monitoring framework built around two core targets: 15% referral rate and NPS 90+
Dashboard Metrics
| Metric category | Metric | Target | Tracking Frequency |
|---|---|---|---|
| Event performance | Events held | ≥4 per city per month | Daily |
| Event attendance | ≥20 per event | Per event | |
| Event satisfaction | ≥4.5/5.0 | Per event | |
| Repeat attendance rate | ≥60% | Monthly | |
| Lead conversion | Prospect sign-ups | 500 new per month | Daily |
| Test drive booking rate | ≥30% | Weekly | |
| Sales conversion rate | ≥10% | Monthly | |
| Community health | MAU (Monthly Active Users) | ≥80% | Daily |
| UGC volume | ≥100 posts per week | Weekly | |
| Community Engagement Rate | ≥40% | Weekly | |
| Chapter lead activity | ≥90% | Monthly | |
| Word of mouth | Net Promoter Score (NPS) | ≥90 | Quarterly |
| Referral rate | ≥15% | Monthly | |
| Social share of voice | ≥20% monthly growth | Weekly |
Implementation Roadmap
90-Day Rollout
Three phases: seed owners at T0 → route library by T+40 → guild races by T+90
Phase 1: Seed Owner Cold Start
Core tasks:
- Recruit seed owners in 10 core cities (50 per city)
- Elect the first city chapter leads (1–2 per city)
- Set up Feishu groups and community rules
- Launch the in-car app MVP (core features)
Key activities:
- First city meetups (10 cities)
- Chapter lead training and enablement
- First co-drive event (process pilot)
Milestones:
• 500 seed owners onboarded
• 10 chapter leads in place
• First 10 events completed
Phase 2: Route Library & Content
Core tasks:
- Build the route library (first 100 curated routes)
- Build a modification case library (50 cases)
- Launch nutritionist livestreams (2 per week)
- Launch the full in-car app (all features)
Key activities:
- Inaugural Customization Week (Online + In Person)
- Best Driving Route Competition (Owner-Generated Content)
- First Community Tree-Planting Day
Milestones:
• Launch the route library with 50 owner-contributed routes
• Attract at least 1,000 participants to Customization Week
• Plant at least 500 trees at the first community impact event
Phase 3: Inter-Club Competition and Expansion
Core tasks:
- Expand to 30 cities
- Grow the owner community to over 10,000 members
- Launch the NFT badge system
- Enhance the data dashboard and BI system
Key activities:
- Inaugural Inter-Club Challenge (City vs. City)
- Annual Customization Championship Finals
- Publish the quarterly community impact report
- Media Campaign
Milestones:
• Reach 10,000 owner members
• Achieve a 10% referral rate (5 percentage points short of the 15% target)
• Achieve an NPS of 85 (5 points short of the 90+ target)
• Deliver 300+ events to date
Budget and Timeline
Budget and Timeline
Budget allocation: 60% events + 20% materials + 20% operations
| Category | Item | Amount (¥10K) | Share |
|---|---|---|---|
| Event costs | Event subsidies (venue/catering/insurance) | 180 | 36% |
| Public welfare projects (tree planting/environmental) | 60 | 12% | |
| Major events (tuning competitions/guild races) | 40 | 8% | |
| Prizes and awards | 20 | 4% | |
| Subtotal | 300 | 60% | |
| Materials costs | Materials: decals/flags/radios, etc. | 40 | 8% |
| Points mall merchandize (T-shirts/keychains, etc.) | 30 | 6% | |
| Marketing materials (posters/video production) | 30 | 6% | |
| Subtotal | 100 | 20% | |
| Operating Costs | Technology development (in-car app/NFT system) | 50 | 10% |
| Team personnel (operations/content/technology) | 30 | 6% | |
| Chapter leader incentives and training | 20 | 4% | |
| Subtotal | 100 | 20% | |
| Total (90-day initial phase) | 500 | 100% | |
Budget Management Strategy
Event Subsidy Model: The brand covers 50–70% of each event’s costs; the remainder is shared by owners or funded through sponsorships secured by chapter leads.
Economies of Scale: As the owner community grows, operating costs per owner gradually decrease.
Closed business loop: Offset costs through group purchases of vehicle accessories, insurance partnerships and referral commissions on camping gear.
ROI Tracking: Track monthly sales revenue generated by referrals to maintain an ROI of at least 3.
Risk Management
Risks & Mitigation
Comprehensive management of safety, reputational and compliance risks
| Risk Category | Specific Risk | Likelihood | Impact | Mitigation Strategy |
|---|---|---|---|---|
| Safety Risks | Traffic accidents | Medium | Critical | • Mandatory insurance coverage • Professional lead and sweep vehicles • Cancel activities in severe weather • Emergency rescue protocol |
| Personal injury (camping/outdoor) | Low | High | • Pre-event safety training • First-aid kits and emergency supplies • Signed liability waivers • Emergency contact protocol in place |
|
| Vehicle damage | Medium | Medium | • Pre-event vehicle inspections • Recommended routes that avoid extreme road conditions • Insurance coverage for vehicle damage • Official roadside assistance channel |
|
| Reputation risk | Amplification of negative incidents | Medium | High | • 24/7 social listening • Rapid response mechanism (within 4 hours) • Official statement templates and messaging guidelines • Ongoing KOL and media relations |
| Inappropriate remarks by owners | Medium | Medium | • Community management guidelines • Clear red lines on sensitive topics • Oversight and guidance from chapter leads • Removal of serious violators from the community |
|
| Compliance risk | Road safety regulations | Low | High | • All activities comply with traffic laws • Closed-road events filed with authorities in advance • All necessary permits obtained • Event plans reviewed by legal counsel |
| Environmental approvals | Low | Medium | • Forestry authority permits for charity tree-planting • Camping only at licensed campsites • Transparent public disclosure for environmental initiatives |
|
| Personal data protection | Low | High | • Compliant with China's Personal Information Protection Law (PIPL) • Encrypted storage of user data • Clear, upfront privacy policy • User data can be deleted or exported on request |
Emergency Response SOP
In the Event of an Accident:
- Stop the activity immediately and secure the scene
- Call 120 for medical assistance, 110 for police or 122 for traffic police
- Have the chapter lead notify the brand team immediately
- Initiate the insurance claims process
- Document the scene with photos and video
In a Reputational Crisis:
- Within 1 hour: The media monitoring team identifies and escalates the issue
- Within 4 hours: The PR team assesses the situation and develops a response strategy
- Within 24 hours: Publish an official statement, if needed
- Ongoing: Monitor public sentiment and issue follow-up responses
Our Vision for the Future
Long-Term Vision
A strategic roadmap from a 90-day MVP to a thriving ecosystem in three years
Years 2–3: Strategic Expansion
International Expansion
Target Markets: Southeast Asia, Europe, Latin America
Local Operations: Recruit local chapter leaders and adapt to local cultures
Cross-Border Activities: Organize international road trips and cross-border community impact projects
Expand Revenue Streams
Membership subscriptions: Introduce paid membership at ¥365 per year with exclusive benefits
Customization Supply Chain: Launch a directly operated customization parts store to increase margins
Cross-Industry Partnerships: Build strategic partnerships with camping, outdoor, and travel brands
Open Ecosystem
Open APIs: Open route library and points system APIs to third parties
Automaker Partnerships: Invite other new energy vehicle manufacturers to join the community impact alliance
Industry Standards: Help establish industry standards for new energy vehicle owner community management
Build Signature Content and Experiences
Original Content: Create an EV Lifestyle documentary or entertainment series
Creator Development: Help owners become influencers in their areas of expertise
Signature experiences: Establish the club badge as a symbol of identity
Our Ultimate Vision
Make “EV Owner Guild” a badge of pride for every owner
Create shared social and business value through owner-led governance and environmental initiatives
Redefining the Owner Relationship—from Transactions to Co-creation, from Individuals to Communities
