The Leaders Behind BYD's Growth in Spain
In just over two years, BYD has gone from market newcomer to one of the fastest-growing automotive brands in Spain. In 2025, the brand overtook Tesla in EV sales in Spain, registering 22,537 vehicles between January and November versus 14,211 from Tesla.
That kind of growth doesn't happen by accident. It's built by a team and this article profiles the nine executives shaping BYD's strategy in Spain today.
Alberto De Aza — Managing Director BYD Spain
De Aza leads BYD in Spain and Portugal after a 25+ year career that includes Kia Motors Iberia, CEO roles at FCA in Central & Eastern Europe and FCA Spain & Portugal, and most recently director of Peugeot Iberia at Stellantis. In 2025, he was recognized by Negocios TV and RACE at the Influyentes de la Movilidad awards for his role in advancing electric mobility in Spain.
Manuel García-Albertos — B2B & Remarketing Manager BYD Spain
An Industrial Engineer with over 23 years in the automotive sector, he led B2B, residual value management, and key accounts at Stellantis before joining BYD in April 2025. He also holds an Executive MBA.
Rodrigo Ferreira — National Sales Manager BYD Spain
Ferreira has more than 20 years of experience in the automotive industry, with commercial leadership roles at BMW, Hyundai, Stellantis, and Mitsubishi. He holds a degree in Marketing and Advertising from IADE University in Lisbon. His mission is to consolidate BYD's lead over Tesla in Spain.
Andrea Moia — Sales Manager at Denza BYD Spain
Italian by origin, Moia started his career at Fiat in 2010 after an MBA from the University of Turin. He moved to Maserati in 2017 and to Spain in 2020, becoming sales director for Maserati Iberia in 2024 before joining Denza in late 2025. Business People
Carmen Sánchez Martín — Brand Product Manager BYD Spain
She brings over 8 years of experience in marketing, sales, and product management, with model launches at Renault Group and financial marketing at Ford Motor Company.
Íñigo Trasmonte — Head of Marketing & PR BYD Spain
Trasmonte leads BYD Spain's marketing and press team, with the stated goal of "leading the transition toward electromobility in Spain." Híbridos y Eléctricos
Sandra Novoa — Dealer Marketing BYD Spain
Sandra Novoa leads Dealer Marketing at BYD Spain, supporting the brand's expanding dealer network with campaigns, tools, and local activation programs.
Cathy Tian — Logistics Manager BYD Spain
Cathy Tian oversees logistics for BYD in Spain, covering imports, port operations, and inland distribution.
Jesús Javier Pérez — After-Sales Manager BYD Spain
Pérez has more than 23 years of experience in after-sales strategy. He worked as an expert in Traffic Accident Reconstruction at MAPFRE and as After-Sales Marketing Manager at Hyundai Spain before being appointed After-Sales Director at BYD.
What This Team Says About BYD's Strategy
The structure is clear, with a Managing Director with deep OEM experience, plus specialists for B2B, sales, premium (Denza), product, marketing, dealer support, logistics, and after-sales. This is not a brand testing the waters, it's a brand building to compete across every channel at scale.
What This Means for the Mobility Industry
BYD's growth is also a signal for the wider mobility sector. Rental, car-sharing, and subscription companies are integrating Chinese EV brands into their fleets, attracted by competitive pricing and rapid model rollouts.
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