In Italy this month, a high‑stakes clash between one of the world’s fastest‑growing automakers and a global legacy manufacturer spilled out into the public arena of marketing and regulatory enforcement.
The result was a rare ban of a national advertising campaign, a moment that underscores rising tensions in the automotive industry over competition, brand reputation, and the limits of comparative messaging.
The dispute centers on Chinese electric vehicle maker BYD and Stellantis, the European automotive giant formed from the merger of PSA and Fiat Chrysler.
BYD had launched a somewhat provocative campaign in Italy dubbed “Operazione Purefication,” designed to draw attention to its growing lineup of electrified cars and lure buyers away from older internal combustion vehicles. Stellantis may have stomached the campaign if it had stopped at its aggressive tone.
But the Chinese went much further than that, offering up to €10,000 (approximately $11,900) in trade‑in incentives for owners of cars with a “wet” timing belt, a feature that just so happens to be characteristic of Stellantis’s popular 1.2‑liter PureTech petrol engine.
Image Credit: BYD / Tokumeigakarinoaoshima – Own work, CC BY-SA 4.0, Wikimedia.
It certainly didn’t help that the engine has faced scrutiny from owners and critics for long‑term reliability challenges related to its timing belt soaked in oil.
The campaign ran on print, digital and video channels and included cheeky lines suggesting frustration with the belt’s quirks and inviting drivers to switch to BYD’s electric and plug‑in hybrid alternatives.
It was meant to highlight a competitive contrast between BYD’s modern EVs and legacy internal combustion technology, and in theory to stimulate discussion in a marketplace where electric vehicles are increasingly desirable. But it drew a swift and unambiguous response from Stellantis.
The company filed a formal complaint with the Istituto dell’Autodisciplina Pubblicitaria, Italy’s advertising self‑regulation body charged with enforcing standards against unfair, misleading or defamatory commercial communications. So, Stellantis inadvertently admitted that it built cars with wet timing belts.
This week, the regulator ruled that the “Operazione Purefication” ads violated multiple provisions of the Italian advertising code.
Image Credit: Tim Wu – Own work, CC BY-SA 4.0, Wikimedia.
The authority determined that the messaging was not merely promotional but crossed into denigration and undue comparative attacks on a specific competitor’s product, breaching rules intended to protect consumers and rival businesses from incorrect or disparaging statements.
The ban requires BYD to immediately stop the campaign in all formats, with media and agencies officially informed that the spot could no longer run.
Stellantis welcomed the decision. According to Reuters, company representatives framed the outcome as a victory for fair competition and consumer protection.
They argued that the regulatory intervention affirmed the principle that carmakers should compete on the merits of product quality, engineering, and clarity of information rather than through provocative attacks on a rival’s technical shortcomings.
Stellantis spokespeople reiterated that the company remains committed to transparent communication about its vehicles and to resolving any technical issues through warranty programs and customer support.
For its part BYD has so far declined to make an official statement about the ban. The Chinese manufacturer’s European sales have surged dramatically in recent years as it expands aggressively into key markets.
Photo Courtesy: Autorepublika.
In Italy, BYD went from selling just a few thousand cars in 2024 to tens of thousands in 2025, a trajectory that has attracted significant attention from established manufacturers and dealers.
The advertising controversy may be seen as yet another symptom of BYD’s growing confidence and willingness to take bold marketing risks as it challenges incumbents across the continent.
But the episode also exposes the fine line companies must walk as they seek to differentiate themselves. European advertising rules are strict about comparative claims and prohibit messaging that could mislead consumers or unfairly harm a competitor’s reputation. Even when factual underpinnings exist, regulators will scrutinize the context and tone.
Critics who disapprove of the BYD ad campaign called it “ingannevole,” misleading, because it relied on implication rather than clear, substantiated product comparisons.
The broader context of this incident is Italy’s shifting automotive landscape. Stellantis has long been the dominant manufacturer in the Italian market, but it faces slowing growth and mounting pressure to transition toward electrification.
BYD’s entry and rapid growth present a challenge and, for some in the industry, a welcome boost to domestic supply chains and competition. BYD has courted local parts makers, especially in the traditional automotive region around Turin, as it combs the industry for European suppliers and partners for future production.
The regulatory action against BYD’s advertisement is likely to reverberate beyond Italy. The ban suggests that regulators will step in when they see messaging skewing toward mockery or unverified technical assertions rather than clear comparative information.
Meanwhile, BYD must recalibrate its marketing approach in Italy and perhaps across the region. Competitors and regulators have signaled that the rules of engagement extend beyond the product on the lot and into the language used to persuade drivers to switch.
