AbstractThe traditional automobile industry brings many conveniences to people, but also brings problems such as environmental pollution, traffic congestion, and energy crisis. With the advancement of science and technology, the concept of green environmental protection and low-carbon concepts has gained popular support. New energy vehicles have gradually entered people's horizons. It has gained worldwide attention and recognition for a series of advantages such as energy saving, environmental protection, and easy operation. The development of new energy vehicles in China began in the early 21st century and is much later than some of the world's famous automobile companies. In China's new energy vehicle research and development team, BYD Auto Corporation is at the forefront. In the development of new energy vehicles, BYD also faces challenges from various aspects, including technology, competition, and marketing.Because of researching domestic and foreign related new energy vehicle marketing literature, this article focuses on thinking about the factors that new energy vehicle marketing strategies should focus on from the perspective of consumer purchase intention. First, a questionnaire was used to count the factors affecting consumers' purchase of BYD new energy vehicles. Secondly, the statistical analysis and cluster analysis methods are used to study the survey results, and the classification of the purchase crowd and the importance ranking of the factors affecting the willingness to purchase a car are obtained. Based on the results of this analysis, the current situation, and problems of BYD in this regard are analyzed from the economic and social aspects of the product and provide a reference for the subsequent formulation of corresponding sales strategies. Finally, the improvement strategies of new energy vehicle marketing are proposed from four aspects. It is hoped to change the unfavorable fares of BYD's new energy vehicle sales, increase the sales volume of vehicles, and help enterprises achieve greater development.Keywords: new energy vehicle; purchase intention; sales strategy