"Investment Times" reporter Yang Fan
In November 2021, the new energy vehicle market continued to usher in significant growth, with retail sales of new energy passenger vehicles reaching 378,000 units, an increase of 122.3% year-on-year, an increase of 19.8% month-on-month, and a penetration rate of 20.8%. At the same time, in November, 12 new energy manufacturers have sold more than 10,000 vehicles, and the automobile market is accelerating its transformation to new energy.
Among the many new energy manufacturers, BYD's sales are far ahead, which can be described as the leader. In November, BYD sold 90,142 new energy passenger cars, up 247.8% year-on-year, firmly occupying the first place in the sales ranking of new energy manufacturers. Its flagship model, BYD Han, also hit a record high of 12,841 units in November, up 27.1% year-on-year.
The light of domestic goods, Han EV won the TOP 1 of 200,000+ high-end pure electric cars for two consecutive months
While the overall sales volume of Han models continues to explode, its performance in the market segment is also very eye-catching. In November, Han DM sold 2820 vehicles, maintaining a steady growth trend and leading the medium and large plug-in and hybrid sedan market for a long time. Han EV broke through 10,000 for the first time, with sales of 10,021 units, becoming the first pure electric medium and large sedan with monthly sales exceeding 10,000.
In the high-end pure electric car market, Han EV is more than a number of domestic pure electric models such as Xiaopeng P7, Polar Fox Alpha S, ZEEKR 001, etc., and surpassed Tesla Model 3 for 2 consecutive months, winning the TOP 1 of the 200,000+ high-end pure electric sedan market, "the light of domestic goods" can be described as well-deserved.
Breaking the history, BYD Han has ranked top 3 in the medium and large car market for 4 consecutive months
BYD Han is also a phenomenon that continues to break the history. According to the data, BYD Han's cumulative sales exceeded 100,000 in just one year, becoming the fastest Chinese brand medium and large sedan to achieve sales of 100,000+ in history. As of November, Han's cumulative sales have exceeded 140,000 vehicles, and sales exceeded 10,000 for three consecutive months, increasing for seven consecutive months, continuing to lead the Chinese brand medium and large car market.
As a medium-sized and large-scale sedan of a Chinese brand, Han also handed over a perfect answer in the competition with the joint venture brand. In the past few decades, countless Chinese car companies have tried to enter the field of high-end cars and achieve upward breakthroughs for Chinese brands, but the results have all collapsed. Relying on its hard-core product strength and sustainable evolution of product characteristics, BYD Han finally successfully broke the blockade of the joint venture brand represented by "BBA", and ranked top 3 in the sales ranking of medium and large cars for 4 consecutive months, becoming a model for Chinese brands to break through upwards.
Brand and product enhancement - BYD Han's success code
BYD Han can become a phenomenon-level explosive product, which has a deep relationship with the promotion of bydir brand. Before the appearance of Han, BYD was not without pushing high-end models. Like other Chinese brands that have challenged the high-end car market, subject to the market environment at that time and the inherent image of the fuel vehicle era focusing on the low-end market, products often fade away soon after launch. With the gradual acceptance of new energy by users, BYD also relies on a series of technological breakthroughs and fashion trend model designs such as blade batteries, DM-i super hybrid technology, etc., so that users gradually realize that BYD is a new energy automobile enterprise with deep technical strength, and the BYD brand has also gained more and more user recognition and love.
In addition to the brand, the strength of a high-end new energy vehicle in terms of product quality is also the key to its success. Whether it is an ultra-safe blade battery, or a super performance of 3.9 seconds to break the hundred, or a luxurious configuration such as Nappa leather, real wood, and real aluminum, BYD Han stands at the top of the same level of models in the three aspects of "safety, performance and luxury". In addition, in just over a year, BYD Han has pushed more than 15 OTA upgrades, and has launched new styles and configurations such as Sky Gray Interior, NEDC 506km Endurance Deluxe, 5G Danna Smart Music Cockpit Upgrade Package, Aurora Blue Exterior, Golden Scale Orange/Night Purple Carbon Fiber Interior and so on. It is precisely by relying on its hard-core product strength and sustainable evolutionary product characteristics that Han has gained many fans.
The era of new energy is accelerating, and it is hoped that more excellent models like BYD Han will emerge from its own brands, and truly achieve curve overtaking through the two-wheel drive of "brand upward and product quality", helping China's automobile industry to transform from an automobile power to an automobile power.