Not long ago, the dolphin, the first model of BYD's marine life series, was launched, equipped with BYD's most advanced e-platform 3.0 technology, and there will be seagulls, seals and other models in the future. At this year's Guangzhou Auto Show, F5 was renamed Destroyer 05, opening a new chapter in the warship series, and in the future, there will be battleships, landing ships and other products. The Sea Creatures series and the warship series form the "Ocean Net" brand, giving people the feeling that the large trumpet of the Dynasty series has been abolished, and BYD intends to re-train the rhythm of the trumpet.
Why is the dynasty series of tuba practice abolished?
Evaluate BYD's Dynasty series, summed up in one sentence: God-like products, pig-like marketing. The more you know about BYD, the more confused you are about the brand positioning of the Dynasty series. It should have naturally become a high-end sub-brand of BYD, but as a result, various honey juice operations, up and down, made very embarrassing. The problem focuses on the following areas
1, the same fuel, pull down the forced grid:
The Dynasty series should be traced back to DM2.0 as early as the Qin and Tang dynasties. The 542 strategy can not be described as unsuccessful, zero hundred acceleration 4.9S (Qin 5.9 seconds), full-time electric four-wheel drive, the Ministry of Industry and Information Technology fuel consumption of 2L, it can be said that at the price of 200,000 set a performance benchmark. It was also the first generation of Qin and Tang circles the first batch of "Di fans". "542" can actually be used as a label for the Dynasty series, high-performance, avant-garde, black technology, and then with the help of the historical heaviness carried by the dynasty, it has more advantages than Lynk & Co and WEY to impact the high-end.
However, in 18 years, the second generation of Tang was listed, and even the president of Volkswagen had to fly to Shanghai for the first time to test drive, which was simply favorable at the right time and place, and as a result, BYD produced a fuel version of Tang, starting from 129,900...
It's the same, right? Call the police! Can you make money this way?
The plug-and-mix version of Tang, which cost 260,000 to buy, accelerated by 4.5 seconds, electric four-wheel drive, and as a result, the appearance is the same as the 130,000 fuel version, and the nuances are difficult for even old fans like me to distinguish at the first time. How does those car owners feel? Maybe that's not clear enough, let's take an example. Why is a broken bag tens of thousands? In fact, the core of luxury is to let the world know that your bag is bought in tens of thousands. And BYD, one 260,000, one 130,000, two rabbits walking. The exterior interior is almost exactly the same! Directly let the brand image of the dynasty collapse, and the most basic recognition of the brand has been destroyed.
2, oil and electricity with the same platform, there is no upgradeability:
It is unfair to say that the BYD Dynasty series of oil to electricity, the Dynasty series of trams actually belong to the same platform of oil and electricity. A model, compatible with fuel, pure electricity and plug-in hybrid, considered the compatibility of the platform at the beginning of the design, not on the basis of traditional fuel vehicles.
This does save costs, but the problem of being criticized does exist. At the very least, there is no advantage of a pure electric platform. For example, the flagship model of the Dynasty series, the Tang EV, has a length of 4870mm, while the wheelbase is only 2820mm, while the dolphin of the pure electric platform has a length of only 4070 and a wheelbase of 2700. The positioning of small cars, the wheelbase has reached the level of quasi-medium size.
The key is that the same platform of oil and electricity has led to the dynasty series is difficult to upgrade the pure electric platform, such as Han EV, which is BYD's flagship model with more than 10,000 monthly sales, zero hundred acceleration of 3.9 seconds, blade battery, but it is only the product of the second generation of e platform, from a technical point of view, in some aspects, even less advanced than the 100,000-level dolphin.
If BYD could give the Dynasty series a more accurate and forward-looking positioning, there should be no classifications such as Tang DM and Tang EV. Or a dynasty as a design language, Tang is Longyan, Han is Tiger Yan, such a dynasty under a variety of different styles, the shell change to the extreme, what kind of aesthetic can be exhausted. Or Tang is plugged in, Han is pure electricity, Qin is fuel, so from the appearance can know the positioning and general performance of the vehicle, improve product recognition.
3, Tang and Han capped, unable to break through:
As we all know, the strong Han Sheng Tang is the peak period in the history of our country, and as a result, these two brands in the Dynasty series were used early. It's not that the current Tang Han is not good enough, but the level is really not high enough.
Han as a medium and large car, the model is there, but the length is less than 5 meters after all, on top of this, there is a large car. Tang is even more so, just a medium-sized SUV, which has two levels of medium and large and full size empty on it. Tang is medium-sized, medium-sized and large for what?
This is obviously a mistake in brand strategy, and the hole card is exhausted. Not counting the MPV, at least large cars, medium and large SUV, full-size SUV three holes to fill, and in the dynasty, it seems that only one Xia can take it, but how can a dynasty fill three holes? Some people say that if you want to be enlightened, people with a little historical common sense will not think that the status of the Ming Dynasty in history can be comparable to that of the Tang and Han Dynasties, right?
Originally, the Dynasty series integrated our unique national culture and borrowed our thick historical heritage to create a brand image, which can be said to be a very good idea, however, a good hand was beaten. For example, defining Han as a large car and Tang as a full-size SUV, even if it is not built, will make consumers full of expectations.
Now, the ocean network, pure electricity is named after marine life, seagulls, dolphins, seals, sea lions, walruses... Maybe seahorses, fur seals, sea dragons... It's very exciting. DM-i, on the other hand, uses warships to name them, and in addition to the destroyer 05, which has already appeared, there may be landing ships, battleships, cruisers, and even aircraft carriers.
Judging from the naming of this ocean series, I feel that the straight man of steel has opened up, and he has also understood literature and art, and has understood romance. It is rumored that BYD not only wants to build the ocean series brand, but also the earth and the stars. Isn't it more and more worth looking forward to?