The tide of electrification and intelligent change is in the ascendant.
Whether it is the old forces or the new forces, in recent years, large and small car companies and manufacturers have all rushed to squeeze into the new track of high-end intelligent electric vehicles.
Needless to say, even Weilai, Xiaopeng, Ideal, Weima, Zero Run, and other new forces that have "no roots and no ping" in the past have also been mixed in the field of new energy and new car manufacturing in recent years.
Wei Xiaoli also took the lead in listing and stockpiled sufficient grain, and basically gained a firm foothold in the mid-to-high-end market.
Weilai ES6, ES8, ideal ONE, Xiaopeng P7 and other star products have successfully killed 200,000 or 300,000, or even more high-end market segments.
Corresponding to these electric upstarts, the independent and strong enterprises Geely, Great Wall, Chery, as well as large state-owned enterprises Dongfeng, SAIC, GAC, Changan, BAIC, etc., have also successively increased their layout in recent years and entered the high-end (new energy) track.
Geely Lynk & Co and Great Wall WEY have been soaring in the field of fuel vehicles for several years, and now they have successively launched a new brand of extreme krypton, salon sword finger high-end intelligent electric vehicle track, Dongfeng Lantu, SAIC Feifan & Zhiji, GAC Aian, BAIC Jihu, Changan Avita...
Needless to say, all the big factories with a bit of family foundation and strength have basically played the high-end electric vehicle card this year.
In contrast, BYD, which has been deeply involved in electric vehicles for more than ten years and has always been accustomed to being the leader of new energy vehicles.
In addition to working with Mercedes-Benz parent company Daimler ten years ago, the Denza brand took the lead in testing the water, and in recent years, under the tide of friendly forces concentrating on "rushing high", it has been somewhat wavering and hesitant.
Dolphins are not high-end, and BYD's high-end dream is still being nurtured
Last year's long-rumored high-end brand project - "Dolphin".
This year, it was pushed out by BYD with the positioning of "boutique car", and continued to lock in the electric scooter market of 100,000 yuan.
From the perspective of positioning, it can be regarded as an upgraded version of the e series, more exquisite, and still takes the people-friendly and popular route.
It has nothing to do with the word "high-end".
Needless to say, BYD's follow-up high-end electric vehicle brand is definitely coming, but compared with the above friendly forces, BYD, a leading new energy car company, is undoubtedly lagging behind more than one and a half beats in this wave of high-end track competition.
This can't help but make people feel emotional:
Starting by making batteries, with F3DM, e6, Qin, Tang, Han and other series of new energy products, in the past decade, the new energy vehicle market in China and even the world (mainly based on the export of commercial vehicle electric buses) has been invincible, occupying a clear first-mover advantage of BYD...
In the bones, or in the DNA of the enterprise, is there a high-end gene?!
Le Tease Car thought:
Similar to Chery, which is also accustomed to showing people with the image of "technical otaku", BYD, which writes "technology is king" into the core car-making concept of the enterprise and slogan, is overindulged and immersed in the so-called technological innovation, and has too obvious shortcomings in marketing, communication, brand operation and other dimensions.
Perhaps it does not have high-end genes at all, and it is difficult to cultivate and incubate high-end brands. Even if it is made out of thin air, the probability of success is relatively small and small.
Deongshi starts early and catches up late, which is inevitably a human factor
In this regard, BYD is not without lessons from the past.
As mentioned earlier, as early as 2010, when the domestic private consumer market for new energy vehicles was not opened at all, and the demonstration operation of "ten cities and thousands of vehicles" in the public sector had not just started, BYD had signed a strategic cooperation agreement with Daimler, the parent company of Mercedes-Benz.
And two years later, in 2012, the two parties officially registered and established a joint venture company in Shenzhen, BYD's base camp, BYD Daimler New Technology Co., Ltd. (commonly known as "PenBag").
With the pen bag company as the carrier, the two sides worked together to create depressant, which was recognized as the first high-end electric vehicle brand in China at that time.
The rest of the story is much clearer.
Denza's first mass-produced model, the Denza Electric (yes, the model has the same name as the brand), was officially launched in 2014 and sold for 369,000 yuan and 399,000 yuan after the two configuration subsidies.
The comprehensive endurance of 300 kilometers is also very leading in the car market that generally has a range of 200 kilometers that year.
It should also be added here that the guidance price of 369,900 yuan and 399,000 yuan is the price after deducting two levels of financial subsidies, and in 2014, such an electric vehicle with a range of 300 kilometers, the government subsidy alone was as high as 110,000-120,000 yuan.
What concept?
Looking at that year at that time, the positioning of Denza cannot but be "proud".
Such a price is definitely worthy of the brand positioning of "high-end luxury", and the price index is no less than that of Weilai ES8 and other products that are currently priced at more than 400,000 yuan.
You know, when Denza was listed in 2014, there were basically no other high-end electric vehicle products on the market except Tesla, and the basics on sale and hot sales were all low-end goods that were suspected of "cheating and supplementing". The rarity is by no means comparable to ES8 and ideal ONE.
Despite this, it started early, and both sides of the joint venture are not small, and de Espresso, which is recognized as being born with a golden spoon, has been abandoned by BYD in disguise from the date of its listing to the final abandonment by BYD, and has basically faded out of the mainstream sight... But a few years.
Denza has tossed and turned for so many years, and has never stirred up big waves, blinded by a high starting point, high positioning, and a rare super first-mover advantage!
Looking back, perhaps we can't simply and rudely accuse Denza of failure, after all, it was a product of the times and "transition" at the beginning, BYD and Daimler have their own calculations, and in the long run, they will definitely take their own stalls and brands as the core.
But it has to be said that the decline and fading of Denza also has a large "man-made" factor in the inevitability.
As mentioned in the above analysis, deforestation occupies a favorable time and place in that year (Weilai, Xiaopeng and Ideal have not yet been born in those years), but if byBYD and Daimler joint ventures give some strength, debenz's end will not be so.
Daimler itself is more of a capital contribution and brand endorsement, depress more operations are actually operated by BYD, and even the R & D and production base is placed in the Shenzhen Pingshan base camp.
Li Yunfei, current general manager of BYD's brand and public relations business unit, served as vice president of sales of Denza (pen bag company) in 2015, the most critical year of Denza.
From Denza to BYD, how beautiful BYD's marketing has been in these years can be said to be often talked about in the industry.
The space limit does not expand into detail, the failure of Denza's high-end project, BYD has an unshirkable "human" factor.
The Han and Tang Dynasty elite clubs are really a failed show that loses the brand style
Previously, when we analyzed Chery's third high-end brand, Xingtu, which was depressed, we mentioned a point of view:
Chery does not lack core and high-end technology, but this "technology and otaku" company may not have high-end genes at all.
Or in that kind of corporate atmosphere that blindly focuses on the so-called technology flow, it is difficult to incubate and cultivate high-end brands and products with market competitiveness.
This truth is also applicable to BYD. There is no fake technology, but it is difficult to make a high-end brand with real forced style and tone.
Let's take a simple example.
BYD's flagship Dynasty sedan, Han, launched last year, has a good exterior design, but when you sit in the car, you will instantly find out where the gap is with competitors such as Tesla, Weilai, Xiaopeng and Ideal.
The complexity of mannerism may have been able to be associated with luxury in the past, but in the era of electrification, don't be too earthy...
Corresponding to the interior design of the product, in the marketing packaging of this flagship model, BYD also shows a very old-fashioned "no product".
Recently caused a huge controversy, Li Yunfei invited the "net red" self-media Six God Lei Lei to bring salt to Han EV, the result was scolded by netizens and Di fans, too low and too tasteless...
With all due respect, the series of marketing of the so-called "Han and Tang Dynasty Elite Club" that Li Yunfei single-handedly planned and proudly planned and proudly planned is itself a failed show that looks tall and tall, but is actually very tasteless and loses the brand style.
Putting aside similar traffic "net red" characters, destined to be accompanied by great controversy, you look at Tesla, Weilai, Xiaopeng, Ideal and other brands, which one is as tireless as BYD, to Han EV to find a variety of so-called "big coffee" as car owners and platforms?!
BYD asked the six gods Lei Lei to come to the Han EV platform
You know, today's consumers, especially the younger generation of consumers, generally have their own opinions and likes, and they do not like, or even unusually dislike, BYD's "preaching" and "standing in line" propaganda and salt...
Le Tease Observation:
In terms of the fact that Liushen Leilei chose BYD Han EV, it may indeed be able to bring a wave of new topics and traffic to this product that does not lack traffic and topicality;
But BYD and Li Yunfei may not realize that in addition to harvesting this wave of topics and traffic, it will also cause the disgust of many young consumers.
Ask yourself, those consumers who give up Tesla Model 3, Xiaopeng P7 and even BBA fuel vehicle products and choose BYD Han this car, how many or how many, are interested in Han and BYD's forced grid and brand image?!
In the final analysis, compared with these potential competitors, the biggest highlight and advantage of Han is still that it has a higher "cost performance" in comparison.
And BYD has been deeply engaged in the field of new energy vehicles for many years, and the battery and other technologies seem to be more reassuring, that's all.
The truth hurts, according to byBYD and Li Yunfei' very dirty and tasteless marketing style, IT is difficult to hatch a high-end brand with real market competitiveness in the BYD system.
I don't believe you look at the distribution of byBYD's sales in October, which is known as "one hit ten", in addition to Han, there are no real high-end volume models.
And to be honest, although the price of Han has also sold to more than 200,000, at least for now, it is still "high-end" and not too related.