It is not uncommon for domestic brands to launch high-end sub-brands, such as Great Wall Motors launched the WEY brand, Chery Automobile launched the Xingtu brand, Geely Automobile launched the Lynk & Co brand, etc., which are the inevitable results of the development process of passenger cars, when a brand development is limited by its own tonal influence, "brand up" is the only way out, the launch of high-end sub-brands, can get rid of the limitations of their own brand premium ability, such as spending 500,000, you may not buy Volkswagen, but Audi? 500,000 is normal, right? For example, if you spend 2 million, you may not buy An Audi, but what about Porsche? These are all different influences of their own brand tone, and different brands correspond to different price ranges, thus covering a wide range of attributes from low-end to mid-end to high-end.
You can see that many domestic brands have launched their own high-end sub-brands, but there is no BYD car, BYD's DM series and EV series are relying on the BYD brand, and in BYD's product matrix, the highest price is BYD Han, the price of 20.98-27.95 million yuan, has been comparable to the joint venture brand of the same level of fuel models, and in the high-end price of more than 300,000, BYD has achieved nothing, not that BYD does not want to launch high-end models, But BYD's brand premium ability is not enough to support too expensive prices, 300,000 is an insurmountable "gap", BYD wants to occupy the high-end market, it must launch high-end sub-brands. In this environment, BYD announced a message: it will release a new high-end sub-brand in the first half of 2022, and release the first model in the second half of 2022, which will be a hardcore off-road vehicle, priced at about 50-1 million yuan.
In fact, the development of BYD Automobile in the domestic market has touched the "ceiling", its sales of new energy vehicles ranked first in the list, for example, in November 2021, BYD's new energy vehicle sales of 90142 units, the big score ahead of the second place - SAIC-GM-Wuling's sales performance of 44157 units, the third place is Tesla, its November sales of 31732 units. Even in terms of total sales, BYD's cumulative sales of new energy vehicles from January to November were 491245 units, which was also the first place, and it was also two or three places ahead of the big score. Since the domestic market has hit the "ceiling", it makes sense to seek a breakthrough in overseas markets, so you can see that BYD has already sold in the European market (mainly Norway).
Why is the first model of BYD's high-end sub-brand a hardcore off-road vehicle? Through BYD's product lineup, it can be seen that it has been missing this type of model, hardcore off-road vehicles are a good breakthrough, Great Wall Motors through the success of tank 300 and tank 500 to prove to people that consumers are willing to spend "huge money" for a high-quality off-road vehicle, and tank 300 and tank 500 cost-effective is better than Toyota Prado and Toyota Land Cruiser, off-road fans are naturally willing to eat. BYD's hardcore off-road vehicles are different from tank brands, the tank brand is a fuel model, while BYD's hardcore off-road vehicles are new energy vehicles, which are likely to launch DM-i models and EV models, and are equipped with electric four-wheel drive systems as standard.
Zhao Changjiang, director of BYD's high-end brand preparation office, once solicited the demand for high-end MPV on social platforms, and he summarized the points that netizens care about most: the pure electric mileage of DM models should be more than 200km, the comprehensive mileage should be about 800-1100km, and the real mileage of EV models should be 500-800km, and support fast charging, and the seat should be 2+2+3 layout. This means that the second model of BYD's high-end sub-brand may be MPV.
So, are you optimistic about BYD's high-end sub-brand?