The author | Mr. Dongguan Da
Produced by | Electric Guild
At the beginning of this year, the industry has continuously reported two major news from BYD:
One is that BYD will launch a new energy high-end brand in 2022, and will develop products on a new platform, while building an independent dealer network, and the first model is scheduled to be launched in 2023.
Another piece of news is that BYD is preparing to acquire Aston Martin at a valuation of 37 billion yuan and further help the British luxury car brand achieve full electrification.
Although the "Martin Dream" that Die fans have longed for has not been realized, high-end models with a price of millions are coming.
On December 14, BYD revealed that it will release a new high-end brand in the first half of next year, and the first model will launch a hardcore off-road vehicle, priced at 500,000 to 1 million yuan.
It is understood that this off-road vehicle will directly benchmark Mercedes-Benz G, Hummer and other internationally renowned off-road brands, and is expected to be unveiled in the second half of 2022 and officially listed for sale in 2023.
For a million-dollar BYD model, there is a lot of curiosity from the outside world. Previously, the spy photo of this new hardcore SUV was exposed on the Internet, and the body used other models for shell camouflage, indicating that the car is still in the testing stage.
As can be seen from the picture, the vehicle size is larger than the Great Wall Tank 500, which is comparable to nissan Touring. Generally speaking, independent brands will enter the market with a cross-level size, and the medium-sized SUV BYD Tang, which is priced at 200,000-300,000 yuan, has been pulled to 4.8 meters, not to mention that this is a high-end off-road model with a price of "top the sky".
In addition to high-end off-road, this upcoming brand will also launch a high-end MPV.
According to the news revealed by BYD's brand department, the research and development of MPV models under the new brand will be carried out along the indicators of "plug-in hybrid, 200km pure electric endurance, 1000km comprehensive endurance", and the price is expected to be 500,000 to 900,000 yuan.
Although there is not much model information, it can be seen that BYD is determined to rush high. It is reported that the new brand will be operated by an independent team, and its relationship with BYD is similar to volkswagen and Porsche.
It is not uncommon for independent 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 car companies, when the development of a brand is limited by its own tonal influence, the brand upward will be the only way out.
However, for BYD, to launch and launch a high-end model in just two years, it is impossible to achieve without the support of strong resources and technology.
We checked that BYD has released a lot of new technologies in the past two years, including a blade battery that "never spontaneously combusts" and a DM-i super hybrid technology that can drive 1200KM, which has enhanced the market's expectations for its high-end brands to a certain extent.
For example, the new model Han EV listed in 2020, as a high-end product priced at more than 200,000 yuan by BYD, its sales have increased under the support of blade batteries, DM-i hybrid and other technologies, and the cumulative sales of new energy vehicles in November this year have reached 90,142 units, accounting for 23.8% of the domestic share, successfully winning the crown of Chinese new energy vehicle sales.
In addition, BYD is also actively laying out the entire automotive industry chain, such as BYD Fordy, which was established in March last year, which has begun to enter the five major automotive industry chain related fields of battery, vision, technology, power and mold.
At present, BYD's intention is to build a comprehensive business system including batteries, new energy vehicles, and semiconductors to accumulate more chips for itself in the next fiercely competitive high-end car track.
Now, BYD has begun to build an independent high-end brand, on the basis of absolute core competitiveness, the products launched next year are likely to divide the existing million-level high-end market.
Wang Chuanfu, chairman of BYD, once said that BYD shoulders the responsibility and mission of the upward development of China's new energy vehicle brands.
From the release of the world's first mass-produced plug-in hybrid model F3D in 2008 to the landing of the 1 million "Han EV" in 2021, BYD, a "polytechnic man", has been continuously practicing the promise of its founder for 13 years.
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