Produced | Wave Breaking Graphics Group
Wen | Zhang Hailing
Responsible editor| Yuan Guiyuan
BYD's DM-i model already comes with its own traffic physique.
Since the Qin PLUS DM-i and Song PLUS DM-i have been well received, BYD has brought a wave of traffic every TIME IT launches a DM-i model, and the heat is not low.
However, when the Song Pro DM-i released the pre-price at the end of November, BYD attracted the sarcasm of netizens, which even included the prospective owner, "inflated", "floating", "unsubscribe" and other voices, which should be the first time that the DM-i model has suffered such treatment.
The reason is that the song Pro DM-i with a pre-price of 135,800 yuan and the Song PLUS DM-i from 146,800 yuan have not opened up much gap, and in the case of similar power configurations, different versions of the model even have obvious price overlap, but the positioning of the PLUS is higher than the Pro, which causes the above situation.
But if you look at BYD's financial report released in the third quarter, you will find that due to the increase in the price of upstream raw materials and the reduction in the revenue of medical protective equipment after the normalization of the epidemic, BYD's net profit fell by 28.43% year-on-year.
Among them, compared with the price in December 2020, the price of lithium cobalt oxide in cathode materials rose by more than 200%, the price of electrolyte rose by more than 150%, and others also rose to varying degrees. BYD had to raise the price of the battery, which made the Song Pro DM-i give people a feeling of "price increase".
Despite the impact of the price increase of raw materials, Song Pro DM-i still fine-tuned the price on the market, and the price after subsidy was 134,800-15.98 million yuan, which is still the same sentence: use oil truck money to buy hybrid vehicles, really fragrant.
Too good at catching pain points
In my opinion, on the price theory, the official call Song Pro DM-i a fuel SUV subversive is really not excessive, after all, looking at the entire industry, can be on the green card, the loss of electricity fuel consumption is much lower than the same level of fuel vehicles, the price can still be so low, who else can you find?!
Of course, making the price low is only a "stepping stone", especially in the 100,000-200,000 price range, the product competition is the largest, consumers have the highest sensitivity to price, only when the price goes down, everyone is willing to pay more attention to the product itself.
For the DM-i system, I will not dwell too much on it, and I have done a lot of introduction (DM-i introduction) before the test drive of the other three DM-i models. Song Pro DM-i still uses a 1.5L high-efficiency engine, EHS hybrid system, DM-i special blade battery and motor, and Song PLUS DM-i (except for the top configuration).
Among them, the maximum power of the engine is 81 kW and the peak torque is 135 N·m. The maximum power of the 51km endurance motor is 132kW, the maximum power of the 110km endurance motor is 145kW, the peak torque is 316N·m and 325N·m, and the acceleration of 100 km/h only takes 7.9s, which is comparable to the conventional 2.0T power.
Some time ago, the company's colleagues also made a test drive experience for it, he said: Driving Song Pro DM-i is like driving an electric car, the power is very smooth, and the power response is timely, which feels better than the output of the conventional 2.0T engine. This is mainly because dm-i systems are electrically-oriented outputs.
As with the previous DM-i models, Song Pro DM-i also has two pure electric endurance versions of 51km and 110km, suitable for consumers in different scenarios: the 51km version adapts to users with unsatisfactory charging conditions, low price and low fuel consumption, and can be used directly as a fuel vehicle; the 110km version is suitable for users with charging conditions, with DC fast charging, 110km endurance can basically achieve commuting "0 cost".
The above comparison of popular models of the same level, whether it is the joint venture CR-V, Tanyue, or Haval H6, Changan CS75 PLUS, whether it is zero hundred acceleration, or 100 km fuel consumption, fuel power / pure oil comprehensive endurance, its performance is relatively stronger.
Of course, in addition to these hard powers, BYD's soft power for today's consumers has also been enhanced, after all, with consumption upgrades, consumers are more and more concerned about product quality improvement and experience upgrades.
From the appearance, because it is only a modified model, the appearance still uses the Dragon Face3.0 family design language, but the new "dragon mouth" design is changed, the front grille area is increased from 60% of the current model to 75%, with a large number of high-gloss materials and chrome parts, increasing the visual impact of the entire front face, so that the appearance of Song Pro DM-i is more youthful.
Then there is the interior, compared to the Song Pro, the new car has changed a lot, especially the intelligent network connection system is directly different from the previous DM-i models, the new DiLlink 4.0 intelligent network connection system and 15.6-inch central control screen, bringing better HMI interface and function display, to a certain extent to improve the past BYD central control screen menu function messy shortcomings.
There are also small details in the design, one is the front row of the central control of a large area of leather wrapping, color blocking of the overall interior and double stitching design process, you can see that it is trying to create a textured atmosphere, the new unicorn brown + sky gray interior color matching also has an elegant feeling.
Second, the front row uses integrated seats, and the rear seat back angle is 98-118 degrees multi-level adjustable, with a wheelbase of 2712mm, no longer just to take care of the front seat feeling.
It can be said that the Song Pro DM-i occupies a certain advantage in these aspects, and the cost performance is ahead of the same price/class models, which also explains to some extent why the order on the day of the pre-sale reached 18116 units.
BYD segments and then subdivided
When the Song Pro DM-i was launched, some people may say that BYD has also begun to roll in.
The reason is probably that the Song Pro DM-i and Song PLUS DM-i two cars are equipped with the same hybrid system, both have 51km and 110km pure electric endurance versions, so the difference between the two cars is mainly in terms of space and configuration of different versions.
If the positioning gap between the two is larger, I think the inner volume of the argument will not be self-defeating. In this regard, the practice of Apple products is worth learning, such as the label of PLUS is large, and the label of Pro is strong performance.
Of course, from another point of view, BYD is not impossible to subdivide in the market segment, after all, DM-i products are too hot, so that consumers have one more choice, which is also welcomed by the market.
Although the price of Song Pro DM-i is not much different from the pre-price, there is not much surprise, but it is still very cost-effective to buy a plug-in mixed car with oil car money. Can it join forces with Song PLUS DM-i to play a powerful combination punch to achieve the effect of 1+1>2?
Only wait for the market to give the final answer.