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As the year draws to a close, the annual report card on car sales is about to be released. The November after the "Golden Nine and Silver Ten" can be said to be a "bottom-up examination" before the end of the year.
In this month's electric vehicle sales report, in addition to Wei Xiaoli's monthly sales of more than 10,000 good reports, BYD Han's performance in the traditional forces is also prominent.
Looking at the previous sales data, we found that BYD Han has quietly broken through 10,000 for 3 consecutive months, and sold 12841 vehicles in November, firmly controlling the position of the TOP1 of the medium and large new energy car market, and the terminal even once reported that BYD Han was difficult to find.
New forces and BBA squeeze out a "blood road"
In the past year, new forces have continued to attack the city, and the market momentum and industry voice cannot be underestimated. As a traditional "defender", BYD must accept the challenge of the new forces and carry out a frontal blockade; second, BYD shoulders the heavy responsibility of brand upwards and has to break through upwards.
Then as the most high-end medium and large sedan of the BYD family, Han's competition pattern is very fierce.
First of all, it has to face the pursuit of the new force Fang Xiaopeng P7, and with the continuous listing of the new force's high-end pure electric car, Han's rival camp will also become stronger and stronger. In addition, BYD also hopes that Han will leverage BBA's long-term monopoly in the medium and large car market and bring the domestic flagship car to a new market height.
The challenge of the new forces is a later word, and we will not press the table for the time being. But for the impact of the BBA, BYD is successful.
In the past four months, BYDHan has been fighting with bmw 5 series, Mercedes-Benz E-Class, Audi A6L, the four parties in the middle and large sedan TOP3 position in the competition between you and me, BYD Han even once squeezed out the Mercedes-Benz E and Audi A6L, topped the second place in the sales of medium and large cars.
This phenomenon is rare in the history of Chinese automobiles. Prior to this, the three BBA companies in this field of solid position in this field have rarely had their own brands shaken, let alone a new energy vehicle.
Even the Tesla Model 3, which was once the hot chicken in the market, BYD Han has been picking it off in sales for two consecutive months. In the past few months, Han can be said to have beaten Mercedes-Benz and Audi upward in the same size class, and surpassed Tesla laterally in the same price range.
This multi-dimensional victory was not easy to come by, which also contributed to Han becoming the sales crown of a single category of medium and large new energy cars, and secretly touched the ceiling of market sales when the new forces seized the attention of most public opinion.
The strong market demand has lengthened the delivery cycle of Han, I almost asked the BYD 4S store in Shanghai on the grounds of buying a car, and the reply was that it takes about 2 months to pick up the car, and now it is ordered, and it may not be able to pick up the car before the Spring Festival...
Why does BYD Khan sell well?
In fact, as a new energy model, IT ISD Han is not easy to compete with traditional oil vehicles (5, 6, E) for the top of the sales list.
Some would argue that consumers who buy this level of BBA may not necessarily choose the BYD brand. In fact, looking at the current new energy medium and large car market, in addition to a small number of models of new forces, there are not too many mass production products to bring new energy cars to the same level as 5, 6, E. (The same level here refers to the size, the degree of luxury of the material configuration)
That is to say, it is not easy to select products that can equalize the 5, 6, E luxury medium and large cars in the new energy market, which is why more and more brands have begun to bet on high-end pure electric cars.
Thinking about the problem from the form of energy, BYD Han's victory in the medium and large car market is in a sense a victory for electric vehicles, and it is undeniable that everyone's enthusiasm for electric cars is getting higher and higher, which is enough to see from the sales ratio of DM and EV.
In November, the sales volume of bydir Han was 12841 units, of which DM models were 2820 vehicles, EVs were 10021 vehicles, and pure electric models occupied the absolute upper hand, which showed that under the same green card, consumers' recognition of pure electricity was higher, or simply taking the green card was no longer the core driving force supporting the sales of new energy brands such as BYD.
So where is the real core driver?
We believe that IT HAS ACCUMULATED TECHNOLOGY FOR MANY YEARS AND IS A SOLID PRODUCT FORCE CREATED AROUND SELF-DEVELOPED TECHNOLOGY. Not only motors, electronic controls, but also blade batteries, IGBTs, SiC, which were originally monopolized by suppliers, have been conquered by BYD one by one and put into mass production, and some have even begun to export to other car manufacturers in addition to self-sufficiency.
It is these technologies that are regarded as treasures in the industry that have created BYD's competitive products.
First of all, Han DM, it is the only medium and large luxury car with a full range of four-wheel drive on the mixed market within 250,000 yuan. It takes into account a number of indicators such as power, economy, luxury and so on, and is a balanced player that compromises between fuel and pure electricity.
Rich driving modes, strong power performance, quite eye-catching energy economy, excellent ride and NVH under the support of electric drives, no matter which point is taken out alone, it is enough to impress a specific group of consumers.
Although we have always believed that hybrid is only a transitional product in the process of automobile electrification, it is undeniable that it can indeed solve the real problems of some consumers at present, and the market demand is there.
As a well-deserved star product of the Han series, Han EV's product strength is also obvious to all.
The structural innovation brought by the blade battery makes the safety of the automobile power battery to a higher level;
The performance version's 3.9 seconds 100 km/h acceleration and 32.8 meters braking ability and 80km/h elk performance give BYDHan an extra layer of "suit thugs" label.
The long-endurance version of 605km endurance performance can be said to be the leader in the entire market;
DiLink locomotive system and DiPilot driver assistance also allow Han EV not to fall behind at the intelligent level;
In addition, whether it is the design of the exterior or the interior, it is "superior" luxury in the application of color and the selection of materials;
I have to admit that these are all the tastes of Chinese consumers, and they are also the usual weapons for independent brands to attack the joint venture camp, and Han's hot sales also illustrate this problem.
At last
The success of BYD Han is not accidental, behind the brand's long-term technical precipitation, is the forward-looking model planning, but also the endorsement of solid product strength, they represent the rise of China's automobile industry at a deeper level.
Its allegory to the market is also obvious: under the east wind of national new energy, as long as car companies are willing to polish products and invest in consumers' favor, the market will increasingly recognize domestic technology and trust domestic brands.
This virtuous cycle of development has been pinpointed by BYD, and han's rise in sales is the best example. As competitors, especially new forces, begin to make extensive layouts in related car products, BYD Han will face more challenges.
Next year will be the outbreak year of high-end pure electric cars, Niolai's ET7 is about to be delivered, ET5 is also on the string, and Zhiji's L7 is also poised to go..... They will all be direct or indirect opponents of BYD Han, and it will be up to BYD to take over the move.
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