At the end of 2021, BYD and Daimler jointly announced that they intend to increase the capital of depression by 1 billion yuan each, a joint venture between the two companies, and at the same time, the two sides will adjust dextile's future equity: BYD and Daimler will hold 90% and 10% of depressive shares respectively. The equity adjustment is subject to the approval of the relevant regulatory authorities and is expected to be completed in the first half of 2022.
With the adjustment of the equity ratio, BYD will spend more time and energy in the future to accompany and support the growth of Denza, an 11-year-old "child".
As early as 2010, BYD and Daimler signed a memorandum of understanding, and the two sides agreed to jointly fund the creation of a high-end new energy vehicle brand, which is DENZA Denza. On February 16, 2011, Shenzhen Denza New Energy Automobile Co., Ltd. was officially established, and the share ratio between BYD and Daimler was 50:50.
Wang Chuanfu, chairman of BYD, said: "As a child of Daimler and BYD, Denza is a brand born on the shoulders of giants. ”
As the first Sino-foreign joint venture brand in the Chinese auto market to focus on high-end new energy vehicles, Denza has two excellent "fathers": one is the parent company of the century-old luxury brand Mercedes-Benz, and the other is the world leader in new energy vehicles.
In the following 10 years, Daimler and BYD have injected capital into Denza many times, and it can be said that Denza was born and grew up with a golden spoon, theoretically belonging to the kind of "child" who wins at the starting line.
However, as Li Meijin, a psychology professor at the China Public Security University, said: The matter of raising children cannot be solved with money, and parents should spend money rather than spend time. Most of the chinese auto joint ventures have previously had equal equity, and under the game between China and foreign parties, it is not uncommon for people with ghost fetuses. The result of inefficient decision-making and multi-headed management is that the "child" grows slowly.
The adjustment of the equity structure just shows that BYD and Daimler double double rooms are sober brand design. BYD's leadership in the development of the Denza brand will undoubtedly achieve management focus, pour more resources and core technologies into dentist business, and help Denza to a new level in product research and development, intelligent manufacturing, channels and sales services. As the saying goes, it doesn't matter whether the devil is a fairy or not, but the children you give birth to are always in pain.
It is understood that after the equity change, de Taking off may usher in a round of "take-off". This is mainly due to two aspects: one is that new products will continue to be introduced: According to the plan, Denza expects to launch three highly competitive new models in the Chinese market in the next two years, including MPV and SUVs. The other is that BYD input management talents for Denza, after the network rumors will be zhao Changjiang, who will be the commander of BYD's high-end brand sales company, will serve as the general manager of denza's sales division; while the CEO of Shenzhen Denza New Energy Automobile Co., Ltd. has not changed, and it is still served by Ai Fengjie Alex Ai.
As we all know, SINCED's new energy vehicles have increased in sales month by month since the second half of this year, with remarkable results. The latest data show that in November 2021, BYD's automobile sales exceeded 97,000 units, of which the sales of new energy vehicles exceeded 90,000, once again refreshing the historical record of monthly sales of new energy vehicles. In other words, BYD's new energy vehicle technology and products have been recognized by the market. It is worth mentioning that BYD's medium and large sedans have sold more than 10,000 yuan per month, and BYD already has the technology and experience to operate high-end cars with an average price of nearly 300,000 yuan. It is undeniable that BYD has the ability and strength to "revitalize" the Denza new energy brand, and in time, Denza may usher in "take-off".
In 2022, BYD will launch a new high-end brand, the brand name is currently unknown, but not Debene; it is revealed that the price of the new high-end brand is 50-1 million yuan, and the first model will be a hardcore off-road model. At that time, the territory of BYD Automobile will be composed of four major sections: Dynasty Network, Ocean Network, Denza and new high-end brands.
At present, the pricing range of BYD auto products is mostly 100,000-300,000 yuan models, and denza brand models are mostly 300,000-500,000 yuan, which is lower than the price range of new high-end brand models, which shows that they have jointly enriched the product matrix of BYD Automobile and filled the market gap.
In terms of channels, the channels and services of Denza were mainly responsible for Mercedes-Benz, and the denza brand may operate independently in the future. No matter what, it will grow under the care and care of BYD, and at this time, BYD has long been different from ten years ago, and it has rich experience in new energy vehicles and high-end brand operations.
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