When we mention the "new energy leader", we think not of Tesla, which is popular all over the world from North America, nor of the new car-making forces such as Weilai, Ideal and Xiaopeng, but a car brand developed from traditional fuel vehicles - BYD.
I am not sure when this slogan began to be established, but I only remember that it has existed for many years, and when you see the words "new energy leader", you can directly associate with BYD, and almost no one questions it.
However, in the past few years, BYD's "leading" effect in the new energy market has not been obvious. At the technical level, BYD's pure electric vehicle endurance and performance are not outstanding; the Dynasty series DM plug-in and mixed models have implemented the "542" strategy, but what is deeply rooted in the hearts of the people is not the performance of the sports car, but the ridicule of "there is electricity is a dragon, no electricity is a worm"; at the sales level, the proportion of new energy categories is higher than other brands, and the total amount also has advantages, but it has not driven the development and growth of the entire new energy market.
With the emergence of Tesla, Weilai, Xiaopeng, Ideal and other brands, the new energy market has finally been revitalized, but consumers have found that whether it is mileage, acceleration performance, or luxury attributes and degree of intelligence, standing at the forefront, there is no BYD. Of course, the title of "new energy leader" is still BYD's, not that it is worthy of the name, but no one cares.
However, in the past less than a year, the new energy market has indeed undergone tremendous changes that have not been achieved in the past 10 years under the leadership of a force. While BYD's sales surged year-on-year, the proportion of new energy vehicles surged from less than half of last year to more than 90% in the latest November, while THE PHEV plug-in hybrid model jumped from the extreme marginal position of about 1% in previous years to 4%.
The source of this power is BYD DM-i.
With the efforts to subvert the market pattern, how big is the impact of DM-i?
BYD has been deeply involved in the plug-and-mix market for many years, leaving aside the "ancient" model F3DM listed in 2008, BYD's "542 Strategy" has been released for 7 and a half years. In these years, neither the Dynasty series nor other brands on the market have achieved widespread success, except for the occasional presence in a small number of limited-label cities.
Taking 2020 as an example, according to the data of the Association of Passenger Vehicles, of the 19.29 million sales volume in the national passenger car market, the total sales volume of PHEV plug-in and hybrid is only 201,000 units, and the market share is only 1%. As the leader in the PHEV industry, BYD's PHEV models will only sell 48,000 units in 2020.
With the launch of the DM-i series, this market pattern has changed drastically this year.
In November alone, BYD's PHEV models sold 44,000 units, close to last year's results, and as for the entire passenger car market, PHEV's cumulative sales reached 462,000 units from January to November this year, and its share in the national market reached 2.6%.
It should be noted that the DM-i series was only launched in March, and the large-scale delivery time was even later, in fact, from the third quarter, the share of PHEV models in the domestic passenger car market exceeded 3%, and then in October and November, this number further increased to 3.6% and 4.2%.
From barely more than 1% last year to more than 4% recently, the pattern of energy categories such as ICE (fuel vehicles), PHEV (plug-in hybrid vehicles) and BEVs (pure electric vehicles) in the passenger car market has undergone a fundamental transformation this year, and the power that has pushed the share of PHEV can almost all be attributed to BYD's DM-i series.
Of course, with the gradual arrival of hybrid new cars from other brands, especially the autonomous camp, the market share of PHEV models will be further improved, and there is basically no suspense in breaking through 5% next year, and even crossing the 10% mark is not too optimistic. THE ROLE OF PHEV, WHICH HAS ALWAYS BEEN SEEN AS TAKING ON THE "TRANSITION" TASK, HAS SUDDENLY BECOME THE STRONGEST GROWTH POINT IN THE MARKET.
For BYD, which has always been a brand leader in new energy, this year has finally achieved the anti-overtake of new energy vehicles to fuel vehicle products, and the scale of new energy vehicles exceeded 90,000 in November of 98,000 new car sales, accounting for more than 90%. Among them, the sales volume of PHEV models reached 44,000 units, which was on par with the BEV pure electric models.
Speaking of which, how successful DM-i is, what is the significance of the necessary and even the entire market, basically made clear, and the problem that cannot be avoided is that the PHEV market, which has been developed for many years and has been invested in by major independent and joint venture brands, why did DM-i really start to break out?
The secret of DM-i's success is far more than fuel savings?
From the consumer's point of view, it is easy to overlook an important factor - the guidance from the upper level of policy.
The "Energy-saving and New Energy Vehicle Technology Roadmap 2.0" released in October last year pointed out the basic direction for the development of the next 15 years, in addition to the continued strong support for pure electric vehicles, the roadmap's description of hybrid vehicles is particularly eye-catching, and it proposes three stages of market share for hybrid vehicles in traditional energy passenger cars: 50% in 2025, 75% in 2030, and 100% in 2035.
The "hybrid vehicle" here does not specifically refer to the PHEV plug-in hybrid, but includes HEV and EREV extended-range hybrids like the ideal ONE, the core idea is that it must be fuel-efficient enough, and whether it can be charged is not important.
Soon after the release of "Roadmap 2.0", Great Wall unveiled a new DHT lemon hybrid technology, a product update based on the hybrid system is ready to go, but the final mass production model was launched, but it was preempted by BYD DM-i, which released later.
The fuel-saving ability of hybrid vehicles, we have already seen toyota's THS, Honda's i-MMD, equipped with models can easily achieve 5L/100km results, but when Qin PLUS DM-i played the slogan of losing power per 100 kilometers of fuel consumption of 3.8 liters, and a number of media measurements found that it can indeed be achieved, consumers suddenly realized that Toyota, Honda's fuel consumption performance, our car companies have been able to achieve, and even surpass, and this is still on a charging PHEV, Implemented in a state of at-a-loss.
If that wasn't enough for non-BYD fans to include it in the car list, the demand was instantly detonated when the price was announced.
10.58-14.58 million, compared with the same level of Toyota Corolla / Leiling dual engine version, the entry threshold is nearly 20,000 yuan lower, toyota hybrid model of the low version, can already buy Qin PLUS DM-i 120 km endurance version, can be on the new energy license, usually can be charged when pure EV, the purchase of a car also saves a purchase tax of more than 10,000 yuan, long-distance travel fuel consumption is even lower than the joint venture hybrid competitors.
In addition, at the same price, the functional configuration of Qin PLUS DM-i is more abundant, and the version of 145,800 has surpassed the top of the Corolla/Leiling and Honda Lingpai and Xiangyu Hybrid Editions.
Up to this point, it seems that the advantages of Qin PLUS DM-i are mentioned, holding the idea of no car to see its other performances, and found that its 0-100km/h acceleration only takes 7.9 seconds, the 120km endurance version is only 7.3 seconds, and the same level of Corolla/Leiling hybrid breaker takes at least 11 seconds, and the honda Lingpai/Xiangyurui Hybrid Version with better power, zero hundred acceleration also takes close to 9 seconds.
From a technical point of view, BYD DM-i series in terms of power performance, thanks to the battery pack that can be recharged, which is not available in other HEV models, but aside from the way of realization, DM-i series is to take into account the fuel consumption, power at the same time, the price is lower than the joint venture brand non-plug-in HEV hybrid, when buying a car, more new energy vehicles in the limit, restriction of the good, enjoy the purchase tax subsidy dividend, no matter from which point of view, can not find a clear reason to reject it.
Except, of course, for the brand.
The BYD brand is a burden and an aura
In the past 20 years, domestic car companies that have developed through the stages of copycating, imitation, and catching up are almost all carrying brand baggage, and BYD is a representative that people who care about brand image can't avoid it. But this is actually mainly reflected in the field of fuel vehicles, to new energy models, even if BYD has no feelings, or even disgusted people, they also know bydD's accumulation and status in the field of new energy.
People who will not buy BYD fuel vehicles in their lifetime will not necessarily reject BYD's new energy vehicles. IN 2020, BYD's new energy vehicles sold a total of 144,000 units (insured), compared with 430,000 units in the first 11 months of this year, and is likely to exceed 500,000 units by the end of the year. The 350,000 new orders for BYD's new energy vehicles in a year are not only contributed by fans.
In fact, in addition to the firm Di fan group, ordinary consumers mention BYD's feelings when they mention it is tangled and complex, on the one hand, bydir's negative feelings in marketing, design, detail quality and other aspects have not disappeared, on the other hand, BYD's technical accumulation and sales scale in the field of new energy are obvious to all, even if they do not understand cars and do not like BYD, they will subconsciously default to BYD's position in the field of new energy.
After the DM-i series is listed, the internal and external design and quality improvement is obvious, and the fuel consumption, power, cost performance and comprehensive product strength are also very significant, attracting many passers-by to turn powder, even in the eyes of the brand black, it will also produce a certain aura. If the BYD brand is still a negative asset in the field of fuel vehicles, then in the field of new energy, the positive side of the brand has overpowered the negative impact. BYD's most stubborn shortcomings have become advantages.
However, to say that the words in the ears of Di Fan may not be very pleasant, the explosion of the DM-i series proves the strength of BYD products, but in turn, it also shows that the fundamental reason for BYD's sales and brand difficulties in the past many years is the lack of convincing products at that time. In 2021, brand black cannot stop the rise of DM-i, and before BYD was snubbed by the market, it is not to blame the so-called "Di Hei".
Of course, DM-i occupies a first-mover advantage, which does not mean that other brands have been thrown away by BYD in the field of hybrids. The hybrid versions of the Great Wall's Macchiato, latte, red rabbit and other models have been listed, and the comprehensive performance is also very outstanding, and the first product under the Geely Thunder God hybrid system, Xingyue L Hi · X has also opened pre-sales, and the pricing is also quite competitive.
In addition, Chery's Kunpeng Hybrid, Changan's Blue Whale iDD and SAIC's EDU are also poised to develop a series of products equipped with new hybrid technology. The future of the hybrid market may not be BYD's uniqueness, but the blossoming of various manufacturers. Whether these products can match or even surpass DM-i has become a realistic topic.
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