2021 is a heavy "winter" year for the automotive industry: repeated epidemics, missing chips, supply chain disruptions... The automotive industry has entered an unprecedented difficult situation. At the "2020 China Auto Market Development Forecast Summit" hosted by the China Association of Automobile Manufacturers, the CAAM made a forecast for the annual sales of the automotive industry: the annual sales volume was 25.31 million units, down 2% year-on-year.
Judging from the car companies that currently publish sales data, Honda, Volkswagen, Nissan... All of them have suffered from a decline in sales! Of course, there are also car companies in the car market that can break through, such as BYD, which is dead "new energy"!
Dead "new energy": Wang Chuanfu's "flag" is about to come true
When it comes to BYD, the first thing that comes to mind is the three words of "new energy", just like BYD's slogan - the leader of new energy vehicles! In 2007, WANG Chuanfu, the head of BYD, publicly stated that "BYD will be the first in China in the automotive industry in 2015 and the first in the world in 2025."
However, at that time, because BYD was "light-hearted", not too many users took this sentence seriously, after all, in the market, in addition to several large state-owned enterprises, such as Volkswagen, Honda, Toyota and other brands, they also had excellent performance. To this day, I don't know whether the netizens who look down on BYD have really been "punched in the face"!
According to the data, in 2021, BYD's annual sales of passenger cars reached 730093 units, an increase of 75.4% over the same period last year; of which the annual sales of new energy passenger cars 593745 units, an increase of 231.6% year-on-year. According to the data given by BYD, in 2021, the cumulative sales of BYD EV models and DM models reached 320,810 units and 272935 units, respectively, an increase of 144.9% and 467.6% respectively.
Yes, whether it is monthly sales or annual sales, BYD has a very good upward trend!
Compared with the joint ventures that stand still or even regress in sales, BYD's strength is absolutely remarkable! In today's increasing penetration rate of new energy vehicles, according to this upward trend, the "flag" previously established by Wang Chuanfu is really possible to achieve in 2025!
It is frequently "induced" by consumers, and explosive models bloom everywhere
The gold cup and silver cup are not as good as the reputation of consumers, how hot is BYD? Show you a passage: "In the early years, people without money bought BYD; in recent years, people without money bought BYD; this year, even if they have money, they can't buy BYD." ”
Once upon a time, this phenomenon of queuing for cars only appeared in the joint venture model sector, but today, because of BYD's hybrid technology, many of its models have also been frequently "induced" by consumers.
According to the data, since the release of DM-i super hybrid in early 2021, the total order volume of BYD's Qin PLUS DM-i, Tang DM-i, Song PLUS DM-i and other models has exceeded 100,000 units, which is limited by BYD's production capacity, which eventually leads to today's "short supply".
Far from it, let's take the recently launched Qin PLUS model as an example. Since its listing in March 2021, the cumulative sales volume of Qin PLUS has approached 170,000, at the same time, with the rising sales data, Qin PLUS has also won a number of titles in the market: the monthly sales crown of its own brand A-class sedan, the monthly sales crown of A-class new energy sedan, and the monthly sales crown of A-class pure electric sedan...
Not only that, models such as BYD Song and Tang have also become fragrant in the market because of the family's DM-i super hybrid technology.
The brand sells well because of the model, and the best-selling model is due to technology!
Different from the previous generations of hybrid technology, today's DM-i is based on the super electric mixing system to electricity, in layman's terms, that is, more electricity, less oil and efficient use of oil, squeezing out every drop of oil.
Taking the first car equipped with DM-i super hybrid system Qin PLUS DM-i as an example, the car has a pure electric mileage of up to 120 kilometers, and in the state of full fuel and full power, the comprehensive mileage of NEDC of this car exceeds 1200km.
The wine aroma is also afraid of deep alleys, taking advantage of marketing to help brand upgrades
BYD is China's "earliest" new energy vehicle brand, but because of its "practical" positioning, it has been complained by netizens that the brand is too LOW and the product line is too complicated.
At present, BYD's products cover the Dynasty series and the E series, and the subdivision matrix covers multiple models and multiple versions. Too many products naturally distract and it is difficult to make fine products, which affects product quality and user reputation.
At the marketing level, whether it is the meta-series of positioning entry, or the high-end positioning of the Han family and the Tang family, it is difficult for consumers to make a high distinction between them. Naturally, in terms of consumer decisions, it is difficult to aim at BYD's flagship products.
However, in 2021, this model differentiation has been well optimized in BYD's family matrix, especially the high-end operation of BYD Han and Tang models, which has attracted many high-end audience users for the brand.
As a mid-to-high-end model with an average transaction price of more than 250,000, BYD Han has sold more than 10,000 vehicles in a single month for six times and sold more than 117,000 vehicles in the whole year, ranking first in the sales list of medium and large cars of Chinese brands.
The new generation of Tang, which is also the flagship model, sold 9,000 units in December, nearly doubling year-on-year; in the whole of 2021, the Tang family recorded sales of 54,204 units. Among them, with a variety of characteristics such as large space, high driving texture, and high intelligence, Tang DM has also entered the TOP3 ranks of more than 200,000 new energy SUVs for 5 consecutive months.
According to the data monitored by Wilson, a digital application service provider in the automotive industry, from January to July this year, BYD's average selling price has reached 151,800 yuan, directly surpassing Volkswagen (147,800 yuan), and the gap between the two is further widening!
Not only that, at the "My Friends" core technology communication meeting held on December 14, BYD also made it clear that it will release a new high-end brand in the first half of next year, the first model is positioned as a hardcore off-road vehicle, the price range is between 50-1 million yuan, the first launch next year, and the market will be listed in 2023. Undoubtedly, it has raised by-one's brand tone again!
Conclusion:
If you don't have a dream, what is the difference between being a person and salted fish?
This line of Stephen Chow in "Shaolin Football" has now become the motto of many people's lives! In fact, this attitude of not accepting defeat and pursuing self-improvement can also be seen in BYD.
Under the premise of ensuring the "DM+EV" dual line, BYD also uses excess energy to continue to prepare for the brand's high-end layout. All this is the accumulation of technology, but also the result of thick accumulation.
73w+ is not only the only way for BYD to enter the "world's first", but also a microcosm of the progress of the domestic new energy industry.
Sit on a high hall, ride a big horse, BYD's "era" is coming!