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10,016 vehicles, this is the last report card of THE BYD Dolphins in 2021.
This figure is a bit inconspicuous if placed in the entire automobile market, but if it is only placed in the new energy market, especially the 100,000 yuan pure electricity market where Dolphin is located, it is very interesting. Because this market has not really seen a model with a monthly sales of more than 10,000 in the past, not even a monthly sales of 9,000.
Of course, in the past December, dolphins are not the only 100,000-level pure electric models that sell more than 10,000 a month - there is also an Euler good cat. But Dolphins were the fastest to cross that threshold: Since its launch in August last year, sales have soared, and it took only four months to "break the 10,000".
This speed is a god-like existence in the 100,000-level pure electricity market, compared to the good cat that takes more than a year.
It should be known that although the pure electricity market is now very hot, according to the latest data released by the China Automobile Association, in 2021, the sales of pure electric passenger cars reached 2.734 million units, an increase of 173.5% year-on-year. However, if you examine this sales volume carefully, you will find that the pure electricity market is only supported by the high-end and low-end markets, and the mid-end market can be described as lackluster.
According to my rough statistics, nearly 900,000 of the 2.734 million vehicles in the pure electric market are contributed by low-end models below 80,000, and nearly 700,000 are contributed by more than 200,000 high-end models, which account for nearly 60% of the sales of the pure electric market.
The mid-range 80,000-200,000 – the largest segment of traditional fuel vehicles – only accounts for about 40% of the pure electric market.
Specific to the model ranking, you can more perceive the seriousness of the problem: the top ten pure electric market sales, there are four models below 80,000, the total sales of 535,900; there are four models more than 200,000, the total sales of 468,300, and two are the main 150,000 market AION S and Qin PLUS, there is no one at the 100,000 yuan level.
With this result, it is not that the OEMs do not want to work hard, in fact, they have worked very hard: on the market, 8-20 million pure electric models are not in the minority, there are a total of 196 models, of which the main attack on the 100,000 yuan market (priced at 8-12 million) models have a full 70 models, and the remaining two ends add up to only 142 models on sale.
The sales structure of the pure electricity market is obviously not what a mature market should be.
In contrast, the traditional fuel vehicle market that has been regarded as "yellow flowers of tomorrow", but still has 80% or 90% market share: A-class cars with 100,000-200,000 as the main position account for more than 50%; and the top ten sales are all models of 100,000-150,000 levels, such as Langyi, Xuanyi, And Baolai in the car market. Haval H6, Changan CS75 PLUS for the SUV market...
Perhaps, this is more in line with our country's "olive-shaped" distribution pattern - with the middle class as the main body, high income and low income are in the minority.
According to the "Energy-saving and New Energy Vehicle Technology Roadmap 2.0" issued by the Ministry of Industry and Information Technology, pure electric vehicles are to gradually replace traditional fuel vehicles and become the mainstream of the market - the proportion of the new energy market will be 50% in 2035, of which pure electricity will account for 95%. To achieve this goal, pure trams must go to the market segment where consumers are most concentrated, and it is doomed to be difficult to shine with only some "scrap materials".
That's why I say that dolphins' hot sales are a milestone!
Because it not only fills a very important gap in the pure electricity market, but also becomes a benchmark for the pure electricity market of 100,000 yuan, telling everyone: "Yo, this market can still be played like this." "Just like the Hongguang MINI EV is in the market of less than 50,000, the Tesla Model 3/Y is in the market of more than 200,000."
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Among them, the most admirable thing about dolphins is its market positioning.
Dolphin knows very well who spends about 100,000 yuan to buy a pure tram: one is a young person who has just received a baptism of higher education and has his own set of ideas; the other is a re-purchase crowd who buys a second car for his family and has a relatively relaxed hand. Whether it is a young person who is not ready, or a re-buyer who is not short of money, they are pursuing the same thing - boutique.
Dolphin, who understands this truth, does not want to be an ordinary means of transportation, but strives to create a 100,000-level pure electric boutique model driven by technology.
In terms of technology, Dolphin has several killer skills: one is the industry's first lithium iron phosphate battery that does not explode when it is pierced by a needle - a blade battery; one is a DiPilot intelligent driving assistance system covering the full speed domain; and the last and most critical one is the e-platform 3.0 that has evolved to the third generation.
The first two killer skills, what you see is what you get, here is limited by the length of the article will not be discussed in detail, we talk about the most core e platform 3.0. After all, many car companies have just had the concept of pure electric platform, and only a few have evolved to the second generation, but BYD's pure electric platform has evolved to the third generation, and has brought many top technologies to the industry.
The e-platform has evolved from 2.0 to 3.0, and the focus of evolution is to solve the pain points of users according to their actual car use scenarios and needs. Among them, minimizing the mechanical space and maximizing the crew compartment space is the focus of e Platform 3.0.
To this end, it integrates the drive motor, transmission, drive motor controller, vehicle controller (VCU), battery manager (BMS), high and low voltage DC converter (DC-DC), two-way on-board charger (Bi-OBC), and high voltage distribution module (PDU) to create the world's first deeply integrated eight-in-one electric powertrain.
As you can see, the Dolphin's 4.1-meter length has created a wheelbase of 2.7 meters, with an axle ratio of 66.3%, so that the shoulder, hip, elbow space of the occupants in the car, as well as the leg space of the rear occupants, have reached the standard of B-class cars, which not only ensures the convenience of driving and parking, but also ensures the "inside area" of the vehicle.
Many people may not have any idea of the 66.3% axis ratio. Let's take the Honda Fit, known as the space magic master in the industry, as a comparison: the same is the A0 class car with a length of more than 4.1 meters, the wheelbase of the Fit is only 2530mm, and the shaft proportion is only 61.57%, which is almost 5 percentage points less than the dolphin, which can be called the difference between cloud and mud.
So from the outside, the dolphin's body size is not large, for some novice drivers who do not have a strong sense of direction, there will not be much burden to drive, but at the same time it can provide the space inside the car like a B-class car, enough to meet the social needs of young people - even if it is loaded with 5 relatives and friends and a bunch of camping equipment, the dolphin is properly enough.
For families who buy a second car for their family, dolphins also have a lot of storage space, even if the child has to take Diga, Zeta, Terica, Cyro, etc. ultraman to school, it also has enough storage space to put them away without looking particularly cluttered.
In addition, pure electric users will be anxious about mileage, especially users in the north - it is not only ice and snow that cold them, but also the winter endurance of pure electric vehicles.
At present, many car companies to solve the problem of mileage anxiety is to increase the battery capacity, from 50kWh to 90kWh to the current 150kWh, "increase and increase", as if as long as the battery capacity is large enough, the user's anxiety will disappear. But in fact, this way of increasing power, in addition to increasing costs and weight, will inevitably bring some internal friction.
Therefore, dolphins have chosen a technical route with a higher threshold to increase the mileage - improve energy efficiency, and the battery life is more realistic!
According to the data released by the Ministry of Industry and Information Technology, the lowest comprehensive power consumption of 100 kilometers in each version of Dolphin is only 10.3kWh, and the highest is only 11.3kWh, whether the former or the latter is the leader in the industry. In contrast, the Volkswagen ID.3 consumes 13.9 kWh of electricity per 100 kilometers, which is 23 percentage points higher than that of dolphins.
The improvement in energy efficiency means that dolphins can use smaller batteries to create longer batteries, and in the process of daily urban travel, dolphin mileage achievement rate is close to 1:1, and the battery life is more realistic.
As you can see, the dolphin's 400km range is only a 44.9kWh lithium iron phosphate battery. In contrast, the Euler good cat using ternary lithium batteries also needs a 45.99kWh battery for its 401km endurance, while the Volkswagen ID.3 is more power-hungry, requiring a ternary lithium battery of 57.3kWh to make a 430km cruising range.
Less battery, the weight of the car will be reduced: dolphin 405km endurance version of the maintenance weight is only 1405kg, compared to the Volkswagen ID.3 maintenance weight to 1760kg, good cats also need 1510kg. The lighter the curb weight, the less internal consumption it has, and relatively speaking, the end life will be more reliable when actually used.
Not only the official nominal energy consumption, northern users are very concerned about the winter battery life, the performance of dolphins is also very eye-catching.
Some pure electricity users in the north do not dare to plan a long-distance trip of one or two hundred kilometers in the winter, because they do not know when the car will nest - sometimes, the consumer's mileage anxiety is not long enough, nor is it convenient enough to charge, but do not know when the endurance is gone.
Dolphins with heat pumps make your winter travel more secure, even in the cold winter will not be too restrictive of your travel freedom, to the suburbs, even the suburbs are feasible.
In the actual measurement project of the 2021 new energy winter mileage of Zhichedi, BYD Dolphin led the list in the same level with a 55.6% endurance achievement rate, 6.8 percentage points higher than the second place, and the actual winter mileage reached 225.2km, which is almost the same as the AION S, which claims to have a range of 602km.
The reason for this is not difficult to find, because dolphin is the only model in its class so far with a wide temperature range high efficiency heat pump system and A PTC dual system. This system allows the battery pack to operate in a wide temperature range of -30 °C -40 °C, compared with a separate PTC heating device before, the temperature control speed of this system is faster, and the winter endurance can be increased by 20%.
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As the first model of Ocean Network, Dolphin's hot sales are of strategic significance!
The launch of Ocean Network is a major product upgrade for BYD Automobile. Of course, this transformation has caused a lot of criticism, just like when the dolphin was listed, many netizens said that it was expensive.
But it turns out that many people say no, the body is very honest - the author learned from the official that dolphins not only achieved monthly sales of more than 10,000, but a quarter of them chose the knight version of 121,800, because they really felt that the dolphins were worth the money after the real car experience.
Dolphin is also telling us with practical actions: the so-called brand upgrade is not a premium for more brands, but to create higher-value products for users, so that users feel value, let users buy value, and truly become a "new friend" of young users' urban life.
In the future, the value of dolphins will continue to increase, after all, the car is a commodity that pays attention to a comprehensive value system, in addition to products but also after-sales service. In the next 2022, Ocean Network will carry out a comprehensive upgrade of the entire sales network, create a value system for young people with a full product cycle, and let young people enjoy a car life without worries.
In order to allow users to make better use of fragmented time, Ocean Network not only speeds up the speed of "maintenance", but also extends the business hours by 2 hours, so that users can go to maintenance when they have time, and do not occupy the time of work and weekends. Even if they don't have time to come, users can still make an appointment to pick up the car through their mobile phones, and they can monitor the status of the vehicle remotely.
Text | Male
(This article is the author's personal opinion only and does not represent the position of DearAuto.) )
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Mr. Li Guoyong of Guangdong Green Law Firm