The upward trend of Chinese brands has always been a topic of discussion in the industry, but there are very few car companies that have really made achievements. For example, many Chinese brands have launched medium and large cars, or even higher-level flagship models, but they only break the "price ceiling" and are not satisfactory in sales.
The main reasons for the failure of Chinese brands to soar are nothing more than two points:
First, the brand power is not enough, in the hearts of many Chinese consumers, there are 200,000 or 300,000 budgets, more willing to choose joint ventures and even luxury brands;
Second, the technical strength is not enough. In the past, China's flagship models did not technically close the distance with multinational brands, and a considerable number of Chinese brands still rely on luxury configurations to attract consumers, and it is difficult to "rush up but sit still".
However, with the upgrading of China's social consumption, the market share of more than 200,000 medium and large cars is getting higher and higher. Many joint venture brands, even BBA's 300,000 models, can sell more than 10,000 units per month. Looking at the large car market, Chinese brands are almost powerless. This has also made the road to the high-end of Chinese brands, and even the road to brand upwards, questioned again.
Later, it was not until by the birth of BYD Khan that this status quo was finally broken.
Breaking the history, BYD Han rewrites the market pattern
The data is the most powerful proof!
In 2021, BYDHan sold 117665 vehicles in the whole year, and the overall sales volume of BYDHan reached 13,701 units in December, ranking top 1 in Chinese brands of medium and large cars and top 1 medium and large new energy cars, ranking among the top 3 of the medium and large car market for five consecutive months, and surpassing BBA in the ranking of insurance volume in December, winning the top 1 of medium and large cars.
Among them, Han EV sales once again exceeded 10,000, reaching 10,301 units. The Han EV bicycle also sold more than 10,000 for two consecutive months, continuing to lead the medium and large pure electric car market.
Judging from the sales data, BYD Han has become the only medium and large sedan to achieve stable monthly sales of more than 10,000 in addition to the Mercedes-Benz E-Class, BMW 5 Series and Audi A6L. And this has become a groundbreaking time since the birth of China's automobile industry. At this point, Chinese brands finally have a medium and large sedan that can sit on an equal footing with luxury brands, which is self-evident for the impact of brand power.
Because history proves that any brand that has a place in the medium and large car market, its brand influence is bound to be not bad. For example, in the past, the hot sales of the crown added a lot to the image of the Toyota brand.
Therefore, this makes people more curious, why many "heroes and good men" in front of them have bent over, but BYD Han has succeeded in the medium and large luxury car market?
Technology is king to establish a high-end brand image
BYD Han's success laid the groundwork when BYD and Wang Chuanfu were far-sighted and marched into electrification many years ago.
As early as 2001, China launched the "863" electric vehicle major special plan to lay out the field of new energy vehicles, and the germ of "curve overtaking" began.
However, looking back at the Chinese market at that time, private passenger cars had just become popular, and there were very few joint venture brands entering China, and at that time, Chinese brands were still in the early stage of "four wheels + sofas", and even the traditional three major pieces had not yet been played, so what about "electrocution"?
However, it is in this time and space background that there is a "new car-making force" that was established less than ten years ago at that time, officially announcing the "cross-border" car-making from the battery leading enterprise. In 2005, the first lithium iron phosphate power battery was released, and in 2006, the first pure electric model was launched, which is also equipped with the F3e with this battery.
That's right, BYD!
BYD has opened the road to electrification more than a decade ago, and thanks to years of exploration, BYD has become the leader of China's new energy brands.
On May 19, 2021, BYD delivered the 1 millionth new energy vehicle in Shenzhen, becoming the first Chinese automobile brand to achieve cumulative sales of 1 million new energy vehicles. At the same time, BYD has mastered the core technologies of the whole industry chain such as batteries, motors, electronic controls and chips, and realized the independent controllability and innovation of the industrial chain.
In addition to the "three electricity", the most basic IGBT chips and MCU control chips can be guaranteed by the supply guarantee within BYD's supply chain system. Therefore, while many brands are struggling to extend deliveries due to lack of cores, BYD does not have such a problem.
It is understood that as of now, BYD has accumulated 32,000 patent applications and 21,000 patent authorizations, ranking first in the list of new energy vehicle patents.
On the one hand, BYD's foresight, compared with other car companies in the field of electrification has a longer time and deeper technical precipitation; on the other hand, when other traditional giants are still busy with transformation, as the integrator of BYD's new energy technology, BYD Han took the lead in attacking the medium and large new energy car market, and set a benchmark of the same level with technology.
Focusing on BYD Han's technology, here we have to mention one of BYD's "aces" - blade batteries.
At the moment when spontaneous combustion incidents of electric vehicles are frequent, the "blade battery" carried by BYD Han for the first time is the first power battery in the industry that can achieve no open flame and no high temperature during the needle prick test of the power battery. In this regard, Wang Chuanfu is even more proud to announce that he will completely erase "spontaneous combustion" from the dictionary of new energy vehicles.
In addition, thanks to the "blade" structure, the blade battery also has great advantages in stiffness and strength. Previously, BYD announced the battery strength test - 46 tons of heavy truck crushing test. After the heavy truck crushing blade battery pack is intact, no leakage, no smoke phenomenon, can also be reinstalled back on the car to use, once again refresh everyone's understanding of the safety of blade batteries, blade batteries can indeed play a certain role in structural strengthening.
Of course, in addition to the blade battery, the 0.233 ultra-low wind resistance, the 3.9 seconds of acceleration of 100 kilometers, the fast charging ability of "charging for 10 minutes, the endurance of 135km", and the strong performance of 32.8 meters and 100 kilometers of braking distance are all technical benchmarks that surpass competitors, and are also the "parameters" embodiment of BYD's three electric and car-making strength.
By virtue of continuous technology accumulation, BYD has achieved breakthroughs in the competitiveness of BYDHan and other products, while also establishing a higher brand image.
Focus on intelligence to win the second half
Wang Chuanfu issued such a sentence for the development of China's new energy vehicle market: "The first half of intelligent electric vehicles is electrified, and the second half is intelligent." In terms of intelligence, BYD Han also represents BYD's latest achievements in the field of intelligence.
First of all, in the car machine system, equipped with BYD DiLink 4.0 (5G) Han EV is the industry's first batch of 5G technology with 5G technology production models, thanks to the application of 5G technology, whether it is playing online games, or watching high-definition blockbusters do not have to worry about stuttering, delays, etc., and no longer have to endure watching the signal circle, can not play the video when the feeling of impatience.
In addition, with the blessing of 5G technology, as well as more powerful processors and chips, the experience is not inferior to using tablets at home. And the language recognition rate and speech intelligence have also been further improved.
In addition to the above upgrade points, DiLink 4.0 (5G) also has new UI design, full-scene K songs, dual-frequency positioning and navigation technology and other technical highlights, providing users with a better car experience.
These rich intelligence and entertainment functions also make BYD DiLink 4.0 (5G version) one of the most popular intelligent networking systems at present.
In addition to the car machine system, the current hottest level of intelligent driving assistance is also the best embodiment of the degree of intelligence of a car.
The DiDAS driver assistance technology equipped by BYD Han has 3 high-precision millimeter wave radars, 12 ultrasonic radars, 4 automatic parking probes, 1 intelligent driving high-perception camera and 4 intelligent driving surround view cameras from the hardware, so that the hard-core "configuration" can ensure driving safety in an all-round way and without dead ends.
In terms of software, DiDAS driver assistance technology includes automatic emergency braking system, forward collision warning system, adaptive cruise, single lane integrated cruise, traffic congestion assistance and other functions, which can fully achieve L2+ level driving assistance functions.
The author has also experienced the DiDAS driver assistance system, after the opening of the urban peak period, the vehicle can achieve automatic follow-up driving, which not only alleviates the fatigue of the congested road section, but also reduces the rear-end collision risk due to lack of concentration, making driving safer and easier.
Create a Chinese-style luxury car
BYD believes that the upward development of China's own brands must have a "main backbone", and it is necessary to make the characteristics of "Chinese cars". In order to create a luxury car that belongs to China, BYD has made many efforts for it.
It can be seen that BYD Han is not only named "Han", but also on this car, blending Chinese cultural elements with the Han Dynasty as the main melody.
For example, the LOGO logo of the Han family, the left half is taken from the Chinese characters of the Han Chu Seal Book, and the right half integrates the modern Simplified Chinese characters with the Han Chu Seal Book font. It symbolizes integration and rebirth, and reveals the confidence of the Han family to inherit the accumulation of the BYD dynasty series and open up new fields. In addition, the newly upgraded Dragon Face family language, coupled with the flowing body line design, perfectly interprets the minimalist beauty of Chinese luxury.
Inside, BYD Han's interior layout and material colors all highlight the new Chinese luxury texture. The new interior design draws on the essence of Chinese architectural design, and creates a symmetrical and three-dimensional surrounded space order with a "pin" character layout.
In terms of material, the selection of real wood, aluminum, Nappa leather and other high-grade materials for embellishment, making the cabin atmosphere more Chinese luxury taste.
In short, from the name to the LOGO, from the exterior to the interior, BYD Han has many details of the shaping. Behind this is the display of Chinese national self-confidence, but also the driving force for the upward development of Chinese brands.
Summary of electric colts
If you want to make a domestic car of more than 200,000 yuan sell well, it is not easy, the product is absolutely not enough to sing a monologue, it is necessary to solve the problem of brand power, in order to be able to enter the consumer's car purchase list.
In the BYD Han car, we can see that unlike the past Chinese brand cars rushing high, relying more on cost performance, BYD holds the core technology in the field of electrification and intelligence, and has established a strong self-developed and self-produced entire industrial chain system.
The systematic force of this technological innovation is the ultimate weapon for BYD to become stronger, and it has established a brand image of excellent technology. In the end, BYD has the strength to use technology to compete for product pricing power, and also makes Chinese consumers willing to pay for it, and really feel from the bottom of their hearts that there is face in opening a Chinese luxury car.
In fact, more and more business elites are fond of BYD, such as Yu Minhong, Zhang Chaoyang and other big bydir owners. The platform of these big guys is not only the recognition of BYD Automobile, but also further improves the brand image of BYD and is the catalyst for the BYD brand to soar.
We have reason to believe that under the leadership of BYD Han, more Chinese people will choose Chinese luxury cars in the future.