At the beginning of the new year, the new car-making forces have handed over the list of January, ushering in the "opening red".
The annual sales crown BYD is unyielding, the sales brand double harvest, ushered in two "opening red". First of all, a brand list, the world's famous brand value evaluation and consulting agency Brand Finance released the 2022 global brand value top 500 list, BYD ranked first in the list of Chinese auto brands, once again affirmed BYD's brand positioning in the new energy vehicle market.
Secondly, BYD's sales in January this year. In the first month of 2022, BYD sold 95,180 new cars, up 126.1% year-on-year. This is the BYD brand for three consecutive months months of sales exceeded 90,000 vehicles, as a comparison, Xiaopeng, Weilai, Ideal and other new car-making forces of the annual sales have just begun to impact the 100,000 mark.
People familiar with this industry know that January is actually a slightly special month, the Spring Festival holiday, subsidies retreat, lack of core power rationing, raw materials rose in price adjustment, price increase before the carnival and other factors mixed in January, in fact, are mapped to the car demand side, so that consumer car purchase demand mixed with some subtle changes.
But for BYD, it is in the above context that it has completed a year-on-year increase and a slight increase in the month-on-month.
Of course, we do not need to dwell on these digital gimmicks, if we pay attention to BYD's own performance: among them, the sales of new energy vehicles reached 93168 units, an increase of 361.73% year-on-year, while in the new energy vehicle camp, DM model sales were 46540 vehicles, while EV models sold 46386 vehicles.
Behind this means that BYD has achieved a solid dual-strong technology product pattern, which may be the key to the rapid outperforming of the market for the next new product.
EV+DM, BYD chooses "two legs to walk together"
This can also be seen in the product path of the new forces.
Ideal ONE achieved 12,268 units in January with a large space without mileage anxiety; xiaopeng motors, the highest-selling car, reached 12,922 units in January.
On the sales track, there are few models of new forces walking along two technical paths at the same time. From this point of view, BYD has also become a new energy vehicle company that stands on two technical tracks at the same time.
As early as in the era of fuel vehicles, BYD put forward the goal of basing itself on China's national conditions and launching products that meet the real needs of consumers in the field of new energy vehicles, that is, to continue to adhere to the strategic layout of "two legs, walking in tandem" with EV pure electricity and DM hybrid.
Pure electric has always been considered the mainstream technology direction of the new energy vehicle market, but WHILE BYD is actively deploying the e-platform 3.0 to pave the way for the development of next-generation electric vehicles, DM-i super hybrid has also made a smooth transition plan for two-thirds of the car-free families in the Chinese market.
In this context, DM-i super hybrid technology was born. DM-i focuses on "electricity-based", takes into account endurance and power, adapts to diversified car use scenarios, and breaks the monopoly position of joint venture vehicles in the field of hybrid.
In fact, it is relatively simple to do the electricity-based way, in the rear axle into a high-performance motor, and even can do a stronger acceleration performance, but the difficulty is to achieve "province" on the basis of "fast", which is the main label given to users after BYD DM-i super hybrid is put into the market.
In the Data Report in January, taking the sales volume of the Qin family, which is more iconic in the segment, as an example, the sales of Qin PLUS DM-i and Qin PLUS EV were 18450 and 7086 respectively, which also shows the recognition of DM-i super hybrid technology by consumers in the segment.
From the perspective of progress, this year, BYD will continue to import many models such as Song MAX DM-i and the high-profile Han DM-i, and it is bound to continue to expand the market of DM-i technology and achieve a virtuous circle.
On the whole, it also has the meaning of lying dormant for several years and finally finding the sales code.
The average price exceeds 150,000, and BYD explores the brand upwards
Of course, another model that cannot be ignored is the Han.
As the flagship model of the Dynasty car series, the Han, sold 12,780 units in January, achieving sales of more than 10,000 for five consecutive months, and sales continued to be strong.
Among the EV models, another important product, the Dolphin, the first mass-produced model of BYD's e platform 3.0, also set a new record again in January, achieving sales of 10,602 vehicles in a single month.
In fact, China's new energy vehicle market has always shown a trend of polarization. On the one hand, car companies seek the development of high-end brands, positioning prices at 200,000+ or even higher, while the other part is popularizing the market through the rapid introduction of short-range small battery models.
It can be seen from the performance of Han and dolphins. The average transaction price of more than 250,000, positioning the high-end independent brand of medium and large sedans, Han continued to achieve more than 10,000 results; while the petite, high-value dolphin did not embark on the path of short-range small battery scooters, but mainly large space and low energy consumption, which also shows BYD's unique understanding of the segmentation needs of urban traffic.
For a long time, BYD has been silently promoting the increase in the average unit price of bicycles, which is also a long path for enterprises to high-end brands. Driven by the flagship models of Han and Tang, the unit price of BYD passenger cars has exceeded the mark of 150,000 yuan. Previously, Pinchai also introduced the average passenger unit price of BYD passenger cars from 135,200 yuan in 2020 to 151,700 yuan in 2021, and the average passenger unit price even exceeded the Volkswagen brand.
With the introduction of more models in 2022, it is expected that BYD's average passenger unit price will come to the era of 160,000+.
What can we expect in 2022?
It seems that under the appearance of smooth sailing, there are also many negative factors hidden.
For example, in December last year, affected by the epidemic in Xi'an in late October, the output and transportation of BYD's Xi'an automobile production base were affected to a certain extent, and a large number of orders were "stranded", and the production of the Xi'an base was basically restored until mid-January.
Of course, from another point of view, this also shows the invaluability of this report card.
In addition, after the subsidy declines and the pricing increases, can such a report card continue in subsequent months?
On the other hand, the market, industry and consumers do have a tendency to increasingly recognize the "technology BYD" brand. In addition, from the official perspective of BYD, due to the good situation in 2021, BYD has targeted the sales target of 1.2 million units in 2022, an increase of 60.8% over 2021.
For BYD, another important issue in 2022 is "high-end", and the increase in the unit price of the customer mentioned earlier can also be regarded as a precursor. That is to say, BYD's high-end path is supported by technology and product sequences.
At present, consumers are more familiar with the five major product families of Han, Tang, Song, Qin and Yuan of BYD's Dynasty Network, of which each series is also divided into pure electric version and DM hybrid version and other different models. In the future, BYD's automotive business will also be composed of four sectors: Dynasty Network, Ocean Network, Denza and high-end brands.
Li Yunfei, general manager of BYD's auto brand and public relations department, also directly mentioned a new high-end brand in an interview last year: "Our high-end brand is an unprecedented brand, which is new and independent in terms of brand, product, sales service network, and operation team. This brand is positioned at the high end, the price range is expected to be 50-1 million yuan, and the first model will be a hardcore off-road vehicle. ”
According to online rumors, IND will also quickly import more than 20 models in 2022, although the news has not been officially confirmed, but in terms of technical reserves, BYD is ushering in the outbreak from technology to products. This is also the result of BYD's two technical legs standing firm.