Recently, Denza Automobile Sales Service Co., Ltd. was formally established on February 14 this year, the legal representative He Zhiqi, the registered capital of 50 million yuan, by BYD Automobile Industry Co., Ltd. 100% controlled. The company's business scope includes automobile new car sales, new energy vehicle sales, new energy vehicle electrical accessories sales, charging piles and insurance agency business. The establishment of Denza Automobile Sales Company means to seek a "separate" sales channel?
From the perspective of the company's business scope and positioning, Denza Automobile Sales service Co., Ltd. is similar to the new car-making forces, and BYD is fully invested and established, and Daimler does not participate in the investment. The new company not only has new energy vehicle sales related business, but also used car and insurance agency business, as well as the first type of telecommunications value-added business. On December 24 last year, BYD and Daimler proposed to increase the capital of their joint venture, Denza, by 1 billion yuan each. At the same time, the two sides completed the equity transfer, and BYD will hold 90% of Denza.
BYD said that both shareholders of Denza New Energy will speed up the "Denza" brand in strategic planning, tap the growth opportunities of the "Denza" brand, and increase the layout of the new energy vehicle business. The new product is the main support for the development of a brand, and Denza expects to launch three new models in the Chinese market within two years, including MPV and SUVs.
With Daimler taking the initiative to "give way", BYD grasps the initiative of Denza and will invest more technology and core resources, but compared with technology and products, sales have always been a big headache for Denza. Since the establishment of the Denza brand in 2010, dealers have operated very limited channels and sold very few sales. Later, Denza gradually entered the Mercedes-Benz sales channel, and once appeared in the Mercedes-Benz showroom, and Denza stood side by side with Mercedes-Benz and smart brands.
However, with the decline of the Daimler brand, it is only a matter of time before Denza "withdraws" from the Mercedes-Benz sales channel. Consistent with other car brands, if nothing else, Denza Auto Sales & Service Co., Ltd. will take on the burden of denza model sales. Of course, whether Denza will sell independently will still need time to test. The new sales channel needs a strong product matrix support, and Denza's current models do not have this strength, so the future new model strategy will be a matter of success or failure.
In addition, Denza Automobile Sales Service Co., Ltd. also includes insurance agency and related business, at present, many car companies have been involved in insurance business, traditional car companies such as GAC Group, etc. initiated the establishment of Zhongcheng Automobile Insurance, SAIC Motor Group and other establishment of Shanghai Automobile Group Insurance Sales Company, new car-making forces such as Xiaopeng Automobile established Guangzhou Xiaopeng Automobile Insurance Agency Company, Tesla Shanghai set up insurance brokerage company, Weilai Insurance Brokerage Co., Ltd. and so on.
From the capital increase to the change of equity, and then to the opening of new sales channels, IT can be seen that BYD has a detailed plan for the Denza brand. In the first month of the Year of the Tiger, BYD sold 95,180 units, an increase of 126.1% year-on-year. Sales of new energy models totaled 92,926 units (46,540 DM models; 46,386 EV models), up 367.6% year-on-year, and the momentum of strong growth continued unabated.
BYD Semiconductor has successfully "passed the meeting", other investment projects are still expanding, in January, Xiangyang Fudi Battery Co., Ltd. was established, the registered capital of 50 million yuan, the business scope includes: new film material manufacturing; new film material sales; auto parts and accessories manufacturing; new energy vehicle electronic accessories sales. The second phase of the BYD power battery project in Jinan has been signed, and three production lines are currently in the project construction stage, and will be put into operation in the second half of this year. In addition, BYD has also invested in a photovoltaic company in Fujian.