Written by | Cai Jialun and editor | Kang Qiao
Some time ago, bydir Auto's official released a car price adjustment instructions, according to the official reveal that in the near future will be a number of its new energy models will be adjusted, and the main target is the Dynasty Network and Ocean Network related models. Originally from February 1, BYD Automobile's dynasty and marine-related models, its price will be adjusted to the strategy, many of which will be raised in the range of 1,000-7,000 yuan. However, customers who book before February 1 will not be affected by the price increase. Unexpectedly, ASD, as an independent brand, actually chose to increase prices; at the same time, we want to know more about why BYD raised prices this time, and what impact on the new energy vehicle market?
Subsidies are declining, raw materials are scarce, and price increases are forced
BYD's models involved in price increases this time mainly include BYD Qin PLUS DM-i, Qin PLUS EV, Song Pro DM-i, Yuan Pro, Han EV, Han DM, Tang DM-i, and 21 Tang DM. At the same time, specific to the model dimension, the Song Pro DM-i model was raised by 1,000 yuan, the price of yuan Pro was raised to 7,000 yuan, the Price of Han EV model was raised by 5,000 yuan, and the price of other models was raised at 3,000 yuan.
The rise in car prices is certainly not good news for consumers, but BYD's increase in car prices this time is also purely helpless. You know, with the arrival of 2022, the state's subsidies for new energy vehicles have declined again. And according to the latest subsidy policy, the state subsidy will be reduced by 30% year-on-year, and the new energy vehicles that are licensed after December 31, 2023 will no longer be subsidized.
In addition to national policy changes, the long-lasting lack of cores, less electricity, and raw material price increases in the automobile manufacturing industry have not been solved, but have intensified in 2022, and the impact of the "chip shortage" on new energy vehicles is much greater than that of fuel models, and the natural impact on ATD is also quite large. And not only BYD, BMW, Audi, Volkswagen, Jaguar Land Rover, Renault, Daimler and many other auto giants have successively announced production cuts since August last year; even Toyota Motor, a Japanese car company that has been hailed as having a high-level contingency plan, has had to announce the suspension of production lines because of chip shortages.
The environment has an impact, but it also has its own problems
In the heart, the general environment does have a greater impact on the production capacity and price of BYD's models, but BYD itself has problems. In depth, BYD has been working in the field of power batteries for many years, intending to provide blade batteries to the whole industry, but now it can't even keep up with its own supply, does it mean that BYD's production and sales of the two major links of the connection is problematic, market prediction and supply management, sales system between communication and cooperation is not enough?
And from the feedback of users and dealers, this is not a new problem after the launch of blade batteries, and the lack of synergy between production and marketing is already an old problem for BYD.
In addition, BYD's management problems are not a new problem. Employees complain about irregular and transparent management, too much nepotism, limited promotion space, etc.; dealers complain about the confusion of product and network planning, and the lack of systematic consideration of pricing, such as a good Tang electric version priced at more than 300,000, and then launched a fuel version to pull the price to about 100,000, etc., which are not secrets in the industry. To put it bluntly, this time BYD's products will increase in price, and its own management reasons cannot be ignored.
BYD, already making adjustments
From a technical point of view, BYD is definitely very forward-looking, and its research and development capabilities are also admirable: batteries, mobile phones, automobiles, cloud rails, chip electronics, solar energy and even masks, disinfectants and other industries BYD has a layout, and also has its own core technology in the new energy market.
For BYD now, technology is no longer a problem, management and production capacity are the constraints. To this end, BYD has adjusted its internal business structure and promoted a large number of young and promising executives to their respective supervisors. In addition, BYD has also launched an unprecedented internal anti-corruption campaign, making its anti-corruption achievements public every quarter. In addition, Xiangyang City, Hubei Province, and BYD Co., Ltd. signed a strategic cooperation framework agreement some time ago to discuss the joint establishment of Xiangyang BYD Industrial Park, which will cover five major projects such as new energy vehicle factory, auto parts factory, power battery factory, power battery parts factory, and zero carbon park, and it is reported that BYD's project in Xiangyang includes at least 300,000 vehicle manufacturing and 30GWh blade battery production capacity. In this way, to a certain extent, BYD's production capacity problem can be alleviated.
Comments
Now BYD, the products have not worried about selling, and gradually get rid of their low-end image; now the problem facing BYD is how to improve its production capacity and management level to meet the growing demand for orders. If BYD still does not have much improvement in terms of production capacity and management, then BYD's price increase problem or order problem will continue.
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