I don't know if you remember the Denza brand. He is a high-end pure electric vehicle brand jointly established by BYD Automobile and Daimler. At the time when Weilai Automobile, Ideal Automobile, Xiaopeng Automobile, these new car-making companies were not yet born. Denza Motors is a proper new force.
But then the company's development did not meet expectations, and the fundamental reason behind this is that BYD and Daimler did not devote enough time and energy to the brand.
In 2017, Beijing Benz Sales Company took over some of depressive automobile's business, but did not have an independent sales channel. At that time, Denza Automobile's sales, service, marketing and communication, network construction and other businesses were merged into the Mercedes-Benz sales company.
So we can also see the sales of Denza cars in the Mercedes-Benz 4S store. It's just that in the user's mind, although your car is sold in the Mercedes-Benz 4s store, it is not Mercedes-Benz after all. Denza is still an independent brand. On the contrary, due to the sales in the Mercedes-Benz 4S store, it gives users the impression that the price is more expensive and the cost performance is relatively low. Therefore, the Denza brand is on the contrary, the more it develops, the lower the sales volume.
At the end of 2021, BYD and Daimler signed an equity transfer agreement on the adjustment of Denza, and after the completion of the equity adjustment, BYD and Daimler will hold 90% and 10% of denza's shares respectively. From the change of equity, it can be seen that ATD now has the right to speak of the Denza brand. Then the Denza brand can be reformed in a big way.
The first step in the reform is the independent sales channel. No longer relying on Mercedes-Benz sales channels for sales, which is good news for the Denza brand. After all, there was no benefit in selling it in the Mercedes-Benz 4S store before.
The second step, which is also a very important and critical step, is to launch more models. And with the BYD brand to make a good positioning distinction. Previously, the media exposed the Denza brand, which may launch a pure electric MPV.
Whether the Denza brand is a luxury brand that BYD will launch soon is difficult to say. Previously, BYD was ready to launch a more high-end car brand. Models include hardcore off-road vehicles, which are expected to be priced between 500,000 and 1 million yuan. It will be released in the first half of this year.
At present, BYD has firmly occupied the first seat in the Chinese market by virtue of the advantages of new energy vehicles, and is in a state of being difficult to find all year round.
For BYD, on the one hand, it is further improving its product line. Now BYD already has e-net, dynasty network, ocean network, three major sales networks, corresponding to different products. In the future, high-end brands will certainly be launched to compete in the high-end new energy vehicle market.