Lead
Introduction
What destroyer 05 needs to do is to enter the hinterland of traditional fuel vehicles from the new energy sector and do a complete subversion.
Author 丨Wei Jinqiao
Responsible editor 丨 Cui Liwen
Edit 丨 Chic
By chance, I revisited the TV series "Bright Sword". No matter how long it has been, the deepest feeling brought to people is still the spirit of "shining the sword when the enemy meets".
As everyone knows, in the past year, looking at the Chinese auto market, independent brands have gradually attacked, and the trend of pointing directly to joint venture brands has become more and more obvious. Especially with the help of the wave of electrification transformation, it is located in the new energy track and truly achieves cornering overtaking.
There is no doubt that BYD has become the most brilliant leader with its outstanding performance.
This year, it is boldly predicted that China's new energy vehicle leader will continue to run wildly. As for the source of confidence, it is the many "hole cards" in his hands.
The official unveiling of the new marine car, the Destroyer 05, is also the best proof. And the significance of its arrival is the same as that expounded in the TV series "Bright Sword": every enemy will light up the "ship".
Monopolies are meant to be broken
I would like to ask, who is the enemy?
Macro view, it is all consumers in the range of 100,000-150,000 yuan. From the consumer psychological analysis of users who choose this price-related model, they are probably the most "picky" presence of all.
The price of the car is approaching 150,000 yuan, which makes it completely different from the needs of users who choose products of tens of thousands of yuan. Taking traditional fuel vehicles as an example, low energy consumption, better quality control, and leather resistance are the quality that new cars in the price range should have.
At the same time, the shape design, interior materials, scientific and technological functions, power level, chassis adjustment and even brand added value have been included in their car selection standards.
In other words, in the context of a still limited budget and little improvement, the demand for purchases has increased exponentially. This also puts forward high requirements for how to use the main engine factory to create a product that meets the heart with a controllable cost.
Focusing on the line of sight, the "enemy" refers to the many models launched in the price range of 100,000-150,000 yuan, represented by the Japanese and German systems. Corolla, Xuanyi, Civic, Langyi...
Even in the intelligent or comprehensive configuration of the whole vehicle, it may not be as good as its own brand, but thanks to the word-of-mouth effect that has been in the terminal market for a long time and has been accumulated for a long time, it can still ensure that they are sought after by some consumers.
For their respective brands, these models are also one of the "profit points" that are currently in China, so the importance needs not be said. And this price range, precisely because of their existence, can be described by "heavy guard".
Destroyer 05 wants to break the monopoly on this, and there are many things that need to be proved.
Fortunately, entering a new year, only from THE SALES OF BYD itself, it can be described as a gratifying rise. In February, 90,268 passenger cars were sold, up 336.2% year-on-year. New energy passenger car sales of 87,473 units, an increase of 764.1% year-on-year, accounting for 96.9% of its overall monthly share.
Among them, 43,173 pure electric models were sold, an increase of 451% year-on-year, and plug-in hybrid models sold 44,300 units, an increase of 1836.2% year-on-year. And unlike some car companies that "thrive" in the product matrix, ATD has hatched a number of models that have gained user recognition.
In February, the Han family of the Dynasty series sold 9,290 vehicles; the Tang family sold 10,426 vehicles; the Qin family sold 24,503 vehicles; the Song family reached 24,534 vehicles; the Yuan family, with sales reaching 8,953 units; and the newly launched BYD Dolphin, with sales reaching 8,565 units, the cumulative sales since delivery have exceeded 40,000 units.
It is undeniable that under the impact of many unfavorable factors such as the epidemic, chip shortage, supply chain pressure, and rising prices of power battery raw materials, it is not easy to hand over such an answer sheet. It also proves BYD's own ability to resist risks and the maturity and perfection of the entire operating system.
Destroyer 05 as a basis, with a higher than BYD's current sales of all compact cars positioning and rich configuration, combined with the Beijing time just announced the comprehensive subsidy after the terminal price of 11.98-15.58 million yuan, has begun to enter the compact car market based on the above many joint venture models.
Behind the courage and determination is the clear understanding that monopolies are used to be broken. Of course, if you want to achieve your goals, you also need to have a strong own strength as a blessing.
Holding a few "sharp blades"
At the beginning of the year, limited by the constraints of environmental factors, the voice of likong new energy vehicles appeared again.
However, judging from the phased feedback given by the entire market, the heat not only did not decrease in the slightest, but the volume became more and more high. Especially with the recent days, the soaring cost of cars brought about by the crazy rise in the price of refined oil products belongs to the "sweet period" of the former and quickly emerges.
Taking this opportunity, the arrival of the destroyer 05 can be said to be "just in time", and in the specific product force dimension, it has also smoothly revealed several "sharp blades" that belong to it.
The first is the STANDARD DM-i super hybrid system of the whole series, which adopts the core components of the 1.5L engine, EHS electric hybrid system and special power blade battery of Xiaoyun-plug hybrid, to achieve the mode of electric drive, efficient engine charging, and timely auxiliary drive.
At the same time, the DM-i super hybrid system is compared with the multi-gear drive used by most PHEV models on the market, which adopts a single-gear drive, with high transmission efficiency, good smoothness experience, timely power response, and can also greatly reduce the cost of the vehicle.
In the DM-i super hybrid system, it can be seen that BYD has given up the ultimate pursuit of power and acceleration to a certain extent, and has refocused its attention on the lowest possible energy consumption performance and economy in the process of using the car. After thinking and choosing in this way, we have already received good feedback.
On the other hand, after communicating with friends who are also working on similar routes in the industry, it is found that the greatest power of DM-i super hybrid technology, in addition to the advanced nature of the technology itself, BYD can control the cost of the entire system to such an extreme, which is beyond expectation.
Such an approach eventually made the price of the destroyer 05 flush even lower than many joint venture competitors of the same level. In the later stage of the use of costs, fuel economy, and occupy a certain advantage.
The second "sharp blade" is its rich intelligent configuration.
Specifically, the whole series is equipped with a 12.8-inch 8-core adaptive rotation suspension Pad (upgraded to 15.6 inches for high-end models), mobile phone NFC car key, keyless entry and one-key start system, including mobile phone NFC car key, mobile phone Bluetooth key, electronic key and other intelligent access methods and intelligent remote control driving.
As well as TPMS direct tire pressure monitoring system (digital display), automatic air conditioning (high-end model dual temperature zone air conditioning), DiLink intelligent network system, can support intelligent voice interaction, K song, OTA remote upgrade + cloud service and other functions.
In terms of active safety configuration, the Destroyer 05 has a DiPilot intelligent driver assistance system. AEB-CCR automatic emergency braking, AEB-VRU pedestrian identification/protection system, LKS active lane keeping system, ACC-S&G stop-and-go full-speed adaptive cruise, CCS cruise control system, 360° high-definition transparent hologram, reverse image + rear radar, etc. can be realized.
Listed here, continue to compare many joint venture competitors horizontally, which is stronger and weaker, who has more sincerity, there is no need to say more.
As for the third "sharp blade", it is the destroyer 05 fully redesigned interior and exterior design, compared with BYD's current sale of several compact cars, undoubtedly better balance the sense of technology and sport, can further attract young and fashionable target users.
Since then, this so-called "marine aesthetics" family design language will also be extended to other new cars in the same series, reflecting a better sense of heritage. At the same time, it deepens the impression in the minds of end consumers.
Finally, I would like to talk about the real mission of the protagonist of this article.
Inside, it is certain that 2022 will be a year in which BYD breaks through many milestones, the sales target of 1.2 million vehicles, as long as there are not too many accidents, the possibility of completion continues to expand over time. And in the process of gradual accumulation, it is necessary for the destroyer 05 to provide sufficient contribution.
Outside, once again looking at the 100,000-150,000 yuan compact car market "heavily guarded" by the joint venture brand, the situation of the group will continue in the short term, and what destroyer 05 needs to do is to enter the hinterland of traditional fuel vehicles from the new energy sector and do a complete subversion.
Every enemy will light up the "ship."