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Introduction
The overall industry environment, leaving opportunities for similar weak brands, is really not much.
Author 丨 Cui Liwen
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
There is no doubt that located in the plug-in hybrid market, DM-i has become a "golden signboard".
A few days ago, it went to its BYD Zhuojing store in the Shanghai Star Club Center to investigate, as it holds the real "trump card" in its hands, just opened the pre-sale of BYD Han DM-i, in just 10 hours, the order volume reached more than 12,000 vehicles, after the official opening of delivery, the sales that came to the reception are expected to take at least 4 months, and the long one may reach half a year.
"Not only Han DM-i, you can see Qin Plus DM-i, Song Plus DM-i and Tang DM-i in our store, the waiting time is basically the same, it takes about 4 months." In the PHEV sector, it should be the wisest choice to choose BYD now, and Shanghai's new energy license this year is still a gift. ”
Indeed, as he said, DM-i can already stand out temporarily compared to other brands, given the combined cost of use, product price and even maturity. From the perspective of manufacturers, DM-i's greater power, in addition to the technology itself, can control the cost of the entire system to such an extreme, which is also beyond the reach of other brands.
Finally reflected in the market, even after the Spring Festival holiday last month, BYD sold 87,473 new energy passenger cars, an increase of 764.1% year-on-year. Among them, 44,300 plug-in hybrid models were sold, contributing more than half.
With the blessing of such a result, it has been possible to completely fight back many doubts. In the minds of many people, new questions have emerged: Will BYD choose to "outsource" DM-i?
Interestingly, as a piece of news emerged, there was a clear answer very quickly.
The meaning of "external offering"
Perhaps, no one expected that the first company that BYD "supplied" DM-i was Skyworth Automobile.
On March 22, the latter officially released the official map of skyworth HT-i models and announced the opening of pre-sales. It is reported that the car will be listed on August 28 this year. The officially announced pure electric mileage of the new car is 200km, the comprehensive cruising range is 1267km, and the minimum power loss fuel consumption is 5.3L/100km.
The biggest highlight of the product is the DM-i plug-in and mixing system from BYD. Among them, the Xiaoyun-Plug Hybrid 1.5L high-efficiency engine, thermal efficiency of 43.04%, maximum power of 81kW, peak torque of 135N · M, and the use of EHS electromix system powertrain.
The appearance has undergone a certain renewal, especially the front part of the face. As for the pre-sale price range of Skyworth HT-i, although it has not yet been released, thanks to the decline in the cost of the whole vehicle, the probability is lower than that of the pure electric SUV Skyworth EV6 currently on sale.
Seeing this, I put aside the Chuangwei automobile itself, and wanted to talk about the significance of BYD's "external supply" DM-i.
As we all know, when the plug-and-mix market is not as hot as it is today, the Japanese mixed camp represented by Honda and Toyota is the absolute king of the terminal. The existence of technical barriers has enabled Camry and Accord to continuously harvest potential users with lower comprehensive energy consumption than traditional fuel vehicles.
However, the hidden danger is that since the beginning of the "two fields", it has not considered opening the corresponding hybrid patent to the outside world. In the end, although the two directly earned a lot of money, the corresponding market share of the product itself did not get a more significant jump. In other words, it has not used the advanced nature of technology itself to win greater initiative and discourse power in China.
It is precisely because of this that it gives similar BYD and many independent brands the opportunity to bypass the "barrier" and use the plug-in hybrid track to overtake in the corners. The sudden emergence and recognition of DM-i is also the best evidence.
"In this day and age, anyone can be replaced by a latecomer. Therefore, compared to a single branch, a hundred flowers bloom is the best ending, and everyone will make the same thing bigger and stronger. ”
There is no doubt that the above paragraph can already explain the greatest significance of BYD's "external supply" DM-i. As for why Skyworth is preferred, a simple guess, perhaps because the two are both Shenzhen enterprises? Skyworth's consumer electronics business can feed back BYD's certain orders?
Skyworth's "life-saving straw"
"Today, Tianmei Automobile changed its name to Skyworth Automobile."
In April last year, Skyworth Automobile held a brand meeting, and Huang Hongsheng, as the founder, stood in the spotlight and announced the news of the name change.
On the PPT behind him, the "1-3-3-3" goal is impressively written: 1 represents that 10 billion yuan has been invested in Skyworth Automobile, and the next 3 3s represent another 30 billion yuan in the future, and the market value of Skyworth Automobile will step over to 300 billion yuan, and strive for another 30 years.
To be fair, for a long time in the past, it was common to see too many new car companies that sprung up like mushrooms, vigorously released targets, and then collapsed into the abyss. Therefore, as long as there are no real achievements as a support, there are still doubts about whether Huang Hongsheng's "car-making dream" can be realized and the prospects of Skyworth Automobile.
However, it must be understood that as early as December 21, 2010, Huang Hongsheng, who was no longer satisfied with the home appliance business, had decided to officially enter the automotive industry with the help of the newly established Kaiwo New Energy. Soon after, it reorganized with Xiamen Jinlong and Nanjing Dongyu Automobile and began to develop new energy bus business.
In 2019, in the face of new outlets, it was decided to turn to the passenger car market and establish "Tianmei Automobile". From August 2020, the Ministry of Industry and Information Technology issued the "Announcement on Road Motor Vehicle Manufacturers and Products" (Batch 336), it can be seen that Nanjing Jinlong Bus Manufacturing Co., Ltd. (Kaiwo Automobile), as a pure electric other passenger car enterprise, increased the variety of pure electric car products.
Since then, Tianmei has the final qualification for the development and production of passenger cars. More than a year later, its first mass-produced model, the "ET5", which shares the name of NIO, was officially launched and delivered.
However, only from the final result, regardless of brand volume, actual product strength, sales channels, service system, horizontal comparison with many competitors of the same level, Tianmei ET5 has no advantages to speak of.
In the entire 2021 year, the number of insured vehicles announced by the Association of Passengers was only 1,663. This year, after the model was renamed "Skyworth EV6", the terminal performance was slightly improved, and the number of insurance vehicles in January and February was still stuck at 466 and 188 respectively.
Therefore, the DM-i technology thrown by BYD is more like the "life-saving straw" urgently needed by this new force to build cars. Regardless of the actual effect, at least potential users already have a high degree of recognition for the former.
As long as skyworth HT-i's pricing is not too outrageous, the publicity focuses on breaking through the technical advantages of DM-i itself, and the final performance is believed to be better than skyworth EV6, which is still in the "Red Sea" of 200,000 yuan pure electric SUV.
But even so, the difficulties and challenges in front of the entire Skyworth Automobile are still numerous and complex. The overall industry environment, leaving opportunities for similar weak brands, is really not much.
| Cui Liwen |
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