The pre-sale price of BYD Han DM-i was announced, which triggered a hot discussion on the Internet, and many people thought that its price was high, and the pre-price of the new car seemed to exceed the psychological expectations of many people. Today, I will discuss with you why BYD Han DM-i "dares" to set this price and why it should set this price.
The whole network clamored for the phenomenon that Han DM-i is too expensive, but let me want to discuss: why the joint venture brand car sold to more than 200,000 can be, and the independent brand car sold to more than 200,000 can not? Not to mention by BYD, which is still gaining momentum?
In the past, the independent brand hit the car market of 200,000 and above, largely because the level of independent brand cars basically had no core competitiveness, the brand image did not go up, and simply wanted to rely on the appearance, size or configuration to raise, which is undoubtedly superficial. But now, the image of independent brands is not what it used to be, although there is still a distance from the joint venture brand, but it can already affect the comparison choice of consumers.
In the 200,000-level car market, it is still the world of joint venture brands, in addition to Han, there are not too many independent brand cars with a strong sense of existence, and it may be worth mentioning a little bit that Xiaopeng P7. GAC Toyota's Camry, GAC Honda's Accord and FAW-Volkswagen's Magotan are in front, they are all hot-selling mid-size cars at this price point, and if you want to base yourself on this price, you must cross these "three mountains".
If it is said that HanEV can sell well because of its pure electric identity, it has successfully hit the fragile new energy weaknesses of traditional manufacturers and formed an effective dislocation competition, then the Han DM-i that "can burn oil" is a hard encounter with them.
Han positions medium and large cars, and they are all medium-sized cars, in fact, Han is one level higher, and the starting price is reasonable. Of course, the level argument is just the icing on the cake, it is more like the metaphysics of marketing. In the end, it is still that sentence, there is no hard power, these are all flower racks.
Obviously, BYD has this hard power, which is dm-i super hybrid system. The reaction of the market has proved that DM-i is enough to support the positioning of Han, and dare not make up its mind whether it can surpass the power system of Camry, Accord and Magotan, but at least it is not false.
In addition, Han DM-i can be on the green card is a major advantage, not only can make it easy for new cars to be licensed in limited cities, but also save a considerable amount of money by exempting purchase taxes. Camry and Accord do not have this advantage, even in Guangzhou, consumers can buy HeV models of Camry and Accord through the "energy saving indicator", but the purchase tax is still not exempt.
Admittedly, both camry and Accord HEVs are excellent, but the Han DM-i wins in that it's plug-in hybrid. Han DM-i has a long pure electric mileage, users can even rely on pure electricity mode alone to complete the daily commute, there are conditions for pure electric vehicles, do not want to trouble, Han DM-i in the feed state can have a good fuel economy and acceleration results, can be described as "frugal by people", worry-free and save money.
Accord and Camry are good to say, after all, they have pure fuel version and hybrid version, and sales are not bad. But when it comes to Magotan, although it also has a plug-in hybrid version, it also has the advantage of a green card on the purchase tax, but the market acceptance of the Magotan GTE plug-in hybrid is not high, and the sales volume is even low to a negligible state. At the same time, the plug-in hybrid system on the Magotan GTE is indeed a lot behind by BYD's DM-i, so it is obviously of no practical significance to compare the Magotan GTE with the Han DM-i. In the end, only compared to the Pure Fuel version of The Magn, the Han DM-i has outstanding advantages.
Han DM-i We have not yet tried, whether the driving control adjustment of this car will become a weakness for it and the joint venture opponent, it is not easy to say. However, as far as the current market is concerned, when Chinese consumers buy a car, the priority of driving control adjustment is not so high.
In addition, what opponents will BYD Han DM-i encounter at this price level?
(1) Dongfeng Nissan Tianlai?
The sales volume of the new generation of Tianlai is not as good as that of its predecessor, and the sense of market presence has weakened. The car currently has only a pure fuel version, neither a HEV nor a PHEV version, and there is no license plate advantage.
The point is that the most popular of the current Tianlai is its 2.0L model, the high-end 2.0T VC-TURBO is rarely asked, coupled with the impression of "opening a lot of Tianlai is to do special cars" has gradually penetrated the hearts of the people, so the image of Tianlai is downhill, in turn with Han DM-i. But then again, the choice of Tianlai buyers, many of the requirements of the model are "do not seek merit but seek no fault", Although the Tianlai 2.0L is some years old, but it is durable, like Han DM-i, a new car equipped with new technologies, but it does not meet the taste of potential consumers of Tianlai.
(2) FAW Toyota Asia Dragon?
The positioning of the Asian Dragon is closer to the Han DM-i than the Camry, because the Asian Dragon is half a level higher than the Camry, although everyone is a so-called "medium-sized car", but in fact, the Asian Dragon is larger than the Camry in terms of size and space. Although the sales volume of the Asian Dragon car is not so top-notch, but the performance of each month is also steady, compared with the Han DM-i, the disadvantage is still in the license plate and the purchase tax exemption, but other aspects are not lost to Han DM-i. In addition, The Asian dragon is more administrative and business-oriented, and Han DM-i will be younger in comparison.
(3) SAIC-GM Buick Regal or LaCrosse?
In terms of size and space, Buick Regal is an entry-level mid-size car, the pricing and positioning are a little lower than Han DM-i, considering Buick Regal's terminal offers, in fact, it and Han DM-i will not be direct competitors. This car is only a pure fuel version, naturally there is no license plate advantage, but it is worth mentioning its top match - Regal GS, the price of the car overlaps with Han DM-i, there is a possibility of cross-selection, but Regal GS is a very sporty car, excellent handling performance, so it is obvious that it is very different from the audience of Han DM-i.
As for lacrosse, it is indeed close to Han DM-i in terms of positioning, space and price, but this car has been on sale for a long time, the current sense of market presence is weak, and like the Asian dragon, Junyue is a vehicle that prefers administrative business style, with a good driving texture and grade sense, or it is more suitable for mature consumers. However, based on the principle of "buying new and not buying old", Han DM-i seems to be more fragrant.
All in all, the reason why Han DM-i "dares" to set this price is because its product strength currently has unique advantages, and it has become one of the few choices for the target group. You may be reluctant, but after you compare horizontally, it seems that you can't find anything better for a while, and you will eventually choose Han DM-i.
So why did BYD Han DM-i set this price?
The most important thing is that BYD's brand appeal has been greatly improved in the past two years, the time comes to 2022, after years of development, the comparison between their independent brands and joint venture brands is not as disparity as before, and the breakthrough of independent brands in technology, especially the initial results in the field of new energy, has greatly narrowed the distance between independent brands and joint venture brands. The high brand appeal provides the living soil for BYD Han DM-i.
Shibetsu three days when the impressive, now we look at the independent brand vision does not have to be as in the past, think that the independent brand should do low-cost low-end or cheap car.
In fact, the pre-price of the BYD Han DM-i is nothing more than aligned with the Han EV. When the original Han EV was launched, the official sales expectations for it were not so high, just to test the market of high-end pure electric cars. Unexpectedly, after the launch, the heat soared, and the sales volume also went with the trend, applauding and applauding, and it did not take long for the average monthly sales of Han EV to exceed 10,000 vehicles.
With the sales of Han EV rising, the call for Han DM-i models is also getting higher and higher, since there is a market basis, the launch of DM-i version will undoubtedly have a wider audience, there is heat and business opportunities. However, why is it that as soon as the pre-sale price of Han DM-i is issued, the whole network is "unsubscribed"? I think a big reason is that everyone has a misunderstanding about DM-i? It is not synonymous with low prices, and don't think of DM-i and think that it will sell cheaper than EVs.
Brand upward is the only way for all brands, BYD is no exception, and increasing the price of models is the most intuitive performance of the brand upwards. In recent years, the new cars released by BYD have not been sold at low prices, the most obvious example is the dolphin, which directly broke the ceiling of the small car of 100,000 yuan. BYD's signal is simple — it doesn't want to sell cheap cars anymore.
At present, at the price of 100,000-200,000, BYD has laid out a number of fist models, such as Qin PLUS/destroyer 05 DM-i, Song MAX/PLUS/PRO DM-i, Yuan PLUS, etc., the product line is very rich, and the price between each model also overlaps, at this time, Han as BYD's flagship sedan, if it enters the price point below 200,000, it will form internal friction, and the second is not conducive to the shaping of high-end image.
In addition, BYD's sales performance at the price of 100,000-200,000 is excellent, even to the point of short supply, whether it is for production capacity or positioning considerations, BYD Han does not have to fight in this fiercely competitive Red Sea market. That's why BYD Han DM-i is setting the price. With technical advantages and market foundation, there is naturally pricing power, and combined with the BYD brand upward strategy, it is not difficult to understand the pre-price of Han DM-i.
The editor said: Objectively speaking, the pre-sale price of Han DM-i is indeed not low. But I am personally optimistic about the sales and prospects of Han DM-i. But I have a big doubt, that is, why is the DM-i 242km version only a flagship version, and there is a huge price difference of 56,000 yuan with the 121km version, because of the tight production capacity? Will there be more configuration models officially launched? Whether it is really such a configuration allocation, it is not known for the time being. As for the DM-p model, I think it focuses on brand image rather than sales, and the high price is not conducive to volume. Han has become a phenomenon-level model, its significance is not only reflected in by THE BYD's earnings data, but also it has played an exemplary role for other independent brands.