In mid-March, the BYD destroyer 05 went on the market, priced at 119,800-155,800 yuan. Strange name, familiar figure, people can still hesitate for a moment, realize its close relationship with BYD Qin PLUS.
In the past year, BYD Qin PLUS has killed a bloody road in the compact car market, and even often because of the explosive orders, short supply, new sales and other topics are hotly discussed on the Internet. With the increase in market popularity and the fueling of oil prices, BYD Qin PLUS could have ridden the dust and become a phenomenon-level product in the field of plug-and-mix. Now BYD has launched the destroyer 05 in the same market at a similar price, and it is sold in separate networks, which seems to be chasing after the victory, but the inner volume is inevitable.
Qin PLUS and destroyer 05, brothers outside the wall to insult, is it feasible?
The family car market tore a hole
In the top ten of the car market in 2021, in addition to the Camry, all of them are compact family cars with a sales range of 100,000-150,000 yuan, and they are almost the same joint venture brand models. Household consumers with limited budgets put economics and practicality first, and Xuanyi, Langyi, Corolla, and Yinglang are all multiple choice questions.
But something has changed that year. At the beginning of 2021, BYD Qin PLUS was listed, and the DM-i plug-in hybrid model achieved the price of less than 150,000 yuan, counting a series of preferential treatments such as new energy licenses, purchase tax exemption, local subsidies, etc., and the cost paid for the purchase of Qin PLUS DM-i models was lower than that of fuel vehicles of the same level. That doesn't even take into account the attractiveness of low fuel consumption in the current high oil price environment.
Therefore, IND Qin PLUS in 2021 has achieved a total of 187,000 unit sales, tearing a hole in the comfort zone of the joint venture brand as a new energy vehicle. According to BYD's official statistics, Qin PLUS DM-i models account for nearly 70%. Due to the consideration of objective factors such as fuel economy, charging convenience, and battery life anxiety, plug-in hybrid models are often more suitable for home users of this budget. In some of the discussions of Qin PLUS' riders, it was even mentioned that the plug-in version can run Didi every day.
Plug-in models support green cards, enjoy the same travel convenience as pure electric vehicles, and are not limited by problems such as charging and battery life, which is supposed to be a good choice for home users. However, before the launch of BYD DM-i, there were several pain points in the plug-and-mix model on the market: the price was much higher than that of the same level of fuel vehicles, the pure electric endurance was short, and the fuel consumption was too high under the condition of losing electricity. Therefore, the plug-and-mix models at that time did not have much attraction except for the license plate.
BYD's DM-i is a clever solution to the pain points, relying on a 1.5L engine with a special plug-and-mix special and thermal efficiency of 43%, which solves the ultra-high fuel consumption of the engine drive motor under the power deficit state, and the fuel consumption below 4L/100km in the power deficit state is even better than that of the Toyota dual engine.
Therefore, such a new set of plug-in and mixing technology is placed on the model of a few years ago, and then replaced by a new set of designs, and finally the price is lowered to the level of the same level of fuel vehicles, and the old bottle of new wine can also make consumers at this level gladly accept. It should be known that the BYD Qin PLUS listed in 2021 is exactly the same as the Qin Pro in 2018 in terms of hardware such as body size and chassis structure, and the Qin Pro at that time also had a fuel version.
From Qin Pro to Qin PLUS, the bottom has not changed much, the low emotional intelligence is oil to electricity, and the high emotional intelligence is cost control.
In the past February, Qin PLUS DM-i model sales of 14244 units, ranking third in its own brand sedan, the first two are pure electric Wuling Hongguang MINIEV, fuel MG5. Thanks to technological advances, plug-in models have for the first time proven to be a better economical family car. Probably because of the success of Qin PLUS DM-i, Geely is also going to list an Emgrand L Hi · X plug-in hybrid model, also claimed 3.6L/100km of ultra-low power loss fuel consumption, 1300km ultra-long endurance, these are very important for home users with a budget of 150,000.
With Qin PLUS, why destroyer 05?
When the destroyer 05 was listed, there was some discussion on the Internet, and those who were unwilling to wait for Qin PLUS to order a car could buy the destroyer 05. In fact, the two cars are produced in the same factory collinear line, Qin PLUS due to chips and affect production capacity, will also appear on the destroyer 05. However, this view of netizens is also enough to prove the relationship between Qin PLUS and Destroyer 05 - they are the same car.
First of all, the body parameters, the body length of the destroyer 05 because of the styling reasons is 15mm more than the Qin PLUS; followed by the price, the destroyer 05 only launched 5 DM-i models, priced at 11.98-15.58 million yuan, slightly higher than the Qin PLUS DM-i's 11.18-15.18 million yuan. In addition, the two are completely consistent in terms of wheelbase, chassis, plug-in and mixing system, pure electric endurance, etc.
BYD has built the Qin PLUS and Destroyer 05 into two independent models, the main difference is in the product positioning of the Dynasty series and the Ocean series. The former pays more attention to home balance, and the latter creates young intelligence.
2022 section destroyer 05
2021款秦PLUS DM-i
2019 Qin Pro DM
The appearance is not the biggest difference between the two, from the Qin Pro in 2018 to the Qin PLUS in 2021 and the destroyer 05 in 2022, the three cars have not jumped out of the original body structure restrictions, so we can also see that whether it is the grille, light group, logo of the front face, or the through-line light strip at the rear, it is only evolving in a fixed layout. Qin PLUS continues the current Dynasty series style, and destroyer 05 uses some transparent lampshades and trims to maintain the style of the Ocean series.
The bigger difference is in the interior part, especially the two large screens. Qin PLUS has been criticized the most for the interior texture, especially the small size LCD instrument embedded in the trim panel, which is not high in definition and looks cheap. Qin PLUS DM-i only provides independent LCD meters and 12.8-inch central control screens on the two flagship models.
By the time of Destroyer 05, these problems have been solved, and the 12.8-inch central control screen has become popular from the sub-low configuration, and provides a color LCD instrument with a better look and feel and richer picture functions. The cheapness and dust accumulation problem of a large number of piano baking paint trim plates on Qin PLUS were solved by the frosted panels of the destroyer 05. Obviously, this corresponds to the youthful play of the Destroyer 05 and even the Ocean series, and it is also the key to influencing different groups of people to make different purchase decisions.
Qin PLUS DM-i 120km flagship
Destroyer 05 120km flagship
Qin PLUS has been listed for nearly a year, and among the 4 DM-i models, the top configuration has received the highest attention, which is not common in compact cars of the same level. The DM-i flagship of 151,800 yuan provides 120km pure electric endurance, higher motor power, intelligent technology provides a large-size central control screen, L2 level driving assistance, adaptive near and far light, etc., placed in the same level of family cars in the competitiveness is obvious, both pure electric endurance advantages, but also rich configuration advantages.
However, even if Qin PLUS sells well in the 150,000 price segment, it is difficult to form absolute penetration in the family car market. The difference between the two models in the price range of 120,000-130,000 is only in pure electric endurance, which is difficult to meet for users who pay more attention to intelligent configuration.
Therefore, the destroyer 05 added a top-end model with a 55-kilometer endurance in the 130,000 price segment, and the intelligent configuration is the same as the Qin PLUS DM-i 120km flagship, the only difference is pure electric endurance. That is to say, consumers hold a budget of about 130,000, and those who value intelligence can buy the 55km high match of the destroyer 05, and those who value the endurance can buy the 120km low match of qin PLUS.
Basically, the 5 models of the Destroyer 05 are misaligned with qin PLUS in terms of configuration division and pricing. Consumers tend to spend thousands more on smart or practical, which will eventually lead consumers to two different BYD dealerships.
Is branch sales still a good business?
Qin PLUS and Destroyer 05 belong to two series in BYD's product system, Dynasty and Ocean. Before the destroyer 05, BYD Ocean series had a dolphin, a pure electric car of 100,000-130,000 yuan, with a monthly sales of more than 10,000 yuan, which was quite recognized in the terminal market.
Destroyer 05 as the second model of the Ocean series, cut into the most huge compact car market, the most ideal state is of course to compete with qin PLUS DM-i, to achieve 1 + 1>2 effect, just like the North and South Toyota Corolla Rayling, North and South Volkswagen Sagittarius Langyi.
But in fact, the Ocean series and the Dynasty series did not receive an equal distribution of resources. The BYD Dynasty series has now matured, covering the small to medium-sized sedan and SUV markets, it can be said that the melon-eating masses all know that BYD has Han, Tang, Song and Yuan. However, the melon-eating masses have also seen e3, e5 and even e9 from the travel rental market, and have a sense of familiarity with the Dynasty series. This is a product of BYD in the chaotic years.
The launch of the Ocean series in 2021 aims to replace the previous e-net, take the boutique home route, so that the BYD brand can be up as a whole, and improve product prices and brand image. As a result, the Ocean series first launched dolphin, e3.0 platform products, designed to be flattering, and soon welcomed by the end market.
However, compared with the dynasty series of a variety of products hot, in short supply, only one dolphin ocean series is obviously a lot of loneliness, dealer pressure and dissatisfaction can be imagined, so last year when BYD Song PLUS was listed in the ocean series sales network, it is a balance between the two forces. Now that the destroyer 05 is launched as the second marine product, it is believed that BYD will soon put Song PLUS back on the sales network of the Dynasty series.
At the moment when the new sales model penetrates the automobile market, traditional brands are seeking a direct sales model that can better maintain the brand image, but BYD still seems to be unable to give up the sales of the sub-network. Although the ocean has replaced the e-net and started to take the quality route, and the new technology platform will also make the dynasty and the ocean series of products more balanced, consumers are still vague - if you want to buy BYD, which store to go to? Why does this BYD have no dolphins, and that BYD does not have Qin PLUS?
BYD Khan's dynasty network
The ocean network where BYD Song PLUS is located
Although Chinese consumers have long been educated by North and South Volkswagen, North and South Toyota, and Guangben Dongben, it is still difficult to understand the sales of their own brands, BYD is just one of them, once Haval had red label blue labels, Geely also has L nets, G nets.
As far as Qin PLUS and Destroyer 05 are concerned, the two cars are strong players in the family car market of 100,000-150,000 yuan, and Qin PLUS has done a lot of cost control in order to form an absolute impact on fuel vehicles when it was initially listed, in addition to the very small size of the LCD instrument, as well as the choice of tires, the quality control of the interior, and so on. It is only the market performance of the past year that proves that consumers are becoming more and more receptive to plug-in models, so there is a destroyer 05 with a slight increase in price and a complete intelligent configuration.
Branch network sales was originally a way to expand market penetration, so that the two cars in different sales systems to do competition, from marketing communication to user service, so that two quite similar products with the ability to sell, by the way to improve the level of the entire sales network, this is BYD's wishful thinking. Just in front of the aura of Qin PLUS, how will the destroyer 05 break through? On the current degree of BYD's intention for the Dynasty series, will the Ocean series eventually become a foil?
Figure | Sourced from the web
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