A revolution is underway
When the BYD dolphins first came out, everyone hung up on feidu from time to time.
At that time, I wondered, a pure tram, a pure fuel car, the bull's head without a horse's mouth, how can it be pulled together? Is the dolphin trying to challenge Feidu's title of "Space Master"? After all, it is based on the e-platform 3.0, and one of the selling points is the same as feidu - minimizing mechanical space and maximizing crew space.
Only now do I understand that Dolphin is aiming for nothing else, but feidu's "number one" position in the 100,000-level market (the price range is 80,000-130,000 markets) - in this market, feidu has been strong, almost every month with twice the sales volume of its opponents to win the top of this segment.
What Dolphin wants to do is to subvert the traditional fuel vehicle with new energy vehicles and bring a sustainable energy revolution to the automobile market.
(Open BYD's official website, the first thing that comes into view is not various promotional information, but BYD's mission)
Of course, this is not an easy task, and even in the eyes of many people, it is a bit of a fool's dream.
In the past, although the pure electric market was like a bamboo, the market share went straight to 20%, but in addition to the A00-level market that was "abandoned" by fuel vehicles, it was difficult for other market segments to have the possibility of pure electric vehicles dominating, especially for the 100,000-level pure electric market - we always said that the market structure of pure electric vehicles was "dumbbell-shaped", because the 100,000-level market was not powerful.
Although the 100,000-level market is difficult to attack, if pure trams want to get more room for development, they have to attack this more mainstream market. After all, it is useless to flaunt your might on a battlefield that others do not want, and if you want to prove yourself, you must go to the battlefield where the enemy's firepower is more concentrated.
Therefore, the dolphin jumped out of the inner volume of the pure electricity market and launched a general offensive of "catching the thief first" to the 100,000-level market.
The results are as you can see: in December last year, Dolphin's sales exceeded feidu for the first time, and in the next two months, it not only won the top spot in the 100,000-level market, but also the gap with feidu was still widening. In the past three months , that is, a whole quarter , Dolphin's total sales have reached 29,183 vehicles, surpassing feidu with more than 9,000 vehicles and becoming the new generation of sales champions in the 100,000-level market.
(This is not to say that Feidu's sales are not good, its sales have increased by 25.4% in the past 3 months compared with the same period last year, and the momentum is also very good)
At first, I thought feidu was being "climbed" by dolphins, just because of the chip problem.
In the past year, it has been really difficult for you to talk about heroes in terms of sales. Because no one knows whether the level of sales is caused by chips or the market. But according to the information I got from visiting the market, the supply of feidu is quite normal, and there are even small discounts, but the supply and demand of dolphins are relatively tight.
In this way, the "list one" battle in the 100,000-level market does not involve too many factors, which is the result of being directly selected by consumers with real money and silver. Such results are undoubtedly enough to represent the trend of the market, proving that the 100,000-level market is also gradually dumping on pure electric vehicles.
The subversion of electric vehicles to fuel vehicles may be quietly happening in the 100,000-level market.
In the ordinary market, the extraordinary is nurtured
This result, to be honest, was indeed a bit unexpected. Whether it was or is now, the 100,000-level market is still the most difficult bone for pure trams.
Although the past February, the pure electricity market once again ushered in a high growth rate of nearly 160%, with a market share of more than 15%, but it is still "dumbbell-shaped", and the "grip" in the middle seems to be becoming more and more slender - the 100,000-level market in which the dolphin is located has less than 10% market share, and even fell by almost 1 percentage point month-on-month.
Dolphin can achieve this result now, just like in many hero movies, with their own true skills in a weak market slowly evolved into a dazzling star.
Consumers do not "welcome" the pure tram of 100,000 yuan, and it is not without reason.
Consumers who buy pure trams can be divided into two groups: one group of people just treats pure trams as the second car at home, only for short commutes in the city. This group of people does not have the need to run long distances, and the requirements for endurance are not high, as long as a car that is flexible enough to be convenient to park is ok. Like mini, it is very suitable for their needs;
Another group of people, who had no indicators, wanted to choose a pure tram as a car for their family. What this group of people needs is a pure tram that covers their life scenes as fully as possible, so first of all, we must ensure that the end life is enough - the real endurance is three or four hundred kilometers, and the nominal must be five or six hundred kilometers. Such a car is destined to be not cheap.
The reason why dolphins can stand out from the crowd is because they can use technical means to meet the needs of these two groups of people at the same time.
In terms of urban commuting, the dolphin, which is only 4.1 meters long, has an extremely flexible body, coupled with its very short front end and wide field of view, in the face of the extremely large traffic situation of commuting in the city, it is natural and flexible, and it is easy to pour into the conventional parking space.
Although its length is relatively short, the "belly" is very large, and the wheelbase can go to 2700mm, which is 170mm longer than the same length than the feidu, which has reached the level of a proper A-class car. In other words, dolphins can give you feidu's flexible, siyu space. Such a cute "height difference" naturally has the best of both worlds.
In terms of endurance, although the dolphin does not have a NEDC range of six or seven hundred kilometers, it can give you the most real mileage. Because unlike many cars with long batteries to achieve long endurance, Dolphin improves endurance by reducing energy consumption and other means, the former has a low entry threshold and can be done by anyone, but the latter has to be done through years of technical accumulation.
According to the data released by the Ministry of Industry and Information Technology, the minimum comprehensive power consumption of 100 kilometers in each version of dolphin is only 10.3kW·h, not more than 11.3kW·h, whether the former or the latter, it is a relatively good level in the industry, leaving several "horse positions" away from the opponent. Just like the ID.3, which is about the same size as a dolphin, the comprehensive power consumption of 100 kilometers is 13.9kW·h, which is 23 percentage points higher than that of dolphins.
Lower energy consumption means the same range, which dolphins can meet with a smaller battery capacity. As you can see, the dolphin's 405km range requires only a 44.9kWh lithium iron phosphate battery. For almost the cruising range, the ID.3 also uses a 57.3kWh battery.
Of course, the nominal endurance is still secondary to the user, and more importantly, how much of its real endurance is.
In the "photoelectric" action of the major media, the dolphins performed very well. In the summer endurance ranking of the car emperor, the dolphin with a nominal endurance of 405km ran a score of 375.2km, with a completion rate of 92.6%, which is the top level of the same level, which is longer than some cars with a nominal range of 500 or 600 kilometers.
(In their tests, endurance attainment rate – real endurance?) Nominal endurance - only 20 models on 90%, accounting for only about 30%))
For many electric vehicles, it is not difficult to ensure summer endurance, and it is even more difficult to ensure the authenticity of winter endurance. Many pure electricity users in the north, once in the winter, do not dare to plan a long-distance trip of one or two hundred kilometers, they are afraid that the endurance of the watch seems to be enough, and the remaining power will light up the red light after a while, delaying the trip for a whole day.
In order to solve this problem, Dolphin added an additional wide temperature range high efficiency heat pump system to the PTC heating device. This heat pump system can operate in an ambient temperature of -30 °C -40 °C, compared with the previous separate PTC heating device, its temperature control speed is faster and more efficient, which can increase the winter endurance of the vehicle by 20%.
Similarly, in the 2021 new energy winter endurance test of Zhichedi, dolphins can maintain a 55.6% endurance achievement rate under the environment of -20 °C to -15 °C, leading the first place in the same class, 6.8 percentage points higher than the second place, and its total cruising range has reached 225.2km, which is 34.6% higher than the ID.3 with a nominal endurance of 430km.
There is no shortage of high-end products on the market, what is missing is the quality of dolphins
Of course, we can't blame the joint venture factory for drastically reducing some configurations that consumers may not care about for the sake of cost. After all, it is not easy to create a product of 100,000 yuan, especially in the case of limited cost, to create a boutique model that surprises consumers and is willing to pay.
You know, the high threshold of the automotive industry is this segment of the market at the level of 100,000 yuan.
Many people think that "Wei Xiaoli" is very powerful, a shot is two or three hundred thousand, three or four hundred thousand cars, think that the higher the price, the more gold content. But the truth is the opposite! It is because of their high price and large cost space that as long as they are bold enough to buy and buy with suppliers, they can create products that look good.
(In my opinion, the essence of the automobile industry is not how expensive cars are built, but who can effectively interpret the four words "value for money")
On the contrary, it is this segment of the 100,000 yuan level that is difficult to make a truly decent product. Because their costs are very limited, and the customer base they face is very large and complex, it is necessary to have real technological innovation to create something that is different from the market and can attract consumers.
As you can see, in order to create the dolphin this boutique model, BYD developed the e-platform 3.0, launched an eight-in-one electric powertrain, and achieved the leading level of energy efficiency in the industry; used the same level of wide temperature range high-efficiency heat pump system to solve the winter endurance problem of northern users; equipped with the industry's first zhenci blade battery...
The new forces of the half-way monks are bound to not have the strength to develop these technologies. Because these cannot be smashed with money, it requires research and development investment day after day and year after year. Therefore, the dolphin we see that can subvert the 100,000-level fuel vehicle market with lightning speed in less than a year after listing is actually the result of BYD's accumulation over the years.
(The mini program has been added here, please go to the Chedi client to view)