Denza Automobile was jointly established by BYD and Daimler in 2010 and is the product of a joint venture between BYD and Daimler-Benz. However, under the joint venture between the two parties, the development of the Denza brand has not been particularly smooth. On December 25 last year, BYD and Daimler signed an equity transfer agreement on adjusting the structure of its joint venture Denza, and intend to complete the equity transfer of the two parties in Denza.
Upon completion of the transfer, BYD and Daimler will hold 90% and 10% of Denza's shares, respectively. Therefore, Denza has naturally become a luxury brand under BYD.
But there is a problem in front of BYD, that is, how to differentiate by BYD and the Denza brand. Because in essence, Denza's technology and BYD technology are the same. So in such a situation, how to persuade users to buy more high-end Denza?
On this issue, Zhao Changjiang, general manager of BYD Denza's sales division, answered users' questions through Weibo. It said a total of 6 points. We can briefly summarize that BYD's way is mainly distinguished by three points.
[1] Differentiate by model
Denza will launch three models this year: luxury MPV, medium and large SUV, and medium-sized SUV. Among them, luxury MPVs, medium and large SUVs are not available to BYD. Therefore, through the differentiation of models, Denza and BYD brands are distinguished. This is also the most intuitive and easiest way to distinguish.
[2] Differentiate by channel
Denza's products will certainly not be sold in BYD's 4S stores, but will build a new sales channel. Since Denza is the main high-end brand. Then the middle and high-end should also have the appearance of the middle and high-end. In terms of channels, I think Denza may adopt offline + online dual channel construction. This can quickly achieve the laying of the sales network, and the second is to avoid the drawbacks of the traditional 4S store model. Unified online and offline prices to provide users with a better purchasing experience.
[3] Differentiation by service
Distinguished by service, the reason why luxury brand models are expensive, in addition to the product itself, good after-sales service is also part of the brand premium. Especially in the era of new energy, a considerable number of new users are recommended by old users. Like ideal car, Weilai automobile, has tasted the benefits of service.
At present, China's first-line independent brands have basically completed the transformation of high-end. Great Wall Motors launched the tank, WEY. Geely has Lynk & Co, Extreme Krypton. BYD now wants to bring the Denza brand back on the rise.
I think that the most difficult thing for traditional car brands to develop to the high-end is how to get rid of the brand traces of the past and appear in front of users with a new image. Moreover, in terms of technology and products, we differentiate ourselves from the original brand. Otherwise, if the past impression users can't get rid of it, then the new brand will be difficult to succeed.