The infinite war of the new Denza

"Denza has three models released this year: MPV, medium and large SUV medium SUV; Denza high-end MPV model has EV and DM plug-in hybrid versions, also equipped with four-wheel drive and two-wheel drive systems; so the price range will be wider...."

This is the latest content on the Weibo of Zhao Changjiang, general manager of Denza's sales division.

Unlike most car executives, Zhao Changjiang Weibo is very diligent, almost every article must talk about Denza, users, services, suggestions, finishing....... Almost Zhao Changjiang Weibo's high-frequency vocabulary.

Half of the history of car building, the prequel to see Denza.

The previous Denza was like a magic Popeye, constantly waving his hands to break tesla's wrists, and now Denza is more like a science and engineering man with glasses and a quiet temperament, and its pupils flash with design, forced grid, code, user and other Internet words.

If it were not for the emergence of Denza, then there would be no electric vehicles in China that can break tesla's wrist after 2010.

I sometimes wonder if it weren't for deforestation's inherently complex shareholding structure, would today's car-making story usher in a different narrative.

Break the cocoon

The momentum that will lead the industry into the battlefield of the future will certainly not stop, it will just change its posture and start again.

The starting point of the runway is that the equity cocoon that hinders the progress of Denza is broken.

On December 24 last year, BYD and Daimler completed an agreement, with BYD holding 90% of the shares and absolutely controlling Denza.

In less than two months, BYD's determination to rebuild the momentum has been revealed.

At the beginning of the new year, BYD started to attack Denza.

On February 14, Denza Automobile Sales & Service Co., Ltd. was established with a registered capital of 50 million yuan, and the new company was 100% controlled by BYD Automobile Industry Co., Ltd.

Zhao Changjiang, general manager of Denza's sales division, succinctly explained the core significance of the new company's establishment on his personal social media: Denza will rebuild high-end services and experiences.

Choosing this node to turn the page, BYD has another meaning.

12 years ago, at the beginning of the establishment of Denza, BYD and Daimler agreed that BYD was responsible for the core electric drive technology used in the vehicle, and the design and chassis adjustment of the vehicle were undertaken by Mercedes-Benz.

At that time, Mercedes-Benz did not have a single pure electric car on sale, and BYD's products were still unknown. The focus of cooperation between the two parties is on car-making technology.

Denza is like a bridge between Daimler and BYD to exchange technology, exchanging ideas and getting what they want.

Although depressing sales later declined, there were reasons why the product line was too single, and there were also reasons for insufficient timing and geographical advantages, but the channel was the Achilles heel that Denza had always been.

To this end, Denza has tried and tried to integrate sales channels with Mercedes-Benz.

In 2016, the Denza 400 went public and was once on sale at mercedes me in Sanlitun, Beijing. In 2017, Denza entered the Mercedes-Benz dealership.

On July 1, 2019, Beijing Mercedes-Benz Service Co., Ltd. was officially responsible for Denza's business including sales, marketing and brand communication, customer service, network development, etc., and the denza sales system was assigned to Mercedes-Benz.

These efforts are correct in any way, but the only thing is to clash with human nature.

Just imagine, in the crowded Mercedes-Benz sales hall, a beautiful sales representative is to choose to sell better, a higher Commission Mercedes-Benz fuel vehicle to do unremitting promotion, or to retreat to the second, choose a more difficult to sell, lower Commission Denza tram?

BYD sees the core issue and deforestation must be an independent brand.

Denza is reborn, and the first step starts from the independence of the channel.

The marketing team of new Denza has many luxury industry players to join. The new Denza is reminiscent of it and associates it with BYD's high-end brand.

At present, BYD's highest positioning of the Dynasty Network is below 300,000 yuan, and the high-end brand positioning that will be listed is more than 500,000 yuan, and between 300,000 and 500,000 yuan is just left for Denza.

Denza's positioning in BYD's territory is greater than that of dynasties and smaller than that of high-end brands in the future. However, Denza is Denza, and BYD's high-end brand is a high-end brand.

The two are completely independent and not subordinate to each other, and we can completely regard Denza as a new car-making force operated by BYD.

——It has more core technology and car-making background than the existing new forces, and compared with traditional car companies, it has less shackles and burdens of fuel vehicles.

Wings

From the currently known information, Denza's upcoming new car is a large 7-seat MPV with a 2+2+3 layout.

Zhao Changjiang revealed that the new car was completed by a professional team using a new design language and referred to tens of thousands of user suggestions.

Interestingly, this year, Denza will create a new executive position called "Chief Pet Fan Officer".

At the time of Denza rebuilding the high-end service system, the setting of the "chief pet fan officer", coupled with the early addition of Zhao Changjiang, who was previously good at marketing and communicating with users, it is easy for us to see the reason:

——Taking the opportunity to reshape Denza, BYD is transforming into a user-oriented enterprise.

Denza's self-improvement is also a high-end brand route for BYD in the future.

However, according to past experience, production capacity is the biggest constraint on BYD's current sales.

However, with BYD's suspension of production of fuel vehicles and the full transfer of production capacity to new energy models, the problem of insufficient production capacity will be greatly improved.

Since production capacity is not a problem, the focus must be on products and market links.

Relying on the technical advantages of E platform 3.0 and the new global design language, desist will quickly launch three models this year and next two years, in addition to a large 7-seat MPV, another large SUV, and a medium and large SUV, which will quickly serve BYD's high-net-worth users.

From this point of view, Denza itself plays a very important role in the core link of BYD's entire series of absolute increments.

This year, BYD has a lot of highlights, at the market level, BYD and Tesla in the sales of the dragon and tiger fight; product level, Han EV GT version will achieve 3.7S to break the hundred; at the brand level, the ocean series will skyrocket, and Dynasty Network side by side.

However, what is more worth looking forward to, I think, is still deforestation.

In the twists and turns of the road to car building, Denza has shown us a strong vitality.

If we look back at the list of new car-making forces that have few survivors in previous years, it is a cold reminder that in the cruel market competition, luck can only win in the short term, the marathon track is very long, and it is more important to live healthy and healthy than anything else.

For many new forces that have not experienced a complete industrial cycle, once the counter-cycle comes, car manufacturing will eventually be short-lived.

Only by living to the end can we be proud of the world.