High-end is the dream that every traditional independent brand cannot do without, Geely's Lynk & Co Extreme Kr, Great Wall's Wei Brand, Chery's Xingtu, BAIC's Polar Fox... Independent brands have tried too much to impact the high-end, although some of the impact eventually became a joke, but it can not stop the trend of high-end.
The same goes for BYD.
Today's BYD, can be said to be a net red brand in the automobile market, DM-i hybrid system and EV pure electricity, two-pronged excellent performance coupled with rising oil prices, making BYD a car difficult to find, it is said that now a BYD equipped with DM-i hybrid system model, the fastest also 3 months to pick up the car. It is precisely because of BYD's outstanding performance in the new energy that it has enough confidence and courage to become the world's first car company to completely stop the production of traditional fuel vehicles.
BYD Qin PLUS DM-i
But the high-end brand is still a pain for BYD. Technically, TOD today has won the trust of consumers, but what BYD lacks is a more high-end and independent brand image. Or to put it more bluntly: there are a certain number of consumers who like BYD's technology, but do not like the three words "BYD". In other words, BYD needs a new brand, a more high-end brand to carry by WHICHD's next phase of continuous efforts.
We now talk about BYD's high-end layout seems to be a blank, but in fact, BYD is one of the earliest to try high-end strategy of one of the brands, as early as 2010, BYD and Daimler began to cooperate to establish Shenzhen BYD Daimler New Technology Co., Ltd., in 2012 officially released the Denza automobile brand, and in 2016 officially changed the company name to Shenzhen Denza New Energy Automobile Co., Ltd.
Denza car logo
As one of the earliest joint venture new energy vehicle companies in China, Denza can be said to be a rich second generation born with a golden key, with Daimler doing brand endorsement and BYD doing product endorsement, it is said that Denza should show its fists in the market. Unfortunately, at that time, the domestic new energy vehicle market was in its infancy, not only consumers felt unfamiliar with electric vehicles and lacked confidence, the overall car environment of electric vehicles was also quite imperfect, and at that time, whether it was BYD or Daimler, they did not really spend time on the denza brand, resulting in its product line has been relatively single, there is no way to open the market.
Denza's previous development can be divided into two stages, the first stage is dentge 300 put on the market, I don't know what impression you have on this model, but according to the information released, this Denza 300 by Daimler is responsible for the manufacture and design of the vehicle, BYD is responsible for the battery and electric drive and other power systems, should have been a strong combination of killing the four parties, but now it seems that this has not turned the slightest wave in the market Denza 300 is undoubtedly a failure, Although Denza Automobile later brought different models with different endurances such as Denza 400 and Denza 500, it did not promote sales.
Denza 500
The symbol of the second stage is the launch of Denza X, this Denza X is not difficult to see inside and out that this is a BYD Tang face change work, and it does not play any role in sales, but the launch of this car means that both Daimler and BYD are no longer willing to spend time for this brand to create products alone, the original strong combination of Denza, reduced to a father who does not hurt, the mother does not love no one cares about the orphan boy, the launch of Denza X, but to force a fig leaf on Denza.
Denza X
Public data show that from 2014 to 2018, Denza Automobile lost a total of 3.498 billion yuan, this long-term loss situation, for both sides is difficult to accept, especially for Daimler, in the Mercedes-Benz EQ series products gradually developed and perfected and launched into the market, this Denza automobile has also become a dispensable thing for Daimler.
But for BYD, this momentum, which once had Daimler as a brand endorsement, still has a lot of value, but the top priority is to completely control the dominance.
I don't know how long it took for the two sides to negotiate internally, but at the end of 2021, BYD issued an announcement that BYD and another major shareholder, Daimler, intend to increase the capital of Denza by 1 billion yuan each. In addition, the shareholders of the two parties also announced the signing of an equity transfer agreement to complete the equity transfer of the two parties in Denza (previously 50% of the shares held by both parties, after the completion of the transfer, BYD and Daimler will hold 90% and 10% of the shares of Denza respectively), but the equity transfer related matters are still subject to regulatory approval, and the plan will be completed in mid-2022.
After the equity transfer, it means that BYD, which owns 90% of the equity of Denza Automobile, will completely dominate Denza, while Daimler will continue to hold 10% of the shares, and it can continue to endorse the brand of this joint venture new energy brand in publicity. Another point is that BYD is still planning a more high-end brand, in the BYD planning, the future Denza will focus on 300,000-500,000 yuan, the new high-end brand will focus on more than 50-100 million yuan, in the high-end market to choose the existing Denza car, undoubtedly can save a lot of money.
On April 4, Zhao Changjiang, general manager of denza's auto sales division, announced the future new car plan of the Denza brand on the social platform: in 2022, Denza will launch three new cars, including an MPV, a medium-sized SUV and a medium-sized SUV.
In the year when BYD dominated Denza Automobile, three new cars could be launched, which is in stark contrast to the fact that Denza Automobile currently has only one Denza X on sale, and it is not difficult to see BYD's eagerness to enter the high-end market. In a series of new car-making forces have been on the high-end today, BYD is naturally not willing to guard the acre and three points in the low-end market, not to mention that BYD has full advantages in terms of technical heritage.
Denza Automobile will launch a new high-end MPV model this year
BYD dominates Denza, whether IT is BYD or Daimler is a win-win situation, Daimler is obviously abandoning the brand, now hand over the dominance, let the aspiring BYD continue to toss, they occasionally come out to denza station to stand on the street, and then lie down to make money is a very happy thing; and BYD dominates Denza, but also saves a lot of money to rebuild the high-end brand, Denza was not mixed well before, but more or less left consumers daimler and even Mercedes-Benz high-end impressions, For BYD, which wants to attack the high-end, it is a matter of benefit and no harm.
In terms of product promotion and detailed design, Denza X has always emphasized its relationship with Mercedes-Benz, trying to leave a high-end image
In short, in the past few years, Denza's "rich second generation" has corrupted a lot of family property, but now that the old father is watching and the family technology is supplying, this Denza may really be able to turn around with the help of BYD's current good momentum in the new energy market.