Text/Teng Xiaoxiao
Produced by car totem, it is not allowed to reprint without permission
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A netizen in Taiyuan, Shanxi Province, got tangled, oscillating between The Honda Fit and the BYD Dolphin. Later, after going to two 4S stores to experience it for himself, he chose dolphins.
In the Chinese auto market, which sells more than 20 million vehicles a year, this is a small thing that is "insignificant", but it reflects several changes in mainland automobile consumption from the side:
First, consumers are no longer overly obsessed with "foreign" brands.
There is a basis for this. In 2021, China's own brand passenger car sales totaled 9.543 million units, an increase of 23.1% year-on-year, far higher than the growth rate of the entire automobile market; the market share reached 44.4%, an increase of 6 percentage points year-on-year. In the new energy industry, this trend is even more obvious, in March, the penetration rate of new energy vehicles of independent brands was 41%; the penetration rate of new energy vehicles in luxury cars was 34%; while the penetration rate of new energy vehicles of mainstream joint venture brands was only 3%.
And a number of surveys have shown that Chinese people, especially young people, have a special love for domestic products, and the same is true for the automobile market.
Second, new energy vehicles have a larger consumer group in non-restricted cities.
At present, the sales volume of new energy vehicles in non-restricted cities in the mainland accounts for more than 80%, and in the unlimited purchase and unlimited areas, new energy passenger vehicles have also shown a strong growth momentum.
The main reason for this change is that China's independent vehicles are becoming more and more powerful, especially new energy vehicles, which already have the strength to compete head-on with joint venture vehicles. Take the BYD dolphins, for example.
In March 2022, Dolphin sold 10,501 vehicles and won the A0-class market sales championship, achieving a three-consecutive sales championship in this segment, becoming the most capable player in the A0-class model.
This number is very gold-rich.
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Different from the "spindle"," the new energy vehicle market is currently a "dumbbell"," that is, the proportion of sales of entry-level and high-end new energy vehicles is higher, and the middle gear is lower.
According to the latest data released by the Association of Passenger Vehicles, in March 2022, the wholesale sales of A00-class and B-class pure electric vehicles accounted for 32% and 30% of the entire pure electricity market, respectively. In contrast, A0-class pure electric vehicles account for only 15%, although it has improved, but the phenomenon of high and low at both ends is still obvious.
The same is true from the price dimension.
According to the 2021 sales data released by the Association of Automobiles, in the range below 80,000 yuan, pure electric vehicles have the most advantages, with a share of 37.6%, and a considerable proportion of substitution has been completed. It was followed by a high-end range of more than 250,000 yuan, with a share of 15.7%. In the range of 80,000-120,000 yuan, the share of pure electric vehicles is only 5.6%, far behind traditional fuel vehicles (88.5%).
In such a big environment, it is even more valuable for dolphins to achieve such results.
Let's look at another set of data: since its listing in August 2021, Dolphin's sales have risen steadily, rapidly narrowing the gap with Fit, and achieving a reversal. You know, in this market segment, Fit was once the strongest king.
Although there is no exact conversion number, from the interaction of netizens on major car platforms, Dolphin is indeed grabbing the market for fuel vehicles such as Fit, and has begun a white-knife war with fuel vehicles.
At the same time, due to being in the same regional structure market, with the improvement of people's living standards, Dolphin will also become the main replacement for entry-level pure electric models such as Wuling Hongguang MINIEV and Chery eQ1, which is also another expected growth point for Dolphin in the next 2-3 years.
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People's consumption concepts have also changed. The Taiyuan netizen mentioned above is a typical case.
He wanted to buy a car of about 100,000 yuan, so he chose dolphins; instead of wanting to buy a pure electric car of about 100,000 yuan, he chose dolphins.
The reason why dolphins are chosen is because dolphins are stronger regardless of spatial performance, dynamic performance, sense of technology or economy. This is also the reason why many users make Dolphin the first choice for car purchases.
Dolphin's outstanding product power stems from its parent body, BYD e Platform 3.0.
E Platform 3.0 is BYD's exclusive platform for pure electric vehicles, which is its latest achievement in the field of new energy, and its innovation points mainly focus on intelligence, efficiency, safety and aesthetics. As the first mass production car of e-platform 3.0, Dolphin naturally lives up to expectations.
It adopts a short front and rear suspension, long wheelbase design, the length of the car is 4070-4150mm, but the wheelbase has reached 2700mm, which is longer than Langyi (2688mm), Bora (2614-2688mm), Cruze (2640mm), the space performance is even more than enough, even directly after the B-class car, the space of the driver and occupants of the shoulders, hips, legs, elbows and other parts of the space are more generous. This is like a commercial house, the same building area, because the dolphin has made a more optimized design, the shared area is small, and the area used in the suite is correspondingly increased.
Dolphin adopts a new electrical and electronic architecture, and through the body electronic domain control technology, it greatly improves the efficiency of information processing and the speed of system reaction. Reflected in the user experience level, it is that diPilot intelligent driver assistance and other systems intervene quickly and accurately, and the operation of the car machine is smooth and reliable. In short, two words - comfortable. Moreover, the DiLink intelligent networking system equipped by Dolphin can directly crush a number of fuel vehicles at the same price.
In addition, with the blessing of blade batteries and the exclusive safety body structure of pure electric vehicles, Dolphin has gained an innate advantage in safety. The former has perfectly passed the industry's most stringent needle punch test, while the latter has passed 78.2% high-strength steel and thermoformed steel with tensile strength of more than 1500 MPa to better protect the safety of drivers and occupants.
Dolphins also have "efficient" characteristics. Compared with the industry's widely used three-in-one electric powertrain, it is equipped with the world's first deeply integrated eight-in-one electric powertrain, which increases power density by 20%, reduces weight and volume by 10%, and achieves a comprehensive system efficiency of 89%.
Dolphin also solved the pain point of the high rate of mileage reduction rate of pure electric vehicles driving at low temperatures, and increased the winter endurance by 20% through the thermal management system composed of heat pump air conditioning and PTC.
This is empirical, in a mainstream automotive media held the "2021 new energy winter mileage measurement" project, dolphin in the low temperature environment of -20 °C to -15 °C, with a 55.60% endurance rate, ranked among the best in all 39 mainstream new energy vehicles, the actual endurance and the so-called 602 km AION S.
Of course, in addition to these, dolphins have many more surprises.
For example, its suspension has been master-tuned, the power output is more smooth, it has a very good driving texture, and the shape is stylish, dynamic and avant-garde, which is very in line with the aesthetics of young people.
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Let's briefly summarize the key factors for dolphin success:
At the market level, the base disk users of new energy vehicles are expanding. In 2021, the penetration rate of new energy passenger cars in mainland China will be 14.8%, and in 2022, this number is expected to continue to grow to 25%. By then, the annual sales of new energy passenger cars will exceed 5.5 million units.
At the same time, the price range where Dolphin is located has the largest proportion of automobile consumer groups, but there are not many reliable new energy models.
In terms of products, Dolphin relies on BYD's decades of accumulation in the field of new energy vehicles to create a tough technical moat to meet the needs of user consumption upgrades. Whether it is body structure, styling design, space performance, safety, sense of technology, or endurance performance, it has unique advantages and has become the value ceiling of models at the same price.
Looking at it this way, BYD Dolphin has actually created a new differential market and become the king of this "universe".
It is worth mentioning that the recent frequent fluctuations in oil prices will most likely have a positive impact on the market performance of dolphins.
We can calculate the account:
If you charge with a household charging pile, the cost of the dolphin's 100 kilometers is 6.18-6.78 yuan, even if the business charging pile peak is only 21.3-23.4 yuan. And fuel vehicles, even if they are fuel-saving cars such as Fit, will cost 48.94 yuan to run 100 kilometers. If you run 20,000 kilometers a year, the dolphin can save at least 5100 yuan compared to the fit, and the highest can even save 8500 yuan. And don't forget that as a pure electric model, the dolphin's maintenance costs are also lower.
Such a people-friendly car cost is also one of the attractions of dolphins.
Not only the 100,000-level pure electric vehicle market where dolphins are located, what BYD wants to build is actually an ocean "universe". Judging from the trademarks previously applied by BYD, Ocean Network is also expected to launch a series of marine life models such as seagulls, seals and sea lions, as well as ship products such as destroyers and landing ships. At present, the destroyer 05 has been listed, and the seal has also released the official map.
BYD's maritime empire is taking shape.
(BYD Seal)
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