Lead
Introduction
Whether it is a car company or a consumer, when entering the hybrid market / buying a hybrid model, it is necessary to calculate the "economy" account, and whether the manufacturing cost can be compared with BYD, and whether the car environment can break through the critical point of "hybrid saving money" is the most critical issue.
Author 丨 Xu Jinkai
Responsible editor 丨 Luo Chao
Editor 丨Zhu Jinbin
"Isn't your car hybrid?" Why didn't I get a green card? ”
"Can this car be charged?" Is it the ideal kind of extender? Or ISD's kind of jerk? ”
"The current hybrid market is too chaotic, and it is difficult to leave a clear impression on consumers."
"It is also difficult to build a technology brand, except for BYD's DM-i, which is successful, and the current progress of other brands is not obvious."
On the one hand, consumers are stupid and can't distinguish the technical path of hybridization, and on the other hand, in the chaotic market environment, car companies do not know how to highlight their advantages. The coming era of hybridization has become a mystery to be solved, and consumers and car companies have not made a good calculation and do not know how to start to get the best choice for themselves.
Indeed, just look at the classification of hybrids, it has long been a pot of porridge, general mix, 48V, plug mix, increase range, almost every subdivision of the category has several car companies to compete, and each car company has its own hybrid name, Honda's i-MMD; BYD DM-P, DM-i; Geely Thunder God, Chery Kunpeng, Changan Blue Whale, etc., ordinary consumers are difficult to distinguish their differences, and for car companies, hybrid competition has just entered the era of racecourse, how to highlight their own advantages, Taking the lead in winning the competitive advantage of the side position is also a problem to be solved.
The more lively the world is, the more it is necessary to calm down, recognize who you are, and find your own position in order to find a breakthrough.
Recognize who I am
Throughout their lives, people are constantly refreshing their own cognition, which is an inevitable lifelong problem for everyone. People are like this, and so are enterprises, in the ever-changing business rules to recognize themselves, in order to have the possibility of continuous development. Although the market is unpredictable, it is not difficult to stabilize the mind and see the clouds.
At present, in the hybrid market, BYD's status is unattainable, it is difficult to find a car in line to buy a car, and BYD's crazy output has allowed many car companies to see the potential of the hybrid market.
The reason why BYD can achieve such results is because its DM-i super hybrid does have superiority, economical and fuel-efficient, quiet and fast, the most invincible is that it has a price comparable to that of the same level of fuel vehicles, so the hard power of "cost-effective" is the fundamental of its ability to detonate the whole field.
In addition, BYD is one of the earliest companies in the industry to launch hybrid models, from the F3 DM of the early generation in 2008 to the later "542 technology" and then to the super hybrid of today's industry subversion, the development of more than ten years has laid the foundation for BYD to innovate in the hybrid market, and on the other hand, it has gradually formed its own reputation on the market side, and then formed the DM-i super hybrid technology brand to empower the pattern of the whole series of models.
From the perspective of BYD's development, economy is its very important competitiveness, which is quite similar to the pattern of survival> development > enjoyment in the current market consumption level, and the extremely powerful BYD integrates its own excellent control of costs and in-depth observation of the market to create its own competitiveness.
However, for Geely, Chery, Great Wall, Chang'an and other enterprises that are vigorously promoting the development of hybrid, BYD's success is difficult to replicate, they have neither the ability to control the new energy industry chain, nor the accumulation of market reputation, so in the view of Xiaobian, the development towards a higher consumption level such as "development and enjoyment" is an important opportunity for it to succeed.
"'Survival' highlights its own economy; 'development' highlights quality; 'enjoyment' highlights the pattern of green development." This is perhaps the best way to divide the consumption hierarchy of the hybrid market, and it is also the fundamental element that the companies that flock to the market need to be clear. "On the basis of highlighting the universal advantages of hybrid models with fast acceleration, fuel saving and quietness, focusing on creating their own exclusive labels can promote them to gradually achieve a leading position in the chaotic market pattern."
Want money or face?
Enterprises need to position their own development direction, consumers also need to weigh their own pockets, in the matter of buying a car, the vast majority of consumers can not control their desires, budget 100,000 to see the car, really buy a car to land to spend 200,000 or even 300,000 or 400,000 abound.
On the issue of buying hybrid models, different consumers have different needs. Putting aside the limited license cities such as Beijing, Shanghai and Guangzhou, hybrid models are more likely to obtain license plates, consumer demand for hybrid models is nothing more than just a few categories, some people need to be economical, some people advocate green development, and some people want to buy a hybrid model to try it out.
In any case, consumers need to know that this account of the hybrid should be counted this way.
Assuming that the family car drives 15,000 kilometers a year, uses No. 92 gasoline, the oil price is 7.5/L, the fuel consumption of the hybrid model is 4.5L, and the fuel consumption of the fuel vehicle is 6.5L, then the fuel cost of the hybrid vehicle is 5062 yuan a year, and the fuel cost of the pure fuel vehicle is 7312 yuan a year, so that the hybrid can save 2250 yuan a year, and the car can save 22,500 yuan in ten years, which is basically the same as the difference between the hybrid model and the fuel model in the same configuration.
Of course, this is only an ideal state, in today's era of oil prices soaring, the "saving speed" of hybrid models is also faster, in addition to the higher fuel consumption of medium and large cars and the state of driving longer mileage, the saving advantages of hybrid models are more obvious.
In addition to the direct factor of fuel consumption performance, in the vehicle retention rate level, hybrid models have obvious shortcomings, taking the market-tested Corolla as an example, the first five years of the fuel version of the Corolla retention rate are: 81.3%, 70.0%, 63.8%, 53.8%, 49.6%; the double engine version of the Corolla in the first five years of the retention rate are: 72.2%, 66.0%, 57.8%, 49.1%, 44.3%, from such a simple comparison is not difficult to find, The longer the car is driven, the closer the hybrid to the residual value of the fuel.
Looking at these factors as a whole, hybrid models save fuel but not necessarily save money, which needs to be combined with the consumer's own car environment, long mileage, long car time, the choice of hybrid car can have a good expenditure savings, and for the vast majority of ordinary consumers, it is impossible to break through the critical point of "hybrid saving money". Of course, the production of fuel vehicles has been discontinued, and BYD, which directly faces the competition of fuel vehicles with hybrid models, is an exception.
If the cost of the car is not important in the car purchase decision, and faster acceleration and a quieter and smoother driving experience are the main interests pursued by consumers, then hybrid models are indeed a good choice.
In general, whether it is a car company or a consumer, when entering the hybrid market / buying a hybrid model, it is necessary to calculate the "economy" account, and whether the manufacturing cost can be compared with BYD, and whether the car environment can break through the "hybrid and save money" critical point is the most critical issue.
| Xu Jinkai |
Record ignorance in order to witness growth.