In recent years, the domestic automotive market pattern has undergone many changes. The most obvious point is that the hatchback market is gradually shrinking, and even the Golf, Polo, And Fit, which were once quite popular models, have all dropped to the "freezing point" without exception.
In March this year, for example, the Volkswagen Golf, once the popular king of the A-class hatchback market, sold only more than 5,000 units. This is a world away from the popularity of the sixth generation of golf many years ago.
You know, when the sixth generation of golf was listed, this car can be described as quite popular. Not only is the price not a little better, but consumers also need to raise the price and wait months for the car to be mentioned.
Today, Volkswagen Golf has evolved to the eighth generation, even if it has a new MQB EVO architecture and more technology than any previous generation, but the market response is not strong, consumers have no longer paid for their feelings, driving control.
The same is happening in the small hatchback market. Volkswagen Polo, Honda Fit, Toyota Zhixuan, once also loved by consumers, monthly sales of tens of thousands is the norm.
Today, the sales of these three cars have long been less than that year. In March, even toyota, the highest-selling Toyota, had only sold more than 5,000 units, while the Honda Fit had less than 5,000 units and the Volkswagen Polo had only more than 2,000 units.
It is not difficult to find that the sought-after goods in these hatchbacks in the past are now unsatisfactory sales. The reason behind this is nothing more than the upgrading of the automobile consumer market and the change in the concept of automobile consumers.
We can see that today's cars are no longer out of reach, but have entered thousands of households. Moreover, many families have already owned cars, and now it is time to change cars and buy more, and they often care about the quality and brand of the car when choosing the next car.
Hatchbacks have always been entry-level models, in layman's terms, they belong to the "just need type", which also leads to the disappearance of consumer enthusiasm for hatchbacks.
In addition, the progress of domestic cars is visible to the naked eye. Although these joint venture models such as Fit, Polo, and Golf have a good reputation, no matter the configuration, space, and even power, they cannot be compared with today's domestic cars at the same price.
A simple example, consumers spend more than 100,000, if you buy a domestic SUV, not only can get a larger size, higher configuration, stronger power, often can also enjoy a longer warranty, and the cost of later maintenance is also very low.
In this way, it is reasonable that the joint venture hatchback will no longer be paid more attention to and liked by more people.
However, when the heat of a number of joint venture hatchbacks has dropped to the "freezing point", the hatchback market has appeared "a dark horse". This car not only has a fairly high popularity from the beginning of the listing, but also the trend of sales has shown a rapid upward trend, and now the monthly sales volume has stabilized at more than 10,000 units.
This car is the BYD Dolphin.
In March, BYD announced the sales of dolphins, which sold 10,501 vehicles, continuing the market performance of more than 10,000 monthly sales. At the same time, BYD Dolphin has also become the sales champion of the 100,000-level pure electricity market.
At a time when the joint venture hatchback is generally cold, BYD Dolphin has sprung up, what does this mean?
In fact, the monthly sales of joint venture hatchbacks such as Fit and Zhixuan were not as sluggish as they are today. It should be noted that in April last year, Toyota Zhixuan sold nearly 10,000 units, and Honda Fit also achieved sales of nearly 15,000 units in October last year.
It is worth noting that after the by-product launch of BYD Dolphin in August last year, the sales volume in the first few months was not tens of thousands, but the upward momentum was obvious, and by December last year, its sales had basically stabilized above 10,000 units.
On the contrary, the monthly sales of Fit and Zhixuan in this period are gradually declining. That is to say, after the BYD dolphin is listed, it is gradually encroaching on the market share of Fit and Zhixuan.
This can't help but make people wonder, BYD Dolphin, the market "rookie", how can it can eat away at the market share of the old guns in the market such as Zhixuan and Fit?
In fact, the first factor is brand power.
BYD's rapid progress in recent years is undoubtedly a collective outbreak of technological accumulation over the years. As a pure electric model, BYD Dolphin is based on the latest e-platform 3.0. BYD's achievements in the field of three-electric systems have been widely recognized.
In this way, from the perspective of consumers, they also choose BYD to see its own technical strength. In other words, BYD's years of accumulation in new energy technology have been transformed into stronger brand power. They chose BYD, in fact, they valued the BYD brand.
The second is that BYD dolphins conform to the needs of the times.
Different from the Fit, Polo, Golf and other fuel vehicles, BYD Dolphin, as a pure electric car, is in line with the needs of the current era.
According to the data, the domestic sales volume of new energy vehicles in 2021 will be 2.99 million units, and the market penetration rate has reached 14.8%. Although the sales volume of new energy vehicles is still quite different from that of fuel vehicles, it is necessary to know that the rise of new energy vehicles is only in recent years.
In other words, in just a few years, the market share of new energy vehicles has increased from almost zero at the beginning to 14.8% in 2021. According to this trend, some analysts predict that China's new energy vehicle sales are expected to exceed 5 million this year, and it is expected that sales will be close to 10 million by 2025.
Consumer demand for new energy vehicles is increasing day by day, coupled with BYD's leading edge in new energy technology, under the same price point and the same positioning, consumers are more inclined to choose BYD Dolphin, rather than Fit, Zhixuan these fuel vehicles.
What's more, BYD Dolphin also has the advantage of being able to get a green card, and can travel without restrictions in limited cities. In addition, at a time when oil prices are soaring, this also further prompts consumers to switch to new energy models instead of fuel models.
Not only that, in terms of product power itself, BYD Dolphin also has excellent product power that can convince consumers.
For example, although BYD Dolphin positions a small pure electric hatchback, because it is based on a pure electric platform, it still has the spatial performance of surpassing the same level of fuel vehicles.
In terms of wheelbase, bydir dolphins can achieve 2700mm, which is more advantageous than 2530mm in the same class of mid-flight. Despite the impressive magic seat blessing of the fit, the spatial performance is obviously still incomparable with the BYD Dolphin.
In addition, the configuration is also the advantage of BYD Dolphin compared to these joint venture hatchbacks.
BYD Dolphin offers automatic parking, 360° panoramic imagery, 6 speakers, automatic air conditioning, Bluetooth key, keyless entry and many other configurations. In contrast, this is extremely rare in the same level of joint venture fuel vehicles.
What's more, BYD Dolphin benefits from the convenience of electric technology, and also provides a 12.8-inch central control touch screen, which not only supports mobile phone interconnection, but also comes with its own car networking function, which can bring more fun to users.
In addition, the inherent smoothness and tranquility of pure electric cars are also impossible for the same level of fuel vehicles. After all, fuel small cars like Fit and Zhixuan are often difficult to achieve excellent sound insulation and noise reduction due to cost considerations.
It can be seen that the advantages of BYD Dolphin are multifaceted, and it is indeed reasonable to encroach on the market share of the same level of joint venture fuel vehicles. With the deepening of the new energy market, the market share of traditional hatchbacks will be further eroded, and this segment of the market in the future is destined to belong to electric cars such as Dolphin.