After there is no "oil", you can "refuel".
Today's car circle has two major top streams, one is Tesla, the other is BYD.
One of the characteristics of the top stream is the hot search, the frequency and popularity are far superior to others.
Wang Chuanfu set a sales target of 1.5 million for BYD this year, an increase of more than 1 times compared with 730,000 vehicles in 2021! SAIC Volkswagen will sell 1.34 million units in 2021.
A few days ago, BYD announced the suspension of production of fuel vehicles, the news once released rushed to the top of the Weibo hot search list, the cumulative number of topics read has reached nearly 400 million, no less than the popularity of traffic stars.
Now that things have been fermented for a week, after the excitement of eating melon has gradually faded, it is even more able to feel the deep meaning behind this move.
However, from BYD's announcement, there is not much information, only saying that the suspension time and the future will continue to protect the after-sales protection of existing fuel vehicle customers, and did not explain the specific reasons.
But even if you don't say it, everyone knows that this is actually a natural thing.
As you can see from the comments section, most people are not surprised that BYD made this decision.
This is not an exaggeration, because in the past year, the proportion of BYD fuel vehicle sales has repeatedly decreased, and new energy vehicles have become the absolute main force.
In 2021, BYD's annual sales of passenger cars reached 730,000 units, an increase of 75.4% year-on-year, of which the annual sales of new energy passenger cars exceeded 590,000 units, accounting for more than 80%, an increase of 231.6% year-on-year.
This proportion is already very exaggerated, but it is not expected that after entering 2022, it will continue to expand to a more terrifying level: 98%.
In March this year, BYD's monthly sales of new energy vehicles exceeded 100,000 units for the first time, reaching 104338 units, up 160% year-on-year; in the first quarter, BYD's total sales of new energy vehicles reached 289845, creating the best record since the establishment of the company.
In contrast, BYD's fuel vehicles produced a total of 4635 vehicles in the first quarter of this year, and sold 5049 vehicles.
At this point, in fact, whether BYD has this last paper explanation or not, the discontinued fuel vehicle has become an established reality.
BYD's mind is no longer on the fuel vehicle sector, its fuel models on sale are few, only the song family's two SUVs and bydir F3 that have not been upgraded for many years, and the positioning is relatively close to the people, the highest Song PLUS guidance price is only 115,800 to 143,800, and the product and brand value improvement space is weaker than that of new energy vehicles.
As a result, the situation has been very clear and clear, on the one hand, the development of the fuel vehicle sector has slowed down; on the other hand, the supply of new energy vehicles is in short supply, and the sales volume is growing rapidly, while there is still insufficient production capacity and unleased sales space. According to BYD's earlier disclosure, there are still more than 400,000 undelivered orders on hand.
How to choose? The answer is obvious.
And BYD also has early signs, in the face of the industry's total ban on the sale of fuel vehicles, it has always been one of the most vocal car companies.
As early as 2018, when domestic new energy vehicles were not yet favored by capital, two people proposed to "clarify the timetable for banning the sale of fuel vehicles as soon as possible", one is Wang Chuanfu, chairman of BYD, and the other is Zeng Yuqun, chairman of ningde times.
Since then, Wang Chuanfu has repeatedly called for a ban on the sale of fuel vehicles, and has threatened to put this idea on the agenda. It's just that these remarks were considered by many in the early days to be a manifestation of his arrogance, but today it seems that this is his truest idea.
March 2022 will become another important node in THE development history of BYD, and it will also be an important node in the development history of the entire automobile industry.
Because starting this month, BYD became the first car company in the world to officially announce the suspension of fuel vehicles, focusing on pure electric and plug-in hybrid vehicles in the automotive segment.
This is no longer a matter of rushing, BYD is directly stepping into the finish line.
Originally, in the context of the century-old automobile industry's shift to electrification and "double carbon", although major car companies have given the timetable for stopping the production of oil vehicles and stopping the research and development of internal combustion engines, they are basically five years later or more, and there is still a view that it is too fast.
So where does BYD dare to propose to do this now?
It was certainly not Liang Jingru who gave it the courage.
First of all, from the perspective of the entire background, many people did not expect the development of new energy vehicles to be so fast at the beginning, in just one year, the retail penetration rate of domestic new energy vehicle sales has reached 21.8%, an increase of 13 percentage points over February last year.
Coupled with the subsidy breakdown this year, oil prices soared and other factors, will accelerate the new energy vehicles to embark on the stage of high-quality development of the market.
Therefore, from the general direction, BYD's decision to stop production of fuel vehicles at this time is the trend of the times.
Second, BYD's confidence also comes from the strong performance and technical advantages of its new energy vehicle sector.
According to a 2021 global new energy brand sales data released by the CleanTechnica website, IND ranked second with sales of 593,900 vehicles in 2021, ranking first among domestic manufacturers, achieving a year-on-year increase of more than 220%, and a global market share of 9.1%.
Since the beginning of this year, BYD's sales performance is also far ahead among all new energy vehicle companies, not only won the champion of independent brand sales in February and March for two consecutive months, the average price of bicycles also surpassed Volkswagen to reach 157,000 yuan, the average price of Geely bicycles in the same period was 76,500 yuan, and the average price of Great Wall bicycles was 106,000 yuan.
In addition to outstanding market performance, more critically, BYD also has a series of core leading technologies such as DM-i super hybrid technology, e-platform 3.0, blade battery and so on in the field of new energy vehicles, which are recognized by consumers and have established word-of-mouth and brand advantages in the market terminal.
Taking Han DM as an example, in March this year, its sales volume increased by 524.9% month-on-month. Since its listing, the Cumulative Sales volume of the Han family has exceeded 190,000 units, ranking the top 1 of medium and large sedans of Chinese brands, even compared with the same class of models as the BBA, ranking in the top three in terms of sales.
All this further enhances BYD's confidence in discontinuing fuel vehicles.
After having the confidence, BYD also set a very high number for this year's sales target.
Wang Chuanfu previously said: "This year's conservative estimate of sales is about 1.5 million vehicles, if the supply chain, delivery is done well, it is willing to hit the annual target of 2 million vehicles." ”
What does this number mean?
According to the wholesale sales of passenger car manufacturers in 2021 according to the statistics of the Federation of Passenger Vehicles, the top three are FAW-Volkswagen, SAIC-GM and Geely Automobile, with sales of 1.8 million units, 1.34 million units and 1.32 million units respectively.
According to this data, 1.5 million will mean the industry second, autonomy first; 2 million means the industry first.
Compared with 2021, not only has sales doubled, but also the ranking has risen sharply, so from this sales target, it can also be seen that BYD is extremely confident in its own strength.
Absolute self-confidence comes from absolute strength.
However, BYD's approach does not apply to other traditional car companies, and it is not necessary to expand the interpretation of this matter.
Different from BYD's sales composition, the proportion of fuel vehicles in most car companies is not low, and they do not have the conditions to stop production of fuel vehicles in a short period of time.
After the electrification of "All IN", BYD and Wang Chuanfu can also focus more on continuing to create their own new energy business empire.
Since founding BYD in 1995 and plunging headlong into the battery industry, Wang Chuanfu's original intention is to do new energy, and building fuel vehicles can be regarded as "curve to save the country".
At that time, the R & D investment in the field of new energy was huge, and the loss was serious, so BYD launched a fuel vehicle, using the technology and funds accumulated by this part of the business to open the way for new energy vehicles, and from the day it began to build cars, BYD has not stopped developing new energy vehicles.
Wang Chuanfu's goal is not only to become a world-class automaker, his dream is to build a green future city with zero emissions and zero pollution with "electric vehicles, solar power plants, and energy storage power stations".
Over the past few years, BYD's boundaries have been expanding, from mobile phone batteries to mobile phone parts, then to automobile manufacturing, and then to the development of power batteries and IGBT chips, and finally involved in photovoltaic and monorail transportation, has created a market value of more than 600 billion commercial crocodiles.
Now the time is ripe, for BYD, the proportion of almost negligible fuel vehicles is not a chicken rib, after no "oil", BYD can unload the burden and focus on the new energy industry.
Doing the right thing at different stages is what a mature entrepreneur should have.
According to the plan, this year will be a year for BYD to show its strength in the field of new energy. BYD Dynasty.com will launch new cars such as the new pure electric Tang/Han/Song PLUS/Qin PLUS and Han DM-i during the year; in addition to the destroyer 05, which was officially launched on March 17, Ocean Network also has 20 new cars such as new A-class cars, new B-class SUVs, and new A00-class models (unveiled as soon as June). What is more expected is that BYD will also launch a new high-end brand and its first hardcore off-road vehicle this year, priced at 500,000-900,000 yuan.
With the listing of a variety of new energy products, it is believed that BYD will have new breakthroughs in both sales volume and brand value this year.
In addition, from a marketing perspective, this move can also add more legendary color to its brand story.
As we all know, in order to occupy the user's mind and become the representative of a certain category, the key points are speed and strength, and sometimes speed is even more important than strength.
Just as Apple subverted the mobile phone industry, Tesla redefined the car with software and intelligence, becoming a representative of the smart phone and new energy vehicle categories respectively.
BYD's DM-i super hybrid technology is also a vivid case, which has triggered a trend of building technology brands in the field of new energy vehicles, and now when it comes to hybrid, it is no longer only toyota, but also BYD.
In the new energy vehicle track, BYD itself has a first-mover advantage, the brand positioning of "new energy vehicle leader" has always been recognized, and now the discontinued fuel vehicle is the icing on the cake to achieve a re-occupation of the user's mind.
At the time node of the alternation of the old and the new, as the "protagonist" of the new era, the new energy automobile industry has never lacked topics and new things, and there are many stories of curiosity.
But BYD's suspension of fuel vehicles today is not a gimmick, and looking back many years later, this matter will occupy an extremely important chapter in the history of automobile development.
As the first person to eat crabs, BYD's opportunities are unprecedented, and the challenges are unprecedented.
Although the story has an expected beginning, the ending is still full of suspense, how will BYD's story play out next? Also listen to the next breakdown.