The gold content behind the "100,000 vehicles": the power of one car to leverage the A-class pure electric market
In 2022, China's new energy vehicle market ushered in explosive growth, and the penetration rate continued to rise, according to passenger car market data released by the Passenger Vehicle Association, the domestic retail penetration rate of new energy vehicles in September was 31.8%, and many consumers lamented that there are more and more new energy vehicles around them. Behind this phenomenon, the growth of the A-class pure electric market led by Yuan PLUS has a more special significance.
In the two years of the "big outbreak" of new energy, the market has been showing a trend of "head explosion" driving structural growth, and has experienced the outbreak driven by the "two growth engines" of B-class and A00-class, and the penetration rate has jumped to 14.8% in 2021 (data from the Passenger Association), and the largest A-class pure electric market has not made a big move.
Today, the most important third engine is also menacing. From January to June this year, we can see that the penetration rate of A-class new energy vehicles has risen from 7.2% last year to 15.8%, which was once close to the status of the "first sub-category" of new energy. Among them, A-class pure electric vehicles are popular, and the biggest contribution is BYD's explosive single product - Yuan PLUS, which only provokes nearly one-fifth of the share of A-class pure electric with only one model. Launched in February, it directly crossed the "10,000-vehicle explosive line" in March, and became the leading "sales champion" among the 66 A-class pure electric models on sale, breaking the shackles of family preference for the first purchase of "more reliable oil vehicles", and bringing better car purchase options to young people.
(Source: Passenger Association)
As the backbone of the car market, the A-class market has the most "gold content" in its penetration rate data. Referring to the fuel vehicle market, the A-class share accounts for as much as 60%, and the overall structure is a big belly "spindle", and new energy will move closer to this structure in the future. Therefore, the breakthrough to "A" and the roar of the "third growth engine" driven by Yuan PLUS are undoubtedly announcing that the real "from 1 to 10" tide of China's new energy is finally about to open the floodgate.
The secret of the success of "100,000 vehicles": technology just "pain point", intelligent scratching "itch point"
Under the trend of the new energy vehicle market from "dumbbell type" to "spindle type", although the potential of the A-class market is obvious to all, it is not difficult to find that in the past, Tesla, Hongguang and other "head explosions" were the first to detonate the "family second car" market, meeting the "supplemental" travel needs.
In contrast, in the A-class mainstream "rigid demand" market, major manufacturers have always been "unable to attack for a long time". On the one hand, the reason is the historical legacy of immature products in the early stage of the industry, which makes consumers worry about battery life and quality; On the other hand, A-class vehicles need to take into account economy and practicality, integrate the general trend of consumption upgrading, and further put forward higher cost control and system capability requirements for manufacturers on the basis of technology and quality strength.
The first key card of Yuan PLUS "breaking the game" A-class pure electric is technology. Abandoning many joint ventures early and still adhering to the "oil to electricity" route, BYD launched the e platform 3.0 to realize the integration of the core module of the whole vehicle, and completed the construction of the chassis layer, power layer, intelligent layer and body layer four-layer architecture. With the blessing of the platform, Yuan PLUS is equipped with the world's only "8-in-1" electric drive assembly, which pushes the overall efficiency of the battery system to a "record high", and the wide temperature range heat pump system also greatly improves the low-temperature endurance; The second is to empower the "optimal solution" of battery safety design from the fields of battery itself, structural pressure resistance, temperature control, etc.
The two "reliable" battery life and quality have dispelled the doubts of a large number of first-time buyers, and dared to include Yuan PLUS in the "purchase list" that was originally full of oil vehicles. What really drives consumers' decision to "abandon oil and switch to electricity" is the second card of Yuan PLUS, that is, the accurate grasp of the "diversified intelligent scenes" of contemporary families.
Equipped with the DiPilot intelligent driving assistance system, the Yuan PLUS matches the fourth-generation monocular camera and the whole vehicle radar, and the biggest flashing points are "intelligent driving" and "escort". In the price range of about 150,000, Yuan PLUS is equipped with ACC-S&G full-speed adaptive cruise, TSR traffic sign intelligent recognition, one-key automatic parking and other equipment, which greatly reduces the driving burden of "from drive to stop" in urban high-frequency scenarios and achieves the best friendliness to novice users. At the same time, holographic transparent images, PCW predictive collision warning and other safety equipment that crush oil vehicles of the same price make the car feel more at ease.
In the purchase decision of a large number of users, the most important point is the multi-scenario application talent of Yuan PLUS. It is equipped with a 15.6-inch adaptive rotary suspension pad, VTOL mobile power station function, and on-board microphone, which can make the vehicle change into different scenarios such as in-car KTV, on-board private theater, and in-car office in seconds, and can also become a giant mobile power supply during long-distance travel, meeting the high-power power consumption needs of camping equipment.
In this way, Yuan PLUS not only has "money saving" and "quietness" that A-class oil vehicles cannot match, but also highly fits the diversified life that young people yearn for at home. A car solves countless problems and covers all high-frequency scenes, and Yuan PLUS naturally has become the first choice for the first purchase of the family without suspense.
The iron also has to be its own. All market-oriented opportunism will never be able to compete with the underlying logic of "making good products for users". Yuan PLUS takes technology as the "grasp" to face the pain points of market endurance quality head-on; With intelligence as the "sword", it fully meets the travel needs of A-level market users.
At present, the huge wave of the A-class pure electric market has just emerged, and the "100,000 vehicles" of Yuan PLUS is only the beginning of the story. 100,000 has been achieved, will 500,000 be far away?