Every car sold loses more than 200,000 yuan, known as Tesla's number one enemy, is Denza really worthy?

Denza Motors has been a hot topic lately.

On the one hand, Denza recently announced that the Denza D9 is expected to deliver 10,000 units; On the other hand, Denza officially announced its second car, the Denza N7, and began overwhelming publicity.

However, the controversy about the Denza brand has not stopped.

Denza used the "double gun charging" technology a few years ago on the Denza D9, but one car occupies two charging piles, which has caused a lot of complaints on the Internet. Further on, the founder of IGO issued several rights defense denunciations, saying that "because he believed in BYD, he lost more than 600 million yuan, and the company was on the verge of bankruptcy", and publicly bombarded BYD's "store cheating".

Go back in time to 2010.

This year, BYD (002594. SZ) and Mercedes-Benz jointly established a joint venture, making Denza the first joint venture brand for new energy vehicles in China. In terms of equity, BYD and Mercedes-Benz each hold 50% of the shares, and in BYD's words, "Denza is a car brand standing on the shoulders of giants." ”

In terms of time, the Denza ratio is ideal (2015. HK), NIO (9866. HK) is almost five years early! Moreover, Denza once publicly clamored that "Denza of German genes will become Tesla's fierce rival in China."

However, what no one expected was that the performance of Denza Auto was quite crotch-pulling.

Look at a set of sales figures.

In 2016, Denza Auto sold 2,287 units, down 21% year-on-year, only achieving its annual sales target of 38%, ranking first in passenger car sales. In 2017, Denza sold 4,713 units; In 2018, that number plummeted to 1,974 vehicles. By 2019, Denza Automobile's sales were only more than 2,000 units.

In terms of performance, in the five years from 2016 to 2020, Denza suffered a cumulative loss of nearly 4 billion yuan. Based on this calculation, Denza has a net loss of about 247,000 yuan for each car sold.

For Denza , losing money is not a fatal thing. However, Denza products and services are really very bad.

In 2014, Denza 300 was launched, with a starting price of 369,000 yuan, but annual sales have always been around 2,000 units; in 2017, Denza 400 was launched, but although the cruising range reached 400km, the sales price also reached 400,000 levels; and later, Denza launched Denza 450 and Denza 500, but they did not improve much, and the company lost a mess.

It is important to mention here that in 2016, Denza sold only more than 2,000 vehicles, and IGO Mobility purchased 1,033 vehicles in one go, accounting for nearly 50%. That is to say, for Denza Travel, IGO Travel is definitely a big customer of the company, but what I didn't expect was that the two sides turned their faces like this, and they were "always high, very arrogant, and never replied".

Behind this, it can reflect the corporate culture of Denza and the attitude towards customers!

Behind this, regardless of whether the travel platform business model is established, the reason is actually a battery failure.

Focus on one data.

As we all know, BYD is a company that started as a battery, and the history of making batteries even predates the manufacture of cars. However, what many people don't know is that before 2016, BYD's battery share ranked first in China for a long time, but in 2017, BYD fell to second, and after that, the gap with the first place became wider and wider.

Since this year, BYD has embraced ternary lithium in the field of passenger cars. However, as a result, we also saw that BYD fell on the ternary lithium route, and finally had no choice but to go all in lithium iron phosphate and walk "on one leg".

At the same time, BYD is actively preparing to spin off the power battery business to operate independently, supply to other new energy vehicle companies, and seek independent listing. However, Fordy Battery has maintained a strong relationship with BYD's vehicle so far, and has not really operated independently, and the external supply is also "thunder and rain".

What's behind this?

It reflects that BYD batteries have many defects, and they are not as beautiful as the outside world imagines, especially in the early stage of the battery!

Back to Denza Cars.

Before 2019, from the Denza 300 to the Denza 500, it did not occupy a place in the new energy vehicle market; In 2019, the Denza X, which was pinned on more hopes, was released, but even if more Mercedes-Benz elements were added and entered the Mercedes-Benz channel, it still did not make too many waves, and Mercedes-Benz finally left the market.

For Denza D9, the Denza D9 is a product that is a shame. However, the success of the Denza D9 is more attributable to the success of BYD's DMi route and consumers' special feelings for BYD.

However, the past of the Denza brand is very bad, and the attitude of Denza towards customers is very bad, but these problems have been covered up for the time being. Back then, the Great Wall (601633. SH) swears, "In those ten years, Harvard had his hands in his pockets and did not know what an opponent was"; Nowadays, BYD also seems to "not know what an opponent is."

Just, does it really deserve it?

Finally, on February 12, Denza Automobile's official Weibo issued a statement saying that the battery failure dispute with IGO Mobility "is still in litigation and has not yet been concluded." It seems that Denza still has no intention of solving the problem and wants to continue to take the method of dragging on. Moreover, the statement was not stamped with an official seal, which was still quite arrogant.

For historical problems, for the 1033 Denza cars equipped with BYD batteries, is Denza really so comfortable?