Sales are "falling endlessly", what happened to BYD Seal?

BYD seal, sales in October only 1,690 units?

Seeing this set of data, the author can't believe it at all, after all, BYD's results in selling 301833 vehicles in October are still lingering in front of me. At the same time, the specific data of seal (including DM-i\EV) sales of 18,796 units in October is in front of you, if the sales volume of seals in October is really only 1,690 units, it means that the sales of seals (DM-i\EV) are completely supported by seal DM-i, and seals have been gradually marginalized by consumers in the product system.

Seal monthly sales fell to 1,690 units overnight.

In May, the Seal Champion Edition was launched, reducing the starting price to 189,800 yuan, which should have been affected by the price war and sluggish sales in the first half of the year, and the price was indeed a lot cheaper than the initial 209,800 yuan. The price cut had a positive impact, with 8,062 seals sold in May, reaching the peak of monthly sales before October, but since then, seal sales have deteriorated, from 6,802 in June to 5,100 in July... This downhill road is fast and straight.

In fact, when the seal first came out, it can be described as a "red flower" in the car industry, with a new appearance and interior styling, and a combination of BYD e platform 3.0, CTB battery body integration technology, BYD's first rear-mounted rear-drive pure electric car, front double wishbone + rear five-link independent suspension system and many other BYD advanced technologies in one, won a double harvest of praise and orders.

In the past, the car industry was "hot", but now the sales are "falling endlessly", what is the problem with seals?

The first is BYD's lack of dominance in the 200,000-yuan pure electric vehicle market. BYD's pure electric models, Dolphin and Yuan PLUS are the absolute main force to support sales, since the launch they have completed 500,000 sales, and their prices are concentrated in 10-160,000 yuan, which is the strongest consumption range of Chinese users. In addition, the performance of Qin PLUS EV, Han EV, and Song PLUS EV is not bad, but the former is more inclined to the B-end (online car-hailing direction), while the sales of the latter are stable at 1-20,000 units, which will not fall sharply, but it is difficult to rise sharply.

As for the Tang EV and Seal, which are priced at 200,000 yuan, as well as the Yuan Pro and BYD e2, which are not as practical as Haiou and Dolphin, their sales are not ideal. In the final analysis, on the one hand, it is a 200,000-level pure electric vehicle, and BYD's product power is not a monopoly, and Xpeng G6 and Model 3 can compete with it. On the other hand, whether it is Dynasty Network or Ocean Network, 20-300,000 models need brand power to undertake, obviously most consumers still do not agree with its brand power, more agree with its technology in the field of new energy vehicles.

The second is the negligence in the positioning of seal products. BYD Ocean Network focuses on young sports, so the seal focuses on sports style. The author has personally test-driven the seal, whether it is the quality of the suspension or the steering system, it is an outstanding existence in BYD's pure electric vehicles, although it is not as extreme as the old Model 3, but the sporty orientation has been quite obvious, which also makes it significantly different from the Han EV. However, in the end, Chinese consumers still care about home comfort when buying a car, and excessive exercise is not necessarily a good thing, otherwise the new Mode 3 will not go to the extreme and turn into comfort.

At this stage, BYD is well-deserved NO.1 in the new energy vehicle market in China and even the world, but behind this, BYD also has cars with sluggish sales, and the seal is just one of them. In addition, the sales of destroyer 05 and frigate 07 of the warship system are also mediocre, but their impact is still not as great as that of seals... (Text/Youshi Auto forward)

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