After the price cut, sales fell instead, did BYD "sweat"?

Text/Tao Li

The latest week's new energy vehicle brand sales list has been released, and it is not surprising that BYD continues to rank first in the market. In the past week (i.e., November 20-November 26, 2023), BYD's new car sales reached 47,100 units, more than 30,000 units ahead of Tesla, which ranked second (16,800 units sold), and Wuling (11,300 units) in third place.

Although sales are still far ahead, it is surprising that compared with last week, BYD's sales have declined. Compared with last week's sales performance of 54,129 units, sales fell by more than 7,000.

It is worth mentioning that on November 24, BYD added a new sales policy for some models, including Qin PLUS DM-i, Song Pro DM-i, Han DM, Tang DM and other hot-selling models. Among them, the maximum price of Tang DM-i Champion Edition is 15,000 yuan, and the subsidy starts at 194,800 yuan, while the BYD Qin PLUS DM-i, which was previously reduced to 94,800 yuan, has fallen below 90,000 yuan this time, and the latest price has come to 89,800 yuan.

At the same time, it is reported that this time is a nationwide limited-time offer, the policy ends at the end of November, and as early as the beginning of this month, BYD has already carried out a price cut. As for the reason for the price reduction, industry insiders generally believe that it is related to BYD's previous annual sales of 3 million vehicles.

Zhang Xiang, dean of the New Energy Vehicle Technology Research Institute of Jiangxi New Energy Technology Vocational College, said: "BYD's purpose of cutting prices is obvious, in order to hit the annual sales target of 3 million. Now is also a good time for large car companies to seize market share. Because after December, the market will be close to calm after next year, and the price war cannot last for a long time. ”

According to the current sales situation of BYD, if you want to achieve the sales target of 3 million, the sales volume in the last few months must be maintained at about 320,000 units, and such a large discount, plus it has reached the end of the month, it stands to reason that there should be many consumers who are excited to place orders.

In fact, it is not difficult to see from the last few auto shows, although there are still a lot of visitors to BYD's booth, but the popularity seems to be not as good as before, and some of the brand audiences that were almost unattended before have increased, which actually shows two problems, one is that BYD's current market performance is also a little weak, and the other is that the pressure of external competition is increasing.

Take Qin PLUS DM-i as an example, as BYD's sales leader, its sales have gradually declined in the past two months, and the weekly sales have dropped to 3,792 units. After all, it has been on the market for almost a year, and with the huge number of online car-hailing, many consumers have aesthetic fatigue with this car.

At the same time, since the second half of the year, the market has gradually appeared Changan Qiyuan A05, Geely Galaxy L6, Wuling Starlight and other similar "cheap bowl" products, after shopping around, Qin PLUS DM-i has shown that the cost performance has become lower and lower. Under the pressure of sales targets, many consumers think that it may be cheaper in December, however, there will be new preferential policies in December, and the official has not yet given an answer.

And reason also tells us that the price of raw materials for power batteries has hit new lows recently, and the speed of new energy vehicle replacement is extremely fast, car companies are still frantically innovating, 2024 will definitely become a year of scuffle for car companies, whether it is product price or experience, may make us more satisfied.

Write at the end:

So on the whole, it is not that BYD's competitiveness is not good, but that the current environment has changed, and more and more consumers are more inclined to wait and see, and the light strip will be sold at the right time. However, this also gives BYD a big problem, since the current preferential policies can not attract more consumers to place orders, so in order to achieve the sales target, in the last month of this year, will it continue to fall, or not?