【Introduction】At present, when formulating marketing strategies, major joint venture brands have to lower their once "noble" heads in the face of reality, from the Xi of never listing their own brands as competing products in the past, they have also successively changed and included them in competing products for benchmarking.
Undoubtedly, BYD Auto is a well-deserved star car company in China's new energy vehicles, China's own brands, China's automotive industry and the global new energy vehicle industry.
On December 2, BYD released a production and sales report for November, with sales of 301903 units in the month, a year-on-year increase of 31%, and monthly sales exceeded 300,000 units again.
Data shows that in the first 10 months of this year, China's new energy vehicles sold a total of 7.28 million units, a year-on-year increase of 378%。BYD is leading the way, with a total of 2.68 million units sold in the first 11 months of this year, a year-on-year increase of 648%, which is close to achieving the annual sales target of 3 million.
BYD is not only in the new energy vehicle market, but also in the whole market (new energy + fuel) has also jumped to the first place in the industry. According to the "China Passenger Car Sales Ranking" released by the National Passenger Car Association, BYD surpassed FAW-Volkswagen, Changan, Geely, SAIC Volkswagen and other manufacturers, and firmly ranked the "first brother" in China's automotive industry.
Looking at the world, in the first half of this year, BYD's sales surpassed Mercedes-Benz and BMW, and entered the top 10 in the world for the first time, becoming the first car company in China's auto industry to enter the list. In the third quarter, BYD's sales exploded again, and its sales in the quarter ranked 9th in the world.
From the perspective of its own brand, BYD's car sales are booming, which can be described as "shock". If measured by sales in the first 11 months of this year, it is found that BYD's cumulative sales of 2672728 vehicles are equivalent to the sum of Geely (1536063) + Chery Automobile (1197650), which is equivalent to 2 Changan passenger cars (1483033), which is equivalent to 25 Great Wall Motors (1118202 units), equivalent to 3 SAIC Passenger Cars (849132 units) and GAC Autonomous (805236 units), equivalent to 10 Dongfeng Autonomous vehicles (259374 units).
What is more noteworthy is that the overall sales of BYD Auto have increased, and its sub-brand models are also blooming everywhere, occupying the top of the sales list of all models and levels in China. Among them, BYD's car sales have made the once "arrogant" joint venture brand "Shenche" no longer so "old gods".
This year, the overall sales of the domestic car market were stable, basically maintaining the sales level of the same period last year. According to the data of the Passenger Association, the retail sales of the domestic sedan market from January to November 2023 will reach 91280,000 units, not much different from the same period last year, a slight decrease of 01%, sales decreased by only 120,000 units.
In the top 20 sedan sales in November, the championship was once again won by BYD Seagull, ranking first with 40,594 units, Sylphy ranked second with 39,105 units, and Sutar and Lavida could only rank first.
Fourth, fifth, and third places have been occupied by BYD Qin plus new energy. You must know that in the past, Sylphy, Suteng, and Lavida have always ranked in the top three positions in monthly sales.
The BYD Seagull, which ranked first in the sedan sales list in November, has hit a new sales high for many consecutive months. Not only is it full of sincerity, but it is also difficult to find fault with the configuration performance. This new energy car, which is priced in the range of 7-90,000 yuan, is very popular and recognized by users.
Dongfeng Nissan Sylphy, which is proud of the crowd, has long occupied the C position in the sedan sales list, and the sales in November this year have not decreased, on the contrary, they have increased significantly, 7,866 more than in October, reaching 39,105 units, many of which have contributed to the sales of classic models.
FAW-Volkswagen Suteng is known as the "god car" reputation in the joint venture brand, when the independent brand has not yet risen, it was difficult to find a car, very famous, and now it still maintains a strong competitiveness in the sedan market, and the cost performance is not to say, the sales volume in November was 29,680 units.
SAIC Volkswagen Lavida has never been "vegetarian", and Sylphy, Suteng and called the joint venture brand "Three Musketeers", "God Car" reputation is not in vain, the top three domestic sedan list is rarely absent, November sales of 29,009 units, it does not seem to be a few, but compared with October sales have declined.
BYD Qin PLUS DM-i is also full of stamina, with sales of 38,054 units in November overwhelming and Lavida.
In all fairness, the monthly sales data of Sylphy, Suteng, and Lavida have actually been very stable, especially Sylphy and Suteng, where the terminal discount is large enough and the product power is very good, and the sales volume has increased slightly.
In Lin Yan's view, BYD Seagull and BYD Qin PLUS DM-i can enter the top three in the car sales list, leaving Suteng and Lavida behind, and pulling down the "god car" in the joint venture brand, proving BYD with its strength, proving the self-confidence of its own brand, and also showing the outside world that Chinese brands play an indispensable and important role in the domestic and global automotive industry.
Of course, the joint venture brand "Shenche" is not just a title, but it is still quite powerful. Judging from the sales volume of 1-11 months this year, Sylphy and Lavida firmly occupy the top two positions with 327724 and 307119 respectively. The BYD Qin PLUS DM-i ranked third and fourth with 279455 units, the BYD Dolphin ranked third and fourth with 272894 units, and the Sutar ranked fifth with 250,130 units.
It is necessary to mention that BYD Qin PLUS DM-i and BYD Dolphin are currently inferior to Sylphy and Lavida in terms of cumulative sales during the year, but their year-on-year growth rates are as high as respectively. 2%, while Sylphy and Lavida both showed a year-on-year decline. In other words, according to the current growth rate of BYD Qin PLUS DM-i and BYD Dolphin, the annual cumulative sales will catch up with Sylphy and Langyi, and it will not take too long to rely on each other.
In any case, the magnificent momentum of BYD's continuous sales growth should not be underestimated, no wonder the major joint venture brands have to lower their once "noble" heads in the face of reality when formulating marketing strategies, from the Xi of never listing their own brands as competitors in the past, they have also changed and included them in competing products for benchmarking.
Lin Yan thinks that although these joint venture brands, including Sylphy, Suteng and Lavida, which have the prestige of "god cars", may be depressed, unhappy or unhappy, after all, their own cheese has been moved by BYD, even if they are unwilling and unwilling, they can only bow to the wind.