Easy car originalFor a long time, low value retention rate has been one of the pain points of new energy vehicles. Car owners buy a car for a while, but when they sell a car, it hurts like cutting meat, and it is the norm to have a five-six discount on the three-year value retention rate.
However, with the increasing number of new energy vehicles and the continuous increase in consumer demand, the second-hand ** of new energy vehicles has quietly changed.
According to the data on the retention rate from January to October 2023 recently released by "Souche Zhiyun", in the 200,000-300,000 hot-selling SUV market, Toyota Highlander, BYD Tang DM-i and Honda Guandao are among the top three on the list, and the 3-year retention rates of the three are respectively. 7% and 746%。
As the only plug-in hybrid model, BYD Tang DM-i has become hard currency for many joint venture cars in seconds, and at the same time broke the curse of new energy vehicles not maintaining their value
(1) The product strength of the hexagonal warrior
Before analyzing why BYD Tang DM-i can become a hard currency for new energy vehicles, it is necessary to take a look at the logic behind the value retention rate.
The value retention rate of new energy vehicles is the same as that of fuel vehicles, which is an important indicator of vehicle value attenuation, and it is also a profound knowledge.
It is not only affected by bicycle factors (vehicle age, mileage, vehicle condition, etc.), product factors, brand reputation, new cars** (sales, market share, value repurchase, etc.), but also by the environment (region, season), policy, second-hand car market and other factors.
Among them, product factors and the performance of the new car market are the most intuitive and the core judging factors. Product factors include new car quality, reliability, configuration performance level, design, etc., which determine whether the car can circulate smoothly in the second-hand car market.
If we evaluate Tang DM-i from the product level, there is no doubt that it is a hexagonal warrior-like existence with high liquidity.
On the one hand, the DM-i comes from BYD's 14-year technology iteration.
While other Chinese brands are still tinkering with traditional internal combustion engine technology, BYD began developing hybrid technology as early as 2003 and launched the first-generation DM hybrid system in 2008. The latest "DM-i Super Hybrid" is the most advanced version of DM technology.
The blade battery is made of lithium iron phosphate material with high safety and high stability, which is thermally stable at high temperatures, and has no thermal runaway after a hellish difficult acupuncture experiment, and the safety is self-evident.
On the other hand, the DM-i super hybrid system and blade battery are currently installed in many of BYD's new cars, and the entire system structure is direct and efficient, and the power performance is truly fast, economical, quiet and smooth. Popular models such as Tang DM-i and Qin Plus DM-i continue to sell well, and the large-scale real sales volume verifies the reliability of these technologies.
The second is the configuration level, BYD now has many volumes, which is obvious to everyone. Sitting on the Tang DM-i Champion Edition car, you can feel the sincerity from the Chinese brand, with contrasting interiors, leather steering wheels, and Dynaudio audio to create a sense of light luxury atmosphere, 156-inch central display, W-HUD, DiLink 40 (5G) intelligent network system and other technological configurations are also complete.
And when we drive the Tang DM-i Champion Edition, we can experience the high-end feeling that a 200,000-level SUV should have. It is equipped with a variable independent suspension, which is rare in its class, which can automatically adjust the damping force according to the changes in the road surface, flexibly adapt to complex and diverse road conditions, and make the ride experience more comfortable and stable.
In addition, the blessing of scientific and technological intelligence also brings safety and convenience to users, and the lowest configuration version of Tang DM-i Champion Edition (112km Prestige) is sold at a manufacturer's guide price of 20980,000 yuan, starting with a wealth of active safety, passive safety configuration and L2 level auxiliary driving functions.
For reference, the R**4 Rongfang (two-wheel drive 20th anniversary platinum commemorative edition), which is also sold for more than 200,000 yuan, is not to mention that it is smaller in size, but it is only equipped with a relatively basic auxiliary driving system. In contrast, the Tang DM-i Champion Edition 112km premium model has more functions such as merging assistance, road traffic sign recognition, and remote parking.
Unlike the joint venture car, which is nicknamed the "beggar's version" with the lowest configuration, the Tang DM-i Champion Edition is high-end from the start, which is completely sufficient for daily use. It can be said that whether it is software or hardware, the configuration level of the Tang DM-i Champion Edition is quite high, far ahead of the joint venture SUV at the same price.
The third is the design level, Tang DM-i, as the culmination of the dragon aesthetics of Dynasty Network, has been called "the most beautiful Chinese SUV" by netizens, and the high-value gene continues to this day.
Tang DM-i Champion Edition also adopts the aesthetic design concept of dragon face, and the most advanced model also adds silver glaze white car color, glacier blue car color, as well as new taillights and new wheels with new shapes, etc., once again perfectly interpreting the new national trend and high-end. Even after a few years, the stylish and atmospheric design of the Tang DM-i will never go out of style.
Combining stability and reliability, leapfrog configuration, and fashionable appearance, Tang DM-i is ahead of the joint venture competitors in terms of value and experience, coupled with the recognized technical selling points such as low fuel consumption, it naturally has the potential to kill the "hard currency" of the joint venture car in seconds.
(2) The hot market performance is the confidence of Tang DM-i
If excellent product strength is the basis of high value retention, then the report card of the new car is the second key to achieve high value retention.
After all, the high sales of a new car means that the demand is strong, and when the demand is transmitted to the used car market, it is also good news.
In 2023, Tang DM-i has maintained monthly sales of 10,000+ for 10 consecutive months, and the family has sold a total of 560,000 units. At the same time, the Tang DM-i remains among the best mid-size SUVs, with cumulative sales of more than 120,000 units from January to November, firmly ranking in the top 3.
The Tang family is also the first popular flagship SUV among Chinese brands with an average transaction price of more than 200,000 yuan, of which the average transaction price of Tang DM-i is 260,000 yuan.
Regardless of sales volume, whether a product comes from a well-known brand or not also affects the second-hand residual value. BYD is currently the number one player in China's auto market, and even the world's highest-selling new energy car company, with a domestic new energy market share of 37%, which can be said to be one of the third in the world.
Huge distribution network, perfect after-sales service system, mature and large-scale parts ** will give consumers strong confidence, in Guangzhou as an example, the dynasty network alone service stores as high as 35.
Whether it is the first car owner or a second-hand car owner, there is no need to worry about after-sales service, unlike some new forces and third- and fourth-tier joint venture brands that have no after-sales guarantee after bankruptcy, and even the car machine is out of service and there is no way to complain.
In fact, most Chinese consumers believe in word-of-mouth, and high sales and high market share are the best word-of-mouth. The good reputation formed by Tang DM-i, which has a monthly sales of 10,000+ and a top 3 market segment, has obviously knocked on the door to a high value retention rate.
(3) Summary of views:
The reason why many consumers do not buy new energy vehicles is that in addition to factors such as inconvenient charging and high charging, they are also worried about not maintaining their value, which leads to a discouragement from new energy vehicles.
The logic behind BYD's success lies in solving this fundamental pain point, not only subverting fuel vehicles from the product side such as DM-i plug-in hybrid technology and the same price of gasoline and electricity, but also reshaping the reputation of new energy vehicles through high value retention.
Just like the hot-selling Tang DM-i, no matter from the perspective of product selling points, value retention rate, word of mouth and other dimensions, it is an impeccable hard currency, so that more and more people can choose Tang DM-i without worries.