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Reporter丨Zhang Feitao Trainee丨Tu Ling
Produced by丨Aotou Finance (thesankei).
Go back to the network reply on the other side half a month ago! To say that we are an automotive software company is as if we are not or weak. I'm telling you we're strong now! In 2024, you will encounter serious challenges with intelligent driver assistance systems and models, such as the DENZA N7, which will change the market landscape and beat the Y model! ”
Recently, Zhao Changjiang, general manager of BYD Denza's sales division, responded to Musk on Weibo, which sparked heated discussions in the industry. The last time BYD publicly diss Tesla was in 2013, BYD (002594SZ) head Wang Chuanfu said at the shareholders' meeting: "Once household consumption starts, BYD can build Tesla in 'minutes'. ”
As the two major new energy vehicle companies that are currently leading the world and the promoter of new energy vehicles from scratch, Tesla and BYD have always had a tacit understanding, and there is no direct competition between the main products.
Denza's embarrassment
BYD owns brands such as Dynasty Network, Ocean Network, Denza, Yangwang, and Equation Leopard. Among them, DENZA is an early joint venture brand between BYD and Mercedes-Benz, and from 2021, BYD will start full operation. At present, the models on sale include DENZA D9, DENZA N7 and DENZA N8, which are mainly aimed at mid-to-high-end consumers or business offices.
In 2023, DENZA will sell a total of 127,840 vehicles. Among them, the DENZA D9 contributed most of the sales, with a cumulative sales of 119182 units throughout the year, officially "wearing" the "crown" of China's all-category MPV market in 2023.
However, the Denza N7, which is positioned as a mid-size SUV, and the Denza N8, which is a mid-size and large-sized SUV, have not performed well since their launch, with the monthly sales of the Denza N7 remaining at the level of 1,000+ units, while the sales of the Denza N8 are worse than the N7, with monthly sales of only a few hundred units.
What is the reason why the DENZA N7 and N8 have not continued the glory of the DENZA D9?
Zhao Changjiang"Heart, heart, mind"Tesla, its FSD (Full Self-Drive) has been updated to the V12 version, the first to achieve end-to-end capabilities, that is, to make the car intelligent driving system similar to a human "brain", can be understood and analyzed, and the current domestic intelligent driving technology is still in the modular stage.
Among the domestic car companies, Huawei ADS20. Xpeng XNGP is also ahead of Denza, and some products empowered by high-end intelligent driving technology, such as the new M7 and Xpeng G6, have also achieved good market sales.
Obviously, the DENZA N7 urgently needs to make up for the shortcomings of intelligent driving, and this is the reason why Zhao Changjiang specifically mentioned the intelligent assisted driving system in his response.
The difficulty of the challenge
Why did Zhao Changjiang dare to challenge Model Y with the poorly sold Denza N7?The cumulative sales volume of the Model Y for the whole year exceeded 64680,000 units, which is higher than the sales of BYD's best-selling model, Qin Plus.
When the DENZA N7 was launched, it was offered with two intelligent driving solutions: the standard version and the high-end version. The standard version is based on the Horizon J3 chip, with a computing power of 5TOPS, equipped with 24 sensors, and supports functions such as ACC adaptive cruise, LCC lane centering, and APA automatic parking. The high-end version is based on a single NVIDIA Orin X chip, with a computing power of 254TOPS, equipped with 33 sensors, and plans to achieve high-speed NOA by the end of 2023 and urban NOA in the first quarter of 2024.
Later, DENZA N7 launched a high-speed intelligent driving package, the chip was changed to Orin N, which has a lower computing power, with a computing power of 84TOPS, and removed two lidars from the original sensor, with a total of 31 sensors, supporting the realization of high-speed NOA.
Zhao Changjiang said: "84TOPS' NVIDIA Drive Orin will first do a good job of high-speed pilot assisted driving functions on closed roads, and then conquer some urban functions, and strive to use the commuter mode in the second half of 2024. ”
Objectively, DENZA has made up for the most basic shortcomings of intelligent driving, but there is a gap between the intelligent driving function and the leading enterprises, these car companies have achieved urban NOA, while DENZA can only achieve high-speed NOA, and DENZA high-speed NOA still needs to be tested in actual combat.
It has to be cost-effective
Can the DENZA N7 become a hit if it makes up for the shortcomings of intelligent driving? DENZA's intelligent driving technology chooses to cooperate with Momenta, a leading provider of intelligent driving technology, which is also the leading supplier for SAIC Motor.
For example, Zhiji LS6, the whole system is equipped with a high-end intelligent driving assistance system as standard, the hardware of the system is composed of a 126-line long-range lidar and a ORINX intelligent assisted driving assistance chip with a computing power of 254TOPS, plus 11 cameras, 3 millimeter-wave radars, 12 ultrasonic sensors and 1 high-precision positioning unit, so that the whole system has high-speed elevated and urban NOA capabilities.
The Zhiji LS6 is a medium and large SUV with a size of 4904 1988 1669mm and a wheelbase of 2950mm; The Denza N7 is positioned as a mid-size SUV with a size of 4860 1935 1602mm and a wheelbase of 2940mm, which is one size smaller than the Zhiji LS6.
In terms of selling price, the Zhiji LS6 is 22990,000-29190,000 yuan, while the Denza N7 is 30180,000 yuan to 37980,000 yuan. At present, the monthly sales of Zhiji LS6 have climbed from more than 1,000 units to nearly 10,000 units.
The reason why BYD can take the lead in the new energy economic car market is that the ultra-high cost performance is an important factor.