Sooner or later, new energy vehicles will experience a "miserable" war, which is just a matter of time. This time is a little earlier than we imagined, and the initiator of the ** battle is not a rookie, but the industry boss BYD.
On February 19th, which is also the first Monday to work after the Spring Festival, BYD played the "King Bomb", Qin plus and destroyer 05 have reduced prices, and the entry-level model only needs 7From 980,000 yuan.
For consumers who don't pay attention to cars, we may not feel the BYD 7How big is the impact of 980,000 yuan. But for a consumer who wants to buy a compact car, this wave of BYD's price cuts may seriously affect consumers' propensity to buy. Because, this ** tram is already very cost-effective.
This time, BYD's slogan is "electricity is lower than oil", and it is clear that although BYD Qin's sales are doing well in new energy vehicles, it does not have the upper hand in the showdown with best-selling oil vehicles. BYD's price cut this time is to run for oil cars, it is not only lower than oil cars in terms of use costs, but also lower than oil cars in terms of vehicle costs.
Maybe many people don't understand, isn't BYD a tram? Isn't it supposed to compete with the train? How did you target a traditional oil truck?
At the end of the day, it's because of the positioning of the car, and whether you're a tram or a petrol car, your potential customers are probably the same people. Many people buy a car, mainly looking at three factors: one is the first one, the second is the brand, and the third is the sales volume.
* It must be in the first place, for example, our budget is 100,000 yuan to buy a car, and you introduce me to a car of 150,000 yuan, no matter how good the performance of this car is, it is not my cup of tea, because I don't have enough money in my pocket to buy this car. Unless, your car was originally sold for 300,000 yuan, and it feels like a 300,000 yuan car, and now the price has been reduced by 150,000 yuan, then it may stimulate consumers to borrow a little more money to buy a car.
In the domestic automobile market, 100,000 yuan is a very obvious psychological dividing line of car prices. Maybe in some people's hearts, 100,000 yuan is difficult to buy a good car, but 100,000 yuan is the psychological price that many people are willing to pay to buy a car. Once it exceeds 100,000 yuan, there will be a lot fewer potential consumers. In particular, more than 200,000 cars seem to be all over the street, but in terms of proportion, there are still a few people who can afford to buy more than 200,000 cars. Don't look at it, it's 100,000 yuan, it's a dividing line between ordinary people and the middle class. Ordinary people can't afford to buy a car of more than 200,000 yuan at all, but they feel that they don't need to "slap a swollen face and become fat", a car of 100,000 yuan can meet daily needs, why spend more than 100,000 yuan? With this money, they can buy another car.
When I go home for the Chinese New Year, this feeling is the most obvious. Traffic jams can occur on any road in the village, and almost every household has a small car, and some families have two. Today's cars are like motorcycles 20 years ago, as long as they are not from particularly poor families, they will buy one.
However, in terms of the brand and type of cars in the village, domestic brands have surpassed foreign brands, and the number of petrol cars is significantly greater than the number of trams. The biggest common denominator of cars in the village is that most of them are around 100,000 yuan. Only a small number of people in the village have bought hundreds of thousands, or even millions, of luxury cars, and this proportion will not exceed 10%.
The target users of BYD Qin plus are actually the majority of working people, and the minimum sales ** is also less than 100,000 yuan (9980,000 yuan). It may be that sales are not as good as expected, and the starting price of the car has dropped to 8980,000 yuan, and the strategy at that time was "the same price for oil and electricity".
As the market share of electric cars continues to expand, this also forces the traditional gasoline vehicles** to continue to decline, and even the top selling models are also downgrading** in order to stabilize the market. It turns out that the attraction of reducing the price of oil cars is still very large. In 2023, China's annual car sales list shows that the Nissan Sylphy will be ranked at 37Ranked first with sales of 60,000 units. Volkswagen Lavida came in with 34Sales of 60,000 units ranked second. The BYD Qin PLUS DM-i can only settle for third.
Why is this happening? BYD has the world's largest tram sales, how can it not beat Sylphy and Lavida in the subdivision field?
On **, the starting price of Sylphy and Lavida has dropped to 7About 50,000 yuan, plus purchase tax, insurance, etc., the landing price is 8About 50,000 yuan. The starting price of the BYD Qin PLUS is 8980,000 yuan (before the price reduction), which is still slightly higher than that of Sylphy and Lavida.
With the BYD Qin plus dropped to 7Starting from 980,000 yuan, since it has no purchase tax, the landing ** will be in 8About 40,000 yuan will be done, which will give BYD Qin more advantages in the competition below 100,000 yuan. And this time, the main slogan is that electricity is lower than oil, and BYD wants to win the sales championship below 100,000 yuan through the first battle.
However, this wave of BYD Qin's operations may not necessarily defeat Sylphy and Lavida, but it may steal the sales of other brands, and eventually help BYD Qin Plus reach the top of the sales crown.
So the question is, if you have a budget of 100,000 yuan now, will you buy BYD Qin or Sylphy and Lavida?
This is the best of times, but also the worst of times, with disruptive innovation and new business models integrated, the whole world is your stage!
In the world of new business, there are no eliminated industries, only enterprises that have been subverted, and now all business competition will focus on "subversion and reconstruction".
A company or a boss is doomed to fail early if it lacks the ability to subvert and restructure.
Remember: without innovation, there can be no imagination; Without imagination, how can we be competitive; If you want to break through, you must subvert the original business model and reconstruct a new business model!