Before the New Year ended, BYD took the lead in firing the first shot of the "** war". The BYD Qin PLUS DM-i and Destroyer 05 will soon be launched with a new configuration "Glory Edition", with an official guide price of 7980,000 yuan, at present, BYD dealers have completed the first synchronization.
The BYD Qin PLUS DM-i Glory Edition model has a new "white glaze blue" exterior color; The whole system is upgraded with intelligent power-on and power-on functions, which can start by unlocking the gear, and supporting one-key locking of the car when parking; Upgrade the intelligent voice continuous call function, add continuous voice recognition, wake up the car machine system, and can issue multiple commands. From the point of view of configuration, the price reduction of Qin PLUS DM-i not only did not reduce the configuration, but also upgraded. After the price reduction, the configuration does not decrease but increases, BYD's wave of divine operation, whose cake will be touched?
BYD flipped the table, Kia took the lead and couldn't sit still
If you say 8The 980,000 yuan Qin plus DM-i will still make people hesitate, so ** will be lowered to 7After 980,000 yuan, there are only two words left: "true fragrance". Unexpectedly, Kia took the lead and couldn't sit still.
On February 16, Yang Honghai, chief operating officer of Kia China, posted through personal social **: Wang Chuanfu, please educate your team, the water army also needs to be (speak) quality, you say we are stick cars, please reflect on your products first? Is the BYD brand name good? Isn't it just a curse? When will your product not spontaneously combust on the street? When can you mark your real mileage? When can you be deceptive? When is the first place in the export data of passenger cars of China Customs to be you? Yang Honghai said on personal social **.
There is a view that Yang Honghai's "bombardment" of BYD during this time period is related to the potential competition between Kia K3 and BYD Qin PLUS DM-i Champion Edition.
On February 13, Kia K3 was newly launched, with a guide price of 11440,000 yuan and 12490,000 yuan, but due to the official introduction of preferential policies such as "free full insurance" and "10 times the expansion of the deposit", the new Kia K3 emphasized its comprehensive discount after 8The minimum sale of 990,000 yuan** aims to amplify the selling point of "cost performance".
Judging from the marketing strategy of the new K3, it was also pinned on by Kia China, however, before it could exert its strength, BYD's wave of price cuts instantly knocked Kia K3 back to its original shape. In the commentary, Yang Honghai's remarks also revealed his dissatisfaction with BYD's price cuts, and also reflected the anxiety of some joint venture brands in China.
Make up for the shortcomings and rewrite the competitive landscape of compact cars
In 2023, BYD will take the lead in proposing the strategy of "oil and electricity at the same price" and launch the Qin Plus DM-i Champion Edition, which will also be lowered to 9980,000 yuan, and later the official dropped 10,000 yuan again, to 8980,000 yuan, however, judging from the total sales volume in 2023, the Qin PLUS DM-i is still overwhelmed by Nissan Sylphy and Volkswagen Lavida, and still fails to shake the market position of Sylphy, Lavida, Corolla and other models.
In 2023, the cumulative sales of Nissan Sylphy will reach 376109 units, and it will continue to be the first in the sales list; Lavida ranked second with 345879 vehicles; The BYD Qin Plus DM-i increased by 63 year-on-year1%, but the total sales volume is only 307411 units, and there is a gap of nearly 40,000 units with the second-place Lavida.
The reason why Qin PLUS DM-i failed to win back the first place in the sedan sales list after two price cuts is mainly due to the fact that the ** downside of the joint venture brand is still very large, and the starting price is only 7About 50,000 yuan, plus purchase tax, insurance, licensing and other expenses, the landing ** in 8About 50,000 yuan. Compared to BYD 8At 980,000 yuan, it is difficult to find a competitor in the same price range, and the joint venture brand recognition is higher, and the sales volume in third- and fourth-tier cities has been high.
However, now the Qin PLUS DM-i will be lowered to 7After 980,000 yuan, the situation will also be reversed. Qin PLUS DM-i has obvious advantages over Lavida and Sylphy in terms of body size, interior space, configuration, and power, plus it is equipped with a hybrid system, and the fuel consumption is only 43L, the cost of using a car is much lower than that of a fuel vehicle. This ** allows Qin PLUS DM-i to make up for the last shortcoming in the duel with joint venture brands such as Lavida and Sylphy.
The price of the Qin PLUS DM-i naked car is only 7980,000 yuan, plus insurance and licensing fees, the landing is less than 840,000 yuan, which is lower than the landing price of the entry version of Sylphy and Lavida, and the competitiveness has been significantly improved. This will eat away at the market share of Lavida, Sylphy, Corolla, Leiling and other models to the greatest extent, and completely rewrite the competitive landscape of compact models of joint venture brands. In addition, 7The ** of 980,000 yuan will also attract a large number of online car-hailing users and become BYD's continuous purchasing power.
Wuling became an ant on a hot pan
BYD's wave of price cuts, the most serious lying gun is Wuling Starlight, after the launch of BYD Qin Plus DM-i Champion Edition, Wuling immediately launched Starlight, 888-10.The price of 580,000 yuan is directly aimed at the BYD Qin PLUS DM-i Champion Edition. Wuling officials also dismantled the Qin PLUS DM-i and Wuling Xingguang, and invited countless big V to publicize, especially for the fuel tank installation position, rear suspension, battery layout and other aspects of the pedal.
Since its launch, Wuling Starlight's sales performance has also been eye-catching, with sales of 2,146 units in November 2023, 8,550 units in December, and 10,103 units in January 2024. In the past two weeks, the sales volume has basically remained above 2,000 units, which is already very eye-catching for a newly launched model.
However, after the launch of the Qin PLUS DM-i Glory Edition, ** is 9000 yuan lower than Wuling Starlight, there is no blade battery, and it is not advantageous in configuration, and Wuling Starlight, which is known for its cost performance, has also become no advantage. Wuling, which used to be "built what the people need", is no longer so close to the people.
Mini electric cars may be a fatal blow
On February 17, Cui Dongshu, secretary general of the passenger association, said today that the A00-class sedan (mini car) market has recently become the main market for electric vehicles. Cui Dongshu said that the A00-class sedan market has now returned to the competitive pattern of 20 years ago, with diversified A00-class main models and new products such as BYD, Geely, Changan, and Chery performing outstandingly, and micro electric vehicles gradually showing incremental potential.
Among them, in 2023, BYD Seagull will sell more than 280,000 units and Wuling Binguo will sell more than 230,000 units, which will perform particularly well, and the price has been concentrated at 6-90,000 yuan. Today, the BYD Qin PLUS DM-i Honor Edition is priced at only 7980,000 yuan, the price has formed a direct competition with BYD Seagull and Wuling Binguo. Users who would have considered micro electric vehicles due to lack of budget will switch to the BYD Qin PLUS DM-i Glory Edition, which will further squeeze the market share of micro electric vehicles, which also means that micro electric vehicles may usher in a fatal blow. I have to say that BYD is ruthless, and it really beats itself.
The release of the BYD Qin PLUS DM-i Honor Edition is a heavy blow to the compact joint venture brand, the domestic plug-in hybrid model, or the micro pure electric model. 7.The 980,000 yuan BYD Qin PLUS DM-i Glory Edition is just an appetizer, and BYD's wave of involution will definitely drive all car companies to join. However, for consumers, let's make the "** war" more intense!