Following BYD's plug-in hybrid duo "Qin DM-i and Destroyer 05 Glory Edition" A+ class sedan 7After the launch of the market at a low price of 980,000 yuan, BYD's market business strategy for 2024 is very clear, that is, "electricity is lower than oil". Giving up the gasoline-powered passenger cars that it is not good at and specializing in battery-powered passenger cars, it can be said that BYD has basically stood on the new track of the passenger car industry, that is, the industry pattern of using "digital products" to reduce the dimension and combat "heavy industrial products".
With the launch of the targeted positioning A+0 class small passenger car market 9With the listing of 980,000 BYD dolphins and the launch of the U9 supercar priced at 1.68 million, you will find that BYD will adopt a tactical strategy of "catering to market iterative consumption at low prices and upgrading consumption from downgraded consumption" in the face of the market that is still under downward pressure on the economy and consumption downgrade in 2024.
At the end of 2023, the first thing that should respond to the current market difficulties is actually the joint venture brand ** businessmen, or through 4S stores or second-hand car dealers, batches of so-called inventory cars, new cars sold to the market in large quantities, in addition to several joint venture brands The main best-selling models still stick to the brand's façade, other facelifted cars, disguised reduction cars and other gasoline vehicles are replying to reduce the price of naked cars or launch significant discounts to reduce the landing price. Low battery life of trams, anxiety about power loss in high-speed traffic jams, high cost of full-cycle service life, high cost of battery replacement" and so on.
In exchange for the beginning of 2024, BYD as the representative of the electric car manufacturers launched a "low electricity than oil" counterattack, the choice of the battle is not a pure tram, but since the Spring Festival domestic car manufacturers focused on the promotion of plug-in hybrid power, and even focus on the promotion of fuel consumption performance and mileage in the "feeded" driving mode, most of the models advertised are concentrated in the off-road vehicle shape of urban SUVs, the price is not high, basically at the level of 100,000 small levels.
As of February 26, 2024, the passenger car market has formed two camps, with domestic electric car manufacturers represented by BYD starting a low-price offensive of new cars from plug-in hybrid cars, and counterattacking 100,000 SUV models; The traditional fuel models represented by joint venture brands have gradually changed from brand and leading advantages to trying their best to maintain the brand share of the passenger car market. Further linkage in the second-hand car market, joint venture brand vehicles with high long-term value retention rate and second-hand car dealers' inventory vehicles have also been deeply affected by the extreme squeeze on profits and even losing money for cash flow.
It can be seen that the trend of economic development has created a rational return to this round of passenger car market, whether it is a domestic car company that has focused on earning policy benefits or a joint venture car company that has been earning brand excess benefits for a long time, it is not a rational interest generated in normal market relations. The plug-in hybrid power has avoided the long-term propaganda of "trams", such as high cost and endurance anxiety, and has always subconsciously opened the last fig leaf of the high-end nature of the "plug-in hybrid" power model, which has also become an obstacle for the joint venture brand to dump the small car market. "Repeatedly" low-price aggressive tactics, coupled with "repeatedly" pure high-end supercar market capping ** high-end top technology display, from the bottom to the top, formed an encirclement situation, this set of combination punches out, plus the following domestic car companies "beat the drum" of the collective price reduction.
The next step is to follow up or be reserved? Maybe this is not a question but how big the scale of the choice to follow up is: first of all, it must be the further price reduction of small and micro vehicles, which is a real price reduction, Hyundai Elantra is the first bullet of the A+ class, but as a former best-selling model, it is not a pure joint venture brand in the minds of consumers, and it depends on how other joint venture brands "play cards"; The second is A0, A+ and SUV as the main sales models in the market, and then there is a low-price offensive formed by the blessing of plug-in hybrid power, as a joint venture brand in the context of the market economy downturn, how to "-for-tat", will be and will soon be able to see how the joint venture brand "plays", because time waits for no one, the car as a durable consumer goods, you have not made an effective response, so when you make a response, the consumer has completed the consumption; Finally, there is no obvious price reduction trend for B-class sedans, medium and large SUVs, MPVs and other models, has it left room for the traditional market share position of the joint venture brand, and is the next step is not the main direction of the joint venture brand's "brand"? We'll see!
However, the first to reflect the law of the market is that the second-hand car industry has become a victim of the price reduction tide of passenger cars, during the Spring Festival, it is rare to see second-hand car dealers around the world desperately reduce prices, live broadcasts, and sell cars, ** is very pleasantly surprised, but consumers do not buy it, and the consumer psychology of buying up and not buying down coupled with the market perception that second-hand cars are depreciating more and more, the hard days of 2024 still need second-hand car dealers to continue to bear the risks of the market, let's continue to wait and see!