"Recently, BYD Qin has become cheaper, I want to buy one for my father to run Didi. Recently, BYD's products have been reduced in price one after another, so that when they got married two years ago, they relied on themselves to carry the RV bride price, and hoped that their parents would be more relaxed.
The cause of the incident can be traced back to February 19, BYD announced the launch of the Qin plus and the destroyer 05 Glory Edition on the same day, and played the slogan "Electricity is lower than oil, end the war of oil and electricity". Since then, BYD has brought the glory version of the main models such as Han, Tang, and Dolphin - in a series of actions, price reduction has become the biggest common denominator of different products, and the maximum drop in terminal pricing is more than 30,000 yuan.
An industry insider said: "The main purpose of this successive listing is to reduce prices and increments, and achieve an absolute head position in the mainstream market." From the perspective of configuration, each Honor version has not changed the hardware configuration such as battery and chassis, and has mainly adjusted the comfort configuration such as the intelligent cockpit. ”
Successive price reductions have led to a significant increase in sales
*Before the product, there are two sets of data - after the Qin PLUS DM-i was launched in the Honor Edition, the terminal sales reached 7,852 units in the third week of February, a sharp increase of 174% from the second week; According to BYD's official release, orders for the Qin Plus Glory Edition were 23,590 units in the first week of listing, exceeding the 21,767 units of Qin's entire series in January.
The skyrocketing sales are due to the great discounts. At present, the Qin Plus Honor Edition and the Destroyer 05 Glory Edition, which are better equipped than the previous generation, are both 7From 980,000 yuan.
Before the absolute advantage, the improvement of the specific configuration has become a background board, and the first thing consumers see is: only need to spend 7980,000 yuan, you can have a 73 seconds to break 100, 100 kilometers loss of fuel consumption 38 liters, full fuel and full power comprehensive range of 1245 kilometers of high-value family car.
In this regard, some netizens commented wittily: "12980,000 yuan of Qin is an industrial product, 9980,000 yuan of Qin is an industrial classic, 7The 980,000 yuan Qin is an industrial miracle. ”
It is worth noting that in 7After the price of 980,000 yuan detonated the consumption frenzy, BYD successively launched the glory version of a variety of models, comprehensively encircling and suppressing competing products in various ranges.
For the mid-to-high-end market, BYD has played the Hantang brand - the Han EV Glory Edition launched this time has a total of 4 models, with a price of 17980,000-24980,000 yuan; The Han DM-i Glory Edition has a total of 5 models, and the price is 16980,000 yuan-22580,000 yuan; The price of the 2024 Han DM-P God of War Edition is 25980,000 yuan; The Tang DM-i Glory Edition has a total of 4 models and is priced at 17980,000 yuan-21980,000 yuan;
After the price reduction, consumers can use less than 200,000 yuan ** to enjoy a C-class car with intelligent driving, intelligent cockpit, and architecture platform at the forefront of the market.
For Chinese consumers who like "big", Song Pro DM-i Glory Edition directly brings the surprise of "King Fried". As a mid-size hybrid SUV, it has a price range of 10980,000-13980,000 yuan; For the 150,000-200,000 yuan market, which was dominated by joint ventures, BYD brought 14The Seal DM-i and Song Plus EV Glory Edition ...... starting at 980,000 yuan
There is also pressure on the pinnacle, so it is better to take the initiative than to go with the flow
In 2023, BYD's new energy vehicle sales will reach a new high, exceeding 3 million units, surpassing Tesla in one fell swoop and winning the global new energy vehicle brand sales championship. On this basis, BYD has set its sales target for 2024 at 4 million to 4.5 million units, an increase of 32 million units year-on-year compared to 3.02 million units in 20235% to 49%.
Judging from the current development trend of the new energy market, a year-on-year growth rate of nearly 50% is undoubtedly a big challenge. After several years of rapid growth, the growth rate of the new energy vehicle market has slowed down. The China Automobile Association predicts that China's total automobile sales will reach 31 million this year, a year-on-year increase of 3%.
BYD's pressure is also increasing in competitive pressure.
Recently, Ouyang Minggao, academician of the Chinese Academy of Sciences and vice chairman of the China Electric Vehicle 100 Association, said at the China Electric Vehicle 100 Expert Exchange Meeting that the industry will develop from incremental exploration to stock game, and the competition will be fierce: "The current automobile market is the survival of the fittest in the new energy vehicle industry itself, and the game between new energy vehicles and fuel vehicles has reached the decisive stage, and the game between independent brands and joint venture brands has also reached a white-hot level." ”
Judging from the performance of various market segments in 2023, the BYD Dolphin won the A0-class car sales championship with a cumulative sales of 367419 units throughout the year, becoming the A0-class model with the highest annual sales in the history of domestic automobiles.
But in the SUV market, Tesla's Model Y retail sales were 4560,000 units, more than 42 of the BYD Song plus series70,000 units; In the sedan market, the Nissan Sylphy sold 3760,000 units, Volkswagen Lavida sold 3460,000 units, which also posed a market threat to BYD.
An industry analyst said: "There is still a large market for fuel vehicles, first, consumers still have a strong thinking inertia, and the strength of old car companies should not be underestimated; Second, the supporting facilities of new energy vehicles are still insufficient, when the charging pile has a high penetration rate in the third and fourth tier cities, villages and towns, mainstream new energy models or will usher in a new sales peak. ”
In this context, "electricity is lower than oil" is not only a slogan, but also indicates that BYD officially launched an "encirclement and suppression" to major market segments.
When BYD officially announced the launch of Qin PLUS and Destroyer 05 Glory Edition, Li Yunfei, general manager of BYD's brand and public relations office, said on social platforms: BYD plug-in duo 7Starting from 980,000 yuan, this "dual-core bomb" thrown into the fuel vehicle market will completely open a decisive battle with fuel vehicles.
He emphasized: "Thanks to BYD's large-scale effect and the advantages of the whole industry chain, our plug-in hybrid can be lower than that of fuel vehicles of the same level. ”