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Recently, Li Yunfei, general manager of BYD's public relations department, revealed in an interview with the media that BYD will launch a new high-end brand in the fourth quarter of this year, with a price range of 500000-800000 yuan. The car will be planned under a new BYD brand. With regard to the news that BYD will launch the "Ocean Series", Li Yunfei said that this new series of models is expected to be launched in the third quarter of this year. At that time, the final naming and planning of the new series will be released. In addition, Li Yunfei said for this car: this car is enough for people to see it at first sight, but their eyes don't want to leave.

According to an internal document exposed by the media earlier, this is about BYD's plan for 2021 by teleconference. In addition to BYD's new car plan for 2021, it also mentions the production capacity plan and the future direction, such as the release of new cars in the first and second quarters, a new platform in the third quarter, and new models from Han in the fourth quarter. The document also mentions that the first model will be built by the newly launched EV2.0 platform. During internal discussions, BYD executives believed that existing dealer capabilities could not support the "high-level sense of hardware and services" needed by high-end brands, so they decided to start anew, recruit new dealer investors and build new dealer channels, according to China Finance and Finance, citing sources familiar with the matter. The document also mentioned that the first model will be built by the newly launched EV2.0 platform, and the first model will be launched as a new model line, dolphins, which is scheduled to be launched in 2023.

For Chinese car companies, there have been a number of car companies through the establishment of new brands to hit the high-end market, both failed cases and successful cases. For example, both Qoros and Bowo have tried to reach the middle and high end of the market, but in the end they were forced to resell them because of poor development and persistent losses. And successful cases, Lectra, WEY is one of the representative brands.

At present, BYD's models named after ancient dynasties are Qin, Shang, Song, Tang and Han, among which Shang refers to BYD's commercial vehicle brand. It is speculated that the high-end brand exposed this time may be named "Dynasty". It is worth mentioning that as early as last year, BYD officially completed the registration of the dynasty trademark. As this is very different from the current BYD model naming system, it is suspected that the trademark is related to BYD's high-end brand project.

It is worth noting that in February this year, BYD Automobile also carried out organizational restructuring, in which Zhao Changjiang, the former general manager of automobile sales, will be transferred to a high-end brand, responsible for the preparatory work. From the speed that Li Yunfei revealed that the first model of the BYD high-end brand will be launched in the fourth quarter, BYD's action is still very fast.

According to relevant data, BYD's total sales reached 45234 vehicles in April, up 42% from the same period last year and 40.4% from the previous month. In terms of new energy models, a total of 25662 passenger vehicles were sold, an increase of 97.48 percent over the same period last year, including 16114 pure electric models, 8920 plug-in hybrids and 628 new energy commercial vehicles.

At present, BYD's model matrix has covered SUV, cars and MPV models, but BYD has not yet launched a luxury model that can be represented in the luxury brand camp. In essence, the establishment of a high-end brand can effectively enhance the brand image. It is expected to get rid of the dilemma of the middle and low end of product positioning. However, some people in the industry believe that it is too difficult for Chinese local car companies to try to break through by building new independent high-end brands, and products, technology, design and corporate image are insurmountable dilemmas. Another voice believes that Chinese auto companies will die if they do not follow the path of internationalization, and the launch of independent high-end brands is an important way.

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