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How to turn over? The brand sold only 1517 cars in the first four months.

2024-09-17 Update From: AutoBeta autobeta NAV: AutoBeta > News >

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AutoBeta(AutoBeta.net)06/12 Report--

According to the data of the Federation of passengers, the cumulative sales of Teng Teng brands from January to April in 2021 were 1517, of which Tengli X PHEV was 1442 and Teng Teng X EV was 75.

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Momentum grows up on the shoulders of giants. According to the data, the momentum brand is jointly funded by BYD and Daimler of Germany, which was officially established in 2010 and is headquartered in Shenzhen. BYD Automotive and Daimler have joined hands to create Tengli cars, which are positioned in the field of mid-and high-end electric vehicles.

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In 2014, the first product of the brand, Tengli 300, was officially launched, targeting high-end commercial electric vehicles, which sold for as much as 36.9-399000 yuan before subsidies. Later, after upgrading, it launched the Tengli 400 in 2017 and Tengli 500 in 2018, with an increase in mileage, but its sales remained low due to low brand awareness and non-recognition of products.

At the 2019 Guangzhou Auto Show, Tengli X, the second model of the Tengli brand, was officially launched. The new car is based on BYD Tang EV600. The price of the pure electric model is 31.98-357800 yuan, and that of the plug-in hybrid model is 28.98-319800 yuan. The purpose of the emergence of Tengli X is to solve the situation of single product line for many years. Teng Teng in the initial stage of listing, the sales channel is divided into joint dealers and franchised dealers, of which the co-dealers are a total of 39 Mercedes-Benz core distribution stores and 15 franchised dealers, but because the products can not be supported, some dealers exist in name only. After negotiation, after July 1, 2019, Daimler put the sales system of momentum cars under its control, and wanted to take advantage of Mercedes-Benz's domestic sales channels to open up the market for momentum cars, but from the point of view of its sales volume, even relying on the advantages of Mercedes-Benz in domestic sales channels failed to help Tengli cars find a way out. According to the data, the sales of the Tengli brand was 4175 vehicles in 2020.

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Some relevant media interviewed Mercedes-Benz salespeople, who said that sales of the Tengli X pure electric version were not good after the launch, and few cars were sold in a month, and the cars in stock have not been digested so far. Sales staff said: although the price of Tengli X is not high in the Mercedes-Benz system, but many customers entering the store are potential customers of Mercedes-Benz, and Tengli does not have a strong sense of presence in the store. In addition, from the price point of view, the pure electric version of Tengli X sells for more than 300000 yuan, compared with the same platform model BYD Tang's price is on the high side, and the influence of the Beijing Mercedes-Benz EQC brand is not enough. The figures show that Tengli sold 2888 vehicles in 2015, 2287 in 2016 and 4713 in 2017, of which only 1974 were sold in 2018. Sales in 2019 were 2089. Cumulative sales in the four years from 2015 to 2019 were 13863.

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Since 2012, BYD and Daimler have increased their capital for Tengli several times due to poor performance. In May 2017, May 2018, February 2019, May 2019 and January 2020, BYD and Daimler increased their capital by 1 billion yuan, 800 million yuan, 400 million yuan, 300 million yuan and 350 million yuan respectively to Tengli Motor, and Tengli received more than 5 billion yuan from both shareholders. According to public reports, Tengli lost 1.3 billion yuan in 2016, 477 million yuan in 2017 and 888 million yuan in 2018, while the loss from January to November 2019 was 1.01 billion yuan, and it has lost more than 4.5 billion yuan in the past six years. It can be seen that it is difficult to sustain the momentum without relying on BYD and Daimler to continue to increase capital and transfusion.

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It is worth noting that in February this year, Daimler CEO Kang Linsong said that "Daimler's cash investment in Tengli has been completed and will continue to watch its development before making a decision." It has also led to speculation about whether Daimler will stop its momentum projects.

At present, it is in the stage of fierce competition in the new energy vehicle market, traditional car companies are speeding up to invest in new energy vehicles, a large number of technology companies are coming in to build cars, and BYD and Daimler will also face greater development pressure. it is also difficult to be distracted from making large-scale investments in Teng Teng brands. In other words, the future of momentum may have to be found on its own. Cui Dongshu, secretary-general of the passenger car Market Information Association, also said that although the momentum is jointly funded by BYD and Daimler, both sides are actively promoting their own new energy brands and have not invested too much energy into the momentum.

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