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Recently, a "BYD New car Plan for the next 1-3 years" has been published online, which covers three product camps currently sold by BYD, namely, the Ocean Series, the Dynasty Series and the e-net. the most popular of these is the high-end brand that BYD will launch in 2022.

With regard to BYD's high-end brand, Li Yunfei, general manager of BYD's public relations department, revealed in an interview with the media in June that BYD will launch a new high-end brand in the fourth quarter of this year, with a price range of 50-800000 yuan. During the Guangzhou auto show, BYD executives revealed that the first model of its high-end brand is positioned as a hard off-road vehicle, which will be released in the first half of 2022. In addition, Zhao Changjiang, director of BYD's high-end brand preparation office, also posted many posts on Weibo to discuss with netizens the product suggestions for the first high-end MPV model.

According to the BYD New car Planning Table for the next 1-3 years, which was exposed yesterday, its information does have some guidance. In the high-end brand column, the first model is located in the hard-core off-road vehicle, with pure electric and plug-in power systems, priced at 50-1 million yuan, the new car is expected to debut in 2022, officially launched in 2023, standard Mercedes-Benz G and other products.

The second model is the medium and large MPV Ming, there is no clear time to market in the table, it is expected to be later than the above-mentioned hardline off-road. According to Zhao Changjiang, director of BYD's high-end brand preparation office, he solicited high-end new energy MPV from netizens on Weibo, netizens are more looking forward to this high-end MPV plug-in hybrid roof has the pure electric life of 200km, comprehensive battery life in 800-1000km, the actual 500-800km of pure electric version, need to support fast charging. Of course, netizens' suggestions are varied, and they will definitely make a choice in the end, but it is expected that the configuration of this MPV should be relatively high, which is also in line with BYD's goal of building a high-end brand.

BYD is not alone in entering the high-end market. Prior to this, many car companies have entered the high-end market by setting up new brands, such as BAIC-Jihu, Dongfeng-Lantu, Changan-Avita, Great Wall-Salon, SAIC-Zhiji, Geely-Polar Krypton and so on. The prices of the models launched by these brands have reached the price range of traditional luxury brands, but the current market results are not ideal, such as BAIC polar fox. At present, the monthly sales of α S and α T are less than 500 vehicles, and whether other high-end brands can have a good market performance in the market also needs to be tested.

As one of the independent brands, it is understandable that BYD plans to launch high-end brands in this context, and from the existing technology of BYD, it also has the strength to impact the high-end market. However, BYD has no market experience in building high-end cars, especially a high-end model with a level of 50-1 million yuan, and its brand heritage still lags far behind traditional luxury brands such as BBA, so it is worth considering whether consumers can recognize BYD's high-end brands. In addition, service is also the foundation of high-end brand image, and from the feedback of netizens, most netizens think that "service is not very good", such as unprofessional pre-sales service, after-sales service and so on. Therefore, if BYD wants to enter the high-end brand market, it is imperative to improve the quality of service.

Industry insiders believe that the high-end of Mercedes-Benz, BMW, Audi and other brands is not achieved overnight, and many brands take decades or even hundreds of years to achieve high-end brand image. Chinese car companies try to build independent high-end brands to achieve a breakthrough is too difficult, products, technology, design and corporate image are insurmountable dilemmas. Of course, Chinese auto companies will die if they do not follow the path of internationalization, and the launch of independent high-end brands may lose, but it is also a new attempt.

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