AutoBeta(AutoBeta.net)04/05 Report--

Since its establishment 12 years ago, Tengli car, which has been hovering in the marginal market, has a new trend.

Yesterday, Zhao Changjiang, general manager of BYD's sales division, revealed on Weibo that Tencent has launched three models this year, involving MPV, medium-to-large SUV and medium-sized SUV. It said that Teng Teng high-end MPV models have two versions of plug-in hybrid, also equipped with four-wheel drive and two-wheel drive system, the price range will be wider.

It is worth noting that Zhao Changjiang has released several warm-up copywriting about the high-end MPV on social networking platforms this year, and also released a promotional video about the high-end MPV on April 1. About the momentum MPV, there have been a lot of detailed information about the appearance and configuration of the vehicle. The appearance of the car body has been redesigned, the whole car is equipped with double-side electric sliding doors and four doors with double-layer mute glass, and the interior layout is 2 / 2 / 3, which will be unveiled at this year's Beijing Auto Show. Zhao Changjiang said that this year will be the first year of the outbreak of the middle and high-end MPV market.

It is understood that Tengli Automobile is a joint venture between BYD and Daimler China in 2010 according to the 50:50 share ratio, and registered to establish a "Shenzhen BYD Daimler New Technology Co., Ltd." on February 16, 2011. the company is headquartered in Shenzhen. In 2016, it changed its name to Shenzhen Tengli New Energy Automobile Co., Ltd. After the establishment of Tengli Automobile, its development road is not smooth. The first product, Tengli 300, went on sale in 2014 and was positioned as a high-end commercial electric vehicle, which sold for as much as 369000 to 399000 yuan before subsidies. Since then, the Tengli 400 and Tengli 500 models have been launched one after another in 2018, but these products only increase the battery capacity and battery life of the previous generation of models, but can not solve the situation of low brand awareness and product recognition, resulting in low sales volume and falling into a difficult period of brand and product management. According to the relevant data, the cumulative loss of Tengli Automobile in six years from 2016 to November 2021 is more than 4.39 billion yuan.

In order to get Tengli out of the loss quickly, BYD and Daimler have increased their capital several times since 2017, and in 2017, BYD and Daimler increased their capital by 1 billion yuan; in 2018, they increased their capital by 800 million yuan; in 2019, BYD increased its capital by 200 million yuan, and the new car went public on the market, which was sold directly at Mercedes-Benz dealers, hoping to improve brand awareness. However, even if it is operated directly by Mercedes-Benz, it has failed to reverse the disadvantage of the booming brand. According to relevant data, the sales of the Tengli brand was 4175 vehicles in 2020. In 2020, BYD and Daimler each increased their capital to the Tengli brand by 350 million yuan, and this time the brand received a total of 700 million yuan. The two sides accumulated more than 5 billion yuan for blood transfusion. It is not difficult to see that the momentum has been sustained by continuous blood transfusions by BYD and Daimler over the years.

On December 24 last year, BYD Daimler, which had been in a joint venture for ten years, was "separated". BYD announced that it and Daimler each plan to increase their capital to Tengli by 1 billion yuan. At the same time, BYD also signed an equity transfer agreement with Daimler, which states that after the completion of the transfer, BYD's stake in Tengli will be increased from 50% to 90%. Daimler's stake in Tencent has dropped from 50% to 10%, and the transfer is scheduled to be completed by the middle of this year.

Although the equity issue between BYD and Daimler on Tengli has not yet been completed, BYD established Teng Teng Automobile sales and Service Co., Ltd., a wholly-owned subsidiary of BYD Automotive Industry Co., Ltd., with a registered capital of 50 million yuan. He Zhiqi, the legal representative. The company's business scope is new car sales, new energy vehicle sales, electrical accessories sales and other business. BYD has said that it will devote more resources and core business to the momentum to help it take it to a new level in the areas of product research and development, smart manufacturing, channels and sales services, and work with Daimler to promote the better and faster development of the brand. It remains to be seen whether the launch of the high-end mpv can reverse the dilemma of the momentum. Some industry insiders said: from BYD's point of view, the BYD brand itself is located in the middle, while the ocean series mainly locates runaway models. BYD may still want to make the momentum a mid-to-high-end position.

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