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The new brand is no longer the brand it used to be. On May 27, BYD said in an institutional survey that Teng's strategic development will be led by BYD, supported by Mercedes-Benz, and will unswervingly follow the luxury route in the future, which also means that Teng's brand will be run by BYD. Although Daimler has a 10% stake in Tencent, it is no longer involved in the operation of the momentum level. According to the plan, BYD will be responsible for the strategic planning of the brand, including technology research and development, product planning, etc.; the brand will have three independent attributes, including an independent brand, operated by an independent team, and an independent product matrix and design language.

In fact, at the launch of the brand on May 16, Wang Chuanfu, chairman and president of BYD, said to the public that in the business section of BYD, the brand will inherit the high-end brands that are compatible with the BYD dynasty series and the ocean series that have not yet been released. In the future, BYD will be responsible for the strategic planning of Tengli brand, especially in technology research and development, product planning and other aspects to provide omni-directional strong support for Tengli. At the same time, Mercedes-Benz will continue to support the momentum of career development.

Data show that BYD's high-end brand momentum is a brand jointly created by BYD and Daimler. In 2010, BYD and Daimler each owned 50% of each company to announce a joint venture of a new new energy vehicle brand. In 2012, the brand was officially named Tengli, and the first new car was officially launched in 2014. At the beginning of its establishment, Tengli received a lot of attention because of the strong background of both shareholders. Wang Chuanfu, chairman of BYD, once said: "as the child of Daimler and BYD, Tengli is a brand born on the shoulders of giants." Combing from the timeline, Tengli has been established for 12 years, but its development has not been hot all the time. Although Tengli began to lay out the auto market in 2014, the Tengli which entered the game earlier still could not reverse the market. The data show that the sales volume from 2015 to 2019 was 2800, 2287, 4713, 1974 and 2089 respectively, with a cumulative sales volume of 13863 vehicles and a cumulative loss of more than 3.5 billion yuan over a five-year period. By 2020, although Tengli X has been added to its unit, its average monthly sales in 2020 will still be less than 350. the reason for its poor sales is that it is based on BYD Tang EV600. According to the data, the cumulative sales of Tengli was only 4175 vehicles in 2020. In this context, both shareholders still provide a certain amount of financial support for Tengli to seek new development. information shows that 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, with a total shareholder capital increase of 5.4 billion yuan in three years. After a long period of maintenance of blood transfusions, Tengli cars also failed to achieve the results. It was not until last December, when BYD and Daimler made a series of important adjustments to the brand, that the brand began to enter a new stage of development.

In December last year, BYD announced that BYD and Daimler had signed an equity transfer agreement to adjust the momentum, and the two sides planned to transfer the Tengli stock. After the transfer is completed, Daimler and BYD's holding of Tengli shares will be adjusted to 10% and 90%, and related matters are scheduled to be completed by mid-2022. But neither BYD nor Daimler responded to the report at the time. However, from what BYD said in an institutional survey: the strategic development of the momentum will be led by BYD and supported by Mercedes-Benz, it also means that the momentum will be run by BYD in the future. Although Daimler has a 10% stake, it is no longer involved in the operation of the momentum level.

For BYD, 2022 will be a year for its overall impact on the high end, and the comprehensive momentum brand bears the image of a "high-end brand". At present, the momentum brand has launched its first high-end MPV model-Tengli D9, the new car officially launched on May 16, the new car positioning medium and large MPV, a total of DM-i super hybrid version and pure electric two power options, of which DM-i super hybrid version has a total of 4 models The advance price is 33.5-445000 yuan. There are two models in the pure electric version, with an advance price of 39-460000 yuan. In addition, the new car also launched a four-seater Genesis model, the price is 660000 yuan, a limited edition of 99. As the first product after BYD dominated the Tencent brand, the Teng Teng D9 received more than 3000 orders within 30 minutes of pre-sale.

According to the brand's product plan, Wang Chuanfu, chairman of BYD, said at the previous press conference that Tencent would launch three models within one year and multiple models within three years, and would name five major car systems after the English name DENZA, which will include MPV, SUV, cars and urban sports cars. For short-term goals, Zhao Changjiang, general manager of BYD's Tencent sales division, also said on Weibo that Tencent will release three models this year, including the MPV, medium and large-sized SUV and medium-sized SUV. At present, car companies such as Lantu, Polar Krypton and Red Flag are all laying out MPV market segments. As for whether the new momentum D9 can lead the momentum out of the "quagmire", it will take more time and market to give the answer.

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