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On the evening of November 8, BYD unveiled a new high-end brand and named it "look up".

According to Tianyancha APP, Shenzhen look up Automobile sales Co., Ltd. was established on November 7, with a registered capital of 1 million yuan and the legal representative is he Zhiqi. The scope of business includes new energy vehicle sales, new energy vehicle electrical accessories sales, plug-in hybrid engine sales and charging pile sales. The equity penetration chart shows that the company is wholly owned by BYD Automotive Industry Co., Ltd.

On the evening of November 8, BYD unveiled a new high-end brand and named it "look up".

On August 25, 2022, BYD officials told the media that BYD's high-end brand will adopt a new brand logo, independent sales and service network and operation team, and will launch a new high-end brand in the fourth quarter of this year, and simultaneously unveiled the first high-end hard off-road SUV, priced from 1 million yuan.

Not long ago, a group of suspected spy photos of BYD's new hardline SUV appeared online. it is understood that the new car is based on a non-load-bearing body, or will launch plug-in hybrid and pure electric versions. In terms of appearance, the whole body of the new car is covered with thick camouflage, but from a comprehensive point of view, the shape of the new car is similar to that of Mercedes-Benz G-Class and Land Rover, with a large grille on the front face and an external spare tire at the rear. In terms of interior layout, the new car Central Control does not use the popular suspended flat panel design, but uses a whole large-size touch screen.

In addition, BYD also announced a patent, the vehicle includes four drive motors and four wheels, each motor drives a wheel, under the control of central processing, each wheel can be based on the needs of road conditions. get enough power and torque in real time. At the same time, BYD also brings floating mode to the vehicle, which can help the vehicle enter the deeper wading road. After it is in a floating state, it can also drive normally and extricate itself from difficulties. It already has a preliminary amphibious ability. However, it is not clear whether the above technology will be equipped with BYD's hard-line SUV.

According to the plan, the future BYD passenger car business section will be composed of dynasty net, ocean net, momentum and high-end brands, except that the momentum brand is a joint venture between BYD and Mercedes-Benz, other brands are wholly owned by BYD. Among the specific brands, Dynasty net is mainly composed of Qin, Han, Song, Tang, Yuan and other models. Oceannet is a brand new product sales network launched by BYD at Guangzhou Auto Show in November last year, including marine life series, warship series and e series products. Up to now, ocean net's models on sale include dolphins, destroyers 05 and seals. The Tengli brand is a new brand launched by BYD in May this year, and the first MPV model, Tencent D9, was officially launched on August 23rd. The new car is positioned as a medium-sized SUV, with a total of DM-i super hybrid version and pure electric power options, with a price range of 32.98-660000 yuan.

If nothing happens, the BYD high-end brand will be launched in the first quarter of 2023, when the BYD product rectangle will be more perfect, and the emergence of million-level products of the high-end brand means it will distance itself from BYD's existing products. At present, BYD's products mainly hit the range of 100000-300000 yuan, which is more in line with the mass consumer group. Million-level products can only face a small number of groups. In other words, million-level products cannot become BYD's volume products. It may also be a new challenge for BYD.

Data show that in October 2022, BYD's new energy passenger car sales increased by 171.89% to 217518 vehicles compared with the same period last year, with sales exceeding 200000 for two consecutive months. From January to October in 2022, cumulative sales increased by 239.05% year-on-year to 1392839 vehicles, completing 93.5% of the annual sales of 1.5 million vehicles.

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