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Recently, BYD announced the name of its high-end car brand "look up". The brand is expected to be released in the first quarter of 2023, when the first hard off-road model will be unveiled at the same time, according to BYD officials. In terms of the price of the product, the price is expected to be more than 80-1.5 million, and the specific launch time of the relevant models shall prevail. " With the release of BYD's high-end car brand, the patent picture of its first hard-line off-road vehicle is also suspected to have been exposed.

According to the patent map exposed, the appearance of the new car has adopted a new design style. China net has adopted a similar "H" design, the front face is a square layout with X-type split headlamps, the middle logo is not clearly indicated, and the shape of the box may mean that the car will use a square LOGO. With the iconic "small schoolbag" design of the hard off-road vehicle at the rear, the vehicle as a whole looks more powerful. The vehicle's intake grille and lattice LED headlights show the shape of "I", which extends all the way to the hood and has a serrated edge on the eyebrow. The interior of the taillight adopts dot matrix LED light source, and the license plate area is designed in the middle of the rear bumper to improve the recognition of the vehicle.

Combined with the spy photos exposed earlier, the new car will have a non-load-bearing design and a four-wheel independent suspension chassis. The outline adopts the off-road vehicle style of the tough guy image similar to the Mercedes-Benz G-class and Land Rover guard, with a clear outline. Interior decoration according to previously exposed espionage photos show that the new car adopts a new design style, and the central control is equipped with a large screen of embedded full liquid crystal instruments. The air conditioning outlet is uniformly set at the top of the dashboard, with three in the middle and one on each side.

It is worth noting that the launch of BYD to look up to the brand to enter the high-end market for BYD may be an attempt. Earlier, there are also a number of car companies through the establishment of new brands to impact the high-end market measures, there are successes and failures. For example, Quan Zhi Automobile and Bowo Automobile are all attempts by independent car companies to explore the middle and high-end market, but in the end, they are forced to resell due to unfavorable development and persistent losses. Successful cases also include Lecker and WEY, whose success has something to do with the car companies behind them. After all, Geely Motor and Great Wall Motor are independent front-line formation, with relatively strong capital and strength.

At present, BYD is divided into four parts: dynasty, ocean, momentum and high-end brands, and the model matrix has covered SUV, cars and MPV models. At present, however, BYD does not have a representative model in the luxury brand camp. In essence, the establishment of a high-end brand can better enhance the brand image, and is expected to get rid of the current dilemma of low-end product positioning. From the point of view of BYD's product line, dynasty series and ocean net series mainly enter the price range below 300000, seizing the mainstream household market share. The starting price of the models under the Tengli brand is 289800 yuan, and the price of the top version of the Tengli D9 model is 459800 yuan, entering the price range of 30-500000 yuan. And the new "look up" brand price further higher, will enter the million-level market.

For Chinese car companies to enter the high-end market, some industry insiders said that China's local car companies trying to achieve a breakthrough through new independent high-end brands will also encounter certain obstacles, because products, technology, design and corporate image are insurmountable dilemmas. Of course, some netizens pointed out that Chinese automobile enterprises will die if they do not follow the road of internationalization, and brand awareness will not go up, so globalization must first solve the problem of brands, and the launch of independent high-end brands is an important way.

However, with the current development of the domestic automobile market, it has become a trend for independent brands to launch high-end brands. Although BYD is not good at entering the off-road vehicle market, entering the high-end market with new energy hard off-road vehicles can effectively avoid head-on confrontation with other luxury models, and it will take time to see whether it can get a share in this market segment.

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