AutoBeta(AutoBeta.net)11/19 Report--

On November 16, at the press conference of "BYD's 3 millionth new energy vehicles off the line", Wang Chuanfu, chairman and president of BYD, revealed that in the future, BYD's brands will form a dynasty, ocean, momentum, look up and professional personalized brand matrix. covering areas from household to luxury, from Volkswagen to personalized, to meet the needs of users in all directions.

According to officials, it took 13 years for BYD's first new energy vehicle to reach 1 million vehicles, 1 million to 2 million vehicles for a year, while the 2 million to 3 million vehicles took only half a year to achieve explosive growth, especially after 2022. BYD can be described as riding off the dust. According to statistics, by the end of October 2022, cumulative sales in the first 10 months increased by 239.05% year-on-year to 1392839 vehicles, completing an annual sales of 93.5% of 1.5 million vehicles.

According to the official website, BYD's product matrix is mainly composed of Dynasty Network and Ocean Network, which is composed of Qin, Han, Song, Tang, Yuan and other models. Ocean Network is a brand-new product sales network launched by BYD at the Guangzhou Auto Show in November last year. It includes marine life series, warship series and e-series products. So far, ocean net models include dolphins, destroyers 05 and seals.

According to the October sales list of new energy vehicles concerned by the automotive industry, BYD's car companies almost dominated the list. BYD accounted for 6 of the top 10 new energy vehicles, of which BYD Song topped the list with 56100, while Qin, Han, Dolphin, Yuan PLUS and Tang ranked 3rd, 4th, 5th, 6th and 7th respectively. Sales were 32100, 31400, 25200, 20400 and 16900 respectively. In addition, the seals in the ocean series ranked 13th on the list with 11267 vehicles, selling more than 10,000 vehicles for the first time, making it another popular model under BYD. The destroyer 05 with a price range of 119800-155800 yuan in the ocean net warship series accounts for 9111 vehicles, but there is still some room for improvement. at present, the frigate 07, the second model of the series, has been officially mass produced on October 24. the pre-price range is 220000-280000 yuan, and the new car is expected to be officially on the market this year.

In addition to the above two major product rectangles, the BYD momentum brand was officially launched in May 2022, but it is no longer the momentum of the past. According to the concern of the automobile industry, the Tengli brand is a joint venture between BYD and Daimler of Germany, which can be traced back to 2010. In March 2010, BYD and Daimler signed an agreement to jointly fund a high-end new energy vehicle brand, which led to the birth of the DENZA brand. On February 16, 2011, Shenzhen Tengli New Energy vehicle Co., Ltd. was established. BYD Automotive Industry Co., Ltd. and Daimler Greater China Investment Co., Ltd. each own 50%. As a joint venture brand, BYD is very optimistic about its development. At the beginning of the birth of the brand, Wang Chuanfu said: "as the child of Daimler and BYD, momentum is a brand born on the shoulders of giants." And BYD and Daimler have added 7.4 billion yuan to Tengli New Energy, but even so, the development of Tengli brand is still not satisfactory. According to the data, from 2015 to 2020, the sales of new energy are 2800, 2287, 4713, 1974, 2089 and 4175 respectively.

In this context, Tengli brands have to seek new development exports. In May 2022, after the brand rejuvenation, a series of "reforms" have taken place in the dominant position of Tencent. According to Tianyan check, the two major shareholders of Shenzhen Tengli New Energy Automobile Co., Ltd. are BYD and Daimler, which own 90% and 10% respectively. In short, the current strategic development of Teng is mainly led by BYD and supported by Mercedes-Benz. Zhao Changjiang, then general manager of BYD Automobile sales Company, was also transferred to Tengli Automobile as general manager, and the new brand will dominate the luxury route in the future.

At present, the first MPV model of the Tengli brand, "Tengli D9", has been officially launched on August 23rd. The new car is positioned as a medium-sized MPV, with a total of DM-i super hybrid version and pure electric power options, with a price range of 32.98-660000 yuan. At the press conference, Wang Chuanfu said that since its launch on August 23, Tengli D9 has won more than 30, 000 orders, reshaping the market pattern of luxury MPV. However, given that the car has just gone offline, future sales are uncertain. In addition to this model, Tencent will launch three world-class products this year, including 7-seat / 4-seat high-end MPV-D9, 6-seat medium-sized SUV and 5-seat medium-sized SUV.

On November 8, 2022, BYD officially unveiled a new million-level high-end car brand and named it "look up to Automobile". The brand is wholly owned by BYD Automotive Industry Co., Ltd., and the first model will be in the first quarter of 2023. Wang Chuanfu pointed out at the press conference that the model will be equipped with BYD's new "cool techs" technology. According to previous reports, BYD's high-end brand will adopt a new brand logo, an independent sales and service network and an operation team. The first high-end hard off-road SUV starts at 1 million yuan.

In addition to the four above-mentioned brands, Wang Chuanfu also brings another big news that BYD will launch a new brand that is very professional and personalized in 2023. Wang Chuanfu said that the birth of this new brand stems from BYD's deep insight into the development of the automobile industry and the consumption trend of users, as well as BYD's bold breakthrough in its own positioning.

From the perspective of BYD's new brand matrix, while BYD's sales of new energy vehicles are growing rapidly, BYD has also begun to speed up the layout of the global new energy vehicle market. After the launch of the new personality brand, the BYD passenger car business section will be composed of BYD brand (dynasty, ocean), momentum brand, looking up brand and professional personalized brand. At present, the information about personalized brand is very limited. I don't know what form it will appear in the future. among the first four brands, except for the joint venture between BYD and Mercedes-Benz, other brands are wholly owned by BYD.

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