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Today, BYD's high-end brands look forward to the launch of the car LOGO. According to the official introduction, look up to the brand logo to draw inspiration and strength from Oracle "electricity" and give "electricity" a new imagination. With a brave and fearless spirit, we will continue to explore the peak of automotive technology. BYD said that "electricity" shows the technology and product route of new energy. The lightning line is capable, implying the extreme performance of the product. The tentacles extend in all directions, representing the brand's fearless exploration of the unknown.

Relevant information shows: BYD officially announced the name of its high-end car brand "look up to Automobile" on November 8. 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.

According to earlier media reports, the brand's first model will be officially unveiled in the first quarter of 2023 and may be priced at more than $1 million, competing against Mercedes-Benz G-Class and Land Rover. In November, the spy photos of the brand's first model were exposed, the new car internal code R1, positioning new energy hard off-road vehicles. From the exposed pictures, the overall body appearance of the first model is tough style, the shape is square, the rear is designed for the longitudinal layout of the taillight group, equipped with external spare tires, making the vehicle more cross-country performance. In terms of power, according to earlier media reports, looking up to the new car may be equipped with four motors. On the basis of throttle data, the output power of the motor can also be adjusted according to the vehicle speed, load, road conditions and other factors to ensure transmission efficiency and driving safety.

According to Wang Chuanfu, chairman and president of BYD, in the future, BYD's brands will form a dynasty, ocean, momentum, look up and professional personalized brand matrix, covering areas ranging from household to luxury, from public to personalized, to meet the needs of users in all directions. In fact, when BYD released its new LOGO in early 2022, it mentioned that its passenger car business would be divided into four segments, namely, Dynasty, Ocean, Tengli and high-end brands. BYD said that except for the joint venture between BYD and Mercedes-Benz, the other sub-brands are wholly owned by BYD.

It is understood that the dynasty network is mainly composed of Qin, Han, Song, Tang, Yuan and other models. Launched at Guangzhou Motor Show in November 2021, Ocean net includes marine life series, warship series and e series products. So far, ocean net has three models on sale: dolphins, destroyers 05 and seals. The Tengli brand is a new brand launched by BYD in May this year. The first MPV model, Tengli D9, went on sale on Aug. 23 with a price range of 32.98-660000 yuan. Now, looking at the official announcement of the brand, BYD's product rectangle will also be more perfect.

In recent years, with the rapid development of new energy vehicles, many domestic car companies have explored the high-end model market to find profit space. BYD is no exception, grabbing market share of consumer-grade new energy vehicles while also laying out high-end brands. At present, among the BYD dynasty series of models, flagship models such as Han and Tang and seals on e-platform start at more than 200000-300000 yuan. At the same time, BYD and Mercedes-Benz joint venture brand, its first MPV model D9 starts at nearly 330000 yuan, and the top model costs nearly 460000 yuan. In the higher price of the high-end model market, BYD has not yet been involved, this look up to the arrival of the brand, will also make up for the shortcomings of the high-end brand.

For BYD's layout of the high-end brand section, look up to the brand release or an attempt. Earlier, many car companies also set up new brands to impact the high-end market, some successes and some 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 because of unfavorable development and persistent losses. There are also successful cases, such as LinkedIn and WEY, but the reasons for their success have something to do with the car companies behind them. After all, Geely Motor, Great Wall Motor are independent front-line formation, with relatively strong capital and strength. Yan Jinghui, a member of the expert committee of the China Circulation Association, also said in response to BYD's entry into the high-end market, that BYD has already become a leader in the new energy vehicle market, which also provides a brand foundation for it to enter the million-class model market. Although the luxury car market is different from BYD's current volume models, the brand and reputation accumulated by BYD can not be ignored compared with other traditional car companies or new car-building forces that aim at the high end of the market.

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