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On January 5, BYD's high-end brand looked forward to the official launch, and the first model looked up to the U8 debut. It is understood that the U8 will be equipped with four wheel-side motors, which can independently control four wheels, achieve lateral movement, in-situ U-turn and other functions, but also allow the vehicle to float on the surface of the water and complete straight and steering operations.

In terms of appearance, the U8 is operated by Wolfgang Joseph Iger, using the design concept of "the Gate of time and Space" to integrate the sense of the future and the sense of technology into the hard-line styling style. Specifically, the front of the car is designed for the "gong" grille, and the headlamp group adopts the tripod design, which is equipped with longitudinal daylight, which has a high degree of recognition after lighting. At the same time, the interior of the grille is decorated with dot matrix, the brand LOGO is embedded in the center, and the areas covered by lampshades on both sides are equipped with LED light source, which has a strong visual effect after lighting.

The side of the car body, the overall shape is more square, in line with the hard-line off-road SUV modeling cognition. Looking up at the U8 is equipped with a hidden door handle and two light belts above the exterior rearview mirror. In the position of the D-pillar of the vehicle, there are six silver decorations, and from the effect shown in the preview picture, the red part may be an electric indicator light, and the user can directly know the current electric power or charging status of the vehicle from outside the car. In the rear part, the U8 is equipped with octagonal external spare tire cover and split width lamp belt, and the rear door position is also equipped with a "light screen" arranged in array, but the main use of the "light screen" is not clear at present. In terms of size, the car is 5.3 meters long and has a wheelbase of 3.05 meters.

The interior of the new car was not announced at the press conference. According to previous spy photos, the new car will be equipped with a full LCD dashboard and embedded central touch screen, both of which are very large, and it is expected to look up at its own infotainment system. In addition, on the three-spoke multi-function steering wheel, we can see that the physical buttons are still marked in Chinese, which has always been the design concept of BYD.

In terms of power, the U8 is equipped with "Yi Sifang" four-motor technology, with a maximum power of 220-240kW, a maximum torque of 320-420 Nm, and an acceleration time of 3 seconds per hour. In addition, the four-wheel four-motor technology can independently control the torque of a single wheel, look up at the U8 to achieve lateral movement and U-turn functions, and can also complete a variety of driving conditions. including ice and snow circle, desert slope, tire burst to continue driving, in-situ U-turn and floating mode and so on.

In addition to looking up to the U9, the brand's second model, the U9, also made its debut. It is understood that looking up to the U9 positioning pure electric supercar, equipped with "Yi Sifang" four motor technology, 0-100 km / h acceleration time can reach 2 seconds. In terms of appearance, looking up to the U9 also uses the design language of "the door of time and space". The headlights are highly recognizable and equipped with multiple groups of LED light sources like looking up to the U8.

On the side of the body, looking up at the U9 with a butterfly door design, the yellow body and black roof make the car look sporty. At the same time, the car is equipped with black petal-shaped rims and yellow brake calipers. The U9 is equipped with a large rear diffuser, the vertical light belt on the rear window is connected to the outline of the rear, and the middle position of the light belt is equipped with a transparent fixed wing, which not only improves the aerodynamic performance of the vehicle, but also improves the appearance of the car. In addition, looking up at the U9 taillight shape is also very special, using a number of LED light source matrix arrangement.

On November 8, 2022, BYD announced that its high-end brand is called "look up", which is wholly owned by BYD Automotive Industry Co., Ltd., targeting millions of markets. On December 8, 2022, BYD launched the "look up" brand LOGO. According to officials, the design of the "look up" brand logo is inspired by Oracle "Dian", and the zigzag character is the original "Dian", indicating the technology and product route of new energy. BYD said that the lightning lines are capable, implying the extreme performance of the product; the tentacles extend in all directions, representing the brand's fearless exploration of the unknown.

At this point, BYD Automobile has three major brands: BYD, Teng Teng and Wang Wang, among which the BYD brand covers two major product series: dynasty and Ocean net, focusing on markets of less than 300000 yuan. The Tengli brand focuses on the high-end market in the range of 30-500000 yuan. at present, there is only one Tengli D9 model on the market, followed by SUV, sedans and urban sports cars. In addition, at the launch ceremony of BYD's 3 million new energy vehicles, officials revealed that a new professional and personalized brand will be launched in the future, priced in the range of 40-600000, and is expected to be launched in 2023. According to rumors, "professional personalized brand" or focus on the layout of high-end new energy pickup market. As for looking up, it mainly focuses on the million-level market, and it will establish self-supporting channels in the future, including Shenzhen, Beijing, Shanghai, Guangzhou, Hangzhou and Chengdu and other cities will set up experience centers.

For a long time, the price of models mainly responsible for BYD sales is basically less than 300000 yuan, while high-end brands look up to the million level, which is really off guard and more skeptical. It is not easy for BYD to look up to the brand to succeed. On the one hand, the accumulation time of Chinese car companies in the high-end market is too short, and the consumer psychology of Chinese consumers is mostly export-oriented consumption, that is, they still prefer overseas brands. On the other hand, the improvement of brand services, BYD's lack of experience in the high-end market, how to make services, brand awareness and its price match, BYD needs to solve the problem.

For BYD, entering the high-end market is a move that has to be taken. On the one hand, BYD has gained a foothold in the middle and low end of the market, launching high-end luxury models, which can effectively improve the company's revenue quality. On the other hand, in the high-end luxury field where domestic car companies have never been successful, BYD will enjoy a good brand premium if it succeeds in breaking the situation. Of course, looking up at the brand is hard to sell, but for BYD, the deeper meaning is that BYD's brand awareness is quietly rising.

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