AutoBeta(AutoBeta.net)03/02 Report--

On March 1st, BYD announced the production and marketing of KuaiBao in February. Data show that in February 2023, BYD sold 193700 new energy vehicles, an increase of 112.6% over the same period last year, leading many new energy vehicle companies. A total of 345000 vehicles were sold from January to February in 2023, an increase of 90.13% over the same period last year.

BYD sold 191700 new energy passenger vehicles in February, up 112.3 percent from a year earlier, including 101000 plug-in hybrids, up 128.05 percent, and 90600 pure electric vehicles, up 109.94 percent from a year earlier. Among the subdivided brands, BYD Dynasty and Ocean net sold 184300 vehicles, up 28.3% from the previous month, which is still the main source of BYD's sales, accounting for more than 95%.

Surprisingly, the momentum brand with a D9 model sold 7325 vehicles in February, an increase of 13.8% month-on-month, the development trend is quite good. The Tencent D9 is the first model launched after the brand is fully rejuvenated. The car was launched on August 23, 2022 with a positioning of medium-sized MPV, and a total of seven models with DM-i super hybrid version and pure electric power were launched, with a price range of 32.98-660000 yuan at that time.

On March 1, Tengli announced that the price of its D9 EV model will rise by 6000 yuan, and customers who have decided before 0: 00 on March 1 and have completed the contract within the specified time will not be affected by the price increase. After the price adjustment, the price range of Tengli D9 EV is 39.58-465800 yuan, while that of Tengli D9 DM-i is 33.58-445800 yuan. Data show that since delivery began in October 2022, the Tengli D9 has delivered a total of 23600 vehicles. According to the product plan of the Tengli brand, two SUV models will be launched this year, of which the Teng Teng N7, which locates the pure electric medium-sized SUV, will be officially unveiled in April. The new car is based on the INCEPTION concept car, and the starting price is expected to be about 300000 yuan. After the future listing, it will compete with Tesla Model Y, Ulai ES6 and other models. In addition, the Tencent brand will also launch a large-scale SUV with 6 canvases and 7 seats.

With regard to the sales forecast of the momentum brand this year, Zhao Changjiang, general manager of the momentum sales division, revealed to the media that the monthly delivery volume exceeded 10,000 at the end of the first quarter and 20, 000 at the end of the third or fourth quarter of 2023. The peak may reach 30, 000 vehicles a month by the end of the year. In short, the brand will become another key source of BYD sales in 2023. In the future, the trend brand will build five series of models with the letters D, E, N, Z and A, of which D is the MPV model series and N is the SUV model series.

Contrary to the price increase of the Tengli brand, at the end of February, a news that "BYD dynasty series has started to reduce prices" attracted attention in the industry. it is understood that many BYD showrooms in Beijing, Shanghai and other regions have price reduction preferential measures, among which the discount intensity of pure electric models under dynasty net is relatively small, while car models Han and SUV models both Tang and Song have a drop of several thousand yuan. However, the entry-level SUV model yuan does not have any discount. In addition, the ocean series, including dolphins, seals and other models of the whole line also did not participate in this price reduction activities.

For the above price reduction activities, BYD internal sources told the media that the price reduction is a market promotion activity of some dealers, not an official price reduction. The industry believes that at present, many of BYD's products are in the replacement node, and the above-mentioned dealer price reduction promotion activities are largely in order to clear inventory.

After entering 2023, BYD accelerates the layout of product matrix. According to reports, BYD's professional personalized new brand internal code name "F brand" positioning will be between looking up and momentum two brands, products covering sports cars, off-road, sedan cars and other categories, the overall price positioning will be standard BBA and other luxury brands, focusing on multi-category, unique professional new energy models, the first product will be launched this year, focusing on the off-road field, the overall performance of Mercedes-Benz G. In addition to the brand, another brand-new brand "look up to the Brand" first model has also been unveiled on January 5 this year, positioning the high-end hard off-road SUV, the power is also equipped with four motors, is expected to sell in the range of 80-1.5 million yuan, mainly in the million-level market.

Under the layout of the two major brands, the future BYD brands will form a dynasty, ocean, momentum, look up and professional personalized brand matrix, covering areas from household to luxury, from mass to personalized, to meet the needs of users in all directions. At present, BYD's sales mainly come from dynasty net and ocean net, which mainly focus on the market of less than 300000 yuan, in which dynasty net is mainly composed of Qin, Han, Song, Tang, Yuan and other models; Ocean net covers marine life series, warship series and e-series products, currently on sale models include dolphins, destroyers 05 and seals.

It should be noted that under the excellent background of the new energy market, it has indeed brought a lot of opportunities to BYD. however, with the decline of the national subsidy, the new energy car market has fought a price war, and the market competition has become more and more fierce. BYD is also facing a lot of pressure in the auto market. At the beginning of the new year, Tesla took the lead in drastically reducing the prices of the two major models owned by Guanxuan, which can be called "unprecedented". Subsequently, car companies such as Wanjie and Xiaopeng Motor have also announced price cuts in order to seize market share. Industry people believe that the above-mentioned car companies have a direct impact on BYD Han, Tang and other best-selling models, so BYD has been under pressure.

Wang Chuanfu, chairman of BYD, said at the annual shareholders' meeting in 2021: "the current auto market is not a big fish eating a small fish, but a fast fish eating a slow fish." In addition to the rapid layout of the domestic market product matrix, BYD's internationalization process is also significantly accelerated, and overseas new energy passenger car sales are rising month by month. According to the latest figures, BYD sold 15002 new energy passenger vehicles overseas in February 2023, an increase of 44.1 per cent from the previous month. On January 31st, BYD officially sold its first model, the ATTO 3, in the Japanese market, with a new car priced at 4.4 million yen (the current price is about 228000 yuan). Delivery is expected to start this month.

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