AutoBeta(AutoBeta.net)03/31 Report--

On March 31st, the latest road test photos of the first model of BYD's "F brand" (internal code name "SF") were posted online. Judging from the window sticker of the latest road test spy photo, the car is still a test vehicle previously numbered "2316". It is understood that the F brand officially launched the "spy photo 2316" guessing campaign. The "2316" number means that the SF model will be equipped with two front and rear motors and three locks (front and rear differential lock + electric middle lock), based on a new new energy off-road platform. The message of "6" indicates that the BYD F brand will be officially launched in June, while the first model, SF, will be pre-sold in the second half of the year, and the new car will focus on the 40-600000 yuan market in the future.

Judging from the latest spy photos, the spy photos of the new car are still covered with heavy camouflage materials, and the appearance details are still unknown, but we can still see that the new car uses a square body shape, and the overall shape is relatively strong. The split bumper shape improves the off-road property of the vehicle. In terms of size, it was previously reported that the length of the new car is nearly 5 meters, the wheelbase is about 2.8 meters, and the five-seat layout is expected to be used in the car. In terms of power, the new car will be equipped with a new powertrain and new hybrid technology, with front and rear double motors, a comprehensive output power of more than 500kW and a comprehensive mileage of 1200 km. The new car will also be equipped with front and rear differential locks and electric locks, as well as BYD Yunyi related technologies.

In addition, according to the interface news report, people familiar with the matter revealed that Xiong Tianbo, former director of the Automobile Industry Office of BYD Co., Ltd., and president of the Automobile sales Research Institute, will become the general manager of BYD's "F Brand" sales division, comprehensively leading the development of "F Brand" product planning, channel sales, brand building and other key work.

So far, BYD officials have not responded to the news.

According to the data, Xiong Tianbo joined BYD in 2003, deeply cultivated the overseas trade market for nearly ten years, and successively served as the manager of the foreign trade department of BYD Automobile sales Co., Ltd., the senior manager of the export trade department of the automobile industry group, and has very rich working experience in Europe and the United States, Asia-Pacific, Central and East Africa and other overseas markets.

BYD first announced the new brand on November 16, 2022, but did not disclose too much information about the brand at the time. At the event site of "BYD's 3 millionth new energy vehicle offline", BYD Chairman Wang Chuanfu announced that he would launch a "very professional and personalized brand." and said that the birth of the new brand comes from BYD's profound 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.

At the end of February 2023, a number of media reported that the positioning of BYD's new brand "brand F" lies between looking up and momentum, with products covering sports cars, off-road, sedan cars and other categories. In the future, the overall price positioning of the brand will be aimed at luxury brands such as BBA, focusing on multi-category and unique professional new energy models. Among them, the first product will focus on the off-road field, and the overall performance of the standard Mercedes-Benz G will be launched this year.

With the release of F brand this year, BYD's product matrix will form dynasty, ocean, momentum, look up and F brand matrix. As for more brands and new cars on the market, can BYD seize more market share in the future? The answer may soon surface.

Wang Chuanfu said bluntly at the results presentation on March 29 that domestic car demand from January to February this year was weaker than last year, but BYD's sales increased significantly compared with the same period last year. BYD aims to become the largest carmaker in China by the end of this year. According to the latest figures, the first two BYD cars sold 316400 vehicles in 2023, up 71.8 percent from the same period last year, ranking first among domestic manufacturers in retail sales, of which 176700 were sold in February, up 98.3 percent from the same period last year.

On the same day, BYD said in an institutional survey that the market for new energy vehicles is in short supply in 2022, but the shortage of capacity and materials will be greatly improved by 2023 and will enter the knockout stage. From January to February this year, the total market plate decreased compared with the same period last year, but the new energy increased year-on-year, and the company contributed a major increase, resulting in a further increase in market share. BYD pointed out that in the current market environment, what is most needed is "fast", and "fast fish eat slow fish" is more appropriate than "big fish eat small fish", so automobile enterprises must give priority to speed, at the same time, to have real core technology and accurate strategic direction, hesitation and ambiguity are taboos. To sum up, speed is the first, technology is the second, and strategy is the third. These three points determine the future market share.

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