AutoBeta(AutoBeta.net)06/09 Report--

On June 9, BYD announced the official name of its new personalized brand, equation Leopard, as well as more official pictures of its first product. The official said that the standards and rules contained in the "equation", "Leopard" embodies wildness and dexterity, and "equation Leopard" means to "solve the personalized changes in cars and users' lives with the professional wisdom and spirit of exploring the digital world."

It is understood that BYD Automotive Industry Co., Ltd. applied for the "equation Leopard" trademark as early as August 2022, with an international classification of 12. In May this year, Shenzhen BYD Automobile Research and Development Co., Ltd. changed its name to Shenzhen equation Leopard Automobile sales Co., Ltd., which is wholly owned by BYD Co., Ltd., with he Zhiqi as the legal representative and general manager of the company. the registered capital is 50 million yuan and the paid-in capital is 5 million yuan. On June 6, the official registration of "equation Leopard" was regarded as the official name of BYD's "F brand". With the official announcement of "equation Leopard", BYD's brand matrix layout has been completed, from household to luxury, from Volkswagen to personalization, to meet users' multi-faceted and full-scene car needs.

According to BYD's brand plan, in addition to the BYD main brand supported by Dynasty and Ocean net, there are also momentum, look up and just announced the equation Leopard, in which the equation Leopard positioning is between momentum and look up, focusing on multi-category and uniqueness. It is understood that as BYD's personalized brand, its future products will cover new energy models such as hard SUV and sports cars, which focus on off-road. The first product is called a G-class hard SUV model of Mercedes-Benz, with the internal code name "SF". The car will be officially launched this year and is expected to sell for 40-600000 yuan.

Who is the equation leopard car going to hit? Equation Leopard's first model positioning hard off-road SUV, using non-load-bearing body structure, is expected to sell at 40-600000 yuan. The new car has a strong body line design, a sturdy body and a prominent wheel eyebrow design. Equipped with self-developed new powertrain, at the same time equipped with BYD cloud intelligent body control system, equipped with front and rear differential lock power-up middle lock.

From the perspective of model positioning, although the first model is against the standard Mercedes-Benz G-Class, the price of the 2023 Mercedes-Benz G-350 models just listed on the market is 1.4248 million yuan, which can not affect the Mercedes-Benz G-Class market. In other words, the two models are not the same class of products at all, are not the same consumer group at all, and the standard Mercedes-Benz G-Class may be intended to boost brand positioning.

From the perspective of model pricing, 40-600000 yuan is the core pricing range of the main BBA models, such as Audi Q5L, Mercedes-Benz SUV, etc., but these models are not hard-line GLCs. In the domestic market, the dominant hardcore SUV is the tank brand of Great Wall Automobile, which has launched two models, especially Tank 500. the overall body modeling is very hard off-road, with a maximum price of 395000 yuan, and its future will also launch SUV such as Tank 700,800, when equation Leopard and the tank brand must have a war. In addition, joint venture brands will also be affected, Toyota Prado is the most classic representative, its price is 43.58-604800 yuan, which happens to fall within the pricing range of the first model of equation Leopard.

Compared with the tank brand, how much chance does the equation leopard have? At present, tank brand models on sale include tank 300 and tank 500, of which the main sales force is tank 300. In 2022, for example, 100864 tanks were sold and 22094 tanks were sold. In the future, tank brands will launch tank 700, tank 800 and other models, which will inevitably compete with equation Leopard, but the sales of tank 500 with slightly lower prices are average, and what will be the performance of tank 800 with higher prices? At the same time, equation Leopard will not be committed to the hard off-road market, the future product matrix will also cover sports cars, off-road, sedan and other products. Therefore, judging from the current situation, it is difficult for tank brands to compete with equation Leopard.

In 2023, BYD hopes to challenge its sales target of 3 million vehicles. As of May, BYD had sold 1.0026 million vehicles, an increase of 97.63% over the same period last year, with a sales target rate of 33.42%. According to the current development trend, there is no small pressure to complete nearly 2 million vehicles in the next seven months.

That's why BYD launched the equation Leopard car. From the perspective of brand positioning, the launch of equation Leopard not only improves the layout of BYD's new energy passenger car, but also the key layout for BYD to complete the full-field coverage from household to luxury, from Volkswagen to personalized. The addition of new brands can not only enhance brand positioning, but also contribute to market increment for BYD. In addition, there are also successful cases of targeting hardliners off-road. Once the Tank 300 was launched, it continued to explode, and this very niche market segment gradually became lively.

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