It's not easy to get out of the circle, executives sell their arts! Approaching the National Day, new cars of car companies are piling up to go on the market. According to preliminary statistics, at least 40 new or facelifted models will be launched in September. "Leader's speech + model introduction + price release" is the general template of most press conferences, and dense and cookie-cutter press conferences will inevitably cause people to have aesthetic fatigue.
On September 23, at the launch conference of Hiace 05DM-i and the second-generation Song Pro DM-i, BYD's first cross talk car conference was eye-catching. After the opening remarks of the two Deyun Club cross talk actors, Lu Tian, general manager of the sales division of BYD Dynasty Network, and Zhang Zhuo, general manager of the sales division of Ocean Network, took the stage to talk about cross talk together, competing for "Brother Diyun Club".
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BYD executives compete for "the first brother of Diyun Club" on the spot
In the singing and harmony, the two gave a detailed introduction to the styling and configuration of the Hiace 05DM-i and the second-generation Song Pro DM-i, which caused the audience to laugh. The Hiace 05DM-i and the second-generation Song Pro DM-i once again adopted the two-car price strategy, and the two new cars were launched in four versions each, with official prices of 112,800-142,800 yuan.
Compared with BYD's successive price offensives before, Hiace 05DM-i and the second-generation Song Pro DM-i did not give a price sufficient to "flip the table" from the selling price. On the contrary, the second-generation Song Pro DM-i has a starting price of about 3,000 yuan higher than the starting price of the old model. However, this increase is not surprising, considering the recent increase in the guide price of several new cars of BYD and the statement of the executive's "pursuit of long-termism", BYD is constantly releasing signals to withdraw from the price war.
BYD's confidence in daring to rise prices against the trend, in addition to the brand channels and scale advantages that have been formed, there is also BYD's fifth-generation DM technology. The Hiace 05DM-i and the second-generation Song Pro DM-i are the first batch of A-segment SUVs equipped with the fifth-generation DM technology under BYD, which brings further optimization of energy consumption performance. According to reports, the two cars are equipped with a plug-in hybrid system composed of a 1.5-liter engine and a drive motor, achieving up to 46.06% engine thermal efficiency, 3.79L ultra-low fuel consumption per 100 kilometers and 1400km of full fuel and full battery comprehensive range.
Previously, BYD also invited a number of media to measure the power and fuel consumption of Hiace 05 DM-i and the second-generation Song Pro DM-i and motorcycles in urban road conditions. The measured results show that the fuel consumption of the two models is lower than that of motorcycles, and some media have also run out of fuel consumption starting with 2, which is only more than two cents per kilometer. This is a very good fuel consumption performance for a compact SUV model. For the mainstream consumer group at the level of 100,000 yuan, the low cost of the car brought by the fifth-generation DM technology will become the selling point that attracts this group of users.
If you want to talk about the difference between the two cars, Hiace 05DM-i and the second-generation Song Pro DM-i In addition to the difference in appearance and interior design, the price, configuration and three-electric system of the whole vehicle are basically the same, and the Hiace 05DM-i can be regarded as the marine network model of Song Pro. Among them, the Hiace 05 DM-i continues the concept of "marine aesthetics" in the exterior design, and the vehicle has a full silhouette and is more youthful and sporty; The Song Pro DM-i adopts the new national tide dragon face aesthetics, which is more calm and atmospheric. BYD hopes to maximize its audience through this dual-shape design.
However, the storm of the price war has risen, and it seems that it is not so easy for BYD to get out. The 100,000 yuan level is a price-sensitive market, and a price increase or decrease of thousands of yuan will directly affect consumers' car purchase decisions. In the past two years, the development momentum of independent brands has remained rapid, and the competition in the 100,000-yuan compact plug-in hybrid SUV market where the second-generation Song Pro DM-i is located is unprecedentedly fierce.
In addition to the Galaxy L7 launched last year, models such as Changan UNI-Z PHEV, Fengshen L7 PHEV, Changan Qiyuan Q5, Wuling Xingguang S PHEV, and Jietu Shanhai L6 have also emerged in recent months. Among them, the sales volume of UNI-Z PHEV8 has increased to 7,000 units in half a year after its launch, ranking third in the market segment; The monthly sales of the Fengshen L7 PHEV are approaching 4,000 units in the first three months of its launch, and the sales of the Galaxy L7 can currently stabilize at the level of 6,000 units.
Not only that, Changan Qiyuan Q5 (90,900-112,900 yuan) and Wuling Xingguang S PHEV (99,800-119,800 yuan) directly pulled the price of compact plug-in hybrid SUV to less than 100,000 yuan, and the top model is comparable to the price of the low-end model of the second-generation Song Pro DM-i. These models will all be serious competitors to the second-generation Song Pro DM-i after the price increase.
For BYD, the situation after the price increase is not so pessimistic. Since the launch of the fifth-generation DM technology and model in May, it has been warmly welcomed in the market. The first batch of Qin L DM-i and Seal 06 DM-i, equipped with the fifth-generation DM, with fuel consumption performance and a price of 99,800 yuan, have both exceeded 30,000 units in August, ranking first and second in the B-class car market respectively, while the Song L DM-i, which was only launched at the end of July, reached 15,000 units in the first month of sales, and the sales volume of the Song PLUS DM-i, which increased by 6,000 yuan, increased to 28,000 units in August.
This seems to prove that on the basis of the scale and brand advantages brought by models such as the "Champion Edition" and "Glory Edition", BYD's strategy of playing the technology card to withdraw from the price war can work. The Hiace 05DM-i and the second-generation Song Pro DM-i are another practice of BYD's strategy. If both cars sell well, this strategy will also be carried forward with other new cars or replacement models.
At the same time, thanks to the hot sales of models equipped with the fifth-generation DM technology, BYD's sales have directly driven to a new high. In August, BYD sold 373,083 units, up 35.9% year-on-year and 8.97% month-on-month. From January to August this year, BYD's cumulative sales were 2,328,449 units, a year-on-year increase of 29.92%, and 65% of the annual 3.6 million units have been completed. According to this calculation, BYD's average monthly sales in the next month can reach 318,000 units, and the target can be achieved. This is not a difficult task for BYD, whose monthly sales have stabilized at more than 300,000 units.
Based on the market performance of the four models equipped with the fifth-generation DM technology that have been launched, as well as the hot sales of the old Song Pro in compact SUVs, the second-generation Song Pro DM-i and Hiace 05 DM-i will become a new boost for BYD's sales growth. According to the plan, new cars such as the Seal 06GT, Xia MPV, and Han L will also be launched within the year. BYD said that it will complete the goal of selling 10 million new energy vehicles within the year.