In the face of Tesla’s strong offensive in the pure electric vehicle market in China this year, the Chinese’s own pure electric vehicles also ushered in a bumper sales volume.
On July 9th, the China Association of Automobile Manufacturers announced the production and sales data of vehicles in June and the first half of the year, and the market sales of new energy vehicles increased significantly. In the first half of the year, new energy vehicles produced 20,692 vehicles and sold 20,477 vehicles, which was an increase of 2.3 times and 2.2 times respectively over the same period of last year. Production and sales volume surpassed the total number for 2013.
As the "pioneer" of China's new energy vehicle industry, BYD proposed an overall strategic layout - within three years, BYD will launch five new energy vehicles, including two compact MPV E3 and E5. It is understood that BYD E3 and E5 will supplement E6 and continue to test the water taxi market.
Industry sources said that the introduction of new cars will help BYD expand its differences with Tesla and achieve full coverage of the new energy vehicle segment market in the future.
Accelerate the market layout
In 2014, it was the first year of "New Energy Vehicles" and it was also a year of rapid development of BYD's pure electric vehicles.
The data shows that BYD's total sales of new energy vehicles have exceeded 10,000 in January-May this year, and sales of new energy passenger vehicles have also exceeded 6,000. Among them, BYD E6 achieved sales of 1,134 vehicles. In May, E6 sold 253 units, ranking first in the new energy vehicle class and accounting for 58.56% of the new energy vehicle market. According to conservative estimates, BYD E6 electric vehicle sales in 2014 will reach 5,000.
BYD E6 is a pure electric four-wheel drive sedan with a driving range of more than 300 kilometers. It is the longest continuous electric car in the world. The maximum speed is up to 160Km/h and the 100km energy consumption is less than 18kWh, which is equivalent to only 1/3 to 1/4 of the consumer price of the fuel truck.
The BYD E6, which created sales myths, is currently used in the taxi market. It is reported that BYD E6 not only invested in the domestic taxi market including Shenzhen, but also entered the taxi market in the United Kingdom, Hong Kong and other regions at home and abroad.
Among the new models that BYD plans to launch, the new E3 and E5 products, which have never been announced before, appear to have the same uses as the E6. "The introduction of two new pure electric vehicles will undoubtedly further enrich BYD's new energy. Product lineup.†Analysis of the industry.
It is understood that E3, E5 will be positioned as a compact electric MPV. In accordance with the naming of BYD's existing product sequence, the new car is positioned at or below the BYD E6 model. The specific dynamic parameters of the new car are not yet clear.
According to the survey results, with the background of energy conservation and environmental protection policies, the supply gap of new energy public transport and special vehicles has appeared in major cities at home and abroad. In order to continue the E6's marketing strategy, the E3 and E5 models will also be the first to supply the taxi market. Therefore, BYD E3 and E5 are actually complementary to BYD E6 serving the taxi market.
“The launch of new products in the taxi market is to better promote the civilian market, because the launch of the rental market can better detect the overall quality of new vehicles. After a period of trial operation, the manufacturers will test vehicles in operation. The problems found were corrected in a timely manner.†According to industry analysts, after the first launch of the new models, not only can they receive the feelings from the taxi drivers, but also get the feeling of first-hand passengers after the test ride, and the manufacturers can then Received voices from consumers from different sectors and industries.
Therefore, BYD has tried several kinds of new electric vehicles to test the water market first, which is multipurpose. This test will help BYD to advance its EV penetration plan more quickly in the future.
Grab the market outside Tesla
At home, BYD is often compared with Tesla. However, according to Wang Chuanfu, head of Yadi, Tesla cannot be compared with BYD. “BYD can create Tesla in minutes.†Chairman and President of the BYD Board of Directors Wang Chuanfu said at a shareholders’ meeting in Shenzhen’s Pingshan headquarters that Tesla had no “bull†in the legend and he disclosed patents to Tesla. It is more cold-eyed.
Xu Feng, the chief editor of the 21st Century Business Herald, once stated on his personal microblogging that if we compare BYD with Tesla, we believe that Tesla is much better in terms of product competitiveness, but in terms of cost-performance and expected future sales Tesla is not as good as BYD. Tesla played in high-end circles, and BYD played in popularity. He also made a vivid metaphor for these two brands, "One is a maritime satellite phone, one is a millet, a Meizu, a hammer."
It is understood that Tesla's cheapest model is the Model S, this year's price is 72,000 US dollars, some high-priced version of the price of more than 100,000 US dollars. By comparison, the prices of BYD's energy vehicles are even closer to the people. Coupled with the country's subsidy policy for new energy vehicles, BYD is more suitable for the middle and lower income groups.
“Tesla is not affordable for the average consumer. Therefore, after the future of new energy vehicles has become a major trend, I would like to try BYD, whose price is closer to the people, and contribute to the world’s environmental protection business.†A person engaged in the sales industry When interviewed by this reporter, Mr. Liu said that at present, the new energy vehicle market is not yet mature, and BYD is only his current “wait and see†target.
In addition to technological development and price positioning can not be compared, BYD and Tesla's market strategy layout is also a difference, "BYD and Tesla's strategy is different, private cars BYD is the main attack on the mass market, there are also buses and taxis, Tees There is no such thing as pull.†In Wang Chuanfu’s view, pure electric vehicle technology is not a problem, and the market is the problem.
According to BYD’s strategic plan, the future new energy vehicles will concentrate on the following ten areas: urban public transport, taxis, intercity operations, e-commerce logistics, urban building flows, urban sanitation, private cars, warehouse logistics, and mines, Terminals, airports and other construction vehicles. Such a diversified product line layout will undoubtedly boost BYD’s market competitiveness and will also help it demonstrate its presence in markets other than Tesla.
Wang Chuanfu once said that BYD’s idea is to "change the market with technology." In recent years, with the country’s high attention to new energy business, the electrification of public transport has become a national strategy. BYD hopes to break through the barriers to local access through investment and cooperation in building factories. The entry point is an electric bus.
In addition, BYD plans to launch the E3 and E5 models, which will have the opportunity to emulate the E6 model for export overseas. The adoption of simultaneous promotion and publicity at home and abroad will further accelerate the overseas deployment of BYD's new energy vehicles and increase the global influence of BYD's brands.
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