BYD Han EV did not deliver 30,000 vehicles in 2020, where is the problem?

Introduction | One “gambling” half a year is open

Hey, everyone is good. I am C. Teacher I, I have been working in a medium in Guangdong. Today, the reason is written to the car to write this article because of a dinner in July last year.

Forward review: We play a gambling, Han EV this year’s delivery exceeds 30,000 to buy a

At the time, I gathered with the car to talk about it, but I chatted to BYD. When the Han is, it produces differences. So we set down “gambling”: if BYD Han EV can reach 30,000 in 2020, buy a Han EV, otherwise I invite a meal and pay a copy of the article.

The results are now come out, and Han EV is in 2020, the number of people is: 21,155.

1. Why is I expected to BYD?

At that time, BYD was not listed, the public media test drive will not be held, and the 4S shop did not test drive, so I didn’t open it. Han EV. My confidence in it is from a static experience, and the other is recognized by the product progress in BYD in recent years.

The two years of BYD’s products are getting better and better, the second generation Tang, Song PRO has refreshed my understanding of BYD. After experiencing Han EV in the exhibition hall, I was really being monitored, detailed, exquisite, and luxurious full-time flagship sedan, I firmly believed that its mechanical quality and sales will definitely exceed the second generation of Tang. The EV version of the month is 5,000 units, that is not a minute. Moreover, BYD officially declared that Han’s scheduled orders have exceeded 30,000, and is it in half a year?

Obviously, I am too young. I lost my heart, and the total number of people in Han EV was only 21,155. In fact, when I tried Driving BYD Han EV, I knew that I was derived. Finally, I saw the total number of Han EVs, and I still felt something more than expected, I can sell so much.

Second, from the expectation to disappointment, only one test drive

BYD Han EV4-drive high performance version is definitely the most disappointed, no one in the hundred new cars tried in 2020. I am looking forward to the bus before getting on it, and my mood will fall behind. It doesn’t have it looks so comfortable and luxurious, and there is no such thing as the official data claimed.

Although it is evaluated by its price, its product force is not bad, but it gives me the feeling of cutting, and the sports is comfortable. It is like two teams to play each other.

Its power is very powerful, and it is strong, and the brake is also very strong. Little, it gives a strong sense of movement, but the body, chassis, turning to the comfort of the comfort, true intense Driving it, not only has a strong torque steering when it starts, but accelerates the distinction, and the body’s movement is slow and half shot, and the driving confidence gives people is not enough.

And when you want to make it comfortably, you will find that its brakes are too unsterent. If you want steadily, it is not easy, and the power is not linear, it is not good control. The comfort of the chassis is almost meaningful, and there is too much walk.

From the configuration analysis, the top match of Han EV is clearly attractive, up to the highest bright spot, the highest cost performance, but the actual situation is not the case. Although I still have not yet opened the front-driven version of Han EV, but in my heart, Han Ev has been tasteless.

Third, the marketing is BYD’s “Achilles”

Those from the product level, I think BYD’s Brands and marketing strategies have always been dragging legs.

The pre-EV pre-emergence is unsuccessful, from the Concept of the convertible to the mass production car release, and then announce the ultra-low pre-sale price and the amazing order quantity, BYD look forward to the media and consumers. The value is filled. However, after the listing, it personally presses all the expectations.

Han EV is facing “difficulty” issues, booking users can’t mention the car for a few months, some of the intentions who are looking forward to the store to see the car directly sold for three months of the waiting period In this way, BYD is wasting a wave of hot car listed in the new car. Subsequently, although BYD announced the monthly sales data of BYDLong trend, but users still feedback can’t get caught, many media begins to pay attention to the huge difference between BYD’s official sales data and third-party hazards. In the face of the double questioning of users and the media, BYD did not have other actions in addition to the launch of the car user points compensation plan in September. In this way, BYD consumed that everyone’s trust and patience.

If BYD is going to take a hunger marketing route at the beginning, it is obviously an overestimate yourself, and Han did not wait for three months. degree. If BYD doesn’t think so, it is obviously problematic in the choice of the time to market, and the sales will not keep up, and the heat is high.

Compared to marketing strategies, BYD’s tricks in brand construction will not be able to touch it.

Eye knows that the brand image has become a huge obstacle to BYD high-end, a friend who participated in the first media test drive will tell me: “The test drive will end the dinner, almost all media It is recommended that BYD wants to re-enhance a high-end brand, get rid of the effect of low-end models, but obviously BYD has not planned to do it. Conversely, BYD has been low-ending high-end products.

When a few years ago, the second generation Tang DM was listed on the market, with an excellent power performance and a higher price / performance ratio, it became a representative of the high-end models of the independent brand. The monthly sales have reached the level of 67,000. However, Subsequently BYD launched a Tang fuel version of the price of only half of the price, and suddenly the image of the entire Tang car system. Later, it may be that the Wang Dynasty series is good, BYD is constantly increasing the low-end models for the Dynasty series. It was originally carried with the Dynasty series of BYD brand image. Today, the cheapest model Qin is only 64,900 yuan.

The brand is low, and BYD has been working hard, and it has been self-abiding. Obviously, it has a high-end independent brand and Geely packet, the Great Wall’s Wey Watch, but BYD has made a “a chicken” e net. I have made a big morning, and I have become the “new energy car leader”, but it is to go to the way. In 2019, the first position of the new energy sales was gave Tesla, and no moreHand’s power.

In 2021, BYD will have the first position of sales of domestic new energy vehicles, which may not even get the second, because of the unstopable Tes Pull, it still has a rush of Wuli. With FAW, Dongfeng, SAIC, Geely, and Great Wall, China’s brands have begun to play in high-end new energy vehicles, and BYD will have greatly weakened in the new energy car market.

Whether it is sales or influence, BYD is walking down the down.

Car gathered

BYD, it is time to lower the arrogant attitude, and when the foot is on earth, it is a chasing.

If there is a next “gambling”, I hope to win the car. Come on!