current position：Home>The average selling price exceeds Volkswagen by about 10000 yuan. Has BYD really surpassed it?
The average selling price exceeds Volkswagen by about 10000 yuan. Has BYD really surpassed it?
2021-08-26 09:53:27 【12 cylinder vehicle】
not long ago , A group of monitoring data released by Wilson, a digital application service provider in the automotive industry, has aroused heated discussion among netizens . According to the data , This year, 1-7 month , BYD's average selling price has reached 15.18 Ten thousand yuan , Not only more than Volkswagen （14.78 Ten thousand yuan ）, And it's still pulling away . It is worth mentioning that , BYD in 6、7 Share with 15.6 The average selling price of 10000 yuan is about 1 Ten thousand yuan . Does the average selling price of BYD surpass that of Volkswagen mean that the independent brand has really gained the premium ability ？
What has the public lost ？
Last century 90 years , SAIC Volkswagen and German Volkswagen jointly developed Santana 2000. In that era when independent technology was relatively backward , santana 2000 With 19 The high price of 10000 yuan has won the favor of the Chinese market , It has even become a key model for Volkswagen to open up the Chinese market . According to the data , since 1995 It was launched to 2004 During the period of shutdown in , santana 2000 Keep... For many years 10 The annual sales volume of 10000 vehicles , By 2003 year , Santana has more than in China 200 Thousands of cars . It should be noted that , santana 2000 The prototype of the Novo Santana It's a car that nobody cares about in the Brazilian market , However, in the Chinese market, it has won the favor of consumers and paid for it , This shows the backwardness of China's automobile industry at that time .
Although Santana is only an ordinary civilian model in the foreign market , But in that “ Ten thousand yuan household ” Are relatively rare 、 The general wage is 300 Around the age ,19 The high price of 10000 yuan is almost equal to millions of yuan at this stage . let me put it another way , According to the standards of the time , The average selling price of Volkswagen today should not be just 14.78 Ten thousand yuan . So what has Volkswagen lost ？
2020 year , The total sales volume of Volkswagen in the Chinese market is as high as 385 Thousands of cars , A year-on-year decrease of nearly 9.1%, Among them, the sales volume of popular brands is 285.11 Thousands of cars . Behind the huge sales base of Volkswagen brand, Langyi 、 baolai 、 Three models of Sagitar are used as support . Due to the impact of particle catcher events in China Baoyan and , Sales of Volkswagen's high-end models have declined significantly , Passat even fell out of the top 15 in car sales of the Federation . in addition , Published by the passenger Federation 7 month SUV In the sales ranking , No Volkswagen model is on the list . Due to the shortage of chips and other factors , Including Honda and other car companies SUV Product sales have been affected , This has led to a lot of relatively unpopular SUV The model was successfully listed , It can be seen that Volkswagen's SUV The sales performance of the product is not optimistic .
In addition to the poor performance of high-end car sales , At present, most of Volkswagen's models have high terminal discounts , It seems that the guidance price is high , In fact, the transaction price should be lower than the guidance price . In this context , It is easy to understand that the average selling price of Volkswagen is lower than that of BYD . What does it mean that the average selling price is lower than BYD ？ Combined with Santana, which was famous in the Chinese market 2000 Look at , Tangge believes that the emergence of this situation means that the development from the main brand has been very rapid in recent years , Consumers' recognition of their own brands is increasing ,
The rise of average bicycle price is a common phenomenon of independent brands , Including trumpchi 、 The harvard 、 roewe 、 changan 、 Geely and other brands have the same situation . however , Geely 、 Great Wall Motors and other independent brands raise the average selling price mainly by building high-end brands , So as to obtain a higher brand premium to increase the average selling price . On BYD , At present, BYD does not have any high-end brands , Its way to increase the average selling price is to realize the goal of new energy of products . Because the price of new energy vehicles is higher than that of traditional fuel vehicles , So driven by new energy vehicle products , BYD has a higher premium capacity .
According to BYD's official data ,2021 year 7 The sales volume of BYD's full range of passenger cars was 56975 car , among 50057 This is a new energy vehicle , rose 262.7%, It has set a new monthly sales record of China's new energy vehicle industry . among , Byd han 7 The sales volume in the month is 8522 car , The average price exceeds 20 Ten thousand yuan , Greatly raised the average selling price of BYD cars . In addition to bydihan's excellent performance , Biadiqin PLUS DM-i、 The song dynasty DM、 The tang dynasty DM7 The sales volume in the month is 11230 car 、7264 car 、3892 car . Driven by a number of new energy models , BYD's average unit price has been further improved .
So the average selling price of BYD is higher than that of Volkswagen , Does it mean that BYD is also higher than Volkswagen in brand premium ability ？ At least not yet . From some point of view , BYD 、 Geely and other auto companies still focus on cost performance at this stage . We are willing to pay for BYD products with higher prices than Volkswagen and other joint venture brands , Mainly because at the same price , BYD products are more cost-effective .
BYD Qin PLUS DM-i For example , It carries a 1.5L Atkinson cycle engine ＋ Composed of motor “DM-i Super hybrid system ”. In terms of fuel economy alone , In fact, the power is not inferior to the Carola twin engine 、 Honda Lingpai hybrid, etc . It should be noted that , At the same price , Biadiqin PLUS DM-i The cost performance is much higher than Honda Lingpai . let me put it another way , The average selling price of BYD is higher than that of Volkswagen , More importantly, the gold content of product technology has been improved , Not the premium ability brought by the brand .
I believe many marketing professionals know , Any brand is composed of perceptual part and rational part . The ideal part is the product quality that we usually focus on , Including whether the product is reliable and durable . The perceptual part tends to be abstract , For example, brand image and so on . however , Compared with the rational part , The perceptual part is the key to the strength of brand premium ability . At present, although BYD has won the support of the people , However, there is still a big gap with the joint venture brand in the accumulation of brand image , So if BYD wants to hit a higher price range or joint venture with established car companies “ Break your wrist ”, It still takes some time to accumulate .
Can the public counter attack ？
According to the EV Sales data display ,2021 In the first half of the year, the global sales of electric vehicles exceeded 250 Thousands of cars , Share of total automobile market 6.3%; New energy vehicles registered in China in the first half of the year 110.3 Thousands of cars , Compared with the same period last year, it has increased by 77.4 Thousands of cars , growth 234.92%; First half of this year , BYD's new energy sales are 154579 car , The market share is about 14%,7 Month to month 20.3%. by comparison , tesla 、“ Wei Xiaoli ” Our market share is only 3.4%、10%.
let me put it another way , BYD new energy is a well deserved overlord in the Chinese market . however , Volkswagen is not at a loss , At this stage, we are changing this dilemma in a two pronged way , On the one hand, it makes efforts on traditional fuel vehicles , Keep launching Freon 、 Tu ang 、 The selling price is 30 Models with more than 10000 yuan , On the other hand, promote the mass electrification strategy ,ID.4 and ID.6 The prices are all at 20 More than ten thousand yuan . Although Volkswagen in the context of two-way output , The sales of its corresponding products have not been further improved , But it does not mean that there is no possibility of transcendence .
As for BYD , since 2020 Since then , BYD played many trumps , Including blade batteries 、DM-i Super hybrid system, etc , It has laid a foundation for BYD to become a leader in the new energy vehicle market . however , BYD is still facing many crises at this stage , For example, BYD is in the three electricity system 、 Whether the hybrid technology can continue to maintain leadership and innovation .
Take the blade battery as an example , Blade battery technology is one of the main forces to promote BYD's new energy development , It also contributed to raising the average selling price of BYD . However , With the development of the first generation of sodium ions in Ningde era 、 Independently developed by gac-e'an ” Clip battery ” Launch , Whether the blade battery can continue to maintain the leading technology remains to be studied . If BYD's technology can't maintain the leading level , Then it is bound to affect its market scale , Indirectly affect the average selling price of BYD .
The average selling price of independent brands is higher than that of joint venture brands, which means that consumers' recognition of independent brands is increasing . But on the Internet , Brother Tan still saw some netizens say ：“ I used to buy BYD without money , Now I have no money to buy BYD .” Have to admit , Compared with the joint venture models of the same level , The cost performance of BYD products has been very high , But for many consumers, the price is still a little high . Regarding this , Many netizens expressed that , If BYD and other independent auto companies can better control production costs , Further improve cost performance , Then it will be more competitive .
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