Shulou(Shulou.com)11/24 Report--

On April 18, the biennial auto boom-Shanghai Auto Show is about to open, with the theme of "embracing a New era of Automotive Industry". Under the tide of electrification and intelligence, the major auto companies are actively embracing this trend, which is particularly obvious at this auto show.

It is reported that this year's Shanghai Auto Show will display more than 100 new cars, of which new energy models will become well-deserved protagonists. Especially after the scuffle over the price reduction of fuel vehicles in March, the market attention of new energy vehicles has increased rapidly, and many people in the industry even call this auto show "the last auto show for fuel vehicles".

As we all know, the earliest and most thorough transformation in the field of new energy vehicles is BYD. In April 2022, BYD announced that it would stop producing fuel-fueled cars, becoming the first car company to stop producing fuel-fueled cars. A year later, BYD continued to make breakthroughs, surpassing Volkswagen, Toyota and other major joint venture brands in terminal sales.

According to the monthly terminal sales data monitored by Wilson, the total market sales and new energy sales reached 165.4 million and 541000 respectively in March, up 21.76% and 36.76% respectively from the previous month. Mid-term BYD has monthly terminal sales of 183000 vehicles, accounting for 1 / 3 of the new energy market.

What is even more surprising is that with its strong product power and brand reputation, BYD surpassed Volkswagen and Toyota in total market sales in 2023. Behind this is also the result of BYD's persistence in the field of new energy.

20 billion strengthening "Technical Fish Pond"

In 2022, China's automobile industry experienced the challenges of epidemic situation, rising price of raw materials, shortage of chips and so on. BYD, on the other hand, bucked the trend and achieved higher profit growth while sales rose. BYD's vertically integrated model has withstood the "growth test".

The so-called vertical integration means that enterprises achieve their business goals by integrating upstream and downstream supply chains and service providers. For BYD, in the automotive field, while realizing the self-research of the new energy core "three electricity" system, BYD has also entered more areas of parts and components, such as automotive air conditioners, lamps, airbags and even automobile production moulds.

The vertical integration model needs to pay higher initial input cost, but the later return is also greater. The vertical integration model not only improves BYD's profit level, but also strengthens BYD's supply chain resilience. For example, when other car companies face the impact of a "lack of core", chips such as IGBT and MCU developed by BYD have become the support for BYD's smooth delivery.

In fact, the vertical integration model is also the landing of BYD's development concept of "technology-oriented and innovation-oriented". In recent years, BYD has continuously released new energy-related technologies to enhance its own product power. This is also the root cause of the outbreak of BYD in the new energy market.

For example, in 2020, BYD released a blade battery that can pass a needle test, dispelling public concerns about the safety of electric vehicle batteries; in 2021, BYD released the DM-i super hybrid technology, which significantly improved the experience in pure electric mode and fuel economy. Since then, BYD's e-platform 3.0, CTB battery body integration and DM-p hybrid technology have made BYD a leader in the new energy vehicle industry.

The addition of many blockbuster technologies is directly related to its continued increase in R & D investment. In 2021, BYD joined the "10 billion R & D Club". In 2022, BYD's R & D investment doubled again to 20.223 billion yuan.

Wang Chuanfu, chairman and president of BYD, has mentioned on many occasions: "BYD is like a 'fish pond' with all kinds of technologies in it. When the market needs it, we will get one out."

At the beginning of 2023, BYD launched Yi Sifang technology, which refreshed everyone's understanding of automobile technology. The newly released new energy exclusive intelligent body control system Yunyi realizes system-level deep integration and creates a lighter and more stable driving experience with intelligent technology.

Impact on the high end

Since the announcement of "cut off oil" last year, BYD has continued to make efforts in high-end technology.

At BYD's 3 million new energy vehicle launch conference, Wang Chuanfu introduced that BYD's product system will form a core brand dynasty and ocean, a dynamic brand, a brand-looking brand, and a professional personalized brand matrix, covering household to luxury, mass to personalized, to meet the needs of users in various directions and in the whole scene.

At the same time, the new products will also be equipped with many new technologies, such as the high-level driving assistance of the Tencent N7, Yi Sifang, which looks up to the brand, and BYD's newly released cloud technology, which are expected to enhance the brand premium ability of BYD Group. to achieve a simultaneous rise in volume and price.

At present, BYD's brand high-end strategy has achieved initial results. According to the latest news, the momentum brand has initially gained a foothold by virtue of D9, with sales exceeding 10,000 for the first time in March.

2023 will be the key year for BYD to hit the high-end. It is believed that with the help of new high-end brands such as momentum, F brand and look up, BYD is expected to achieve further development and achieve the goal of the largest automaker in China.

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