Attention ｜ BYD Sea Lion 07 Pricing Problem： One car sells three, and pure electricity cannot support high-end？

When Song L announced the pre-sale price of 22-280,000 yuan, which caused a lot of complaints, Sea Lion 07 is also about to debut at the Guangzhou Auto Show, and the pattern of "one car and three sales" with Tengshi N7 will be formed. BYD, which wants to swallow the three different levels of the "upper, middle and lower" market with sweeping momentum, has a lot of troubles in front of it.

Perhaps do not estimate the rapid changes in the market, or perhaps do not estimate the brand power of the car to what extent, Tengshi N7 entered the market at a starting price of 301,800 yuan, it seems that at the same time announced that this model will fail.

Listed in early July, it took nearly a month to start large-scale deliveries. The Tengshi N7 sold only 1,480 units in August, which did not match the definition of "large-scale delivery", and it was extremely inconsistent with orders that easily exceeded 10,000. In September, the Tengshi N7 sold 1,810 units, but suddenly fell to 1,079 units in October.

The labels of popular and unsalable were quickly rotated in just two or three months, but in the mouth of Zhao Changjiang, the head of Tengshi Automobile, the Tengshi N7 was, as always, a "popular".

Of course, in the mouth of the person in charge of a business department, it is obviously impossible to spit out the word "failure". If it is spit out, it is not the failure of the product, but the failure of the manager; furthermore, in the plan of "selling three cars in one car", the Dengshi N7 is the first to test the waters, and at the same time is expected by the public. If the price admits that the "pricing is too high", it means that the Song L and Hishi 07 that will be listed in the future will be "implicated" – the price of one car is lowered, and the price of three cars needs to be lowered.

At present, at the end point level, Tengshi N7 provides a discount of 20,000 yuan, that is, the starting price is reduced from the original 301,800 yuan to 281,800 yuan, but consumers still seem unwilling to pay; As for Song L, the pre-sale price from 220,000 yuan is really surprising, compared with Song PLUS The price is directly raised by 50,000 yuan, which is really difficult to accept. Not only that, Song L’s configuration is lower than that of Tengshi N7, such as battery life, the low-matching version of Song L’s battery life is only 550km, while the low-matching version of Tengshi N7’s battery life reached 702km.

In other words, Song L seems to be nearly 80,000 yuan cheaper than Tengshi N7, but due to the low configuration, the value cannot be compared with Tengshi N7. In this way, it is no wonder that the pre-sale price of Song L will attract group ridicule.

Tengshi N7 lost, Song L is not listed in an embarrassing situation, the pricing of Sea Lion 07 has undoubtedly become a problem. It stands to reason that Sea Lion 07 is between Tengshi N7 and Song L, so the starting price is likely to be between 25-260,000 yuan. Will consumers pay for this price?

It should be noted that the current BYD price is high and selling well, most of the DM models, such as the D9 DM-i can be sold nearly ten thousand per month, Song PLUS DM-i, Song Pro DM-i can be sold more than 20,000, Han DM and Tang DM can reach the height of monthly sales of ten thousand; pure electricity, the best-selling is the seagull, Yuan PLUS, Dolphin, although Song PLUS EV, Han EV can reach monthly sales of ten thousand, but overall, first, BYD’s best-selling pure electric models are concentrated in the 100,000 yuan level, second, the same model, DM sales are often higher than pure electricity.

This roughly shows that BYD’s pure electric high-end has basically failed.

It was worth mentioning that Dynasty was selling like hot cakes, but Ocean was polarized. The low-priced seagulls and dolphins were extremely popular, while the sales of seals were declining, with only 1,690 units sold in October. Such a situation would inevitably put a lot of pressure on Sea Lion 07.

Rider observation: one car and three sales, pure electricity is difficult to support high-end?

Previously, Song PLUS was included in the Ocean Network, which seemed to be uncoordinated, but in fact it was to balance the resources of the Dynasty Network and the Ocean Network, and it would not be too tilted. Even so, the overall performance of the Ocean Network was not good, and it was difficult to support the high-end, which was a fact in front of him.

Now, the performance of the Denza N7 could be said to be getting worse and worse. Although Song L might also suffer a loss, it was harmless to the entire Dynasty Network. Looking at the Sea Lion 07, the first two did not have good market feedback, and it also brought certain risks.