Bitauto original The era of high premiums for joint venture fuel is finally over.
By 2024 the fact that no one can deny is that car companies are becoming more and more popular, and consumers have more and more choices. Especially the mid-size sedan market is booming, and domestically produced cars are becoming more and more popular. The competition between new energy vehicles and traditional joint venture fuel vehicles is becoming fiercer.
With the recent launch of the 7.98 Qin PLUS DM-i Honor version, BYD has set off a wave of "Glory" for joint venture fuel, lowering the price of models while also providing Provide new energy power technology to consumers with high-end configurations. In the mid-size car market that mainstream users are most concerned about, the Han DM-i Honor Edition starts at 16.98 million, and is priced as a C class car. "Leap level" entry.
As a bulk commodity, cars are often driven by their owners for more than 5 years or even longer. Therefore, in addition to basic product capabilities, when consumers buy a car, they will also consider comprehensive factors such as brand, quality, reputation, sales volume, and value retention rate. This is exactly what mainstream consumers consider when buying a car. logic.
If we look at the current mid-size car market according to this logic, we can gain insight into why domestic new energy vehicles can break the long-term monopoly of joint venture fuel vehicles. We can get a glimpse of BYD Han DM-i Honor Edition and SAIC Volkswagen Passat by comparing them.
Competition in the dimension of product strength: Han DM-i Honor version is more prominent
As you can see from the picture above, Han DMThe excellence of the -i Honor Edition is entirely due to its peers. From the perspective of size, battery life, configuration and other aspects, the product strength of the Han DM-i Honor Edition is already far ahead. Below, we compare them in detail one by one.
（1）Price comparison
A very important reason why the Han family can continue to counter the joint venture fuel is that it uses the price killer whenever there is a disagreement, from "the same price of oil and electricity" in 2023 to now "Electricity is cheaper than oil", the price is constantly surprising, and the price/performance ratio is becoming more and more outstanding.
The Han DM-i Honor Edition is a mid-to-large sedan with an official guide price as low as 16.98 yuan, while the starting price of the Passat is 18.19 Ten thousand yuan, and the Han DM-i Honor version is a new energy model that also enjoys exemption from purchase tax when purchasing the car. Compared with the Passat, the price alone screams "really delicious".
（2）Comparison of body size and styling
Looking at the first impression from the outside, the Passat still looks like a matryoshka doll passed down from Volkswagen's ancestors. The overall style is stable and business-like, which is more suitable for mature consumer groups.
The Chinese DM-i Honor Edition is more in line with the tastes of young people. The classic Dragon Face design language is combined with new national trend elements, such as the through-style Chinese knot LED taillights, newly added silver glaze white exterior color and lotus root gray interior, etc., can be simply summarized in two words, it is grand and elegant.
In terms of body size, the length, width and height of Passat are 4948/1836/1469mm, and the wheelbase is 2871mm; Han DM-i Honor Edition The length, width and height are 4975/1910/1495mm respectively, and the wheelbase is 2920mm.
So in terms of size, the Han DM-i Honor Edition is larger than the Passat in terms of size and space. After all, it has reached the mid-to-large level, which is a dimensionality reduction blow for Passat.
（3）Interior and configuration comparison
Of course, appearance is a subjective aesthetic standard. Which car looks better in Passat or Han DM-i Honor Edition is purely a matter of preference, but the interior configuration is objectively tested. Standard.
We can see the obvious difference between the two just from the first moment we sit in the car. The Han DM-i Honor Edition uses a leather steering wheel and leather seats at the entry level, giving it a luxurious feel. , and the Passat is dull and lacks freshness just like its appearance.
When we compare the four major differences in safety configurations in detail, we can better see the degree of care that Han DM-i Honor Edition put into building the car.
First, the Han DM-i Honor Edition 121KM elite model has a total of 11 airbags, which is more expensive than the Passat which has a similar terminal price. 380TSI The Starry Sky Elite Edition also has knee airbags, rear side airbags, etc.
Second, the Passat 380TSI Starry Sky Elite Edition only has the most basic intelligent driving functions such as collision warning, active braking, and cruise control.
The Chinese DM-i Honor Edition 121KM elite intelligent driving level reaches the L2 level, which is better than the Passat 380TSIThe Star Elite Edition has additional intelligent driving functions such as lane departure warning, lane keeping, and road traffic sign recognition.
Third, the Chinese DM-i Honor Edition comes standard with a 15.6 inch DiLink large screen, sinceEquipped with voice recognition and APP remote functions; the Passat's large screen is only 8 inches, and its functions are relatively simple.
Fourth, in terms of other configurations, the Han DM-i Honor Edition 121KM Elite model also has front parking radar, remote control parking, wireless charging, and electric tailgate. Doors, etc., and the Han DM-i Honor Edition also supports OTA upgrades, which means there will be more experience upgrades in the future.
In terms of product strength, it can be said that the Honor Edition of the Han DM-i is the winner. It really achieves "high-end configuration for entry-level", while the entry-level version of the Passat does not even have a reversing camera, so it is not cost-effective at all.
（4）Power comparison
The two adopt completely different power forms. The Han DM-i Honor version is equipped with BYD's special DM-i super hybrid system, Xiaoyun< span>-1.5Ti The special hybrid engine and motor can be combined and complement each other. The characteristics of being mainly electric can achieve low fuel consumption and fast speed increase. The fuel consumption when losing electricity is only 4.2L/100km .
In response to different user needs, the Chinese DM-i Honor Edition has launched two versions: 121KM and 200KM for consumers to choose from. Users who commute short distances can choose the 200KM version as a pure electric vehicle, but the most recommended one is the 121KM version, which can reach 1200KM< with full fuel and full battery. /span> Battery life, truly using electricity for short distances and fuel for long distances.
The main sales models of Passat are still the fuel version, which are available in two versions: 1.4T and 2.0T, 1.4T The power is weak, but if you choose the powerful 2.0T, the official starting price is as high as 20.59 yuan, and the overall power parameters are still better than those of the Han DM-i< /span>Glory Edition121KMThe elite model is slightly inferior.
Specifically when it comes to car expenses, the Han DM-i Honor version's DM-i technology plays the role of a "little money-saving expert".
Using the comprehensive comparison function of our Bitauto.com as a reference, based on annual driving of 1.5 kilometers and 10 annual average vehicle cost, HanDM- Thanks to the advantages of using fuel and electricity, the iGlory version only costs 7920 yuan for annual maintenance, which is thousands of yuan less than the Passat, which is a pure fuel vehicle.
Competition in all dimensions: Han DM-i Honor version is more balanced
(1) sales comparison
Sales volume is the golden indicator for judging the overall strength of a car. In 2023, the sales volume of Passat will be 190,974 units, with an average monthly sales of 1.5 units, and its performance is relatively stable.
However, such achievements seem a bit inferior in front of Han. In 2023, the Han family's cumulative sales exceeded 228 vehicles, and sales exceeded 2 million for 8 consecutive months. Winning the double championship in the B+C class sedan market.
It is worth mentioning that Passat’s sales are still based on terminal price cuts of tens of thousands.
(2) Brand comparison
Brand and reputation are the intangible assets of a car. Joint venture fuel vehicles started earlier. It is undeniable that joint venture mid-size cars like Passat have already become a household name.
BYD will win with later launches, with 2023 annual sales reaching 3.02 million vehicles.Winning the brand sales crown in China's automobile market and retaining the title of global new energy champion has achieved a new milestone in the history of China's automobile development.
According to the "2023 World's Most Valuable Car Brands 100" list released by Brand Finance, BYD also took the top spot among Chinese car brands champion.
(3) Quality comparison
In the past, when everyone talked about joint ventures, they thought they were reliable and durable. Domestic cars are not durable. On the contrary, the quality of the Han family has been verified by real car owners. Currently, Han has the longest mileage in the world. As of the end of 23 It has traveled nearly 50 kilometers safely without major repairs to the entire vehicle, and the three electrical systems have 0 failures! This is because the Han family leads the industry in terms of vehicle design life. At the same time, the Han family pays special attention to the high strength and durability requirements of new energy vehicles for batteries. The entire series is equipped with ultra-safe and ultra-high-strength blade batteries, redefining the battery durability standards for new energy vehicles.
（4）Word-of-mouth comparison
As of the end of 2023, the Han family has received word-of-mouth certification from more than 66 million car owners, and is widely trusted by the backbone of society. In terms of the NPS consumer net promoter score, which most directly reflects the reputation of user satisfaction, the NPS of Han family products is as high as 97.2, and the service >NPS is as high as 97.1, far exceeding the same level and significantly ahead of mainstream joint venture brands.
(5) Value preservation rate comparison
Currently, the average monthly sales volume of the Han family is nearly 2 vehicles. The quality has been verified by countless users, and it continues to increase the value retention rate of the Han family.
According to the 2023 annual value retention rate list jointly released by Blueprint Price and the China Council for the Promotion of International Trade, the value retention rate of the Han DM series also ranks among the 20-30< /span>The third place in the 10,000-class sedan broke the law that new energy vehicles do not maintain their value.
Hexagonal Champion: HanDM-i Glory Edition
A car is an important asset in our lives second only to real estate. For mainstream users, when spending more than ten or two hundred thousand to buy a car, everyone hopes to buy a balanced product. Possibly all needs met.
They want not only high-end configurations, but also good reputation, good quality, and a high value retention rate. "Wanting both" and "wanting both" are their core demands.
At present, domestic consumers’ car-buying choices can be divided into three categories: first, joint venture cars (mainly fuel vehicles), second, new forces (mainly new energy vehicles), and third, traditional Chinese brands (mainly fuel vehicles). +New energy vehicles);
Joint venture fuel vehicles are mature and reliable, but their product capabilities have clearly lagged behind domestically produced vehicles, making it difficult to meet the evolving needs of consumers;
New forces can quickly iterate products and are full of technological gimmicks, but their user base is low, they lack long-term user and market verification, their value retention rate is low, and their business risks are high. Once they go bankrupt, their services cannot be guaranteed.
Traditional Chinese brands are constantly rising, and Han DM-i Honor Edition is truly the hexagonal champion of products, with six major categories: product strength, brand, value retention rate, reputation, sales volume, and quality. Dimension has completely subverted joint venture fuel vehicles, has no obvious shortcomings, and leads joint venture fuel vehicles in comprehensive strength.
Obviously, the Han DM-i Honor Edition is more in line with the car buying logic of mainstream consumers, which is the core reason why it can defeat joint venture fuel vehicles.
Write at the end
HanDM-i Honor Edition adopts the posture of a hexagonal champion to create a product that is more in line with the needs of Chinese consumers. The joint venture burnedFaced with the multiple impacts and heavy crushing launched by BYD Honor Edition, oil trucks seem to have no other ability to fight back except terminal price cuts.
Finally, I can only say that there may not be much time left for joint venture fuel vehicles.
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