is easier to build a high -end brand or luxury brand than the era of traditional fuel vehicles? Is there a quick way or shortcut? Do users recognize the newly emerging high -end or luxury brands? For these issues, there is no consensus in the industry.
Harduclear Automobile Research Institute some members and general manager of Tengshi Sales Division and the chief co -founding officer of Tengshi Automobile Zhao Changjiang (third from left)
HTML on August 26, at the Chengdu Auto Show, some members of the Harduclear Automobile Research Institute interviewed Teng Zhao Changjiang, the general manager of the Sales Sales Division, and the chief co -founding officer of Tengshi Automobile, discussed with him how to create a luxury brand. Tengshi Automobile, born in 2010 and established by Daimler and BYD, is a representative of China's high -end car brands. After Daimler sold most shares to BYD and no longer participate in daily operations, BYD is the Tengshi brand. New directions and goals are formulated.is now, the positioning of the Tengshi brand is "Smart and Safety New luxury car brand". The so -called "new luxury" includes four aspects: intimate wisdom, peace of mind, the best luxury, and user ecology. Specifically, intimate wisdom refers to the intelligence of the product, such as intelligent assistance driving, multi -screen linkage smart cockpit, BYD E platform 3.0, etc. Anxin Zhou Quan refers to the safety and performance of the product, such as BYD's blade batteries, "three -electric" technology, super hybrid technology, environmental protection and sustainable materials. The luxury refers to product design, quality and user services, including personalized design language, elegant color matching, exclusive service, and selection quality. The user ecology refers to the sharing with users, creating a variety of communities for users, and providing attractive user rights. From the perspective of the positioning of the Tengshi brand,
is a new luxury brand that is different from traditional luxury brands such as Mercedes -Benz BMW Audi. It is also a line that is very different from traditional luxury brands. Premium products, brand tone should be "high but not different", the gameplay does not adopt luxury goods, not kneeling and licking users, and so on.
So, can the "new luxury" positioning of Tengshi be recognized by users? Does it work for it to build itself into a "new luxury" brand?
products are advanced. The product with the brand
is measured by product pricing. Among Chinese car brands, the current high -end brands include Weilai, ideals in the new automotive manufacturing forces, and Lan maps and polar launched by traditional car companies. Fox, Ji Yan and other brands. Except for Weilai, most new brands rely on products to bring brands. Before the first product is launched, it will not do too much brand image creation work, because some car companies believe that new brands that have no products as relying on their products are quite equivalent to it. So there is no at the end of the book and the water.
is only an exception. Before the first production model ES8 was launched, it did a lot of brand building and invested a lot of funds. However, these investment have been returned. At present, among all new brands that have been delivered in batches, the average transaction price of Weilai models is the highest, exceeding 430,000 yuan, which is higher than the average transaction price of BMW and Audi.
General Manager of Tengshi Sales Division and chief co -founding officer of Tengshi Automobile Zhao Changjiang
Tengshi also follows the conventional route of product first and brand with the brand. Zhao Changjiang said: "From 2022-2023, the Tengshi brand first entered the luxury car market by the product to allow users to have a good product and service experience. Then by 2024 and 2025, we slowly slowly put the brand's tone If you are hitting out, if you are now a very tide, cool, and well -tone brand, I can't do it. The previously launched Tengshi 400, Tengshi X and other products have established the image of high -end brands in the minds of some users, but the scale of this user group is relatively small, and Daimler's blessing does add a lot of color. Therefore, the current Tengshi is not without a brand foundation.
Tengshi D9
Judging from the product power of Tengshi D9, this car undoubtedly strengthens the image of Tengshi as a high -end brand. According to the official statement of Tengshi, the D9 has the five luxury of "design, riding, wisdom, control, and security".Moreover, 30 first-in-class, leading and unique advantageous configurations have effectively met the car needs of IKEA and redefined new luxury.
does not make high-premium products
In terms of product pricing strategy, Denza focuses on high cost performance. This is a common practice of many Chinese brands when they surpass joint venture brands and new car-making forces surpass traditional luxury brands. It is also very effective. Strategy.
Denza D9 has 7 models with a price range of 329,800-459,800 yuan, and there is also a founding limited edition model priced at 660,000 yuan. Zhao Changjiang said that Denza does not make high-premium products, but only products with a slight premium. Moreover, the product strength is strong enough that all products are priced in the millions compared with other brands, but only sell for 400,000 to 500,000 yuan. For example, the first model D9 is aimed at the Toyota Alfa, and the second product, the mid-sized SUV concept car INCEPTION, is aimed at the Porsche Cayenne.
The body length, width and height of Denza D9 are 5250*1960*1920mm, and the wheelbase is 3110mm. Compared with the Buick GL8 Lu Zun and Toyota Alphard, the Denza D9 has a larger body size, which also brings a more spacious and comfortable internal riding space.
Judging from the comparison of the height and width of the three internal rows, the height and length of the seat cushions and the leg space, the advantages of Denza D9 are very obvious.
Compared with Alpha, in addition to space and riding comfort, Denza D9 also has advantages in many other aspects. Compared with the Denza D9 DM-i 970 four-wheel drive flagship priced at 439,800 yuan and the Toyota Alphard Twin Engine 2021 2.5L four-wheel drive premium version priced at 890,000 yuan (market increase of about 200,000 yuan), the former The power system has a comprehensive power of 299kW, a comprehensive torque of 681N.m, and an acceleration of 100 kilometers per hour in 7.9 seconds; the latter is 120kW, 409N.m, and 8.89 seconds. The former comes standard with 9 airbags, while the latter comes with 7. When the former is traveling at 60km/h and 120km/h, the noise inside the car is 52.8 and 64.6 decibels respectively, and the latter is 60.3 and 68.4 decibels respectively.
Such as vehicle OTA remote upgrade, 5G network, mobile phone UWB key, mobile phone NFC key, mobile phone Bluetooth key, car Wifi hotspot, intelligent active fragrance system, DMS driver monitoring, face recognition, full-scenario intelligent voice, W -HUD, APA automatic parking, ILCA lever lane change assist, HWA high-speed driving assist, ICC intelligent pilot, and off-car discharge functions are all unique to DENZA D9.
Faced with such a disparity in price, product performance and configuration, any customer who wants to buy a Toyota Alphard or Buick GL8 Lu Zun may think twice in their minds.
The brand is "high but not high-end", does not kneel down to users, and works as partners with users
Corresponding to not making high-premium products, the tone of Denza's brand should be "high but not high-end". "We want to be a high-end but not high-end brand. We will not use luxury goods, but use hard-core technology and user co-creation to build the brand," Zhao Changjiang said. Denza mid-size SUV concept car INCEPTION is a product co-created with users.
DENZA mid-size SUV concept car INCEPTION
The basis for supporting a luxury brand is products, and it is services that bring users a noble experience. In terms of user services, Zhao Changjiang said that Denza does not provide knee-jerk user services, but hopes to provide users with partner-style services. Denza wants to be partners and friends with users.
"If I do kneeling-licking services, first of all, I don’t have that much money, and the profit is not that high. Secondly, if I do those fake things, the company will not approve my expenses, really not. And, first of all, I need to adjust the expenses It is not BYD’s culture to have high sex scores and make others think you have a strong accent,” said Zhao Changjiang.
In the field of sales and after-sales service channel system, Denza adopts a full direct operation model. It has invested 500 million yuan and will continue to invest. It is expected that the investment in channel construction this year will reach about 1 billion yuan. Denza originally planned to build 200 offline stores in 68 cities across the country this year, but the current order distribution has exceeded 100 cities. Therefore, the current plan is to expand the coverage of offline stores to 117 cities, with the number increasing. to 267 to meet user needs to the greatest extent.
Zhao Changjiang believes that Denza can build a sales and after-sales service network in one year that many new car-making forces take five years to build, which reflects the strong system competitiveness of BYD and Denza. And this system competitiveness will be the key to success in the future.
Tengshi D9: Mind to get
as the first model of the Tengshi brand. At the 2022 Chengdu International Auto Show held at the end of August at the end of August,
officially released it. Since the pre -sale of the Tengshi D9 on May 16, the order has exceeded 40,000 vehicles. Among them, 50%of orders come from additional purchases from BBA users, 25%come from users who originally planned to buy 6-7 SUVs. 15%were users who originally planned to buy high-end fuel MPVs such as Toyota Elfa and Buick GL8, and there were and there were still users. 10%is BYD's stock users. From the perspective of the dynamic system for the customer's scheduled D9, 75%are DM-I models and 25%are pure electric versions.
on the capacity and delivery of the Tengshi D9. Zhao Changjiang is expected to reach 1,000 units in September this year, 3,000-5000 units in October, and further increased to 5,000-8000 units in November, and exceeded 10,000 units in December. In a previous interview, he said that he hoped that the order this year can reach 60,000 to 70,000 units. As for the delivery, it is necessary to "work hard to deliver more". It is expected that 3-40,000 units can be delivered this year.
's goal of 2023 is to achieve 200,000 units, and it will reach 500,000 units in 2025. From the view of Zhao Changjiang, 2025 will be a very critical year. It will be the most important year for technology, brand, supply chain, demand, and user cognition. Some brands, including some new vehicles, will be eliminated.
is written at the end:
is based on the positioning and pricing range of Tengshi, more like a high -end brand, not a luxury brand. In the planning of the BYD Group, a higher -end brand that sells for one million yuan will also be launched above the Tengshi brand. That brand should be regarded as the group's luxury brand. Of course, BYD's positioning as a new luxury brand is also understandable, because with the changes in the times and the changes in user consumption psychology, the understanding of luxury brands is constantly changing. Any car company has the right to define the luxury it considers. The premise is user identification. The author of
believes that for creating a high -end brand or new luxury brand, Tengshi's current strategy is some suitable strategy, but some practices are also questionable. thing. In fact, in the connotation of high -end brands and luxury brands, there are many things that look very false, but they are not actual. In the interview,
also admitted that the rational side of the brand will be done well, including his personally like to do product definition, technical development, marketing service system, etc. On the one hand, such as the grasp of brand tone and subjective feelings, he is not very active. The author believes that the "virtual" and sensual side of brand building is exactly what the trend needs to be strengthened.
