As the saying goes, the golden September and silver October, and the National Day holiday is also the peak period for car purchases. Many consumers hope to buy a favorite product at this time to serve as a perfect ending for the second half of the year.
For this reason, our car team also specially visited the BYD 4S store in Hangzhou and Wenzhou . There are three main purposes of this trip:
. Verify whether BYD's sales status is really as popular as the Internet says.
. Choose the more representative model under BYD - the Han Family, and interview users' opinions and reputation.
. Make purchase suggestions for everyone
The reason why I chose the BYD Han family is also very simple. On the one hand, with the booming environment of new energy development this year, BYD brand's overall sales have accumulated and grown rapidly, and its growth momentum has become the focus of everyone's attention.
On the other hand, as BYD's most popular product, the Han family is also an unavoidable choice for car purchasers of 200,000 to 300,000 yuan. At present, it has achieved sales of more than 25,000 vehicles for three consecutive months. At the same time, the average transaction unit price has reached more than 250,000 yuan. The high product value and dazzling sales performance further consolidate the Han family's position in the process of high-end Chinese brands. Therefore, it is representative as the object of exploration.
First talk about the first point. Through our observation, we found that customers can be seen entering the store one after another in the dealer showrooms in Hangzhou or Wenzhou. The exhibition car of key models is also surrounded by consumers and accompanying sales staff.
Although many people choose to travel during the National Day holiday, the weather has also started to get colder. But judging from the customer flow, it seems that everyone's enthusiasm for BYD has not diminished at all.
And what is different from the traditional car purchase process that many people imagine is that most BYD customers will directly experience it with their target products accompanied by sales, rather than being aimless and hesitant. All of this is not only due to BYD's excellent marketing, but also allows consumers to clarify the relationship between their needs and vehicle model positioning. It also benefits from its rich product line, allowing consumers with different needs to have the right choice.
For example, take the Yuan family (including Yuan PRO and Yuan PLUS) as an example. It covers urban fashion youth with a budget of 92,800 to 165,800 yuan and consumers of a family of three.
Another example is the protagonist Han family this time, which is divided into two major series: pure electric version and DM hybrid, and two major branches of performance and home use are derived. For consumers who have battery life anxiety and long-distance travel needs, the Han DM-i equipped with an efficient powertrain is definitely the undisputed choice.
If you want to pursue the ultimate performance, the acceleration performance of Han EV and Han DM-i four-wheel drive version models within 4S can be comparable to many fuel vehicles equipped with V10 engine .
As for the two-wheel drive version of Han EV, it mainly faces consumers who already own at least one fuel car at home and want to buy a city-wide car that is not limited to license plate, no traffic limit, high appearance, high quality, large space and environmentally friendly.
It can be said that almost all new energy sedan consumer groups can be covered by the Han family. So, it is no surprise that it can create sales myths.
In short, as far as the store I visited is concerned, its popularity is indeed beyond imagination. The most important point is that dealers seem to have anticipated this situation long ago, and even if they are crowded, they still maintain a high service level.
Every customer who walks into the store will experience the welcome, greetings, clarify needs and purpose from the sales consultant, invite him to sit in the lounge area (or directly next to the product according to customer needs), and introduce the product and preferential policies and other processes. All steps and links are in order, reflecting BYD's customer first concept.
For consumers, product strength is certainly the premise, but a pleasant experience is also one of the important elements that affect the final purchase. It can be seen that BYD's popularity is not accidental, but is formed through long-term product quality and service accumulation.
Let’s talk about the users’ views and reputation of the Han family. I interviewed three customers who entered the store and learned the most real information from them.
Customer A: "I used to run a joint venture brand sedan, and I have been driving my own car for more than ten years. In recent years, there have been more and more minor problems in cars, and the fuel consumption has also begun to increase with the age of the car. In addition, I bought a house in the city, and the route to and from get off work is congested, and the experience of the blue-branded car is not very good, so I came up with the idea of buying a medium and large new energy sedan. The current forecast is 300,000 yuan. On and on, the people around me have always recommended BYD's Han DM-i, so I wanted to come to the store to experience it myself. "
Me: "What do you feel after you have experienced it now?"
Customer A: First of all, Han DM-i is quite good-looking. I have also seen other products at about the same price before. The design of Han DM-i is my favorite, and it looks a little younger overall.
The interior feels relatively luxurious and has a large space. In terms of configuration, the main thing is to pay attention to its assisted driving ability, and the sense of security will be stronger when driving.
Me: "Thank you for accepting the interview, I wish you to pick up the car as soon as possible!"
Customer B: "I came here to pick up the car today. The model is Han EV. I am really happy. Finally mentioned the car."
Me: "How long did you pick up the car? Why did you choose this car at the beginning?"
Customer B: "I have been waiting for almost four months. Although I have been waiting for the car for a longer time, I understand that there are many orders now, and I believe in the quality of BYD.
"The reason I chose this car is because it has high appearance, complete safety configuration, and relatively luxurious interior. Because I also have a fuel car at home, this car is mainly for commuting to and from work, and its battery life and energy replenishment efficiency are very good, so I think it is the most suitable car for me.
Me: "Thank you for accepting the interview, congratulations on bringing the car"
Customer C: "I am the owner of BYD Han DM-P Qianshan Cui. This time I am here to maintain it"
Me: "What is the favorite part of this car? Can you share it with you?"
Customer C: "I think my favorite is in addition to the color matching, OTA has been upgraded. Many of its functions are more reasonable. And you don’t have to go to the store every time, just upgrade online, as convenient as your mobile phone. "
" Before, they pushed some functions on OTA (the name of the specific function on the customer cannot be clearly stated. From the staff in the store, I learned that it is the HWA high-speed driving assistance system, DiTrainer coaching mode, full-scene intelligent voice control, and intelligent up and down power functions, etc.) What I like most is the improvement of the driving assistance system. Now after the upgrade, when the intelligent pilot mode is turned on at high speed, turn the steering lever, and the car will automatically control and change lanes when conditions allow. Because I often run high speed, with this function, I feel less fatigue and feel more at ease in terms of safety.”
Me: “Thank you, I wish you a happy car! ”
Finally, after asking the marketing specialist, I learned that many BYD models are currently like the Han family, supporting the lifetime warranty of the three-electric system (non-operating vehicles) and the six-year or 150,000 kilometers of vehicle warranty, eliminating the worries of the owners. In addition, in terms of finance, it also supports 5-year ultra-long loans, and of course you can also choose a minimum down payment of 15%. At the same time, it will also provide lifelong remote OTA upgrades, free online navigation, free smart voice online, 2-year free car traffic (5GB/month), etc.
Therefore, my purchasing advice is that consumers who need a sedan should try to choose the Han family instead of Qin PLUS. Because although the former is priced higher, the product strength is stronger, or it exceeds its selling price. In addition to the preferential policies mentioned just now, in fact, it is not expensive to own a Han family product, so why not buy it early and enjoy it early?
In the more than 70 years of development of the Chinese automobile industry, moving towards high-end and standing firm in the high-end" has always been the pursuit of Chinese automobile brands. After this visit to the store, I also deeply felt this. Especially the Han family under BYD, step by step, with the hard-core product strength of Chinese flagships and the high-spirited sales performance, wrote a new chapter in the high-end high-end brand in China, becoming a veritable "light of domestic products. I believe that in the future, the sales of the Han family will continue to break through, becoming the well-deserved champion of sales of 200,000+ high-end new energy sedans, and even the double champion of B+C-class sedans.
