16 What happened to BYD II from F3 to Tang?

China's automobile industry started late and developed rapidly. Many legends appeared in the process, and some enterprises were created, which are heading for the world. Among them, BYD has always been a very topical brand. Whether it's the background of battery tycoon, the popularity of F3, the fanaticism of "engineer design" and Difen, or the controversy caused by the pursuit of "542" performance, BYD has been paying attention to the online, with its own heat.

BYD has gone through 16 years since it acquired 77% shares of Xi 'an Qinchuan Automobile in 2003 and entered the automobile industry. From the imitation of "analyzing a lot of data", to the rapid growth of sales, the outbreak of quality problems, the withdrawal of dealers, to the true love of Difen, and then to the launch of Longyan, BYD has become the choice of more and more elite users. What has it experienced? What have you learned? Let's go to eat steak together.

Sales volume is the most important index to measure the development of an automobile enterprise. Sales volume is scale, which can not only reflect the ability of enterprises to organize production and operation, but also reflect the popularity of their brands and products in the market. It is a comprehensive index. So, let's look at BYD's sales in recent years. Most of these data can be found in BYD's annual report. Only the sales data of 20 14 years are different from the annual report. The annual report of that year showed that BYD sold 370,000 vehicles in 20 14, but if this is too different from the increase and decrease before and after, I chose the data in the information released to the media in early 20 15.

As can be seen from the above table, BYD's automobile industry has developed well in previous years. After the first self-developed vehicle was put on the market in 2005, the sales volume increased significantly for five consecutive years. By 2009, the sales volume of 448,000 vehicles has been achieved, which can be said to be a breakthrough of 500,000 vehicles. On the one hand, BYD's admission time is well chosen. After SARS in 2003, under the guidance of favorable policies, the automobile industry ushered in a blowout period. On the other hand, the F3 car still met the needs of Chinese people at that time.

By 20 10, BYD's automobile industry has reached a stage height. Although it broke through the 500,000-vehicle mark, the growth rate also slowed down, and it continued to decline for the next two years, which happened to be the phased adjustment of the blowout of China automobile market. However, BYD has its own problems, such as the rapid expansion of dealer network, cognitive confusion caused by four-network sales, and the wrong incentive policy under the target of high sales volume, which leads to the dealer business crisis and the outbreak of network withdrawal. From 20 10, BYD entered a three-year adjustment period, during which BYD S6, the first SUV model, went on the market and sold well.

"Goodbye for three years", BYD 20 13 rose again, intending to "take off for the second time". Relying mainly on S6 and a brand-new compact car-Julie, it is an upgraded product of BYD based on "analyzing a lot of data", combining the experience of building cars in the past few years and the feedback collected from users, improving the production process and strengthening the quality. At the same time, it is also conducting independent research and development. Su Rui was the first model equipped with remote control driving function at that time. Judging from the development in the next few years, BYD has not seen a substantial increase in sales. It can also be said that the "second take-off" did not actually meet expectations. Even after the "542" blessing, the sales volume did not break through, and consumers did not buy the "engineer design" of BYD products.

BYD did not lag behind in automobile development projects, and quickly gained market recognition after making up for the design shortcomings. The evidence is that in the second half of 20 17, BYD launched the newly designed Song MAX, and Snapdragon II 20 18 headed by Tang went public. Face family design finally achieved an annual sales volume of 500,000 vehicles in 20 18. This is the second time in BYD's history that it has exceeded 500,000 vehicles. But look at its competitors. Geely, Great Wall and Chang 'an all sold more than one million vehicles in the same year. BYD missed the best decade in China's automobile market.

However, BYD has not wasted time in this decade. It is not so much "not doing well" as "not paying attention". Busy with the layout of new energy vehicles, busy with electric buses, electric buses and cloud tracks. Since entering the automobile industry in 2003, BYD has simultaneously laid out new energy vehicles, established the Electric Vehicle Research Institute in 2006, and launched the first dual-mode electric vehicle F3DM in 2008. It won the global new energy vehicle sales champion in 20 15 years, and remained stable for five years until Tesla took it away in 20 19 years.

During this period, the doubts about BYD's new energy vehicles never stopped. Does the family car need to pursue acceleration performance within 5 seconds? Does plug-in hybrid DM system really save fuel? Can new energy vehicles help independent brands overtake in corners? BYD's profit depends on subsidies? However, Wang Chuanfu is extremely determined. In those years, he said, "There is no other way to develop the automobile industry in China except electric vehicles", and "BYD made electric vehicles for the backbone and the position of China's automobile industry in the world".

Combined with the models launched by BYD in recent years and the annual data of main sales models, An F3 supported the "first half life" of BYD 16 cars. In fact, the stability of car companies is very simple. Holding a few "evergreen explosions" is half the battle, like Toyota's iron triangle Camry, Corolla and RAV4. For independent brands, so far no one dares to say that the challenge is successful. No car can sell well after three generations, and there are many fires. If you change it, you can still fry it, and then continue to fry it. Not yet.

However, BYD still has some hot-selling models in different periods. Except for the famous F3 and F0, S6 sold well for five years, then S7 took over, and then Tang and Su Rui were also popular for several years. Now the two series of Song and Yuan can go out, and Tang and Qin have also accumulated some word of mouth, which can be said to have feedback to the brand to some extent. These cars have also accumulated many loyal users for BYD, resulting in the first wave of fan culture of independent brands-Difen.

Through these two tables, we can basically find out some things about BYD in recent years, but in fact, the process is always trivial. I think we can understand the development of BYD in chronological order.

In the process of sorting out these materials, I found that, intentionally or unintentionally, BYD is widely accumulating a business network covering the "travel field". At the upper end of the industrial chain, BYD has mastered the battery production capacity and laid out the semiconductor field, while at the downstream, it has commercial vehicles covering private cars, urban buses and airports. Isn't this like the trend of "travel service providers" described by Toyota? In other words, it is precisely because of the same pattern and vision that Toyota will finally choose to cooperate with BYD. From "layman" to "mainstream brand" to "new energy tycoon", what has BYD experienced?

start from scratch

The basic stage of imitation and rapid development

In 2003, BYD, the second largest battery supplier in the world and listed on the main board of Hong Kong in 2002, bought 77% shares of Xi 'an Qinchuan Automobile Co., Ltd. for 270 million yuan, obtained the qualification to enter the automobile catalogue of the National Development and Reform Commission, and officially entered the automobile industry. The original logo is a double oval design, which symbolizes BYD and its partners galloping together. The interior blue sky and white clouds design shows BYD's concept of building an energy-saving and environmentally-friendly car.

In other words, when he officially entered the automobile industry, Wang Chuanfu already had the idea of electrification of automobiles. In March 2003, BYD established the electric vehicle research department. It can be said that the layout of electric vehicles and traditional fuel vehicles are synchronized, and the plan to develop hybrid vehicles is also among them.

The hardest part is actually in the beginning At that time, BYD's own experience in building cars was zero, and domestic suppliers were not mature. In order to solve the problem of parts demand, BYD took advantage of being an engineer, and no one developed independently. Therefore, Beijing BYD Mould Co., Ltd. was established. It took only two years to complete the reverse development and put into production the first model F3. Imitate the starting attitude of the battery business and use the crowd tactics that you are good at to reduce costs.

BYD analyzed the advantages and disadvantages of international mature models, and adopted the idea of "learning from others" while imitating F3. Toyota's structure, Honda's space utilization rate and Japanese fuel economy are all taken into account. In that era when joint-venture cars were still high above others and autonomous cars were generally copied from others, F3 met a large wave of users' needs to improve their economic income and urgently needed to own cars to improve their quality of life and efficiency.

In April 2005, BYD F3 opened the pre-sale at Shanghai Auto Show, and received more than 500 orders within 1 day. In September, the new car was officially launched, not only the starting price of 73,800 yuan was very eye-catching. In the following five years, F3 continued to sell well, with a monthly sales volume of 30,000 vehicles creating a record for bicycle sales, which helped BYD's sales climb for five consecutive years.

In 2006, after preliminary exploration, BYD determined the direction of electric vehicles and established the Electric Vehicle Research Institute, with a planned investment of 654.38+0.2 billion yuan in three years.

In 2007, among all kinds of materials, the most noteworthy information is that BYD changed the double oval label to BYD letter label, which kept up with the development of the times visually.

In 2008, after F3, BYD continued to broaden its product line, pushing three new cars, positioning BYD F6 as a B-class car, F0 as a mini scooter and F3DM as the first dual-mode hybrid car. This year, something happened that made BYD famous. In 2008, with the global financial crisis and the sluggish auto market, Warren Buffett took a stake in BYD, which created a super topic.

In 2009, the automobile industry entered the fifth year of continuous high-speed growth, and the production capacity problem troubled BYD. Wang Chuanfu said in an interview: "In the meeting I chaired in 2009, 99% of the time was talking about production capacity, because in 2009, 1.62% was increased. I left two minutes to talk about quality after the meeting. The general manager of the business department said that the quality is no problem, isn't it all sold out? " Sales are on the rise, and BYD is optimistic about expanding its network. This year, BYD's sales channel reached its peak, exceeding 65,438+0,200, selling four different products. Not to mention consumers, car editors in those days couldn't figure out which car was sold on which network, which caused cognitive confusion.

2009 is also a year in which Wang Chuanfu received much attention as a legend. With the attention brought by Buffett's investment, BYD's share price soared and Wang Chuanfu's worth soared. In the list published by Hurun Research Institute on September 29th, Wang Chuanfu became the richest man in China with a net worth of 35 billion yuan. Seeing that the car-making business is in full swing, BYD announced its entry into the commercial vehicle market.

In 20 10, BYD's sales reached a historical peak of 520,000 vehicles, but the growth rate slowed down significantly. Among them, part of the reason is that the China automobile market has entered a phased adjustment this year after the blowout. The problem lies in BYD's inexperience and low sensitivity and response speed to the market. In order to pursue the goal of 800,000 vehicles set at the beginning of the year, BYD set a high rebate for dealers to pick up cars as a temptation and an excessive goal. As a result, the dealer's operation deteriorated and the network withdrawal storm broke out. At the same time, some quality problems accumulated in the past few years have surfaced.

The market is pushing? Improve (the) quality.

More exploration and experimental stages in product development

BYD soon realized the seriousness of the problem and announced that it would enter a three-year adjustment period to solve the problem of dealer management and improve product quality. This year, BYD has also started a new attempt to upload data to the cloud and carry out simple cloud applications, laying the foundation for the future owner data cloud platform. In fact, the engineer's background and working place in Shenzhen make BYD more sensitive and active in the electronic and technological aspects of automobiles. More explorations and attempts in the early stage have brought BYD the advantages of the new four modernizations.

The growth rate of 20 10 slowed down, which put pressure on the business of 20 1 1. At the beginning of this year, BYD announced the reduction of all departments in order to flush sales. Subsequently, BYD's first SUV model S6 went on the market, equipped with a self-developed 1.5T engine. The imitation trace is still obvious, but the process has been improved and it has become another hot-selling model. But BYD has had a bad year, and the dealer problem is still a problem. Realizing that the sales-oriented development model in the past few years was wrong, Wang Chuanfu announced to adjust the internal structure and control the proportion of sales staff, with the total number of people controlled within 2,500. At the same time, he invested more resources in R&D and production.

20 1 1 In September, CCTV reported that F3' s airbag did not bounce off in many accidents, and the "airbag door" storm followed. At this time, the cumulative sales volume of F3 in China has exceeded 600,000 vehicles, and then the car owners started a confrontation with BYD. Sales in that year were affected, and 166800 vehicles were recorded, which was 2 1.24 million compared with 20 10, resulting in BYD's sales of 20 1 1.

Although F3 has been questioned in many aspects throughout its life cycle, it does not affect its existence as a generation of "magic car". Together with many car owners, it went through that eventful autumn, which helped China's economy take off and became a memory symbol of that era. Today, there are still many BYD F3 serving users, which proves that BYD products in that period also have good durability and stability.

In 20 12 years, in order to express the achievements of focusing on improving quality problems in the past two years, BYD launched a long warranty policy of "four years or 65438+ 10,000 kilometers" for all models. At that time, the automobile industry generally adopted the warranty policy of "three years or 65438+ 10,000 kilometers". BYD hopes to enhance its brand image and demonstrate its determination to pay close attention to quality. In August, BYD introduced the compact Speeder, which was improved and upgraded based on F3' s development and production experience. It is equipped with a groundbreaking "remote driving function". Within the range of 10 meter, the owner can control the vehicle to drive automatically through the car key, which is full of topics.

In September, BYD joined hands with Daimler, the parent company of Mercedes-Benz, to establish a brand-new electric vehicle brand Tengshi, which once again became the topic king of the industry. In addition, in 20 12, BYD also signed electric bus projects in Tianjin and Yunnan respectively to promote the development of electric commercial vehicles.

After three years of adjustment, BYD seems to have straightened out and solved many problems. In 20 13, BYD proposed that the automobile industry would enter the "second take-off period" and was ready to make great efforts again. This year's new cars include Sirui with rich configuration and Qin, a compact new energy vehicle equipped with the second-generation dual-mode EMU system. Rather than saying that BYD is making big moves at this time, it is better to say that it is taking off with these two cars.

Develop characteristics? Put forward the 542 strategy

Pursue to create "irreplaceable value"

20 14 years attracted a lot. At that year's Beijing Auto Show, BYD released the "542" strategy, intending to redefine the automobile standard, hoping to realize the "curve overtaking" of joint venture vehicles by inserting hybrid new energy vehicles. In 65438+February of the same year, the first 542 model, Tang DM, went on the market, adopting a 2.0T and dual-motor plug-in hybrid system, with an acceleration of 4.9 seconds per 100 kilometers and a pre-sale price of less than 300,000 yuan, which made many consumers flock to it. Pay attention to Tang at this time, BYD's logo is still in use. At this time, there is no concept of dynasty series.

Wang Chuanfu is an engineer, and BYD has always had an engineer culture. An engineer who has made some achievements is not necessarily satisfied with doing such things as "following others", but his life creed is more likely to realize "irreplaceable value". And 542, which represents the balance of "extreme performance, cost performance and economy", is the inevitable product of this engineer's thinking. Although the 542 is still in its infancy at this time, it is also evidence that BYD is not limited to domestic competition, but is looking to the world.

20 14 is considered as the first year of commercialization of new energy vehicles, and domestic new energy sales broke out. BYD's years of technology accumulation finally ushered in an opportunity. As the second sales year of dual-mode vehicles, BYD's sales of new energy vehicles in 20 14 increased by 10 times compared with the first year, which is the starting point of "Furious" vehicles. The financial report of the year showed that BYD's new energy vehicle revenue increased sixfold to 7.338 billion yuan, accounting for 27% of the automobile business. However, financial subsidies account for 9 1% of the total profits, which has become the fundamental reason for questioning BYD's new energy vehicles' "profits depend on subsidies".

Time came to 20 15. Geely, Great Wall, Great Wall and even SAIC- GAC's own brands took advantage of the SUV boom to cut into the accelerated development period, but BYD plunged into the development of new energy vehicles. At the beginning of the year, Di Fen reunited with Boss Wang and expressed her feelings for BYD. Tears flashed by. In June, Tang, the first three-engine four-wheel drive dual-mode SUV of 542 strategy, was officially launched. BYD sold nearly 62,000 new energy vehicles throughout the year, winning the global new energy vehicle sales champion. In the annual report, the income from new energy automobile business reached 654.38+09.342 billion yuan, accounting for 50% of the automobile income and 246.5438+07% of the total income of the Group, which became a bright color. At the same time, BYD electric buses K9 and e6 operate in 65,438+090 cities in 43 countries on 6 continents, with a cumulative mileage of 360 million kilometers, setting a record for the longest operating mileage of electric vehicles in the world.

In 20 16, BYD put forward the direction of "all-round electrification layout" on the basis of Diffen conference, and planned the dynasty series at DEAMS Festival, which shows that BYD is focusing on new energy vehicles at this time. This year's new cars are Song DM and Qin EV. In addition, Wang Chuanfu specifically mentioned in his speech: "BYD is building an automotive Internet eco-industrial chain step by step." At this time, BYD's understanding of cars is not just a travel tool. It can be said that BYD has been at the forefront of the industry in some ideological cognition. Whether intentionally or unintentionally, since then, it has actually been laid out after the fiery "new four modernizations".

20 16 is more than BYD's. Another highlight of this year is the appearance of cloud track with five years of research and development and accumulated investment exceeding 5 billion yuan. BYD has started a new business in the transportation field. In the following years, BYD signed orders from many cities at home and abroad, including two cities in Brazil in February 2020.

After paying attention to fuel vehicles for less than two years, BYD seems to go back and re-examine everything. Perhaps the growing gap between the development speed of the automobile industry and other brands has attracted BYD's attention. In 20 16, BYD finally made up its mind to improve the criticized styling design problems, and introduced overseas talents for the first time, and hired Wolfgang Eiger, the new design director of Audi, as the chief design director, and Hans, the Mercedes-Benz chassis adjustment engineer, as the chief chassis adjustment expert.

Highlight moment? Longyanshang line

Make up the design shortcomings? Back to the center of the stage

In 20 17, people paid attention to BYD's passenger car business again. In April, at DEARMS Brand Festival, Iger appeared. In September, Song MAX designed by Iger went on the market, which surprised the audience. The "design made by engineers" completely completed the historical mission, and BYD Auto was "Yan value online" for the first time. It can be said that the BYD passenger car, which came to the edge unconsciously, returned to the center of public view with the value of Song MAX. This car won 30 thousand orders in a month.

In 20 18, BYD ushered in the highlight moment of "brand-new revival" under the catalysis of international thinking. In March, the first dragon application? The brand-new family design language of the second generation Face was listed in the Tang Dynasty, and its value doubled. The annual sales exceeded 60,000 vehicles, including 37,000 hybrid vehicles, accounting for more than half. The main sales models are more than 200 thousand, and the owners are mainly white-collar workers in first-tier cities. This year, BYD's annual sales once again exceeded 500,000 vehicles. Although the annual target of 600,000 vehicles was not achieved, it was the first time that BYD exceeded 500,000 vehicles after 2065,438+00. Long Yan's blessing is indispensable.

BYD has set an annual sales target of 650,000 vehicles for 20 19, and plans to use fuel vehicles and new energy vehicles to walk again. At the beginning of the year, BYD held the "Spring New Product Launch Conference", and announced the launch of nine new cars in one breath, reorganizing the dynasty series that had completely changed its face in the past year. Subsequently, the pure electric E platform was released, and based on this platform, two pure electric vehicles, e 1 and e2, were launched, focusing on the scooter market of 65,438+10,000 yuan, reopening the "sub-network sales" mode, and distinguishing the Dynasty series and E-network in channel construction. However, the positioning of the two new cars does not reflect the price advantage of BYD's self-produced power battery, which saves the development cost in design, and the practice of following F0 is not accepted by the market.

At the same time, in the cold winter of the automobile industry, BYD's plan did not receive the expected results. This year, the sales volume of 4,565,438+0.2 million vehicles was recorded, down 65,438+0.3% year-on-year. Due to the recession of subsidies, BYD's new energy vehicle sales decreased slightly by 2,654,380+0.93 million units, giving the position of global new energy vehicle sales champion to Tesla in full swing.

20 19, 1 1, BYD and Toyota officially announced a joint venture to establish a pure electric vehicle company, with each party contributing 50%. The joint venture company of both parties will carry out the design, research and development of pure electric vehicles, their platforms and parts, and the new company will be composed of personnel from both parties engaged in related businesses. This is another bright moment for BYD, and it also shows that BYD's electrification technical strength has reached the international level.

Having said that, you may wonder why BYD has released the cloud track scheme for three years, and why the cloud track with small investment and short cycle has not been put into use. I checked, and it was reported on the Internet that the cloud track construction project was completely stopped in China for some time, and the reason was unknown. It is reported that CRRC is grabbing orders. However, the latest news is that the construction of some urban projects of BYD Cloud Track has been restarted. Recently, BYD has connected two cities in Brazil and signed a cloud track project.

Summary:

16 is a very short history for an automobile enterprise. Mercedes-Benz built cars 130 years, Ford built cars 1 17 years, and Toyota built cars for 63 years. What's more, its own brand grew up under the background that China's industrial development lags behind the West. What we should see is that BYD has made great progress in this 16 year. If you walk too fast, you will inevitably make mistakes and encounter problems. What is worthy of recognition is that BYD responds quickly on the road of solving problems and continuous improvement, and will rise again after adjustment. Compared with rapid expansion, the result of band growth is easier to predict.

In 20 19, BYD sold 4,565,438+0.2 million vehicles, ranking fifth in the sales volume of its own brand in the whole year. New energy is still BYD's unshakable direction. After its batteries are opened to the outside world, it will make the overall business healthier and is expected to offset the financial impact of subsidies. At the same time, BYD pays more attention to the development of fuel vehicles than in previous years, and remains the market leader, which is a more mature systematic performance.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.