Easy car： stable price+improved sense of technology, BYD Han EV hits the hearts of young customers.

According to the data of "Yi Che Zhi" and "October Passenger Car Market Operation Report", in October 2021, the sales volume of BYD Hanxin Energy reached 9,250, a year-on-year increase of 134.3%; From January to October this year, BYD’s cumulative sales volume of Hanxin Energy was 82,087 vehicles. According to the data released by BYD, as of October, Hanxin has achieved positive sales growth for seven consecutive months, and the monthly sales volume has exceeded 10,000 for the sixth time. Therefore, Hanxin has also become a well-deserved star among domestic high-end new energy vehicles.

Zhang Lin, the general manager of Beijing BYD Dynasty flagship store, told Yi Chezhi that BYD Han, as a domestic B-class car, accounts for about 40% of consumers aged 25-35, which is quite rare. He believes that Han models are widely favored by the younger generation, which is the result of the proper combination of product strength and channel sales strategy.

Nowadays, vehicle modeling is a prerequisite for grasping the younger generation of consumers. Former Audi design director Iger has sharpened his sword for five years, integrating China elements with international trends. The birth of BYD Han has created the DNA of a new era of independent vehicles, and its design sense and trendy aesthetics have undoubtedly touched many young consumers. "Most young people are’ Yan Kong’, and the plain shape is tantamount to a horse slipping." Fan Anjing, sales director of Suzhou Ganyuan Xinjing BYD, said, "Young people’s pursuit of beauty is more unique than other age groups, and Han’s overall design is not stereotyped, which is far from the stereotype of domestic independent brand models."

Zhang Lin pointed out that in addition to design, the sense of science and technology is also a major selling point for products to attract young people. BYD, which built its own R&D system in the early years, is a leader in the automotive three-electric system. Soon after the revolutionary R&D achievement-blade battery was launched, BYD Han EV also came out.

Based on excellent quality, BYD Han EV also has the "Three Electricity Lifetime Warranty", which can be described as full of sincerity. Fan Anjing said that when explaining the Han model to potential users, the most basic thing is to fully develop the product’s own value. "The configuration of the car, the after-sales policy and BYD’s technology are the overall value of the vehicle. The value reflects the basis of pricing, and it is concluded that the model has a strong cost performance, which is an important basis for attracting young users to buy entry-level high-end cars."

"Chasing low prices" was once the label of domestic car consumers. With the improvement of national consumption level and industrial manufacturing level, a new generation of young consumers no longer blindly pursue low prices to save money, but they will not rudely pursue the identity brought by high prices. From the sales performance of BYD Han, young consumers tend to be more rational and pay more and more attention to the brand’s "true cost performance".

As a strategic model of BYD’s comparable Tesla Model 3, the Han model also has a fairly stable price system, which is rare among independent models. Zhang Lin revealed that since the listing, Han models have been sold at the manufacturer’s guide price, and dealers have not sold at a premium or at a reduced price. "In the past, consumers who bought domestic brands often encountered price cuts a few months after buying a car, so everyone would tend to wait and see the price and hold the money for purchase. Selling at the guided price like BYD Han is conducive to maintaining the high-end image of the brand and increasing consumers’ trust in the brand. "

Not only that, according to Zhang Lin, the purchase mode of "consignment by order" by Tesla and other brands has greatly reduced the inventory pressure of dealers on Han models and laid the foundation for the stability of the price system of the whole Han model. Especially in 2021, when there is a shortage of automobile chips and the production capacity is tight, the period from "making a decision" to picking up a car becomes longer. This model reduces the wait-and-see bargaining mentality when holding money for purchase, and indirectly makes consumers recognize the price.