[Information] Before the Qingming holiday, on March 30th, Daimler New Technology Co., Ltd. (BDNT) officially released its brand-new automobile brand Tengshi, DENZA. For many readers, Tengshi is a strange brand. In today’s article, the editor wants to introduce some information about Tengshi brand from different aspects and make a simple comment. (As the brand has just been released, more news has not yet reached the moment of publication. In addition to introducing relevant information, this paper also hopes that everyone and the editor will discuss the future development of Tengshi and electric vehicles together.. )
● Introduction of the new joint venture company
On March 30th, 2012, Shenzhen BYD Daimler New Technology Co., Ltd. (BDNT), a joint venture established by BYD Auto Co., Ltd. and Daimler according to the 50:50 investment, officially released its brand-new automobile brand Tengshi, with the English name DENZA, with a total investment of 600 million RMB. At the same time, the brand slogan "EV the Future" was officially released.
DENZA comes from the transliteration of the Chinese name "Tengshi", which means "Tengshi, electric future". The blue of water droplets on the logo is the blue of technology and the blue of the future, which reflects the brand’s environmental protection vision of pursuing purity and nature. (Click here to view the brand release details)
● BYD-Lian Yubo: Building China’s own brand of high-end electric vehicles.
★ There is no market for high-end electric power at present.
According to Lian Yubo, CEO of BYD Daimler New Technology Co., Ltd., Tengshi brand will "build high-end electric vehicles with its own brand in China" in the future. From this point of view, the positioning of Tengshi brand in the future is higher than that of BYD’s electric products at present.
According to BYD officials, the mode of cooperation between the two parties is: BYD will provide battery technology and practical operation experience of electric vehicles in China, while Daimler will provide vehicle structure, safety and 126 years of experience in vehicle development. From the perspective of the products to be produced, Daimler’s design team will lead the design of appearance style, body and chassis, while BYD will be responsible for developing the electric drive system.
So, can the above development model achieve the goal of Tengshi to build high-end electric vehicles?For this question, the manufacturer’s answer is that it can be realized because of Daimler’s experience and BYD’s technology. The editor has a little thought about this.
In fact, we have to define what is "high-end electric" first. At present, in China, pure electric vehicles can be said to belong to high-end models, which are far from everyone’s life in terms of ease of use and price of models. For our consumers, high-end electric power should belong to the high-end middle and high-end, which is farther away from the average consumer, a bit like a castle in the air.
According to Mr. Lian, Tengshi brand products will focus on the domestic market in the future. As we all know, the domestic new energy vehicle market has not been rolled out at present. It can be said that all families are constantly testing the water before the policy is clear. Therefore, under such national conditions, the positioning of Tengshi brand, a high-end electric vehicle,Judging from today’s market, it will basically not bring any economic benefits.
★ "Star effect" is more important
At present, it may not bring economic benefits. What are BYD’s own considerations for launching the concept of high-end electric vehicles? For this problem, the editor speculated that there may be the following factors:Looking back at BYD’s history, BYD had two huge thrusts, electric vehicles and Buffett..
Electric cars can be said to be the foundation of BYD’s family. To make an inappropriate metaphor, if I tell you not to do it one day, I think the degree of surprise will be similar to hearing that BYD is not doing electric cars. Therefore,Although the foundation of this family is not very clear in the domestic market at present, it will not bring much economic benefits in the short term, but persistence is still the reason why people can believe and support BYD.. Moreover, BYD’s electric technology has also been ahead of the domestic market.
"Years of electric vehicle operation have brought BYD more good reputation than economic benefits."
In addition to the fact that electric cars are the foundation of a family, the factor corresponding to Buffett is Daimler’s name. Although the word ""is more widely known and deeply rooted in the hearts of consumers in China than Daimler, many people equate the two in their minds.The "star effect" brought by the cooperation with Daimler is still very helpful to the influence and popularity of BYD brand.. The recent growth of BYD’s share price is also inseparable from today’s cooperation.
"It can be said that the favor of Buffett (right) made the world know BYD."
From the perspective of capital market, risks coexist with opportunities. For investors,The reason why Buffett and Daimler today can be bullish on BYD is actually betting that China’s new energy policy will be clear one day, and when that day comes, the harvest will be far more than the immediate pay.Therefore, from the above two points of view, the new Tengshi brand is more about aiming at a brand in the future.
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