Manufacturer: car drill bit
Tengshi never imagined that the first gift given to BYD at the beginning of the year was actually bombarded.
On February 10, Wu Jianming, the founder of Shenzhen Aichuxing Car Rental Co., Ltd. (iGO time-sharing platform), issued a document denouncing Tengshi Automobile. The reason is that the battery of the 1033 Tengshi electric vehicle purchased by the company failed, and a large number of vehicles were forced to idle, resulting in a total loss of 600 million yuan. At the same time, due to unsuccessful negotiations with BYD for many times, BYD was labeled as "shop second".
As soon as the news came out, public opinion spread everywhere. Teng Shi also responded quickly. According to the official, the contradiction between Tengshi and love of travel was caused by a dispute over the performance of the contract, and it is still in legal proceedings and has not yet been concluded.
In between, it is inevitable that people will be eager to eat melons. However, before the final judgment of the law comes out, I still hope that everyone will eat melons rationally.
On the surface, although the dispute between them is caused by battery decay and after-sales service, it also reflects the cooling of the rental market.
Love to travel and thunder, BYD back the pot? ?
In the face of the bombardment of love travel, it is inevitable that people will have doubts. Is the company's main product only Tengshi?
As the starter of timeshare track, the rental brands that love to travel mainly include Tengshi, Mercedes-Benz, BMW and Tesla. In other words, this travel company focuses on luxury brands.
The main model is Tengshi, accounting for more than 80%. Around 20 16 years ago, the company purchased * * 1700 BYD electric vehicles, and * * paid more than 400 million yuan, including Tengshi 300 electric vehicles 1333 vehicles.
The model with a battery life of 300km is really not enough today, but it was already a good level at that time. Battery decay is a recognized pain point of new energy, but now an old model eight years ago has been questioned because of battery life problems, and 20 16 has been in service. Will the earlier theory make the loss smaller?
Of course, Tengshi did not respond positively to the problems such as product maintenance and battery replacement mentioned by Aixing.
Now that love travel is on the verge of bankruptcy, it is a bit "big head" for BYD to take the blame. Looking at it from another angle, is the love of travel and thunder simply due to product problems? The time-sharing leasing industry where it is located has encountered a cold current, which is probably a deeper reason.
In 20 15, the time-sharing mode of most new energy vehicles flooded in, and the love trip was also established in this year. Subsequently, with the prominent operational problems and the cooling of the capital market, the 20 18 industry entered the stage of deep reshuffle. You Youche, EZZY, Muggle Travel and other platforms have closed down at a loss, and several leading time-sharing leasing companies such as EVCARD, Gofun and Panda have emerged.
From the brand point of view, although luxury brands headed by BBA have also entered this field, the situation is not smooth. Car2go, founded by Mercedes-Benz, officially entered the domestic market in 20 16 and was put into operation in Chongqing. Only three years later, it ended with Mercedes quietly retreating.
The layout of the high-end travel market is originally a win-win drama. Brands can take this opportunity to explore new market growth points and derive diversified brand images. For the platform, you can also use the power of luxury brands to enhance your popularity and attract more consumers.
But * * * car appreciation is not charity, and it is difficult to last without profit. The industry characteristics of heavy assets determine its large initial investment, and the complex later operation also tests the company's operational ability. If luxury cars are used for rental business, not only the purchase cost will increase, but also the vehicle management and maintenance costs will increase accordingly.
Therefore, many domestic rental platforms mostly choose low-cost electric vehicles, such as EV 150, Zhi Dou, Roewe e50 and Chery eQ. The mode of reducing costs and increasing efficiency can make the platform side survive better.
This "battery door" incident is more like a sacrifice under the reshuffle of the industry. Although sacrifice loves to travel, it also guides the latecomers with its own experience.
Don't "love war", is it more important to speed up brand building?
Tengshi faces the condemnation of loving travel and doesn't like war very much. This is a pertinent choice, and the dispute will be tried by the court. I still honestly do what I do now, that is, do my own brand planning.
After BYD took over, Tengshi's whole state began to improve. Tengshi D9, the first new car on the line, delivered a good answer sheet at the beginning of the year. The data shows that it sold 6,439 vehicles in June 5,438+10 * *, becoming the leader of luxury MPV with more than 350,000 new energy sources.
The whole vehicle has two versions of hybrid and pure electric, backed by BYD, and the whole vehicle has black technology blessing such as DM-i and blade battery to enhance the competitiveness of the whole vehicle. At the same time, there are selling points such as zero-gravity seats, car projection, panoramic canopy and super-large space to attract consumers. At the same time, OTA will bring various functional updates to Tengshi D9 in the first quarter of this year.
It is reported that the delivery of Tengshi D9 EV version is expected to be officially opened in February. According to the plan, Tengshi will launch a number of new cars this year, including pure electric vehicles and plug-in hybrid vehicles.
In BYD's product sequence, Haiyang. Com and Wang Chao. Com focuses on the popular route, positioning itself as luxury and looking up to the ultra-luxury market. The new energy MPV market entered by Tengshi D9 is still a relatively small market with huge development space. At present, only it, Lan Tu Dreamer and Krypton 009 have been listed.
But Teng Shi's ambition does not stop there. It is not difficult to see from the official promotional video of its new car winter test that besides Tengshi D9, there are two new SUVs-the big five-seat medium-sized SUVN7 and the six/seven-seat medium-sized SUV, which may be named N8. In other words, Tengshi will build itself into a brand covering more product lines.
From this point of view, BYD's comprehensive takeover has become a new attitude. While people are still complaining about its outdated products and image, Tengshi has quietly changed its microphone. If this "battery door" incident is an episode on the road to prosperity, then its subsequent development may have a greater point of view.
(Image source network, such as intrusion)
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