Tengshi Automobile, as a joint venture between BYD and Mercedes-Benz, did not perform well in previous years. However, after the equity transfer in 20021and 65438+February, Tengshi Automobile entered a new turning point, and its medium and large MPV Tengshi D9 also achieved good sales.
The latest news is that the Tengshi N7, the second production car announced in May last year, announced its appearance and a little information in early March. It is expected to be unveiled at the Shanghai Auto Show in April and listed in summer.
1, Tengshi Automobile-The Difficult Road to the Rise of High-end Brands
Tengshi Automobile was founded on 20 10 by BYD, a leading new energy automobile enterprise in China, and Mercedes-Benz, a luxury automobile giant. Tengshi has been widely concerned by the market since its birth. Of course, there is no applause, but the voice of singing bad is rampant. Many people think that BYD is selling dog meat, and they are worried about the price of luxury cars and buying a low-end car. However, with the passage of time, after the equity change of 202 1, Tengshi Automobile finally got rid of the negative and turned to the right track. According to Tianyancha data, Tengshi Automobile's major shareholder is BYD, accounting for 90% of the shares, and Mercedes-Benz accounts for 10%. Although it is not fifty-fifty, Teng's is by no means selling dog meat.
In May 2022, Tengshi Automobile released its first model, Tengshi D9, which was officially listed in August of the same year, with a price of 329,800-459,800 yuan. As a luxury MPV, the release of Tengshi D9 has attracted great attention. According to Tengshi News, at present, the D9 order has exceeded 60,000 vehicles, and 7,325 vehicles were delivered in February this year, second only to GL8 in the domestic market. In this price range, Tengshi D9 has brought great brand building to this new brand.
As an MPV, D9 can't bear the rise of Tengshi brand, so the second car Tengshi N7 is launched in time, and we can clearly see the brand mission that D7 will undertake.
2. See Tengshi N7 through the revealed information. Hunting clothes +coupe = hunting and running?
Tengshi positioned the N7 as a "hunting and running" SUV. As the name implies, the new car will take into account both hunting clothes and coupe. Of course, today's car manufacturers are very good at "coining words", such as SUC. As a consumer, Bian Xiao doesn't want the brand to design "impractical" cars in order to be different, and he doesn't want the automobile manufacturers to learn to shout slogans only in marketing.
Specifically, Tengshi N7 is really fashionable and eye-catching in design. Like other electric vehicles, the front face adopts a closed grille with serrated LED strip embedded on both sides, and a silver guard and a black-and-white front enclosure are also designed under the grille. The headlight group adopts integrated structural design, and the matrix light source is matched with Y-type daytime running lights, which has high recognition effect. It is worth mentioning that the laser radar is built in the irregular decorative area under the light group, and it should have different performances in assisting driving in the future.
The side of the car body is designed with a short waistline, which extends from the camera at the fender to the door handle of the back door, showing an upward shape, and is also equipped with a hidden door handle. This tire is equipped with PremiumContact C series products with specifications of 245/45 R20. The wheel hub is designed with five spokes and two colors, and the style is like a fan blade, which is more sporty.
The rear of the car is equipped with a wide hollow tail and a built-in high-position brake light. The rear sliding design has a narrow view of the rear windshield. However, judging from the camera in the middle of the tail wing, it is expected that the car will be equipped with a streaming rearview mirror. The light sources on both sides of the penetrating taillight are similar to headlights, which brings a certain recognition effect.
In terms of body size, the length, width and height of N7 are 4860/ 1935/ 1602mm, respectively, and the wheelbase is 2940mm. The length and wheelbase of the car body can reach the mainstream level. However, in order to create a sports atmosphere, the height of the car body is reduced to 1602 mm, and the battery pack under the car will occupy a certain vertical space, so the head space of the new car has become a key concern.
3. The road to the future development of Tengshi Automobile-the road is long and Xiu Yuan is awkward.
Back to Tengshi development road, although the order volume and delivery volume of luxury MPV Tengshi D9 are high, it may have established the cognition and recognition of luxury brands in users' minds, but this does not mean that subsequent models can make money lying down.
The delivery time of Tengshi D9 really makes users "angry". If the follow-up models are mainly market users, the delivery will be more concerned by users. Although the chief founder of Tengshi has apologized to users at the press conference at the beginning of the year, the apology does not mean recognition. Tengshi's subsequent launch must keep up with the sales rhythm in order to gain higher recognition.
According to Tengshi's plan, there will be more than 300 offline stores this year, covering more than 100 cities. Of course, the requirements of users will only get higher and higher. Tengshi also needs to speed up the deployment of exhibition cars and test cars in the exhibition hall, seize the east wind that customers pay attention to, and help the brand gain a foothold in the high-end market.
Although Tengshi has a strong development momentum and everything goes smoothly, it is not easy to survive in the highly competitive domestic market, not to mention the precious years wasted because of equity and other issues when Tengshi was just born. As far as the domestic market is concerned, brands such as Geely, Weilai and Tucki all have their own high-end sub-brands or high-end positioning, and the competition pattern is already fierce. It's really a long and difficult road to stand out from the crowd.
Written at the end,:
Tengshi, as an important step towards high-end BYD, has a long development process. We hope to have our own high-end car brand, bring better experience and lower-priced luxury cars to domestic users, and don't want car manufacturers to treat domestic users as leeks for personal gain. Of course, in the capital market, many users are regarded as leeks, such as Boss Jia's car and Boss Xu's car.
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