擒数网 （随信APP) | 比亚迪在欧洲大幅提升认可度，开始向上发展！

擒数网 （随信APP) | 比亚迪在欧洲大幅提升认可度，开始向上发展！
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首发3日全球销量超过1000万。

可以说，《黑神话：悟空》在海外的影响力远超一款普通的3A游戏，不仅让它迅速跻身全球顶级单机游戏之列，更是成为了中国游戏产业向世界展示中国文化的一次成功尝试。

一时间，似乎人人都变成了「天命人」。

同样，在汽车领域也有一位破局者，书写了一段差不多的故事，凭借对于技术的不断坚持，从起初的「造电池」，变成了享誉国内外的新能源车销冠——比亚迪。

对于比亚迪的展台，《纽约时报》是这样描述的：

在比亚迪展台，大屏幕中放映的是世界各地的地标建筑，从里约热内卢的基督救世主雕像到巴黎的凯旋门——比亚迪在用这种方式来展示他们的雄心壮志。

这一次，比亚迪也成为了放马西行、奔赴灵山的「天命人」。

巴黎车展上的「中国肌肉」

在本届巴黎车展上，比亚迪带来了不少新车，其中最引人注目的，无疑是首次亮相的BYD SEALION 7，也就是海狮07 EV。

这款新车依旧由比亚迪设计总监沃尔夫冈·艾格打造，双U型悬浮式车灯与海浪般的深雕曲线相得益彰。

除了海狮07 EV，首次亮相巴黎的仰望U8和另一款走量车型海豹，也成为了车展上的必须打卡体验的车型。此外，欧洲观众还有机会亲身体验海豚、ATTO 3（元PLUS）以及SEAL U DM-i，也就是大家熟悉的宋PLUS DM-i。

实际上，比亚迪新能源乘用车进入欧洲的时间并不长——三年。然而，就在这短短三年的时间里，比亚迪已在欧洲20多个国家及地区，推出了包括掀背车、轿车、SUV在内的多种车型，来满足消费者多样化的需求。

光有车还不够，比亚迪还想顺带解决充电问题。在本届巴黎车展上，比亚迪与合作伙伴壳牌共同宣布，将为比亚迪欧洲车主开放欧洲境内约30万个壳牌充电桩的使用权。

在欧洲，壳牌旗下的充电网络是欧洲覆盖范围最广的汽车充电网络之一，其站点遍布加油站、交通枢纽、目的地及核心街道。而欧洲的比亚迪用户，将获得壳牌充电网络的专属白金会员资格，享受便利且优惠的充电服务。

不同于传统燃油车，中国新能源车「出海」所输出的不只是整车产品，完善与之配套的补能与服务体系也同样重要。随着比亚迪与海外合作伙伴的合作网络不断扩大，当地的新能源汽车市场也将如同中国市场一样，在竞争与合作的双重推动下，迅速走向成熟和完善。

国际能源署在今年4月发布的一份报告中提到，2024年中国市场的电动汽车销量将突破1000万辆，约占国内市场总销量的45%。

这份报告还称，去年全球电动汽车销量猛增了35%，达到创纪录的近1400万辆。而今年，电动汽车行业将会在这一基础上大幅增长，全年销量预计达1700万辆，占全球汽车总销量的五分之一以上。

但令人疑惑的是，今年以来，欧洲市场的新能源渗透率一降再降，似乎与浩浩荡荡的新能源浪潮背道而驰。外媒的一项数据显示，今年8月，欧盟纯电动汽车的销量同比下降43.9%，欧洲纯电市场面临连续4个月下滑的境地。宝马CEO奥利弗·齐普策（Oliver Zipse）甚至表示，欧洲从2035年起禁售燃油车这一计划「已不再现实」。

相比中国新能源市场的如火如荼，欧洲的新能源行业正在经历「至暗时刻」。

难道，欧洲人不喜欢开电车了？

实际上，欧洲新能源市场表现不佳，主要原因在于高昂的售价，而非需求量的下滑。数据机构Jato Dynamics今年上半年的研究表明，由于欧洲新能源补贴大幅退坡，该市场的纯电汽车的平均售价高达6.5万欧元，约为燃油车的两倍。

高昂售价背后是居高不下的成本。观察近两年欧洲动力电池和电动汽车产业的发展可以发现，欧洲低估了构建本地动力电池产业链、释放动力电池产能的难度，且严重缺乏的核心材料供给能力。

这种供应短缺导致电池成本居高不下，进而推高了电动汽车的价格，削弱了消费者的购车热情。随着市场需求的减少，电池厂商为了降低成本，不得不进一步提高电池价格，从而陷入了一个恶性循环。

比亚迪则有所不同。得益于其在全产业链的布局优势，即便是在竞争激烈的中国市场，比亚迪也能实现更为有效的成本控制，与欧洲市场相比，比亚迪在成本控制方面的优势只会更加明显。

在产业链上的优势，自然带来了更有竞争力的价格，在欧洲起售价不到5万欧元（约38.5万元人民币）的海狮07 EV，对消费者展现出了很强的吸引力。另一方面，比亚迪在技术上的领先，也给欧洲用户带来了区别于本土车型的优秀驾乘体验。

这种技术与价格的双重优势，自然使得比亚迪的产品更受欧洲消费者的青睐。事实上，销量数据也能佐证这一点——比亚迪今年1月至7月在欧洲的总销量高达21409辆，大幅超过了去年全年的15644辆。展示出了强劲的增长势头。

与此同时，比亚迪还尝试从B2B的角度打开市场。

早在2022年，比亚迪就与德国汽车租赁公司SIXT签署了合作协议，SIXT将在后续6年内向比亚迪采购至少10万辆新能源车。如今经过一年多的使用，SIXT也发现，与公司购入的其他纯电车型相比，比亚迪ATTO 3的运营成本明显更低。

也许是看到了SIXT算的这笔账，今年8月，Uber也和比亚迪签下了一个10万辆的大单。

实惠且好开的车，谁都爱。

「比亚迪始终坚持用技术创新满足人们对美好生活的向往。」比亚迪执行副总裁兼比亚迪美洲地区总裁李柯，这次也来到了巴黎车展现场。

我们有世界上规模最大的汽车研发团队，在全球有近11万名研发人员和11个研发机构。我们将继续为欧洲客户提供集设计、技术和效率为一体的产品。

根据比亚迪2024年上半年的财务报告，比亚迪今年上半年研发投入了202亿元，同比增长了42%，研发上的巨额投入，让比亚迪拥有独属于自己的「技术鱼池」。DM技术、刀片电池、e平台3.0、云辇、易四方等核心技术，不仅解决了国内用户的不少痛点，也成为了比亚迪走向国际市场的有力武器。

在欧洲，除了推出入门级车型，比亚迪还在品牌向上的发展上做出了尝试，除了前文提到的仰望U8以及正在纽伯格林北环赛道刷圈的仰望U9，比亚迪最近还把旗下又一旗舰车型带到了欧洲。

上周，一套在欧洲的腾势N9实拍图火爆网络。从外观来看，这辆全尺寸SUV线条平直，身形与路虎揽胜不相上下，同时还保持了较高的品牌辨识度。

比亚迪深知，在乘用车市场的激烈竞争中，产品力和品牌力是两大核心要素。

不同于商用车，乘用车市场不仅要求产品本身具备过硬的实力，品牌的吸引力和影响力同样至关重要。除了引入高端车型，成为欧洲杯官方出行合作伙伴、在香榭丽舍大街开设旗舰店等，都是比亚迪扩大品牌影响力的重要举措。

咨询公司Horváth的报告显示，欧洲杯之后，比亚迪在欧洲市场的知名度和认可度得到了巨大提升。过去一年时间内，表示愿意在购买新车时考虑中国品牌的欧洲受访者比例从32%上升至48%。而在一众中国品牌中，比亚迪品牌在欧洲的认可度仅在半年时间内就从10%升至36%，成为了过去一年之内进步最大的中国品牌。

曾经用技术和产品力征服欧洲纯电大巴市场的比亚迪，如今正朝着更强大的品牌形象迈进。

再高的关税，也挡不住中国新能源车

前一阵，欧盟委员会通过了对进口中国电动车征收最高35%反补贴税，叠加在原有的10%进口税基础之上。这项决定将在11月落

英文版:

First-day global sales exceed 10 million.

It can be said that "Black Myth: Wukong" has had an impact far beyond that of a typical AAA game overseas, not only quickly rising to the top tier of global single-player games, but also becoming a successful attempt by the Chinese gaming industry to showcase Chinese culture to the world.

For a moment, it seems like everyone has become a "fated person" everywhere.

Similarly, in the automotive field, there is also a disruptor who has written a similar story, starting from "making batteries" and becoming a leader in the new energy vehicle market – BYD.

With the successful conclusion of the 90th Paris Motor Show, as we look back at this historically prestigious automotive event, we can easily see that BYD, a Chinese automaker, has stood out among many exhibiting brands, becoming one of the highlights of the show.

Regarding BYD's booth, "The New York Times" described it as follows:

"At the BYD booth, a large screen displays landmarks from around the world, from the Christ the Redeemer statue in Rio de Janeiro to the Arc de Triomphe in Paris – BYD is using this method to showcase their ambitions."

This time, BYD has also become a "fated person" riding towards Mount Ling.

“Chinese Muscle” at the Paris Motor Show

At this year's Paris Motor Show, BYD brought a number of new cars, among which the most eye-catching was the debut of the BYD SEALION 7, also known as the Sea Lion 07 EV.

This new car was designed by BYD's Chief Designer Wolfgang Egger, with its double U-shaped suspended headlights complementing the wave-like deep sculptured curves.

In addition to the Sea Lion 07 EV, both the Upright U8 and another popular model, the Seal, made their debut in Paris and became must-see models at the show. Additionally, European viewers also had the opportunity to experience the Dolphin, ATTO 3 (Yuan PLUS), and SEAL U DM-i, also known as the familiar Song PLUS DM-i.

In fact, BYD's entry into the European new energy passenger vehicle market has not been long – only three years. However, in this short three-year period, BYD has launched a variety of models including hatchbacks, sedans, and SUVs in more than 20 countries and regions in Europe to meet the diverse needs of consumers.

Just having cars is not enough, BYD also aims to solve the charging problem. At this year's Paris Motor Show, BYD and its partner Shell jointly announced that they will open up the use of around 300,000 Shell charging stations within Europe for BYD European car owners.

In Europe, Shell's charging network is one of the most widely covered car charging networks in Europe, with its locations spread across gas stations, transportation hubs, destinations, and core streets. European BYD users will receive exclusive platinum membership to Shell's charging network, enjoying convenient and discounted charging services.

Different from traditional fuel vehicles, the "going abroad" of Chinese new energy vehicles is not just about exporting whole vehicle products, but also about the complementary energy replenishment and service system. As BYD's cooperation network with overseas partners continues to expand, the local new energy vehicle market will quickly mature and improve, driven by competition and cooperation just like the Chinese market.

The International Energy Agency mentioned in a report released in April this year that by 2024, the sales of electric vehicles in the Chinese market will exceed 10 million vehicles, accounting for about 45% of the total domestic market volume.

The report also states that last year, global electric vehicle sales surged by 35% to nearly 14 million vehicles, setting a record. This year, the electric vehicle industry is expected to see significant growth on top of this, with a total annual sales forecast of 17 million vehicles, accounting for over a fifth of the total global automobile sales.

However, it is puzzling that the penetration rate of new energy vehicles in the European market has been declining this year, seemingly contradicting the booming trend of new energy vehicles. Data from a foreign media outlet shows that in August this year, pure electric car sales in the EU dropped by 43.9% year-on-year, marking the fourth consecutive month of decline in the European pure electric market. BMW CEO Oliver Zipse even stated that the plan to ban the sale of fuel vehicles in Europe from 2035 is "no longer realistic."

In contrast to the booming Chinese new energy market, the new energy industry in Europe is experiencing a "low ebb."

Could it be that Europeans no longer like driving electric vehicles?

In reality, the underperformance of the European new energy market is mainly due to high prices, rather than a decline in demand. Research from Jato Dynamics in the first half of this year indicated that due to significant reductions in European new energy subsidies, the average selling price of pure electric cars in the market reached up to €65,000, about twice that of conventional fuel cars.

Behind these high prices are the consistently high costs. Observing the development of the European power battery and electric vehicle industry over the past two years reveals that Europe has underestimated the difficulty of building a local power battery industry chain and releasing power battery capacity, as well as a severe lack of core material supply capabilities.

This supply shortage has led to high battery costs, thereby increasing the prices of electric vehicles and dampening consumer interest. As market demand diminishes, battery manufacturers are forced to raise battery prices further to reduce costs, leading to a vicious cycle.

BYD, on the other hand, is different. Thanks to its advantages in the entire industry chain layout, even in the fiercely competitive Chinese market, BYD can achieve more effective cost control. Compared to the European market, BYD's cost control advantages will become even more obvious.

The advantages on the industrial chain naturally lead to more competitive prices. The Sea Lion 07 EV, priced at less than €50,000 (about 385,000 RMB), demonstrates strong appeal to consumers. Moreover, BYD's technological leadership also provides European customers with exceptional driving experiences distinct from local models.

This dual advantage of technology and price naturally makes BYD's products more popular among European consumers. Sales data also confirms this – BYD's total sales in Europe from January to July this year reached 21,409 units, significantly exceeding the 2023 full-year sales of 15,644 units, demonstrating strong growth momentum.

At the same time, BYD is also trying to open up the market from a B2B perspective.

As early as 2022, BYD signed a cooperation agreement with the German car rental company SIXT, which would purchase at least 100,000 new energy vehicles from BYD in the next 6 years. After more than a year of use, SIXT has found that the operating costs of the BYD ATTO 3 are significantly lower than other pure electric vehicles purchased by the company.

Perhaps seeing the cost-effectiveness of this deal, in August this year, Uber also signed a deal with BYD for 100,000 vehicles.

Whether affordable or easy to drive, everyone loves a good car.

"BYD has always insisted on using technological innovation to meet people's aspirations for a better life," said Li Ke, Vice President of BYD and President of BYD Americas, who was also present at the Paris Motor Show.

"We have the world's largest automotive R&D team, with nearly 110,000 R&D personnel and 11 R&D institutions worldwide. We will continue to provide European customers with products that integrate design, technology, and efficiency."

According to BYD's financial report for the first half of 2024, the company invested 20.2 billion RMB in research and development in the first half of this year, a 42% year-on-year increase. The substantial investment in research and development has allowed BYD to have its own unique "technology pool." Core technologies such as DM technology, blade batteries, e-platform 3.0, cloud navigators, and Yisin Fang have not only addressed many pain points for domestic users, but also become powerful weapons for BYD to enter the international market.

In Europe, in addition to introducing entry-level models, BYD has also made attempts in the development of its brand image. In addition to the aforementioned Upright U8 and Upright U9, which set lap records at the Nurburgring Nordschleife, BYD recently brought another flagship model to Europe.

Last week, a set of real shots of the Tengshi N9 in Europe went viral online. From the exterior, this full-size SUV boasts straight lines, a body shape comparable to the Range Rover, while maintaining a high level of brand recognition.

BYD understands that in the competitive passenger vehicle market, both product strength and brand strength are crucial. Unlike commercial vehicles, the passenger vehicle market not only demands products with solid capabilities but also requires attractive and influential brands. Introducing high-end models, becoming the official travel partner of the European Championship, and opening flagship stores on the Champs-Elysées are all important measures BYD is taking to expand its brand influence.

A report from Horváth consulting shows that after the European Championship, BYD's visibility and recognition in the European market have greatly improved. Within the past year, the proportion of European respondents willing to consider Chinese brands when buying a new car has increased from 32% to 48%. Among the various Chinese brands, BYD's brand recognition in Europe has increased from 10% to 36% in just half a year, becoming the Chinese brand that has made the greatest progress in recognition among European consumers over the past year.

Once conquering the European electric bus market with technology and product strength, BYD is now advancing towards a stronger brand image.

Even high tariffs cannot stop Chinese new energy vehicles

Recently, the European Commission passed a measure imposing a maximum anti-subsidy tariff of 35% on imported Chinese electric vehicles, on top of the existing 10% import tax. This decision will take effect in November and last for five years.

Amid rapid global automotive industry development, this decision by the European Commission clearly contradicts industrial development logic and the current situation in the European market. As a result, this decision has met strong opposition from many European automakers, including the German Big Three.

Vice President Li Ke expressed in a recent interview with German media that imposing tariffs is a loss for consumers. "This is unbelievable," she said.

Regardless, Li Ke remains confident in BYD's prospects in the European market. She confidently stated that within six months, BYD could convince German consumers to choose their cars.

Indeed, this protectionist approach poses a challenge to the westward path of Chinese car companies, but it also motivates them to innovate technologically and build their brands. Li Ke revealed that BYD plans to start producing pure electric passenger vehicles in Hungary by the end of 2025, and the location of the second new energy vehicle assembly plant in Europe has already been selected and is in preparation.

In addition, BYD is accelerating the expansion of its local dealer network. In August this year, BYD reached an agreement with one of Europe's largest dealer groups, the Hedin Mobility Group, transferring the sales rights of BYD passenger vehicles and components in the German market to BYD.

With the promotion of localization in Europe, BYD's industrial chain layout, product experience, sales and service networks, brand influence, and other aspects will all see qualitative improvements. The advantages BYD has over local brands will become more prominent, and success in the European market is just a matter of time.

Li Ke firmly stated in front of the camera:

"BYD will become an important market player in Europe."

From the data point of view, BYD's overseas sales from January to September this year are approaching 300,000 units, far exceeding last year's full-year sales level. Achieving good results in the market is the confidence behind BYD's firm overseas strategy.

Focusing on Europe, it remains a potential new frontier. For BYD, it is also a crucial link in its overall overseas strategy. BYD's meticulous layout in Europe and active market investment demonstrate its strong confidence in winning the market. This strategic vision and initiative undoubtedly enhance BYD's competitiveness in the global market.

On the closing day of this year's Paris Motor Show, BYD announced a global strategic partnership with "Black Myth: Wukong."

As two disruptors in the Chinese technology industry, BYD and the gaming sciences partnership have not only enhanced Chinese cultural soft power, but also demonstrated a joint advancement of Chinese brands on the world stage.

Riding towards Mount Ling, facing fate head-on, every Chinese brand is rushing towards its own "sacred mountain," using world-class quality to become a world-class brand and tell the Chinese story.


认可度暴涨 3 倍！比亚迪在欧洲开启向上之路
#认可度暴涨 #倍比亚迪在欧洲开启向上之路

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