Text/Jin Cuodao Channel
"Sometimes believing in BYD is a nightmare for me!"
Recently, the iGO car rental platform in Shenzhen bombarded the giant BYD "store bullying customers".
The founder of iGO issued several denunciations on rights protection, frankly saying, "Because I believed in BYD, I lost more than 600 million yuan, and the company was on the verge of bankruptcy."
IGO founder’s condemnation of rights protection
In fact, the real problem is not BYD, but the joint efforts of BYD and Mercedes-Benz-Tengshi automobile
This "pro-son" who has been transparent for 12 years has been out of the circle one after another because of a series of dramatic events.
Not long ago, Tengshi also engaged in a dual-gun charging technology. One car occupied two charging piles, allowing netizens to shout "I met someone directly."
Tengshi double gun charging technology
Tengshi is a new energy brand, but it is by no means a new brand.
Weilai was born in 2014, and the ideal was born in 2015. Tucki only launched its first car in 2016, but Tengshi was established in 2010.
In the past seven years, Tengshi has sold a total of 20,000 vehicles with a loss of more than 5.22 billion.
Roughly speaking, for every car Tengshi sells, the company loses nearly 220 thousand.
Tengshi brand release
However, the new energy vehicle companies that forced themselves into bankruptcy and liquidation grabbed a lot, but the only one that forced others’ platforms was Tengshi.
What did BYD’s "son" do?
"I believe in BYD,
It was a nightmare I had! "
Wu Jianming, the founder of iGO, was once a big customer of Tengshi Automobile.
Tengshi sold a total of 2,287 vehicles throughout 2016, and this year, iGO sold 1,033 vehicles in one breath, which is definitely a facade for Tengshi.
As an absolute big customer of Tengshi Automobile, why did you suddenly turn your face?
IGO founder asks for help
In 2016, car sharing was in full swing. iGO bought more than 1,700 BYD electric vehicles, which cost more than 400 million yuan.
Among them, 1033 Tengshi 300 were the first mass-produced cars in Tengshi that year.
I didn’t expect that after about a year on the line, there were a lot of car returns and complaints on the platform, all because of the big problems in the most important parts of electric vehicles-Batteries.
Boss Wu speaks out to defend his rights
Boss Wu said that Tengshi’s official publicity can reach 300 kilometers, but in fact, the general driving can only reach about 150 kilometers.
This fatal endurance problem has led to either no one renting a car or basically returning it after renting it, resulting in a total loss of 600 million yuan.
During this period, Mr. Wu kept communicating with Tengshi, asking for maintenance or replacement of the battery, but Tengshi was very good, always on the high side, very arrogant, and never replied.
Boss Wu defends rights
Now, iGO has taken all BYD Tengshi off the assembly line, but the company is also facing bankruptcy, which led to boss Wu’s unbearable denunciation of Tengshi’s "biological father" in the video:
We think it is very shameful for BYD to take advantage of the store to bully customers.
As a native of China, I respect and support BYD brand, which is a national brand. But as a consumer, it is an endless nightmare …
Everyone believes that it is indeed because of BYD that it is not famous.
When Tengshi was born, Wang Chuanfu, the founder of BYD Group, publicly said: "As the children of Daimler and BYD, Tengshi Automobile is a brand born on the shoulders of giants."
At this time, BYD wants to acquire Mercedes-Benz’s advanced car-making technology through cooperation and transform into a high-end one. Daimler, a foreign giant, hopes to enter the new energy vehicle market in China through cooperation.
Wang Chuanfu and Daimler
Under echo each other, Denza Tengshi, the first brand of new energy vehicles in China, was born.
According to the agreement between BYD and Daimler, Tengshi Automobile is provided by BYD, the "father", and Daimler, the "mother", is responsible for the production and manufacture of the whole vehicle.
Moreover, instead of starting from the diaosi car king, I confidently typed a few words directly on PPT at the press conference:"Only provide new energy luxury cars!"
Tengshi auto conference site
At that time, in order to help Tengshi new car, Huawei CEO Yu Chengdong and LI founder Li Xiang successively received the "key" from Tengshi management and became the early owners of Tengshi car.
The outside world is extremely optimistic about this hybrid, and the media’s praise for Tengshi is even more absolute:
"If Tesla wants to shine in the electric vehicle market in China, it has to pass the Tengshi level."
media coverage
Ten times to save the "prince",
Still the last one.
What are the three core trump cards for manufacturing new energy vehicles?
Capital, technology and qualification.
Tengshi automobile was a rare three trump cards at that time, and there was nothing lacking-lack of money, BYD and Daimler rushed to send it.
Since the establishment of the brand, both BYD and Daimler have increased capital and "transfused" Tengshi Automobile for dozens of times.
In 2012, it was increased by 900 million, in 2013 by 860 million, in 2017 by 1 billion and in 2018 by 800 million. …
Lack of qualification, BYD, the earliest new energy tycoon in China, opened the way.
Lack of technology, when encountering insurmountable project problems, Daimler will send technical experts from the R&D department in Beijing or even from the German headquarters to solve the problems, and will invite the third-party technical team in Germany to join the solution.
But this most favored "half-blood", the academic performance is always the tail of the crane.
In 2015-2021, Tengshi automobile sales rose from 2,800 vehicles a year to 4,783 vehicles. In seven years, a total of more than 20,000 vehicles were sold, that is, the sales volume of the new force of making cars in the head for one month.
This embarrassment is not embarrassing, of course, there are more embarrassing.
In 2016, Tengshi Automobile’s annual sales volume was 2,287 vehicles, down 25.9% year-on-year, ranking first in the sales ranking of 69 car companies nationwide.
The car body is inlaid with "Daimler Group Joint Design and Manufacture"
This kind of sales data, as well as unimaginable losses, is obviously not an insignificant problem compared with the two big trees behind it.
1, high starting point, has become the soft underbelly of Tengshi.
Take Tengshi 300, which was listed in 2014, the starting price of 369,000 yuan has not been recognized by consumers, and the annual sales volume is around 2,000, which is a mess.
When it came to Tengshi 400, Tengshi said that the cruising range reached 400 kilometers, but the price also rose with it, directly breaking through 400,000.
Even if you can buy more than 300,000 yuan after the subsidy, you can already buy a luxury brand B-class car with medium and high quality.
Tengshi electric locomotive at the exhibition
The practice of "replacing oil with electricity" for Mercedes-Benz shell replacement products has brought about the evaluation of "four unlike".
2, the pricing is too arrogant, users do not buy it.
The three brothers who failed Tengshi, and the most famous Tengshi 500.
This Tengshi 500 is indeed out of the circle, and it was spit out by netizens."The ugliest electric car in history".
Tengshi 500 is called "the ugliest electric car in history"
To tell the truth, the modeling is really not bright, neither smart nor fashionable; Netizens gave an "ugly" evaluation one-sidedly.
Some netizens bluntly said that "300,000 drivers are as long as 60,000", and the face value and price are seriously mismatched.
Netizen tucao
Let’s talk about the battery technology, the core of Tengshi’s mid-to-high-end electric vehicle. The lithium iron phosphate battery technology used by Tengshi 500 is of course quite different from the ternary lithium battery commonly used in electric vehicles.
Several characteristics of Tengshi automobile’s poor face value technology, coupled with the arrogant pricing of 300 thousand yuan, finally suffered in sales.
Tengshi 500 pricing
The sales of several thousand vehicles a year, including bulk purchase by IGO and local taxi companies, shows how unpopular Tengshi automobile is in China’s new energy market.
As a hybrid of BYD and Daimler, let alone let Tesla tremble, but first lost to the unknown companies such as Yongyuan Automobile and Fujian Qiteng.
BYD’s foundation, Mercedes-Benz’s face, consumers do not buy it.
Struggling for 12 years,
Is it disappointing or too lazy?
Wang Chuanfu’s biggest loss is Tengshi Automobile.
However, Mercedes-Benz is not so patient, and it has been reported internally that "Daimler hopes to terminate Tengshi project and stop investing in this project."
Sure enough, Daimler transferred its large stake to BYD at the end of last year. In the past, the shareholding ratio was 1:1, but now it is changed to 1:9.
Basically gave up custody of this bad-hearted child.
Wang Chuanfu attended the auto show with Tengshi Automobile.
Byd thinks it can still kill.
Recently, Tengshi has been fully "di Hua". Zhao Changjiang, the former general manager of BYD Sales Company, became the general manager of Tengshi Sales Division.
The first bomb to make a comeback is a high-end new energy MPV, which is the "double-gun charging" momentum D9 mentioned at the beginning. Recently, Zhao Changjiang has been active in Weibo like a fake number, and he is definitely a conscientious propagandist of D9.
Zhao Changjiang’s propaganda
In knife elder brother’s view, it is biased for iGO to attribute all the loss of 600 million yuan to Tengshi. After all, the shared travel field is hard, and the limitation of its own business model of car time-sharing is the main reason for bankruptcy.
The battery problem of Tengshi 300 may be one of the inducing factors, but it may not make sense to put all the responsibilities on BYD.
IGO engaged in public opinion rights protection at this time, perhaps out of "scraping traffic for survival".
IGO safeguarding rights by public opinion
But this can’t hide the momentum of "eating soft rice". It’s really too lazy.
The establishment of Tengshi Automobile, from Daimler’s point of view, takes Tengshi brand as an experiment to explore the new energy automobile market in China.
I hope to study the market, understand users’ needs, and accumulate experience for them to explore the new energy vehicle market in China in the future.
From BYD’s point of view, it is hoped that through the joint venture with Daimler, it will improve its ability in automobile design and development, process control and quality standards, and at the same time export its own core technology of new energy vehicles.
Obviously, during the joint venture, the parents’ goals have been achieved.
In contrast, Tengshi’s purpose is much worse. All aspects have made a lot of mistakes. It is not easy for products, brands, marketing and channels to fail completely like this.
For example, in order to correct the problem of insufficient Mercedes-Benz, Tengshi X incorporated more Mercedes-Benz designs into BYD Tang EV600, and even put "Mercedes-Benz Design" on the nameplate of the car body, and incorporated it into the sales network of Mercedes-Benz.
As a result, this "masterpiece" only increased Tengshi’s annual sales from more than 2,000 vehicles to more than 4,000 vehicles.
Former press conference site
The reality is that the joint venture is no longer a gold-lettered signboard, let alone a joint venture.
Especially in the field of new energy, it is not as convincing and follow-up as trying to engage in technology.
Before becoming Tesla’s number one nemesis in China, we must first solve our own "too lazy" injury.
This is a problem of tengshi, and it is also a common problem of new energy.
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Author |Zhang Yiqi
