Taking stock of BYD's 4 sub-brands, can each of them produce a hit?

BYD has become the most popular new energy vehicle brand in recent years. Netizens joke that BYD's cars are "hot" every time they are released, which has helped the brand secure the title of "sales champion" for new energy vehicles both domestically and globally for two consecutive years. To further boost sales, BYD has launched multiple sub-brands to capture different market segments. Here’s a breakdown of the situation:
 

1. BYD

   The BYD brand is divided into two major series: Dynasty Network and Ocean Network. The Dynasty Network models are primarily aimed at the middle-aged demographic, featuring a mature and stable design style. Popular models under this series include the Han, Tang, Qin PLUS, Yuan PLUS, and Song Pro. On the other hand, Ocean Network models have a more fashionable and dynamic design, appealing to the younger generation's aesthetic preferences. Popular models in this series include the Seagull, Dolphin, Seal, Destroyer 05, and Song PLUS.
    

   

   
   It's worth noting that the Song PLUS was originally part of the Dynasty Network. To boost the popularity of Ocean Network, BYD decided to reassign Song PLUS, one of its "sales leaders," to Ocean Network. The traffic to Ocean Network has since increased, and Song PLUS has fully integrated into the Ocean Network family by adopting the ocean aesthetics design.
    

2. Denza
    

   

   
   Denza is a car brand jointly created by BYD and Mercedes-Benz, with each party initially holding 50% of the shares. However, the Denza brand struggled early on, with losses reaching nearly 4 billion yuan in just a few years. To mitigate the losses, Mercedes-Benz transferred 40% of its shares to BYD, making BYD the actual controller of the Denza brand.
    

   

   
   Soon after BYD took full control, it launched Denza's first "hit model," the Denza D9. This car is positioned as a medium-to-large MPV with a guide price of US$47,800-92,900. In 2023, the D9 achieved stable average monthly sales of around 10,000 units, outperforming competitors like the Buick GL8 and Honda Odyssey. However, apart from the D9, the sales of other Denza models, such as the Denza N7 and N8, have been less than ideal.
    

3. Leopard
    

   

   
   Leopard is BYD's professional, personalized brand, launched in mid-2023. Currently, it has only one model on sale, the "Leopard 5." This vehicle is a medium-sized SUV with a rugged "boxy" exterior design. It is equipped with a DMO super hybrid off-road platform and has a guide price of US$40,800-49,600. Within just 72 hours of its launch, Leopard 5 achieved large-scale sales exceeding 10,000 units.
    

   

   
   According to the brand's plan, Leopard will also launch Leopard 8 and Leopard 3 models this year to form the "Leopard583 hard-core family." For those who enjoy off-road or rugged SUVs, Leopard offers more options. One of the key advantages of Leopard is its built-in hybrid system, which provides excellent off-road performance while maintaining good energy efficiency.
    

4. Yangwang
    

   

   
   Yangwang is BYD's high-end new energy vehicle brand, with a focus on million-yuan models. The brand was introduced in 2022, and its first model, the "Yangwang U8," has been hailed by many as the "pinnacle" of domestic SUVs. Priced at US$154,600, the U8 features the standout "emergency floating" function. Additionally, its in-place U-turn capability, easy four-square architecture, and 3.6-second 0-100 km/h acceleration make it highly appealing. The Yangwang U8 exceeded 5,000 units in 132 days after its launch—a remarkable sales achievement for a million-yuan domestic car.
    

   

   
   In February this year, Yangwang Auto introduced its first sports car, the "Yangwang U9," with a suggested retail price of US$236,600. Yangwang Auto also plans to launch a large sedan, the "Yangwang U7," which will also be priced around one million yuan.