Recently, the automobile development dilemma has aroused widespread concern in the industry. Last year, with the strong performance of the ace model D9, Tengshi emerged in the pure electric MPV market. However, the development of Tengshi has encountered a bottleneck this year. The sales volume of the ace model D9 has fallen sharply, and the second sales pillar has not appeared.
According to the latest sales data of New Power Week, Tengshi returned to the top ten list with sales of 3200 vehicles from December 9 to December 15, but before that, the brand had failed to make the list for four consecutive weeks. This data reflects the instability of Tengshi’s recent sales volume and the intensity of market competition.
Looking back on this year, our sales have gradually declined from the peak. Tengshi D9, once the new energy MPV sales champion, has lost the title of sales champion for three consecutive months, and its sales volume has almost halved. In November, the sales volume of Tengshi D9 was only 6,100 vehicles, which showed an obvious downward trend compared with the past monthly achievement of over 10,000 vehicles. This also makes Tengshi D9 fall to the third place in the new energy MPV ranking, and the overall MPV market sales ranking falls to the fifth place.
The downward trend of Tengshi D9 sales began in September this year, when it sold 8,122 vehicles, losing the position of monthly sales champion in MPV market for the first time. GAC Toyota won the championship with sales of 9,380 vehicles, and also set new sales records. Since then, the sales volume of Tengshi D9 has continued to decline, with 7,381 vehicles sold in October and 6,100 vehicles in November.
According to industry analysts, the reason for the decline in Tengshi D9 sales mainly lies in the intensification of market competition. With the fierce competition in the new energy MPV market, MPV is no longer the exclusive advantage of Tengshi D9. , Guangzhou Automobile Chuanqi E8, Lantu Dreamer and other models have launched versions, and the cost performance has gradually surpassed Tengshi D9, which has brought great impact to Tengshi.
Tengshi D9′ s competitiveness is also declining. The starting price of this model is as high as 339,800 yuan, which is not dominant in the current market with serious "involution". At the same time, the year-end is approaching, and the preferential strength of Tengshi D9 is not attractive to consumers compared with other competing products. In terms of configuration, Tengshi D9, after being separated from BYD’s independent operation, affected its sense of high-class in consumers’ minds to some extent. Interior materials and sense of science and technology are also slightly weaker than products such as Lantu Dreamer and Buick GL8.
The overall performance of Tengshi automobile has also been affected by the defeat of the ace model. In the first 11 months of this year, Tengshi’s cumulative sales volume reached 110,800 vehicles, of which Tengshi’s D9 sales volume was 92,800 vehicles, accounting for 83.75% of the total sales volume. Sales of other models, such as, and, are not ideal. Tengshi N7, as the most important redesigned model this year, saw its sales volume improve in a short time, but the growth rate slowed down sharply, and then began to decline.
Tengshi N8 has been discontinued, and there has been no sales for many months this year. Although Tengshi Z9GT is expected to become the second sales pillar, its contribution to the overall sales this year is not obvious due to its late listing. At present, the model with the highest market expectation value was unveiled at this year’s Guangzhou Auto Show, but it is still unknown whether this model can become the savior of Tengshi’s SUV.
Facing the current predicament, Tengshi Automobile needs to find new growth points. As a vital part of BYD system, Tengshi brand plays a key role in connecting the preceding with the following. However, how to reverse the decline in the fierce market competition has become an urgent problem for Tengshi Automobile.
