What is the gap between BYD and Tesla?

BYD is our own car brand. It is a fact that the cost performance ratio is high, but whether BYD can't compare with Tesla remains to be discussed, because it depends on specific standards. Is BYD really weaker than Tesla? If we simply compare the sales of pure electric vehicles between the two companies, then BYD is naturally no match for Tesla. After all, the cumulative monthly sales of Model3 and ModelY can reach more than 1.8 million vehicles. The EV models and E series of BYD's entire dynasty family add up to only 10,000 sets, and the gap is still obvious. But if we only understand BYD's strength in this way, the pattern will be too small. What really supports BYD brand is not only pure electric vehicles, but also hybrid vehicles, fuel vehicles, light rail, public transport, engineering vehicles and so on. In addition, BYD is also a powerful supplier of auto parts, providing core accessories such as batteries, engines, motors and semiconductors. For friends, it is the first echelon in the world in the field of batteries. This is only the product level, and I won't talk about the technology research and development level. In short, you should remember that established car companies such as Mercedes-Benz and Toyota are actively seeking deep cooperation with BYD. It can be seen that BYD is as ambitious as Tesla. The difference is that BYD wants to be the whole automobile industry chain, while Tesla wants to immigrate to Mars. Of course, you can say that Tesla's goal is bigger and reaches the whole solar system, but I think BYD's idea is more pragmatic and feasible, which is why Buffett will invest in BYD. Why is BYD's brand image not as good as Tesla's? Brand power is amazing. It is not completely linked to technical strength. On the contrary, packaging marketing is more important, and marketing ability happens to be BYD's weakness. This has a lot to do with the personalities of the leaders of both sides. Wang Chuanfu is a technical background, with a straight man's character in science and technology. So BYD has always attached importance to technology but neglected marketing. BYD used to have a model that paid more attention to marketing than technology, namely BYD F3. In the past, F3 was the first sales volume of compact cars, but later, quality control was neglected, and many quality problems broke out. So sales suffered from waterloo. Since then, Wang Chuanfu has gone to the other extreme-unswervingly following the technology. How many technology streams does BYD have? Just give a few examples: for example, the thermal efficiency of Xiaoyun engine is as high as 43%, which is no problem to rank among the world-class levels; For example, the 542 strategy (acceleration within 5 seconds per 100 kilometers, full-time 4-wheel drive, and fuel consumption within 2 liters per 100 kilometers) directly refreshes the automotive industry standards; For example, DM-i dual-mode technology forces Toyota, a veteran of the hybrid industry, to cooperate with BYD; Then there is the blade battery, which makes Contemporary Ampere Technology Co., Ltd. and Panasonic gnash their teeth at BYD. Knowing that China's automobile industry started very late, it can be achieved in just 20 or 30 years, no one will object to saying that BYD is a technical madman. However, despite its strong technology, BYD's marketing ability can't keep up, especially in brand packaging. Therefore, whether it is the appearance and interior design of the car or the brand image, it always gives people a feeling of "earthy taste". On the other hand, Tesla's classmate Ma Yilong is also from a technical background, but this person is born with experience. He can tell good stories, such as emigrating to Mars and artificial intelligence. Science fiction writers call themselves professionals. Speculation and crisis public relations are also very individual. A penny of public relations fee is not enough, and hot topics can be fried in three days. Therefore, Tesla has gained a lot of die-hard powder because of its strong marketing ability. Looking ahead, BYD will eventually surpass Tesla. Although BYD temporarily lags behind Tesla in brand image and its technical strength is not lower than Tesla, BYD has chosen a more down-to-earth road, just like a tortoise and a rabbit race. Although the tortoise is unpopular, it will eventually surpass the rabbit. In fact, Tesla has had a hard time recently. Various negative troubles, such as flameout, brake failure, spontaneous combustion, price reduction and distribution reduction, have plagued it, and the materials used for work have also been criticized. It can be seen that the route of emphasizing marketing and neglecting technology cannot last long. Technical marketing can only go further if it walks on two legs. If I had to choose between BYD and Tesla, I would choose BYD.