晚点Auto·2025-10-11 15:30Core Insights - BYD's decision to discontinue the Song PLUS model marks a significant restructuring of its product line and brand system, aiming to streamline operations and enhance efficiency in response to fierce competition in the new energy vehicle market [3][4][6] - The Song PLUS has been a legendary model for BYD, achieving cumulative sales of approximately 450,000 units in 2022, which accounted for over half of the total sales of the Ocean Network [6][8] - The introduction of the Sea Lion 06, a direct successor to the Song PLUS, has led to a significant shift in market dynamics, with the Sea Lion 06 selling over 30,000 units in its first month, while the Song PLUS sales dropped to around 10,000 units [8][10] Product Strategy - BYD is focusing on resource allocation and efficiency by simplifying its product versions and adjusting its model plans, which includes the discontinuation of overlapping products [3][10] - The Song PLUS was initially launched in 2020 as a fuel vehicle to fill a market gap, later introducing a plug-in hybrid version in 2021, which contributed to its early success [4][6] - The Ocean Network's product lineup has been restructured to include five series: Sea Gull, Dolphin, Sea Leopard, Sea Lion, and a planned MPV series, indicating a strategic shift towards more distinct product offerings [8][10] Market Positioning - The competitive landscape has evolved, with BYD now facing rivals that offer lower prices, higher configurations, and faster iterations, necessitating a clearer product definition to avoid consumer confusion [12] - BYD's strategy includes reducing the frequency of new model launches in favor of upgrading existing models, which aligns with the upcoming tax exemption policies set to take effect in 2026 [10][12] - The independent and unified branding of the Ocean Network is seen as a crucial first step in BYD's product-level adjustments, moving away from merely increasing the number of models to enhancing brand clarity [12]