The BYD Song Ultra EV has generated significant early demand in China, with dealerships averaging 15 orders within 72 hours of its March 26 launch. This rapid uptake underscores BYD’s strong position in the EV market, but also highlights a growing challenge: internal competition within its own lineup.
Key Sales Data
According to CarFans’ latest data, the Song Ultra EV is performing particularly well in first- and second-tier cities, driving a 40% increase in foot traffic to dealerships. The primary buyer demographic is aged 35-45, with women accounting for roughly 30% of orders. A substantial 70% of customers are utilizing trade-in bonuses to offset the vehicle’s price, which ranges from 21,980 to 26,030 USD (151,900 – 179,900 yuan).
Feature Preferences and Add-Ons
Customers are heavily opting for premium features:
– 45% are adding the DiPilot 300 (“God’s Eye B”) assisted driving package (with LiDAR) for an additional 1,430 USD (9,900 yuan).
– 75% prefer the high-end Transcend Edition.
– 70% are choosing the long-range variant, boasting a 710 km (CLTC) range.
The most popular exterior colors are beige, purple, and white.
The Sealion 06 as a Key Rival
Interestingly, 50% of potential buyers compared the Song Ultra EV directly to the BYD Sealion 06 EV. This indicates that the Song Ultra is not just competing with external rivals (like the Xpeng G6, Leapmotor C11, Deepal S7, and Tesla Model Y ) but is heavily influenced by cannibalizing sales from other BYD models. This dynamic suggests that BYD’s expanding product line may be creating internal conflict rather than pure growth.
Vehicle Specifications
The Song Ultra EV is a mid-size crossover with dimensions of 4850/1910/1670 mm and a wheelbase of 2,840 mm. It features a 15.6-inch rotating touchscreen and a 10.25-inch LCD instrument panel. Notably, it boasts fast-charging capability, reaching 97% from 10% in just 9 minutes.
The strong initial sales of the BYD Song Ultra EV are a testament to BYD’s brand strength, but the high percentage of cross-shopping with its own Sealion 06 model suggests a need to refine product positioning to avoid self-cannibalization.
