Chinese automaker BYD unveiled its latest offering, the Song L SUV fastback, on December 15, captivating automotive enthusiasts with its sleek design and advanced technologies. Priced at a competitive $26,600, the Song L quickly gained traction, boasting a sales price $4,200 lower than its presale counterpart.
The Song L, hailed as BYD's most aesthetically pleasing car to date, is built on an all-electric e-platform 3.0 and incorporates cutting-edge technologies. Among these are the Disus-C suspension system, CTB (cell-to-body) battery integration technology, and an active rear wing. Measuring 4840/1950/1560 mm (L/W/H) with a wheelbase of 2930 mm, the Song L surpasses the Tesla Model Y in length by 90mm but stands 64mm shorter in height.
Inside, the Song L offers a futuristic driving experience with a 15.6" floating rotatable screen, a 10.25" LCD instrument panel, and a 50" head-up display (AR-HUD), all powered by the new generation DiLink system.
The electric vehicle (EV) boasts three powertrain options, ranging from 203 hp with 310 Nm torque to an impressive AWD 380 kW with 670 Nm peak torque. With battery options of 71.8 kWh and 87.04 kWh, the Song L utilizes in-house developed LFP Blade batteries. The top-tier trim level accelerates from 0-100 km/h in just 4.3 seconds.
Dealers strategically positioned the Song L as a traffic-generating model, utilizing outdoor exhibitions to pique customer interest. Despite the initial success, the conversion rate remained average, partly due to visitors being unfamiliar with the Song L.
Attracting a diverse customer base, 70% of buyers were men with an average age between 25 and 35. Couples and young families seeking trade-in or additional vehicles were identified as primary target groups. Surprisingly, 30% of customers opted for the 662 km Excellence Version, priced at $32,200, indicating a preference for higher-end configurations.
Notably, social media platforms and TikTok played a pivotal role in educating potential buyers about the Song L's features, including the 800V architecture and ADAS capabilities. These features became integral to customers' decision-making processes.
BYD's overall electric vehicle sales witnessed a remarkable growth, with 2,682,636 units delivered between January and November 2023. The company aims to fulfill its ambitious 3 million annual target, as exports surged by an impressive 149% YoY in November, reaching 30,629 EVs shipped overseas.