BYD to challenge Land Rover, Porsche with new EV brand Fang Cheng Bao offering SUVs, sports cars between 400,000 yuan (US$54,800) and 600,000 yuan.
New brand willcapture another segmentof the EV market. It will earn ahigher marginfor this segment.
It will pit BYD against the likes of Toyota's Prado, Land Rover and Porsche.
The new Fang Cheng Bao brand will offer electric off-road-capable sport-utility vehicles (SUVs) and sports cars.
In the off-road SUV segment, which is dominated by petrol-powered vehicles, only Great Wall Motor's Tank 500 has a plug-in hybrid version.
BYD appears to be very ambitious in expanding its production line.
BYD has historically been better known for cheaper electric cars priced below 200,000 yuan, about 30% below premium models from Tesla and Chinese competitors such as Nio and Xpeng.
In late June, BYD said it would begin delivering its Yangwang U8, a luxury car priced at1.1 million yuan, in September. The U8’s appearance evokes comparisons with Range Rover.
bullrider_21 OP : BYD is moving up to higher margin premium EV segment. Contrast this to Tesla which is moving down to lower margin middle segment.