In September this year, BYD’s parent brand achieved a record-breaking monthly sales figure, surpassing 400.000 units in a single month. The Dynasty series sold 204.000 units, while the Ocean series reached 194.000 units. If these were counted as two separate brands, they would take the top two spots on the sales leaderboard.
BYD's strategy of separating sales networks has proven successful.
Networked sales aren't a new concept in the automotive world. For instance, Volkswagen is split into FAW-Volkswagen and SAIC-Volkswagen, and Toyota is divided into FAW-Toyota and GAC-Toyota, often referred to in China as "North-South Volkswagen" and "North-South Toyota."
BYD's 400.000 units have surpassed the combined sales of North-South Volkswagen and North-South Toyota, marking a new milestone in the Chinese auto market.
Splitting sales networks among domestic brands is also common. Companies like Great Wall, Geely, and Chery have made similar attempts at various stages.
People naturally ask, how did BYD manage to succeed with networked sales?
Was it due to the brand? No, both series are BYD brands.
Was it due to technology? It seems so, but the technology is the same: e-platform for electric vehicles, DM technology for plug-in hybrids, and blade batteries for both.
Was it due to pricing? That doesn't seem to be the case either. Models like the Qin L, Seal 06 DM-i, Song L, Song Plus, and Song Pro, along with Seagull 05 DM-i, were all launched at the same time and at similar price points.
With the brand, technology, and pricing being the same, how did BYD manage to have two sales networks advancing in parallel? What lessons can the industry learn?
Separate Sales Networks, Unified Brand
Think of BYD as a family. The Dynasty series is the eldest sibling, and the Ocean series is the youngest, both being part of the same family.
The now-thriving BYD Dynasty and Ocean names were established in 2021. At that time, BYD’s automotive sales company was split into four, with different leaders responsible for different business areas.
Route Tian is in charge of the Dynasty series, Zhang Zhuo oversees the Ocean series, Gao Zikai manages after-sales, and Li Yunfei is responsible for brand PR.
Before the split, the Ocean network's predecessor, the "e-network," was founded in the spring of 2019. Together with the Dynasty series, it was managed by BYD's automotive sales company. The original intent was for BYD to sell its electric vehicles under a dedicated sales network to enhance the brand's recognition and increase sales of its electric models.
Thus, from their inception, the BYD Dynasty and Ocean networks were naturally divided. The Dynasty series was a comprehensive network, while the Ocean network focused on electric vehicles.
Today, the product lines of the Dynasty and Ocean series are no longer clearly divided, with both networks featuring their flagship electric and plug-in hybrid models.
From a sales perspective, plug-in hybrids dominate the Dynasty network, while pure electric vehicles lead in the Ocean series.
Although the marketing networks are separated, both the Dynasty and Ocean series use the BYD brand and display the same BYD logo on their vehicles. Therefore, the two are separated only by their sales networks, not by brand or after-sales service. Consumers can only purchase models from the respective sales network, but the after-sales experience remains consistent across both networks.
This approach has already been proven successful by many automakers, and BYD has reaffirmed its value. Each series develops independently at the high end, while BYD supports the base.
Consumers need not worry about choosing between Dynasty or Ocean. They can buy whichever car they like, as all models are BYD, with the same brand and service.
Even salespeople from either network might recommend the other if the customer isn’t satisfied with their current models.
Same Technology, Different Product Directions
BYD’s Dynasty and Ocean series share the same technology but follow different product strategies.
For plug-in hybrids, both use the DM Super Hybrid technology, now in its fifth generation.
For pure electric models, they use the e-platform, currently at version 3.0 Evo.
The intelligent vehicle system runs on DiLink, with the latest version being DiLink 100.
The intelligent driving system is powered by the "God's Eye" technology, with the latest version being DiPilot 300.
The chassis system uses BYD's Yunan technology, with the highest version being Yunan-C.
The power battery system uses blade batteries, with the newest being the CTB battery.
Though the technical frameworks are identical, the two series differ in their vehicle lineups and product designs.
In terms of model layout, the Dynasty network features highly recognized vehicles like the Qin, Tang, and Han series, which have been pillars of the new energy vehicle market. Dynasty models are more oriented toward multi-person travel.
For instance, at the Chengdu Auto Show in August, BYD’s Dynasty network introduced a new MPV model under the "Summer" IP.
The Ocean network, on the other hand, targets younger consumers with a sportier style. Its Ocean Animal series is better suited for singles or small families. The Seal 06 GT, set to launch in October, is a mid-size electric GT coupe aimed at younger buyers.
In terms of product design, the Dynasty network focuses on Chinese cultural aesthetics, with its Dragon Face design language tested across multiple models and well-received by consumers.
The Ocean network emphasizes youthful, trendy aesthetics, with the design of its Ocean Animal series resonating across age groups.
However, even with similar models, design details can create different outcomes. For example, the Han DM-i and Seal 07 DM-i are similar in size, but the Han only offers models with a 1.5T turbocharged engine, while the Seal 07 DM-i primarily sells models with a 1.5L naturally aspirated engine.
These differences result in varied pricing and sales, with the Han becoming the top-selling sedan in the 200.000 RMB price range.
Internally, BYD’s Dynasty and Ocean series each have their own product centers, planning their respective vehicle lineups. Although future product design details may continue to diverge, the two networks will maintain consistent technical development.
Since May of this year, BYD has increasingly focused on coordinated development between the two networks. Since the Dynasty and Ocean networks jointly hosted a new vehicle launch event, three such dual-network events featuring models with similar levels and prices have been held.
Product differentiation with consistent technology—each network develops independently at the high end, while BYD supports the base.
Different Target Audiences, Different Marketing
In terms of model distribution and sales figures, the Dynasty and Ocean series occupy distinct market segments, with pricing clusters around 100.000 RMB and 170.000 RMB.
Below 100.000 RMB, the Ocean series dominates, with models like the Seagull, Dolphin, and Destroyer 05 outselling Dynasty models in the same price range.
Above 170.000 RMB, the Dynasty network has the upper hand, with the Han and Tang series maintaining a monthly sales volume of over 40.000 units, while the Ocean network’s counterparts have yet to reach the same scale.
Between 100.000 and 170.000 RMB, both networks feature densely packed model lineups with similar sizes, technologies, and prices, but different designs. Sales in this range are also neck-and-neck.
For example, data from August shows that both the Qin L and Seal 06 DM-i surpassed 30.000 units in monthly sales, with a combined total of over 60.000 units. After the launch of the Song L and Song Plus DM-i, the two models collectively reached over 40.000 units in monthly sales.
BYD’s dual-network strategy, with high-density coverage in the 100.000–170.000 RMB price range, has been key to its sales records.
Although both networks cover nearly every segment below 250.000 RMB, the sales data reveals the different target audiences for Dynasty and Ocean.
The Dynasty series caters more to larger families or business needs, while the Ocean series appeals to single or dual-person households.
Easier to Understand, Harder to Replicate
BYD’s Dynasty and Ocean networks are like OPPO and VIVO in the smartphone industry. Their core configurations, brand images, and technical solutions are so similar that swapping their logos wouldn’t confuse most people. However, OPPO and VIVO are managed by different companies with separate dealer networks.
BYD’s networked sales strategy works similarly. While the Dynasty and Ocean series share the same brand, technology, and user experience, they have different product directions, marketing teams, and promotional strategies.
Understanding these similarities and differences explains the success of BYD’s sales strategy. However, executing it as successfully as BYD has is much more challenging.
BYD has paid its dues to achieve this success.
During the era of fuel-powered cars, BYD’s attempt at networked sales ended in failure. It wasn’t until the new energy era, after much trial and error, that the e-network evolved into the Ocean network.
BYD’s ultimate secret to success is constant trial and error, a lesson many automakers have also learned the hard way.
For example, there have been disputes between the Land Rover import network and Chery Land Rover dealers, as well as management issues with Beijing Benz and Fujian Benz. Likewise, there have been unresolved conflicts between FAW-Audi and SAIC-Audi dealers.
If there’s one major lesson to be learned from BYD’s networked sales strategy, it’s the importance of maintaining strategic direction, staying ahead in technology, keeping a unified brand, and persevering through constant trial and error.
