BYD first hyped its new personalized brand late last year but provided no details. A new report provides additional information.
BYD’s new specialized, personalized brand has the internal code name “F Brand” and is projected to be revealed within the year, according to local media Cailian, citing an unidentified company source.
Based on the report, the person did not provide additional details, but meeting minutes on the Internet revealed that BYD’s F brand would aim for the personalized hybrid market.
According to the minutes, the brand’s first model will be an off-road vehicle similar to Great Wall Motor’s Tank 300 SUV.
Specialized and personalized new brand
To the Yangwang brand, BYD will release a highly specialized, personalized new brand in 2023, its chairman and president Wang Chuanfu announced on November 16, 2022, at an event commemorating the company’s three millionth new energy vehicle (NEV).
Wang stated that the new brand would meet consumers’ increasingly prominent personalized needs, focus on building user relationships and recruit exceptional dealers to join.
According to local auto media Yiche, BYD’s mysterious new brand will most likely target the pickup truck market, with its first model featuring hybrid and pure electric powertrains.
The Yiche report, citing slides from a BYD conference in early 2021, stated that BYD’s previously disclosed plans for new models show that it will unveil pickups with hybrid and pure electric systems in 2023.
Spy images of what is thought to be the pickup truck model of BYD’s personalized brand started circulating on Chinese social media in early December.
Regarding the spy photos, Cailian’s report today claims that current auto industry sources believe BYD’s F brand may introduce pickup trucks and extreme off-road vehicle models.
The RD6 electric pickup truck
Several Chinese cities have loosened restrictions on pickup truck models’ access to city roads in the last two years, reviving interest in these vehicles.
The RD6 electric pickup truck, the first model under Geely’s Radar Auto brand of electric outdoor lifestyle vehicles, was unveiled on July 12, 2022.
On November 9, the Radar RD6 was officially released, with prices ranging from RMB 178,800 ($25,770) to RMB 268,800 yuan. The model began shipping on November 30.
BYD has already revealed a model for the hardcore off-road market.
On January 5, BYD officially introduced the Yangwang brand and the Yangwang U8 and Yangwang U9, the former a hardcore off-road SUV and the latter a supercar.
It’s important to note that the Yangwang U8 is aimed at the RMB 1 million markets. BYD’s mysterious new brand may be aimed at the low-cost market.
