新车|新款上市后销量仍持续下滑比亚迪海豹07DM为何不好卖？

中车网2025-12-30

从比亚迪车型的销量情况来看，其热销车型的价位主要集中在 10 万元左右，而 13 万以上市场的表现则相对疲软，这反映出消费者对比亚迪高端化产品的接受程度有限。就比亚迪多款售价 13 万以上的产品而言，其销量均未达预期，比亚迪正面临着冲击高端市场的困境。以比亚迪海豹 07 DM 为例，该车的指导价接近 14 万，高配车型的价格更是逼近 20 万区间。即便在智能化升级之后，其产品力与价格之间的平衡仍未...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251230202419a6e1563a&s=b><strong>中车网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>从比亚迪车型的销量情况来看，其热销车型的价位主要集中在 10 万元左右，而 13 万以上市场的表现则相对疲软，这反映出消费者对比亚迪高端化产品的接受程度有限。就比亚迪多款售价 13 万以上的产品而言，其销量均未达预期，比亚迪正面临着冲击高端市场的困境。以比亚迪海豹 07 DM 为例，该车的指导价接近 14 万，高配车型的价格更是逼近 20 万区间。即便在智能化升级之后，其产品力与价格之间的平衡仍未...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251230202419a6e1563a&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0348825331.USD","symbol_name":"ALLIANZ CHINA EQUITY \"A\" (USD) 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Why is BYD Seal 07DM hard to sell?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81211":0.6,"HYDD.SI":0.6,"01211":1.96,"002594":1.96,"BYDDY":1.96},"content_text":"从比亚迪车型的销量情况来看，其热销车型的价位主要集中在 10 万元左右，而 13 万以上市场的表现则相对疲软，这反映出消费者对比亚迪高端化产品的接受程度有限。就比亚迪多款售价 13 万以上的产品而言，其销量均未达预期，比亚迪正面临着冲击高端市场的困境。以比亚迪海豹 07 DM 为例，该车的指导价接近 14 万，高配车型的价格更是逼近 20 万区间。即便在智能化升级之后，其产品力与价格之间的平衡仍未得到市场的广泛认可。尽管比亚迪宣传该车满油状态下续航能力可达 2000 公里，且拥有近 5 米的车长和 2.9 米的轴距，这使其在刚推出时一度能与凯美瑞等合资 B 级车展开竞争。然而，市场反馈表明，并非车辆达到了凯美瑞的尺寸、拥有超长续航就能吸引消费者。反观比亚迪海豹06 DM-i，起售价下探至10万元以内，凭借更低的购车门槛迅速俘获主流家用市场。目前海豹06DM和海豹06EV车型月销量基本在8000台上下，销量虽然呈现下滑趋势，但相较海豹07 DM仍高出数倍。而配置更为出色的海豹07系列，尽管轴距长出了11厘米，为乘客提供了更多的腿部空间，油箱容量也增大了5升，但月均销量却仅为几百台。从销量来看，比亚迪海豹07 DM在今年6月份销量达到5756台的高点后便持续走低，至9月已不足两千台，今年9月，2026款比亚迪海豹07DM - i上市，调整前脸，新增云海灰外观配色与18英寸多辐式双色轮毂；车内换装怀挡式换挡，新增车载冷暖冰箱；动力主推1.5T插混系统，纯电续航最高达230km，还新增云辇 - C和高速爆胎稳定控制系统。同时，新增激光雷达版本，支持高速/城区领航辅助驾驶。经过9月份的更新，海豹07 DM-i虽在智能驾驶与舒适配置上大幅跃升，但市场反响依然平淡，销量不增反降，如今月销量已跌破千台，销量不如海豹06DM的零头。另外，海豹07 DM-i在宣传上均是以高配车型为核心，因此配置显得更丰富，智能化程度更高。但在入门级别的车型中，比如70km精英型车型，指导价13.98万元，虽然看上去能够买到一台混动B级车，但该车取消了快充功能，这意味充电时间将大幅延长，对于依赖充电的用户极不友好。同时，该车型在智能辅助驾驶和舒适性配置上也有所减配，相比同价位的海豹06 DM-i而言，并未体现出足够的越级优势，反而在用车便利性上有所妥协。不得不说，比亚迪自家的车型存在很大的竞争关系，目前比亚迪走“多生孩子好打架”的产品路线，旗下车型覆盖面广、定位密集，产品之间差异小，导致内部竞争激烈，消费者选择时容易产生混淆。海豹06与海豹07虽定位略有高低之分，但在核心卖点上重叠过多，未能形成清晰的差异化。另外，海豹07 DM-i瞄准的是15-20万的中级车市场，在这一市场，可以说是比亚迪的“高端化”市场，毕竟价格超出了比亚迪这个品牌所能支撑的主流价位，而这一市场该车将面临合资劲敌，比如帕萨特、迈腾、凯美瑞、雅阁等，这些车型均在降价，价格区间已下探至15万元以内，形成强大价格压制。而在认可度上，消费者自然倾向于选择这些老牌合资车型。另一方面，海豹07 DM-i同样受到自主品牌车型的冲击，比如领克07 EM-P，该车虽然入手门槛比海豹07 DM-i高，但在内外设计以及动力方面更受年轻消费者青睐，且品牌调性更显高端。同时对比相近价位的两款车型，领克07 EM-P在动力表现、辅助驾驶方面和舒适性配置方面全面领先，使得海豹07 DM-i在同级竞争中难以凸显优势。只能说一直强调高性价比的比亚迪，在高端化路上遭遇了品牌力与产品定位的双重考验。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"dataReport","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2595792670","isCrawlerRequest":true}

新车|新款上市后销量仍持续下滑 比亚迪海豹07DM为何不好卖？

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新车|新款上市后销量仍持续下滑比亚迪海豹07DM为何不好卖？