BYD Company Limited has set the pre-sale entry price for its Grand Han EV at under 250,000 yuan.

On August 21, the Grand Han EV kicked off pre-sales at the Chengdu Auto Show, with three variants priced between 249,900 yuan and 299,900 yuan. The two rear-wheel-drive versions boast a CLTC range of 1,008 kilometers, while the all-wheel-drive model offers 880 kilometers of range and a real-world 0-100 km/h acceleration time of 3.3 seconds. Measuring 5,256 mm in length with a 3,130 mm wheelbase, the flagship sedan's maximum pre-sale price stays below 300,000 yuan.

For a large flagship sedan like this, the pricing is more striking than the size itself. The Grand Han's entry is primarily aimed at catching the declining sales of the Han family.

Data shows that the Han family sold 258,500 units in 2024. BYD Company Limited disclosed during investor communications in April this year that the Han family's 2025 sales target is around 180,000 units. The Han, which once helped BYD secure a foothold in the 200,000-yuan sedan segment, now needs a new model to hold the line.

In July, BYD Company Limited sold 419,200 new energy vehicles, including 180,500 exports, accounting for over 40% of total sales. Cumulative sales from January to July reached 2.2277 million units, a 10.54% year-on-year decline. While overseas sales have shored up part of the volume, the domestic market gap still relies on new models to fill.

Demand for mid-to-high-end pure electric sedans remains intact. According to the China Passenger Car Association, July national passenger car retail sales fell 20.9% year-on-year, yet wholesale B-class pure electric vehicles hit 299,000 units, up 35% year-on-year. The Xiaomi SU7, for instance, saw wholesale volumes of 21,000 units that month. The market is still expanding, but the Han now faces far more competitors than it did two years ago.

Size alone is no longer a differentiator. Among new energy vehicles launched in the first seven months of this year, 49 models exceeded 5 meters in length, accounting for 56% of all new launches, up from 38% in 2024. Relying on dimensions alone, the Grand Han will struggle to persuade consumers to upgrade.

The Grand Han EV allows BYD Company Limited to concretize its product technology. For this model, that means bundling the second-generation blade battery, flash charging, rear-wheel steering, dual-chamber air suspension, and LiDAR-assisted driving into a vehicle starting at 250,000 yuan. Features once reserved for flagship models have now been pushed by BYD into a lower price bracket in one go.

On the charging infrastructure front, BYD Company Limited has pledged to build 20,000 flash charging stations nationwide by the end of 2026, and Grand Han pre-sale customers receive 18 months of complimentary flash charging access.

The Han EV Flash Charge Edition, launched in April this year, is priced between 179,800 yuan and 187,800 yuan, while the Han L EV carries an official price range of 219,800 yuan to 279,800 yuan. The Grand Han EV's pre-sale price of 249,900 yuan to 299,900 yuan directly overlaps with the Han L in the 249,900 yuan to 279,800 yuan band. If the Han L continues to rely on dealer discounts to sustain sales, the actual transaction prices of both models will move even closer together.

This overlap is no longer just a question of how BYD Company Limited structures its product lineup. As bodies over 5 meters, long-range capabilities, air suspension, and rear-wheel steering trickle into the 250,000-yuan segment, the existing price hierarchy for mid-to-high-end pure electric sedans is being disrupted. Latecomers keep pushing flagship features downmarket, leaving earlier launches under pressure to either cut prices or face obsolescence.

Automakers now confront a common dilemma: new models must offer more features at lower prices to win orders from rivals, but every technology downgrade also erodes the previous generation's ability to hold its price point. The faster the model refresh cycle and the denser the product lineup, the harder it becomes to balance sales volume with transaction prices. The overlap between the Grand Han and Han L is just one visible manifestation of this industry-wide pressure playing out at BYD Company Limited.