The luxury car market in 2026 is experiencing an unprecedented "price quake". The Audi A6L bare car fell below 260,000, the BMW 5 Series terminal reached 280,000, and the Mercedes-Benz E-class landed in just over 300,000... The BBA "56E", which used to need a price increase, now has a "limited-time special offer" brand in the exhibition hall, and the decline is starting at 100,000, and the discount is less than 30% year-round. On the one hand, the century-old luxury brand has lowered its own price to survive, and on the other hand, the domestic new energy has used the D-grade size + C-grade price to attack strongly. BYD's large SUV has just been launched, and it has ushered in the pre-sale of the new sedan flagship, with a pre-sale price of 24.99-299.99 yuan. When 300,000 budgets have been able to touch the threshold of BBA and the ceiling of the domestic flagship at the same time, the choices faced by users have never been so torn. Is this the best window period for domestic D-class cars to "replace" BBA? The moat of the BBA is being disrupted by new energy in 2023. Overseas luxury brands have also captured all the market share of large sedans. In just three years, they have lost more than 30% of their market position, and China's new forces are their biggest competitors. In 2026 H1, as many as 23 models of overseas luxury large sedans are on sale, and the product matrix is sufficient, but sales of all models have declined by double digits year-on-year. The Maybach S-Class, BMW 7 Series, and Mercedes-Benz S-Class, which are the pillars of sales, experienced sharp declines year-on-year, with declines of 25.1%, 21.3%, and 32.1%, respectively. Energy barriers have been broken down, which is the core reason for the rapid loss of market share of overseas luxury brands. From the perspective of energy structure, the proportion of H1 new energy large-size car sales in 2026 has climbed to 36.1%, while this value is only 5% in 2023. Among them, the expansion track without endurance anxiety has the fastest growth momentum and is also responsible for the sales volume within the new energy sector. In contrast to the large sedan camp of overseas luxury brands, the new energy transition has been slow. In 2026, H1, its large sedan sales are still highly dependent on fuel models, accounting for 95.6%. Most importantly, this is up from 92.5% in 2024. Over-reliance on the fuel market has become one of the fundamental reasons why overseas luxury brands continue to lose market share. Strength in science and technology, superimposed product and price advantages, is the core logic of the Chinese brand large sedan to achieve a breakthrough. In 2026 H1, the short-lived Zunjie S800 monthly sales broke through a thousand units, surpassing the traditional market "winner" Maybach S-class, winning the first half of the market segment sales championship, cumulative sales of nearly 7,000 units, bicycle market share reached 27.6%. Chinese brands are making a fierce impact on the high-end market, relying on leading intelligent capabilities, more advanced configuration levels and more competitive pricing to break the market pattern of long-term monopoly of overseas luxury brands. Now that the large sedan circuit has added new competitors, BYD big man officially debuted, can it successfully complete the mission of upward breakthrough? Seize the BBA market with D-grade size + top-match technology? Before comparing competing products, big men first need to complete their own breakthroughs and establish their own flagship product image. Comparison data from AutoHome users shows that before the pre-sale of new cars, the four models with the highest heat compared to Han are BYD's own models. Among them, the proportion of medium and large-sized sedan seals 08 reached 17.7%. As the brand's new flagship sedan, users at this stage pay more attention to the difference between it and the family's existing models, and examine whether the product strength is worthy of the flagship positioning. With the announcement of the pre-sale price and the official listing, the user's focus will shift from curiosity to the actual purchase of the car. At that time, it will appear in the comparison list, which is the external opponent that the big man really wants to face. Even if the user comparison pattern will change in the future, from the current initial state, it has been possible to glimpse the idea of misalignment competition. From the perspective of pattern distribution, it is also the flagship positioning. The body size of the big han and Datang are at the same level. Compared with other competitors on the market, the advantages are outstanding, especially the obvious level gap with the Han and Han L in the family. Traditional luxury mainstays such as the Mercedes-Benz E-Class and the Audi A6L are also in the competitive circuit. In contrast, Big Han has outstanding advantages in pricing and body size, relying on the positioning of large sedans to form a dislocation competition. Of course, the above is only a basic advantage. If you want to rely on dislocation competition to achieve breakthrough, excellent comprehensive product strength is also an indispensable chip. According to the official disclosure, all BYD Dahan systems are equipped with 15 over-the-horizon configurations, and the luxury attributes are directly filled. CLTC has a maximum battery life of 1008km, and the whole system is equipped with flash charging technology, which effectively solves the user's endurance anxiety. The huge car body with a length of 5.2 meters has a turning radius of 4.95 meters, which greatly reduces the difficulty of driving a large car. The Eye of Heaven B laser assisted driving with the DiLink 300 high-end intelligent cockpit has outstanding intelligent strength. At the same time, the policies related to urban assisted driving and parking pockets are also supported, which further gives users enough confidence to use. It can be seen that the big man is sincere in hardware configuration, but in order to gain a foothold in the market, there are still many thresholds to cross. To replace BBA, it is not enough to rely on "bright configuration" to break the gap in the market, break through the sales barriers of BBA, and fight against traditional luxury brands. In addition to excellent product strength and affordable pricing, consumer recognition of its high-end brand positioning is also indispensable. And this is precisely BYD's relatively weak link at present. It is not difficult to see from the sales structure that the basic stock of the BYD dynasty series is rooted in the 10-150,000 economic market. The sales proportion of this price segment has continued to expand since 2023, and by 2026 H1, the proportion has exceeded 90%. In the inherent cognition of consumers, BYD's label is cost-effective, and there is still a distance from luxury attributes. Therefore, in order to truly achieve the replacement of BBA, brand promotion is a compulsory course that cannot be bypassed. Advanced technology support is the most powerful booster for the brand's upward positioning. According to user survey data, among the various new technologies that can leverage users and accelerate car purchase decisions, solid-state/semi-solid-state batteries, L3-level autonomous driving, and flash charging technologies have the highest user expectations, with preferences accounting for 64.8%, 56.6%, and 48.3%, respectively. Among them, on the flash charging track, BYD already has the leading edge. As of August 2026, only two companies, BYD and Krypton, have achieved mass production of megawatt flash chargers. Although the new technology favored by users can quickly gain attention, if you want to truly impress people, it ultimately depends on whether the actual experience is easy to use and reliable. Only when enough users personally use the new technology and harvest a good car experience can the export monument be precipitated, thus promoting the rapid improvement of the brand image. Although, within the BYD Group system, BYD's main brands are based on the mainstream mass market, and there are others, such as Teng Teng, Formula Leopard, and Looking Up, to undertake the Group's high-end tasks. However, if the main brand continues to wage price wars in the economic market, it will not be a long-term solution, and the profit margin will be difficult to be guaranteed. Wang Chuanfu once said bluntly at the shareholders' meeting: "Once the high-endization is up, the problem of gross profit and bicycle profit will naturally be solved." Therefore, as the main brand of BYD in the group's basic sales volume, it is a general trend to promote high-end transformation. Taking the dynasty series as a breakthrough, if it can firmly establish the 250,000-level market, it will help to restructure and raise the overall brand price system. However, it is not easy to establish a high-end banner. Product technology, user reputation, supporting services and other aspects need to be completed simultaneously to complete the upward transition of the brand. Can a big man shoulder this heavy responsibility? What kind of pricing will the new car eventually give in order to achieve a dimensionality reduction blow to the industry? Leave a comment in the comments section to discuss. (Monogatari).