SAIC MOTOR(SH:600104) Xin Lang Ke Ji·2025-04-29 00:06Core Viewpoint - SAIC Group is shifting focus to the new "Shangjie" brand in collaboration with Huawei, raising concerns about the future of its high-end brand, Zhiji Auto, which has been underperforming in sales [2][5][14]. Group 1: Performance and Sales - SAIC Group's sales are projected to drop by 20% in 2024, with net profit expected to decline by 87% to 90% [2][14]. - Zhiji Auto's sales in March were only 3,100 units, reflecting a year-on-year decline of 29.66% for the first quarter [10][11]. - The cumulative sales for Zhiji Auto in 2022 were only 5,000 units, and in 2023, it sold 38,253 units, falling short of its targets [8][9]. Group 2: Brand Strategy and Competition - The launch of the Shangjie brand may create competition with Zhiji Auto, as both brands target the high-end electric vehicle market [7][14]. - SAIC Group has invested 6 billion yuan in the Shangjie brand, with a dedicated team of 5,000 people and a specialized factory [3][5]. - The CEO of Zhiji Auto emphasized that it remains the group's top project and high-end brand, despite the new focus on Shangjie [6][9]. Group 3: Market Response and Future Outlook - Consumers are expressing confusion and concern over the dual branding strategy, questioning the future of Zhiji Auto in light of Shangjie's launch [6][14]. - Analysts suggest that if Zhiji Auto does not improve its market performance, it may face consolidation or restructuring, similar to the fate of the previously launched Feifan brand [11][12][13]. - The introduction of the "IM AIOS ecological cockpit" by Zhiji Auto, which includes an "AI takeaway" feature, has been met with skepticism from consumers [11].