SAIC MOTOR(SH:600104) Zheng Quan Shi Bao·2025-10-09 18:09Core Insights - Huawei's launch of the Shangjie H5, priced at 159,800 yuan, marks its entry into the sub-200,000 yuan automotive market, indicating a shift from the mid-to-high-end segment to the mainstream market [2][4] - The sub-200,000 yuan segment is projected to account for over 70% of the domestic automotive market in 2024, highlighting its significance [3] - The introduction of the Shangjie H5 is expected to intensify competition in the mid-to-low-priced smart vehicle market, particularly impacting domestic and some joint venture brands [2][6] Market Dynamics - In 2024, the sales distribution of China's automotive market is projected as follows: below 200,000 yuan at 72.4%, 200,000-300,000 yuan at 17.3%, 300,000-400,000 yuan at 5.9%, and above 400,000 yuan at 4.4% [3] - Over the past four years, Huawei has captured a significant share of the traditional luxury car market, delivering 930,000 vehicles [2][3] - The market for vehicles priced between 150,000 and 200,000 yuan saw a sales volume of 2.061 million units in the first half of the year, with a year-on-year growth of 7.7% [6] Competitive Landscape - The Shangjie H5 is positioned to compete directly with models like the Tesla Model Y and BYD Song PLUS, potentially diverting their customer base [4][6] - Traditional luxury brands (BBA) are experiencing declining sales, with a year-on-year drop exceeding 10% for BMW, Mercedes-Benz, and Audi [3][4] - The introduction of the Shangjie H5 is expected to pressure competitors to accelerate their technological upgrades and price adjustments [7][8] Strategic Implications - Huawei's dual strategy of high-end and mainstream market penetration is reminiscent of its successful approach in the smartphone sector [5][10] - The Shangjie H5 aims to democratize advanced smart features, challenging the notion that smart configurations are exclusive to high-end models [6][10] - Industry experts suggest that competitors should enhance their product intelligence, optimize cost structures, and explore new markets to maintain competitiveness [8][9] Future Outlook - The automotive industry is anticipated to transition from mechanical manufacturing to smart terminal development, with technology becoming the core competitive advantage [10] - The profitability of smart vehicles is expected to rely more on software services and ecosystem sharing rather than hardware sales [10]