Tianfeng Securities·2025-07-25 04:13Industry Rating - The industry investment rating is maintained at "Outperform" [1] Core Insights - The report analyzes Toyota's high-end transformation and draws parallels to BYD's potential strategies for success in the high-end market [2][3][4] Summary by Sections Toyota's High-End Transformation - Toyota successfully established the Lexus brand in North America by leveraging low trade barriers and addressing the demand for economical luxury cars during the oil crisis [2] - The company invested $1 billion in R&D for the LS 400, producing 450 prototypes and conducting extensive testing to ensure performance and reliability [2][5] - Marketing strategies included the iconic "highball glass" advertisement, which effectively positioned Lexus as a high-quality luxury brand [2][21] - Lexus quickly became the best-selling imported luxury car in North America, surpassing competitors like BMW and Mercedes-Benz within two years of launch [2][24] BYD's High-End Strategy - BYD aims to replicate Toyota's successful high-end strategy by launching the Tengshi Z9 GT in Western Europe, avoiding saturated SUV markets [3][4] - The company plans to establish over 1,000 service outlets across multiple countries within two years, focusing on smart driving features to address local consumer needs [3] - In the domestic market, BYD is introducing models like the Fangchengbao Titanium 7 and Yangwang U8L, which align with consumer preferences for aesthetics and space [3][55] Market Performance Expectations - If BYD can successfully implement a strategy similar to Toyota's, it could capture a significant share of the European luxury market and improve its domestic market position against established brands [4] - The report highlights the importance of technological innovation and differentiated marketing in achieving high-end brand recognition [4][34]