Changjiang Securities·2025-08-21 23:30Investment Rating - The investment rating for BYD is "Buy" and is maintained [11]. Core Viewpoints - BYD has established a strong matrix of mainstream luxury, personalized, and ultra-luxury brands, with a focus on high-end market penetration supported by robust technological capabilities [6][17]. - The Tengshi brand, underpinned by advanced technology, is positioned as a new luxury brand emphasizing safety and comfort, achieving a monthly average transaction price of 367,000 yuan in 2024, ranking first among brands with monthly sales exceeding 10,000 units [7][25]. - The company is expected to see significant profit growth, with projected net profits of 52 billion, 65.3 billion, and 75.4 billion yuan for the years 2025 to 2027, respectively [9]. Summary by Sections Product Matrix and Brand Strategy - BYD has developed a comprehensive product matrix covering various price ranges from 200,000 to 1 million yuan, including the Tengshi, Fangchengbao, and Yangwang brands, with a focus on high-end electric vehicles [6][17]. - The Tengshi brand has a growing sales contribution, with 80,000 units sold in the first half of 2025, reflecting a 34% year-on-year increase [17]. Tengshi Brand Development - The Tengshi brand is enhancing its product lineup with models like the D9, N9, Z9, and Z9GT, and has established a nationwide presence with 600 stores, 56% of which are in tier-2 cities and above [7][29]. - The brand's technological advancements include a unique electric architecture and a focus on user experience, integrating features like the "Tian Shen Zhi Yan" advanced driving assistance system [35][39]. Technological Advancements - BYD's technological strength is a cornerstone of its high-end market strategy, with innovations in safety, flexibility, and comfort, including features like high-speed tire blowout control and advanced parking systems [32][36]. - The company has a significant R&D workforce, with over 110,000 engineers, enabling rapid advancements in intelligent driving technologies [41]. Marketing and Global Expansion - Tengshi is enhancing its marketing strategies, including increased advertising in key urban areas and participation in international auto shows to boost brand visibility [8][55]. - The brand has begun exporting vehicles, with over 1,500 units shipped in June 2025, and plans to expand its presence in Asia, Europe, and South America [55][56].