0 1 事 件 概 述 公司发布2025Q1业绩报告：2025Q1营业总收入为400.2亿元，同比/环比分别为-6.6%/-33.2%；归母净利润为17.5亿元，同比/环比分别为-45.7%/-22.7%；扣非归母净利润为 14.7亿元，同比/环比分别为-27.4%/+7.9%。 0 2 分 析 判 断 ► 营收短期承压 营销费用提升 1）收入端： 2025Q1营业总收入400.2亿元，同比/环比分别为-6.6%/-33.2%。据我们测算，2025Q1单车ASP为15.6万元，同比/环比分别+0.0/-0.2万元。营收下滑主 要由于产品周期波动带来的季度销量下滑。 2 ）利润端： 2025Q1扣非归母净利润为14.7亿元，同比/环比分别为-27.4%/+7.9%。我们判断，利润端的下滑主要是1）高盈利坦克车型由于产品换代影响销量下 滑，2）与新车上市，营销渠道搭建相关的营销费用增长所致。 3 ）费用端： 2025Q1销售/管理/研发/财务费用率分别为5.7%/2.3%/4.8%/-2.6%，同比分别+1.8 pts/+0.0 pts/+0.2 pts/-2.8 pts，环比分别+3.1 pts/-0.6 pt ...

Group 1 - The core viewpoint of the article emphasizes the rapid development of intelligent driving technology and the need for traditional automakers to innovate in marketing and communication strategies to compete with new energy vehicle companies [1][3] - Longhua Automobile's CTO, Wu Huixiao, predicts that intelligent driving will soon become a standard feature in vehicles, similar to safety belts and ABS systems, due to advancements in algorithms, perception systems, and cost control [1] - The company has been actively promoting high-level intelligent driving features, with plans to implement L3-level autonomous driving based on regulatory and commercial environments [1] Group 2 - Wu Huixiao highlighted the strategic partnership with Yushu Technology, focusing on motion control and application development, indicating a strong commitment to integrating robotics into automotive technology [2] - The company is exploring innovative use cases for vehicles, such as using drones for off-road navigation and robotic dogs for carrying equipment, showcasing the versatility of electric and hybrid vehicles [2] - Longhua Automobile aims to enhance the cost-performance ratio of its products while expanding its presence in overseas markets, leveraging improvements in quality and marketing to gain international recognition [3]

Core Viewpoint - The company emphasizes that intelligent driving will become a standard feature akin to seat belts, focusing on technological safety and user experience as it advances towards L3 autonomous driving technology [1]. Group 1: Technological Development - The company has established a RAG knowledge platform and algorithmic hub, integrating 35 years of automotive experience with external open-source data, resulting in a vertical knowledge system [4]. - The company has reduced the hidden knowledge loss rate by 30% by connecting data across R&D, production, sales, and service, providing decision support for the intelligent driving system [4]. - The L3 autonomous driving technology requires regulatory, traffic environment, and redundancy technology support, and the company has proactively laid out the L3 architecture with redundancy design across systems [4]. Group 2: Product and Market Strategy - The company's CP Ultra system currently supports high-speed NOA, urban commuting, and cross-layer memory parking functions, with plans to extend these features to mainstream models by 2025 [4]. - The company aims to lower the experience threshold for "universal intelligent driving" through user co-creation and cost-effective technology solutions, exemplified by the Haval Xiaolong Max featuring advanced intelligent driving capabilities [4]. Group 3: Strategic Partnerships and Industry Trends - The company has formed a strategic agreement with Yushu Technology to explore embodied intelligence applications in industrial and outdoor scenarios, focusing on upper-layer application development [5]. - The company predicts that robotics technology will soon see substantial applications in industrial and home settings, although challenges related to cost and scenarios remain [5]. - The company's intelligent driving strategy is characterized by "scenario-based innovation" and "data closure," shifting from single-function competition to comprehensive experience upgrades [5]. Group 4: Financial Commitment - The company plans to invest over 9.2 billion yuan in R&D in 2024, with a focus on intelligent driving and global expansion [5].