汽车 比较研究系列 以长板优势推进品牌进阶，智驾强监管筑牢安全底座 强于大市（维持） 行情走势图 证券分析师 王德安 投资咨询资格编号 S1060511010006 BQV509 WANGDEAN002@pingan.com.cn 王跟海 投资咨询资格编号 S1060523080001 BVG944 WANGGENHAI964@pingan.com.cn 平安观点： 行 业 报 告 行 业 深 度 报 告 证 券 研 究 报 告 请通过合法途径获取本公司研究报告，如经由未经许可的渠道获得研究报告，请慎重使用并注意阅读研究报告尾页的声明内容。 2025 年 06 月 11 日 发挥长板以实现品牌进阶。当前车企的高端化策略大致分为两类：一是具 有明显长板的车企深耕自身优势领域，并持续扩大领先，产品策略以及技 术路线不盲从，典型代表理想汽车、长城汽车、小米汽车。理想 MEGA 坚持品牌旗舰定位，通过推出家庭特别版将家庭用户体验发挥得更加极 致；长城汽车深耕越野品类，推出大功率发动机，高端化突破方式不走寻 常路；小米汽车推出 SU7 Ultra，进一步强化用户对 SU7 的运动属性认知； 二是对标思路，2025 年上 ...

Group 1 - The 2025 Great Wall Motors Smart Factory Half Marathon was held on May 11, marking the fifth edition of this brand IP event, which is unique in that it takes place within a factory setting [2] - Participants ran through key production areas including stamping, welding, and assembly workshops, showcasing the company's commitment to innovation and community engagement [2] - Great Wall Motors presented two major product clusters: "Tech Life" and "Off-Road Heavy Machinery," featuring various models such as the new WEY brand vehicles and the Tank series [2] Group 2 - Great Wall Motors has a research and development team of 23,000 personnel and has invested over 10 billion yuan in R&D for three consecutive years, emphasizing its commitment to quality and innovation [3] - The company operates several advanced laboratories, including a high-altitude lab and an intelligent interaction lab, ensuring rigorous quality control throughout the manufacturing process [3] - Great Wall Motors has expanded its market reach to over 170 countries and regions, with a global user base exceeding 15 million, and aims to maintain high-quality operations and market share through a comprehensive global strategy [3]

Core Insights - The Shanghai Auto Show 2023 highlighted the dominance of new energy vehicles (NEVs), with over 70% of the 1,300 exhibited vehicles being NEVs, while traditional fuel vehicles still accounted for 30% of the new models presented [1][11]. Group 1: New Energy Vehicles - NEVs were the main attraction at the Shanghai Auto Show, with major brands like BBA and Porsche showcasing multiple electric models [1][3]. - The presence of new energy brands such as Hongmeng Zhixing and NIO drew significant crowds, indicating a strong consumer interest in electric vehicles [1][3]. Group 2: Fuel Vehicles - Despite the rise of NEVs, fuel vehicles experienced a resurgence in interest, with many consumers drawn to classic models and unique offerings at the show [5][11]. - The presence of iconic models like the Lexus LS400 and the new Volvo XC90 attracted considerable attention, suggesting a nostalgic appeal among consumers [5][10]. Group 3: Consumer Preferences - Over 40% of consumers still prefer fuel vehicles, valuing the mechanical feel and driving experience that electric vehicles cannot replicate [11][16]. - Many consumers expressed a desire for a balance between the emotional value of fuel vehicles and the technological advancements of NEVs, indicating a potential market for hybrid offerings [20][23]. Group 4: Market Trends - The automotive market is likely to see a coexistence of fuel and electric vehicles, with each catering to different consumer needs [20][23]. - Fuel vehicles must innovate and incorporate smart technologies to remain competitive against the rapid advancements in NEVs [20][23].

Core Viewpoint - The Tank brand, under Great Wall Motors, aims to create a unique off-road culture in China while achieving significant sales milestones, showcasing its commitment to innovation and user collaboration [3][5]. Group 1: Brand Development - The Tank brand has achieved cumulative global sales of over 650,000 units since its establishment in 2021, emphasizing its strong positioning in the rugged off-road vehicle market [3]. - The brand's executive vice president, Gu Yukun, highlighted the importance of co-creation with users in developing the brand's identity and culture [3]. Group 2: Product Innovation - The unveiling of the self-developed 4.0T V8 engine fills a gap in the large displacement power segment for Chinese brands, enhancing Tank's strategic layout across various powertrains and vehicle types [5]. - The Tank 300 diesel version achieved over 120% of its official range during a highway endurance challenge, marking it as the only vehicle to meet the official range standard at the event, with lower refueling costs compared to hybrid and extended-range models [5]. Group 3: Market Positioning - The Tank 300 Huke version, named after one of the world's three major off-road sanctuaries, is designed for extreme off-road performance, reflecting the brand's commitment to meeting user demands for pure off-road experiences [7]. - Tank is establishing a closed-loop development model centered on user feedback and real-world testing in global off-road locations, aiming to enhance its research and development processes [7].

Core Insights - Great Wall Motors (GWM) showcased nearly 40 models across six brands at the 2025 Shanghai International Auto Show, emphasizing its leadership in smart technology, hardcore off-roading, and globalization [1][3] - The company introduced a new brand logo, with the English abbreviation GWM representing "Great Wall Motor" and symbolizing the brand spirit "Go with more" [1] Product Highlights - The Haval second-generation Xiaolong MAX received 16,368 orders within 24 hours of its launch [3] - The Haval Menglong features a design philosophy that balances aesthetics and practicality, while the Ora Lightning Cat Travel Edition is equipped with laser radar for advanced driving assistance [3] - The Wey brand's new Gaoshan model achieved over 7,848 pre-orders in 24 hours, featuring the Hi4 performance version and Coffee Pilot Ultra driving assistance system [3] - The Tank 300 Huke version is designed for extreme off-road scenarios, and the Shanhai Pao Hi4-T is globally pre-sold starting at 228,800 yuan [3] - The Long Wall Soul Motorcycle S2000GL "Tengyun Ruishi" limited edition was globally unveiled, featuring an 8-cylinder horizontally opposed engine [3] Technological Advancements - GWM has been proactive in smart technology since 2011, establishing the Jiuzhou Supercomputing Center and launching the end-to-end intelligent driving model SEE [5] - The new Coffee Pilot Ultra driving assistance system offers full-scene coverage without high-precision maps, while the Coffee OS 3 smart space system enhances user experience [5] - The Hi4-T architecture integrates strong off-road capabilities with new energy, and the Hi4-Z architecture features 2.0T/3.0T engines with the shortest transmission globally [5] - GWM's self-developed 4.0T V8 engine, 3.0T V6 powertrain, and the motorcycle's 8-cylinder engine were also showcased, highlighting the company's technological accumulation [5]