编辑 | 田梦 方程豹的崛起，给深耕越野车领域多年的长城坦克、北京越野等品牌带来不小压力。然而，从当前的销 量结构来看，其增长主要依赖中端价位车型的放量，高端化之路仍任重道远。 01 方程豹跻身新势力TOP 4 诞生两年后，一度被市场质疑"打蔫"的方程豹，终于露出"獠牙"。 作为比亚迪旗下的个性化品牌，方程豹在2025年11月交出了一份亮眼的成绩单：单月销量达37405台， 创下历史新高，环比增长20.5%，同比激增339%。其销量超过"蔚小理"，跃居新势力品牌销量Top 4， 被行业称为"现象级黑马"。 目前，方程豹在售4款车型，涵盖两大产品序列：豹系列包括中型SUV豹5与中大型SUV豹8，钛系列则 由紧凑型SUV钛3和中大型SUV钛7组成。 文 | 财天COVER 杨十二 易车App显示，钛3拿下11月纯电方盒子销量冠军，豹5登顶11月新能源硬派越野零售销量冠军，压了坦 克300一头。不仅如此，在今年前11个月的累计销量中，豹5在硬派越野车里也摘得头筹。 定位中大型SUV、有着"方盒子"造型的钛7（指导价17.98万～21.98万元）表现更加突出。自今年9月上 市以来，钛7仅用80天便累计交付超5万台，并 ...

Core Insights - BYD reported its November 2025 sales data, showing a total of 480,186 electric vehicles sold, with 237,540 being pure electric and 237,381 plug-in hybrids [1][11][13] - Cumulative sales for the year reached 4,182,038 units, marking an 11.30% year-on-year increase [1][11][13] Sales Performance - In November, BYD's total sales included 42.36 million units from its two main sales networks: Dynasty and Ocean [3][11] - The Dynasty network sold 184,338 units in November, with cumulative sales of 1,729,767 units for the year [4][14] - The Ocean network achieved sales of 233,431 units in November, totaling 2,031,170 units for the year [4][14] Model Breakdown - Key models in the Dynasty network included the Qin, Yuan, Song, Han, Tang, and Xia, with November sales of 70,800; 47,800; 33,900; 14,600; 13,300; and 3,900 units respectively [3][11] - The Ocean network's top models were the Seal, Lion, and Dolphin, with sales of 61,000; 55,000; and 31,000 units respectively [3][11] Brand Performance - The Tengshi brand sold 13,255 units in November, with a total of 138,995 units for the year [6][17] - The Fangchengbao brand reported sales of 37,405 units in November, totaling 183,769 units for the year [7][17] - The Yangwang brand, which targets the high-end market, sold 703 units in November, with a cumulative total of 3,862 units for the year [10][20] New Model Launch - The 2026 model of the Xia was launched on November 4, featuring an upgraded battery capacity and improved range from 180 km to 218 km [4][14]

Core Viewpoint - The article provides a comprehensive overview of new vehicle launches scheduled for October 2025, detailing specifications, market segments, and pricing for various models from different manufacturers. Group 1: New Vehicle Launches - NIO's ET5T is set to launch on October 17, 2025, as a B Wagon with a starting price of 316,000 CNY, featuring a pure electric powertrain and a range of 710 km [11]. - FAW Toyota's Crown Land is scheduled for release on October 18, 2025, as a B SUV, with prices ranging from 284,800 to 332,800 CNY, offering both hybrid and gasoline engine options [19]. - Chery's Jietu Zongheng G700 will debut on October 19, 2025, as a C SUV, priced between 329,900 and 422,900 CNY, equipped with a plug-in hybrid system [35]. - BYD's Fangcheng Leopard series, including models Leopard 5 and Leopard 8, will launch on October 20, 2025, with prices ranging from 269,800 to 399,800 CNY for the Leopard 8 [59][67]. - The Cadillac CT6 from SAIC General will be available on October 22, 2025, as a C NB, with prices from 369,900 to 429,900 CNY [107]. Group 2: Specifications and Features - The NIO ET5T features a power output of 360 kW and a torque of 700 Nm, with a battery capacity of 100 kWh [11]. - The FAW Toyota Crown Land offers a 2.5L hybrid engine with a power output of 139 kW and a torque of 236 Nm [19]. - Chery's Jietu Zongheng G700 has a power output of 155 kW from its engine and 510 kW from its electric motor, with a battery capacity of 34.13 kWh [35]. - BYD's Fangcheng Leopard 5 has a combined power output of 143 kW from its gasoline engine and 485 kW from its electric motor, with a battery capacity of 47.8 kWh [59]. - The Cadillac CT6 features a 2.0T engine with a power output of 174 kW and a torque of 350 Nm [107]. Group 3: Market Segments and Pricing - The new models cover various market segments, including B Wagons, B SUVs, C SUVs, and C NBs, catering to a wide range of consumer preferences [11][19][35][59][107]. - The pricing strategy reflects a competitive approach, with models like the Jietu Zongheng G700 positioned at a premium price point compared to other offerings in the same segment [35]. - The article highlights the trend of manufacturers introducing hybrid and electric options, indicating a shift towards more sustainable vehicle choices in the market [11][19][35][59][107].

Core Viewpoint - The recent surge in recalls among electric vehicle manufacturers highlights significant safety concerns and the varying responses from companies, indicating a potential crisis in quality control within the industry [1][2][3]. Group 1: Recall Statistics and Implications - In the past two months, major recalls have been announced by companies such as BYD, Xiaomi, and XPeng, with BYD recalling 115,783 vehicles and Xiaomi recalling 116,887 vehicles [1][2]. - As of September 2025, a total of 3,230 recalls have been implemented in China, affecting 120 million vehicles, with 652 recalls influenced by regulatory investigations, accounting for 53.18% of total recalls [2]. Group 2: Specific Recall Issues - BYD's recalls involve the 2015 Tang series and Yuan Pro models, with issues ranging from design flaws in the drive motor controller to improper installation of battery seals, both posing serious safety risks [3][10]. - Xiaomi's recall of the SU7 is due to deficiencies in the L2 highway navigation assistance feature, while XPeng's P7+ recall addresses steering assist sensor issues [11][13]. Group 3: Quality Control Concerns - The frequency of recalls, particularly for BYD, raises questions about the company's quality management systems, especially as these models represent a significant portion of their sales [10][25]. - Complaints from consumers regarding various models, including the DM-i series, indicate ongoing quality issues that have not met recall standards but still affect vehicle safety [18][20]. Group 4: Industry Response and Future Considerations - The industry's rapid expansion has led to a neglect of quality control, with companies like BYD prioritizing market share over product safety, which may harm long-term growth [25][33]. - Regulatory bodies are beginning to impose stricter safety requirements, as seen in the recent ban on fully hidden door handle designs, reflecting a shift towards prioritizing consumer safety in automotive design [40][42].

Core Insights - The automotive industry is increasingly integrating social responsibility into its brand values, moving beyond simple charitable donations to more profound community engagement and ecological initiatives [2][10] Group 1: Environmental Initiatives - Ford has initiated a unique environmental project in the Taklamakan Desert, where they collaborated with car owners to plant over 10,000 drought-resistant trees, marking a significant step in combating desertification [3] - Dongfeng Motor has launched a public welfare initiative called "Guarding the Mother River," focusing on ecological protection in the Han River basin, emphasizing sustainable manufacturing practices and water conservation [4] Group 2: Disaster Relief Efforts - The automotive sector is showcasing its technical capabilities in disaster relief, with brands like Fangchengbao establishing a 1 million yuan emergency rescue fund following a car owner's involvement in flood rescue efforts [6] - BYD has not only donated to disaster relief but has also innovatively utilized its vehicles' power supply capabilities to provide emergency electricity during severe flooding in Thailand, ensuring essential services for affected communities [6] Group 3: Education and Child Welfare - Porsche's collaboration with the Make-A-Wish Foundation has successfully granted wishes to over 300 critically ill children globally, highlighting the emotional impact of corporate social responsibility [7] - Shenlong Automobile has been actively involved in educational support for over a decade, contributing 9 million yuan to improve the learning environment for more than 3,000 students through various initiatives [8] Group 4: Broader Social Responsibility - The automotive industry's public welfare actions are evolving from traditional charity to a more integrated approach that encompasses industry-wide ecological and educational initiatives, reflecting a shift towards a "value co-existence" model [10] - Dongfeng has also launched a public service advertisement promoting civil behavior in traffic, indicating a commitment to broader societal values beyond immediate charitable actions [9]

Group 1 - The 12th Wuhan Games and the 5th Traditional Sports Games for Ethnic Minorities were held at Jianghan University, featuring a team of vehicles from BYD, including seven models [1] - The models showcased included the BYD Yangwang U8, Fangcheng Leopard B8, Fangcheng Leopard B5, Haiyan 07 EV, Haibao 07 DMI, Tang DMI, and Qin L EV [1] Group 2 - Yangwang is a high-end electric vehicle brand under BYD, offering a range of products including off-road vehicles, flagship sedans, and pure electric supercars [3] - Fangcheng Leopard is a BYD brand designed to meet personalized consumer needs, enhancing user experience through advanced technology [4] - Haiyan 07 EV features a design by BYD's design director Wolfgang Egger, combining vitality and elegance [4] - Haibao 07 DM-i is the first model to utilize BYD's self-developed CTB battery body integration technology and iTAC intelligent torque control system, excelling in aesthetics, safety, handling, and performance [4] - Tang DM-i is the third plug-in hybrid model from BYD, following Qin DM-i and Song PLUS DM-i, featuring dynamic design elements [5] - Qin L is built on the e-platform 3.0 Evo, incorporating CTB battery body integration technology and advanced driving assistance systems [6] Group 3 - BYD has a long-standing partnership with sports events, collaborating with the China Racing Academy, the first racing academy in China, to promote motorsport [6] - BYD has established a comprehensive event operation model across its all-terrain racetracks nationwide, aligning with the goal of popularizing motorsport [6]

Core Viewpoint - BYD's Fangchengbao brand has launched the Ti7 model, aiming to penetrate the mainstream family vehicle market with competitive pricing and high-end features, potentially reshaping the 200,000 RMB SUV segment [2][6]. Group 1: Product Launch and Features - The Ti7 was officially launched on September 9, with a starting price of 219,800 RMB, lower than the anticipated 250,000 RMB threshold [2]. - All variants of the Ti7 come equipped with high-spec features such as a dual-arm front suspension, leather seats, and BYD's latest intelligent driving assistance system [2]. - The Ti7 is designed with a focus on family users, offering spacious interiors and practical storage solutions, including a 1,880-liter cargo space when the rear seats are folded [4][5]. Group 2: Market Positioning and Strategy - The Fangchengbao brand initially gained traction in the niche off-road market with models like the Leopard 5 and Leopard 8, but aims to expand into the larger family vehicle market for sustained growth [3][4]. - The Ti7 is positioned to compete in a highly competitive segment, facing rivals such as Li Auto L6 and AITO M7, which are all vying for the same family-oriented consumer base [6][7]. Group 3: Intelligent Ecosystem and User Experience - The Ti7 introduces an innovative smart ecosystem, including the BYD Pad, which supports various vehicle control functions and enhances the in-car experience [5]. - The vehicle aims to transcend traditional transportation roles, becoming a personalized mobile space that caters to the needs of young families [5][7]. Group 4: Sales Goals and Market Challenges - The brand's general manager has set an ambitious sales target of 20,000 units per month for the Ti7, with aspirations to reach 30,000 units [6]. - The competitive landscape in the 200,000 RMB SUV market is intense, requiring brands to focus on comprehensive user experiences beyond just hardware specifications [7][8].

Group 1 - The core viewpoint of the article is the launch of BYD's Fangcheng Leopard brand's new model, the Titanium 7, which is positioned as a mid-to-large five-seat plug-in hybrid SUV with a price range of 179,800 to 219,800 yuan [3][5] - The Titanium 7 features dimensions of 4999/1995/1865mm and a wheelbase of 2920mm, placing it between the existing Leopard 5 and Leopard 8 models [2] - The vehicle is equipped with a 1.5T plug-in hybrid system, offering both two-wheel and four-wheel drive options, with battery capacities of 26.6kWh and 35.6kWh, providing a maximum CLTC comprehensive range of 1300 kilometers when combined with a 60-liter fuel tank [2] Group 2 - Fangcheng Leopard's sales strategy includes a price reduction with the launch of the Titanium 3, which starts at 133,800 yuan, successfully increasing sales volume [5] - The brand has sold a total of 56,388 vehicles in 2024, with the Leopard 5 being the main sales contributor at 48,913 units, accounting for nearly 87% of total sales [5] - The Titanium 7 aims to fill the gap in the large five-seat SUV market, where BYD has previously struggled to find a breakout model despite having multiple offerings [7]

Core Insights - The core viewpoint of the article emphasizes that the competition in the automotive market is shifting from low-cost vehicles to the mid-to-high-end market, where brand building will be crucial for future growth [2][12]. Group 1: Market Dynamics - The main source of market share growth for domestic car manufacturers from 2024 to 2025 will be in the A-class car market priced between 50,000 to 150,000 CNY, where domestic brands currently hold a 70.6% market share as of Q2 2025 [12][16]. - The mid-to-high-end market (150,000 to 250,000 CNY) is expected to see significant competition, with current domestic market share below 50%, indicating substantial room for growth [5][18]. - The luxury market (250,000 CNY and above) is dominated by brands like Li Auto, Xiaomi, and Huawei, which are leveraging electric and intelligent vehicle technologies to establish themselves as leaders in this segment [5][13]. Group 2: Profitability and Brand Loyalty - The profitability in the mid-to-high-end market is strong, with the 150,000 to 250,000 CNY segment projected to generate annual revenues of approximately 1.1 to 1.2 trillion CNY and net profits of around 550 to 600 billion CNY [3][12]. - Brand loyalty is becoming increasingly important in the 150,000 to 250,000 CNY market, where consumers are less price-sensitive and more focused on overall product quality and brand reputation [18][19]. - The luxury market is characterized by high brand barriers, making it difficult for new entrants to compete solely on price, thus emphasizing the need for established brand identities [4][5]. Group 3: Competitive Landscape - The competitive landscape in the 250,000 CNY and above luxury market is becoming clearer, with domestic brands like Li Auto and Huawei gaining significant market shares, while traditional luxury brands are experiencing a decline [21][22]. - The 150,000 to 250,000 CNY market is fragmented, lacking a clear leader, which presents opportunities for traditional automakers and emerging players to capture market share through innovation and design [5][14]. - The article suggests that traditional automakers and second-tier new forces should focus on the mid-range market (150,000 to 250,000 CNY) as it offers a better opportunity for growth compared to the high-end luxury segment [14][18].

Investment 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].