Core Viewpoint - The article highlights various marketing strategies and initiatives taken by different automotive brands in China during September 2025, showcasing how they leverage significant events and collaborations to enhance brand visibility and consumer engagement [4][5][6]. Group 1: Red Flag's Marketing Strategy - Red Flag's actions during the 93rd National Day parade included returning nearly 80 ceremonial cars to their owners, accompanied by a thank-you letter and a detailed vehicle inspection, which fostered a sense of pride among car owners [4][5]. - The brand's approach of combining emotional marketing with tangible actions has created a strong connection between the owners and the Red Flag brand, setting it apart from competitors who also attempted to capitalize on the event [5][6]. Group 2: Deep Blue's Brand Positioning - Deep Blue launched a promotional video titled "Running Chinese Cars," which honored 27 automotive brands while subtly positioning itself, emphasizing the collective growth of the Chinese automotive industry [6][9]. - The marketing strategy reflects a shift from aggressive competition to a more collaborative approach, aligning with the brand's new identity as a state-owned enterprise [9][10]. Group 3: Zeekr's Global Outreach - Zeekr hosted a "Global First Luxury Electric Car Diplomat Experience" event, inviting diplomats from 40 countries to experience its vehicles, aiming to establish a strong association with luxury and enhance its global presence [11][12]. - The event generated significant online engagement, with related topics on social media reaching over 210 million views, indicating a successful branding effort [14]. Group 4: NIO Day 2025 - NIO Day 2025 focused on the theme of "Growth," involving extensive user participation in creating a song and documentary, which reflects the brand's commitment to community and user engagement [15][17]. - The event was strategically timed to address year-end sales pressures and improve brand perception amidst challenges faced earlier in the year [17][18]. Group 5: Lantu's Cultural Integration - Lantu's "Era Fashion Night" showcased its vehicles in a culturally rich setting, emphasizing the integration of Chinese aesthetics with modern technology, aiming to establish a unique brand identity [19][20]. - The event highlighted Lantu's commitment to creating a luxury brand that resonates with Chinese cultural values, which is crucial in a competitive high-end market [22]. Group 6: Li Auto's Brand Evolution - Li Auto announced a partnership with celebrity Yi Yangqianxi, marking a shift in its marketing strategy from product-driven to a dual approach that includes brand ambassadors to attract younger consumers [23][26]. - This change comes in response to declining sales and aims to reposition the brand in the eyes of a younger demographic, enhancing its appeal [26][27]. Group 7: Leap Motor's Innovative Collaboration - Leap Motor collaborated with IKEA for a pop-up event, focusing on the concept of "space" in automotive design, which aligns with contemporary consumer preferences for lifestyle-oriented products [28][31]. - The event successfully increased foot traffic and sales, demonstrating the effectiveness of experiential marketing in the automotive sector [31]. Group 8: Great Wall's Endurance Race - Great Wall Motors' founder participated in a challenging endurance race, showcasing the reliability of its vehicles and reinforcing the brand's commitment to quality and performance [32][36]. - This hands-on approach by the founder enhances brand credibility and connects with consumers on a personal level, promoting a culture of adventure and resilience [36][37]. Group 9: BYD's Youth Engagement - BYD's "I Di New Generation 2025" event aimed to reshape its image by highlighting the talents of its young employees, fostering a connection with the younger audience [38][41]. - The initiative reflects BYD's strategy to engage with younger consumers through innovative and entertaining formats, moving away from traditional marketing methods [41]. Group 10: Xiaomi's Strategic Shift - Xiaomi's founder delivered a speech outlining the company's strategic shift towards becoming a "hardcore technology company," aiming to redefine its market position amidst challenges in the automotive sector [42][45]. - The speech, however, faced criticism for lacking substance and failing to address product-related issues, which negatively impacted investor confidence [45][46].

近日，由"中国新一代旗舰SUV"极氪9X领衔的新能源豪华汽车外交官品鉴会在京举行。来自卡塔尔、沙特、科威特、阿联酋、阿曼、印尼等40 国驻华大使，对中国新能源汽车的高质量发展成果给予高度评价。其中卡塔尔驻华大使当场下单订购极氪9X。 品鉴会现场氛围热烈，多个国家驻华大使认为极氪9X设计大气威严、配置豪华。特别是超级混动解决方案带来的能耗低、长续航，感到非常震撼。极 氪9X音响、旋转座椅以及天地门给多国大使们留下了深刻印象。多国驻华大使集体点赞中国豪车，纷纷拍照留念。对于中国车有这样的表现感到震惊，认 为极氪9X非常豪华和智能。现场，阿盟驻华大使更是直接飙汉诗：此马若遂千里志，追风犹可到天涯。 卢旺达驻华大使："极氪9X就像一架飞机"。6.3㎡座舱面积颠覆了传统SUV的认知，人均1.05㎡的奢侈空间，配合1470mm的二、三排腿部空间与 1054mm二排头部空间，即使身高1.8米的大长腿也能"自由舒展"。现场，身材高大的卢旺达大使和阿盟代表在体验完行云座椅之后，直呼比真人按摩感受更 好。 ri 27 # 12 r 1 2 l . 90 .... f p 4 VAN . 13 | 12 | 1 x 极氪超豪华双旗 ...

编辑丨安安 8月29日，在2025成都国际车展开幕首日，全球超豪华SUV新旗舰——极氪9X正式开启预售，共推出Max版、Ultra版、 Hyper版三个版型，预售价格分别为47.99万元起、49.99万元起、56.99万元起。 作者丨彭鑫 极氪与英国国宝级音响品牌Naim正式达成合作，成为Naim音响全球唯二、中国唯一的车载音响合作伙伴，打造出全球功率 最高的车载音响系统——Naim殿堂之声音响系统，峰值功率达到3868W，带宽频率覆盖20Hz-40kHz。极氪9X每个座位都是 黄金听位。全车共配备32个顶级扬声器，定制支持杜比全景声的9.2.4.8全维沉浸音场布局。 图源：极氪品牌官方 | ZEEKR 9X Max 47.99 | | --- | | ZEEKR 9x Ultra版 49.99 | | ZEEKR 9x Hypers 56.99 | 图源：极氪品牌官方 作为一款全尺寸豪华SUV，极氪9X深度洞察高净值人群对超凡格局、远见卓识、从容气度与澎湃活力的核心诉求，凝练 为"自在掌控，万象从容"的旗舰美学，不仅以极致张力的外观造型塑造出掌控全局的气场，更通过豪华科技与奢享细节赋予 空间自在从容的气质， ...

Core Viewpoint - The Zeekr 9X, a new flagship ultra-luxury SUV from the Zeekr brand, has officially launched its pre-sale at the 2025 Chengdu International Auto Show, with prices starting from 479,900 yuan [1] Group 1: Product Features - The Zeekr 9X features a full-size luxury SUV design with a three-row six-seat layout, offering a cabin area of 6.3 square meters and an average space of 1.05 square meters per person, achieving the "largest in class" [3] - The vehicle includes a nearly 90° rear door opening angle, hidden electric foot pedals, and a specially designed rear central aisle for easy passenger access [3] - The SUV boasts a total glass area of 4.2 square meters and a sunroof area of 1.32 square meters, enhancing interior visibility [3] - It is equipped with a 17-inch 3K ultra-clear OLED screen with a response time of 3 milliseconds and a refresh rate of 90Hz, allowing for adjustable viewing angles [3] Group 2: Interior Comfort and Technology - The seats are made of ultra-soft NAPPA leather and support multiple electric adjustments, with the third row able to recline up to 135° [3] - The second row features "cloud seats" with four modes: zero gravity, Eames lounge chair, rotation, and professional massage, including a unique four-way adaptive lumbar support with 22 massage points [3] - The audio system, developed in collaboration with Naim, has a peak power of 3,868W and includes 32 speakers, supporting Dolby Atmos for an immersive sound experience [5] Group 3: Performance and Innovation - The Zeekr 9X is built on the Haohan-S luxury electric hybrid architecture, featuring advanced technologies for performance, handling, safety, and intelligence [5] - It is powered by a 2.0T super electric hybrid engine and three electric motors, achieving a pure electric range of 380 kilometers under CLTC standards [5] - The vehicle aims to redefine the global luxury car market with its flagship aesthetic design and advanced features [5] Group 4: Brand Strategy and Future Plans - Zeekr plans to continue focusing on "original design + technology" as its core strategy, enhancing its product and ecosystem layout to drive the evolution of the global automotive industry [8]

Core Viewpoint - The delivery ceremony of the Zeekr 009 Glorious Edition, China's first airborne car delivery, took place on a private jet, highlighting the luxury and innovative experience of the vehicle [1][3]. Group 1: Product Features - The official starting price of the Zeekr 009 Glorious Edition is 899,000 yuan, featuring luxurious elements such as gold accents and high-quality materials, appealing to high-end consumers [1]. - The vehicle is designed with safety and comfort in mind, including a unique one-piece cast C-ring seat that secures rear seats to the aluminum body, ensuring passenger safety [5]. - It boasts the world's first LC privacy dimming glass, which can switch from bright to dark in one second, with a UV blocking rate of 99.9% and a shading rate of 99.5% [5]. - The seats are made from ultra-soft aniline leather, featuring 11 layers and 12 ergonomic support zones, providing 20 massage points and a graphene thermal SPA experience [5]. Group 2: Market Position and Consumer Insights - The Zeekr 009 Glorious Edition is favored by high-end users, with a significant portion of buyers being executives and entrepreneurs, predominantly male [1][3]. - The vehicle's performance is notable, being the fastest accelerating MPV globally, achieving 0-100 km/h in just 3.9 seconds, and equipped with a battery that allows for over 500 km of range in just 11.5 minutes of charging [5]. - The penetration rate of new energy vehicles in China has surpassed 50%, with domestic brands like Zeekr capturing a significant share of the 600,000 yuan market segment, indicating a shift in consumer preferences towards local luxury vehicles [6].

Financial Performance - Zeekr Technology reported a significant financial turnaround, achieving a net profit of 510 million yuan in Q1 2025, marking its first profitable quarter since merging with Lynk & Co [5] - The company recorded total revenue of 22 billion yuan in Q1, with vehicle sales revenue reaching 19.1 billion yuan, a year-on-year increase of 16.1% [5] - The gross margin for vehicle sales was 16.5%, up 3.4 percentage points year-on-year, while the overall gross margin reached a historic high of 19.1% [5][2] Delivery and Sales - In Q1 2025, Zeekr delivered 114,011 vehicles, representing a year-on-year growth of 21.1% [2][7] - The company has consistently achieved monthly sales exceeding 40,000 units, demonstrating the effectiveness of its scale [7] Technological Integration and Strategy - Under the guidance of the "Taizhou Declaration," Zeekr is accelerating platform technology sharing, enhancing profitability and showcasing scale advantages [3] - The integration of technology between Zeekr and Lynk & Co has improved profitability, with a focus on shared platforms for key technologies such as vehicle architecture and intelligent driving systems [8][9] Brand Positioning and Market Strategy - Zeekr aims to redefine high-end mobility experiences through technology and luxury services, targeting a price range of 150,000 to 900,000 yuan [10] - The Zeekr brand focuses on the luxury market above 300,000 yuan, while Lynk & Co targets the market above 200,000 yuan, with a strong emphasis on electric and hybrid vehicles [11] Global Expansion - Zeekr has entered over 60 international markets and operates more than 1,200 stores globally, with over 1.9 million users [12] - The company is actively shipping models like Lynk 08 EM-P and Zeekr 7X overseas, with the latter starting deliveries in Europe on May 16 [13]

Core Viewpoint - The global electric vehicle (EV) industry is entering a highly competitive phase in 2025, with companies like Tesla and BYD leading the charge, while Zeekr Technology showcases impressive financial results, marking a significant milestone in China's EV sector's high-end and global expansion [1][14]. Financial Performance - In Q1 2025, Zeekr Technology reported total revenue of 22 billion yuan (approximately 3.04 billion USD), with vehicle sales revenue dominating at 19.1 billion yuan, reflecting a year-on-year growth of 16.1% [3]. - The company achieved a gross profit of 4.213 billion yuan (about 580 million USD), up 18.8% from the previous year, and a comprehensive gross margin of 19.1%, the highest in its history [3][4]. - Zeekr's net loss decreased by over 60% year-on-year, achieving a profit of 510 million yuan under Hong Kong accounting standards, marking three consecutive quarters of profitability [3][4]. Cost Management and Efficiency - Total costs for Q1 2025 were 17.8 billion yuan (approximately 2.54 billion USD), down 2.4% year-on-year and 38.6% from the previous quarter [4]. - Sales and marketing expenses were 2.645 billion yuan (around 364 million USD), a decrease of 9.2% year-on-year [4]. - The integration of Zeekr and Lynk & Co has led to significant cost reductions and improved operational efficiency [4][6]. Strategic Developments - The merger of Zeekr with Lynk & Co and its planned integration into Geely Auto is a strategic move aimed at enhancing market competitiveness and operational synergy [6][7]. - Zeekr and Lynk & Co are adopting differentiated competition strategies, with Zeekr focusing on the luxury market above 300,000 yuan and Lynk & Co targeting the market above 200,000 yuan [8]. Global Expansion - As of April 2025, Zeekr has entered over 60 international markets and established more than 1,200 stores, gaining the trust of over 1.9 million global users [11]. - Geely Auto is also expanding its overseas presence, with plans to launch multiple models in key markets like the Middle East and Europe [11][12]. Technological Advancements - Zeekr is innovating with its "three 800" ecosystem solution, including the V4 ultra-fast charging station capable of delivering peak power of 1.3 megawatts [9]. - The company is also enhancing its technology capabilities through shared R&D efforts between Zeekr and Lynk & Co, focusing on intelligent driving solutions and smart cockpit technologies [8][9]. Conclusion - Zeekr's Q1 2025 financial performance reflects the effectiveness of its "technology-driven high-end" strategy, showcasing growth in both scale and profitability while breaking the trend of "burning cash for volume" typical of new entrants in the EV market [14].

Investment Rating - The report maintains a "Buy" rating for the company [5] Core Views - The company has shown strong sales growth in April, significantly outperforming the industry average, with total sales reaching 234,100 units, a year-on-year increase of 52.7% [9] - The company is expected to achieve earnings per share (EPS) of 1.27, 1.50, and 1.84 yuan for the years 2025 to 2027, respectively, with a target price set at 19.05 yuan [2] - The report highlights the impressive performance of the Galaxy series and the launch of new models, which are expected to drive future sales growth [9] Financial Forecasts - Revenue is projected to grow from 179,204 million yuan in 2023 to 414,141 million yuan in 2027, with a compound annual growth rate (CAGR) of 16.5% [4] - Operating profit is expected to increase from 3,806 million yuan in 2023 to 17,395 million yuan in 2027, reflecting a significant growth trajectory [4] - Net profit attributable to the parent company is forecasted to rise from 5,308 million yuan in 2023 to 18,526 million yuan in 2027, with a notable increase of 213.3% in 2024 [4] Sales Performance - In April, the company's sales of new energy vehicles reached 125,600 units, a year-on-year increase of 144.2% [9] - The Galaxy brand has shown remarkable sales performance, with 96,600 units sold in April, representing a year-on-year increase of 281.1% [9] - The report notes the launch of several new models, including the Galaxy Star耀 8 and the Zeekr 007 GT, which are expected to enhance the company's market presence [9]

Investment Rating - The report maintains a "Buy" rating for the company [5] Core Views - The company is expected to achieve EPS of 1.27, 1.50, and 1.84 RMB for the years 2025-2027, with a target price set at 19.05 RMB or 20.67 HKD, based on a PE valuation of 15 times for comparable companies [2] - April sales growth significantly outperformed the industry average, with total sales reaching 234,100 units, a year-on-year increase of 52.7% and a month-on-month increase of 0.8% [9] Financial Forecasts - Revenue projections for 2023A to 2027E are as follows: 179,204 million RMB, 240,194 million RMB, 299,782 million RMB, 355,561 million RMB, and 414,141 million RMB, with year-on-year growth rates of 21.1%, 34.0%, 24.8%, 18.6%, and 16.5% respectively [4] - Operating profit is forecasted to grow from 3,806 million RMB in 2023A to 17,395 million RMB in 2027E, with a notable increase of 100.8% in 2024A [4] - Net profit attributable to the parent company is expected to be 5,308 million RMB in 2023A, increasing to 18,526 million RMB by 2027E, with a significant jump of 213.3% in 2024A [4] Sales Performance - The company's Galaxy series has shown remarkable sales performance, with 96,600 units sold in April 2025, representing a year-on-year increase of 281.1% [9] - The company’s electric vehicle sales reached 125,600 units in April, marking a year-on-year growth of 144.2% [9] Market Position - The company is actively expanding its global footprint, with the launch of the Lynk & Co 900 and significant exports to the European market [9]

Core Insights - The first quarterly report of Zeekr Technology Group shows a significant reduction in net losses, with a reported profit of 510 million yuan under Hong Kong accounting standards [2][3] - The company achieved a total revenue of 22.019 billion yuan in Q1, marking a year-on-year growth of 1.1% [3] - The gross profit margin reached a record high of 19.1%, with vehicle gross margin at 16.5%, an increase of 3.4 percentage points year-on-year [3] Financial Performance - Net loss for Q1 was 763 million yuan, a reduction of over 60% compared to the previous year [3] - Gross profit for the quarter was 4.213 billion yuan, up 18.8% year-on-year, but down 33.8% quarter-on-quarter [3] - The company reported a profit of 214 million yuan for the entire year of 2024 under Hong Kong accounting standards, indicating a significant improvement in profitability [3] Sales and Deliveries - Zeekr sold 114,011 vehicles in Q1, maintaining the top position in high-end luxury sales among new forces in China [3] - Monthly deliveries approached 40,000 units, demonstrating significant scale effects following the merger of Zeekr and Lynk & Co [3] Brand Strategy and Product Development - The company follows a dual-brand strategy with Zeekr focusing on the luxury market above 300,000 yuan and Lynk & Co targeting the market above 200,000 yuan [4] - New product launches include the Zeekr 007GT and the flagship Zeekr 9X, with the latter set to launch in Q3 [4] - R&D investment for Q1 was 2.9 billion yuan, reflecting an increase aimed at enhancing technological competitiveness [4] Global Expansion - Zeekr has entered over 60 international markets and operates more than 1,200 stores globally, covering five continents [4][5] - The user base has exceeded 1.9 million globally, indicating strong market penetration [5]