Investment Rating - The report maintains an investment rating of "Outperform the Market" for BYD [7] Core Viewpoints - The luxury image of traditional brands is a result of historical accumulation, technology, and brand strength. Under the wave of new energy, domestic brands are redefining luxury through new technologies. BYD's path to high-end positioning relies on its technological advantages to foster brand preference among consumers [4][11] - BYD's high-end strategy is built on "technology foundation, brand stratification, and global expansion," utilizing a three-tier brand matrix for precise market coverage [11][59] Summary by Sections Introduction: Where Will BYD's High-End Path Lead? - In 2024, BYD's passenger car sales reached 4.25 million units, with models priced below 200,000 yuan accounting for 84.3% of sales. The launch of the Tengshi D9 in 2022 marked the beginning of BYD's high-end journey, followed by the introduction of the Yangwang and Fangchengbao brands [8][15] Quantitative Standards for Successful High-End Definition - High-end brands are defined as those with an average price above 300,000 yuan. In 2024, 14 brands met this criterion, with six being domestic brands. The top three brands by sales were traditional luxury brands "BBA," followed by domestic brands like Li Auto and AITO [20][23] Key to BYD's High-End Breakthrough: Focus on Technological Strength - BYD's high-end strategy includes the Tengshi brand, which integrates advanced technologies to create a comprehensive product matrix. The Tengshi brand achieved sales of 107,000 units in 2024, with an average transaction price of approximately 350,000 yuan [32][36] - The Fangchengbao brand focuses on the personalized automotive market, leveraging leading technologies to create unique products [46] Investment Recommendations - The report suggests that BYD's exploration of high-end positioning is gradually correcting its strategic direction, with a focus on technology-driven sales growth. The "Universal Intelligent Driving" strategy is expected to accelerate brand high-end positioning and enhance revenue and profit margins in the medium to long term [12][59]

Core Viewpoint - The report by China Galaxy Securities highlights BYD's luxury brand Tengshi, emphasizing its strong market performance and technological advancements, with a buy rating and a target price of 151.82 yuan [1]. Group 1: Brand Positioning and Market Performance - Tengshi, established in 2010, is positioned as a mid-to-high-end brand, with the D9 model achieving significant sales success in the domestic market [2]. - The D9 has led the Chinese MPV market for two consecutive years and is set to expand globally, entering markets such as Singapore, Thailand, Indonesia, and Malaysia in 2024 [2]. - By 2025, Tengshi is expected to achieve sales of 230,000 units, with the D9 contributing 125,000 units [4]. Group 2: Technological Advancements - Tengshi benefits from BYD's high R&D investment, enhancing its technological capabilities, including advanced safety features and AI-driven smart cockpit systems [3]. - The DM5.0 system has improved fuel efficiency by 10%, and the new super e-platform offers rapid charging capabilities [3]. Group 3: Financial Projections - Revenue projections for BYD from 2025 to 2027 are 994.03 billion yuan, 1,160.77 billion yuan, and 1,307.58 billion yuan, with net profits of 52.54 billion yuan, 63.22 billion yuan, and 75.40 billion yuan respectively [4]. - The estimated EPS for the same period is 5.76 yuan, 6.93 yuan, and 8.27 yuan, with a reasonable per-share value range of 134.75 yuan to 151.82 yuan [4].

Core Insights - Tengshi Automotive announced a mid-year OTA upgrade for all its models in July, involving over 40 functional updates and more than 20 optimizations, covering models such as Tengshi N9, Tengshi D9, Tengshi Z9, Tengshi N7, and Tengshi N8 [1] Group 1: New Features and Enhancements - The OTA update includes optimization of the "Tianshen Eye" end-to-end model, adding high-speed navigation assistance with automatic ETC recognition at toll stations [3] - New lane change style adjustment feature allows users to define lane change styles in "conservative/standard" modes, applicable to Tengshi D9, Tengshi Z9GT, Tengshi Z9, and Tengshi N7 [3] - Introduction of Easy Three-Party Parking Assistance 2.0, which utilizes a core algorithm for precise parking in vertical spaces, available for Tengshi N9, Tengshi Z9GT, and Tengshi Z9 [6] Group 2: Additional Functionalities - New features include rear-wheel steering for parking assistance, enhancing experiences in narrow passages and reducing parking time [9] - Parking assistance now supports vertical and angled parking for both front-in and rear-out scenarios, along with automatic folding of side mirrors in narrow parking situations [9] - Driving assistance enhancements include lane cruise assistance with merging, traffic light stop-start, and detour capabilities, as well as real-time speed adjustment based on traffic flow [9]

Core Viewpoint - The recent personnel changes at Tengshi, a subsidiary of BYD, reflect an internal rotation system aimed at enhancing management experience across different business segments, although there are concerns regarding the brand's high-end strategy not meeting expectations [2]. Group 1: Personnel Changes - Zhao Changjiang has been appointed as the General Manager of Tengshi Fangchengbao Direct Sales Division, while Li Hui has taken over as the General Manager of Tengshi Sales Division, indicating a strategic internal rotation [2]. - This is the second major personnel adjustment for Tengshi this year, following the integration of the public relations department into the group structure [3]. Group 2: Performance Metrics - Tengshi's sales target for 2024 is set at 200,000 units, but the actual sales reached only 126,000 units, resulting in a completion rate of 63.02% [3]. - In 2023, Tengshi aimed for 150,000 units but achieved only 127,800 units, with a completion rate of 84.6% [3]. - The cumulative sales for the first half of 2023 were approximately 79,000 units, reflecting a year-on-year growth of 34%, but only 26% of the annual target was met [3]. Group 3: Brand Strategy and Challenges - Zhao Changjiang led a strategic brand renewal for Tengshi, claiming that the first two phases of the renewal have been successfully completed, achieving breakthroughs in both brand recognition and sales [2]. - Despite initial success with the Tengshi D9, subsequent models like Tengshi N7, N8, and Z9/Z9 GT have faced challenges, being criticized for underperforming after their launch [2].

Core Viewpoint - BYD has initiated a significant price reduction across 22 models, marking the largest discount yet, which signals the beginning of a new price war in the automotive industry [2][4] Group 1: Price Reductions and Market Impact - BYD's price cuts range from 12,000 to 53,000 yuan, and the promotion will last until the end of June [2] - This is the third price reduction since March, indicating a trend of aggressive pricing strategies in the industry [2] - Other manufacturers like Geely and Chery have also followed suit with substantial price cuts, with Chery's reductions nearing 50% for some models [2] - The automotive industry is facing a historical low profit margin of 4.3% in 2024, with cumulative retail losses approaching 200 billion yuan due to the price war [4] Group 2: BYD's Sales Performance - In 2024, BYD sold 4.2722 million vehicles, generating revenue of 617.38 billion yuan, with an average revenue contribution of 144,500 yuan per vehicle [4] - Despite a leading gross margin of 22.31%, the net profit per vehicle is less than 10,000 yuan, indicating lower profitability in the automotive sector [4] - BYD's sales target for 2025 is set at 5.5 million vehicles, with a domestic market goal of 4.7 million [6] Group 3: Competitive Landscape - BYD faces increasing competition in both the low-end and high-end markets, with competitors like Geely gaining market share [8][10] - The sales of BYD's A0-class models have declined, with competitors like Geely's Xingyuan surpassing them in sales [10] - The Han series has seen a significant drop in sales, reflecting challenges in the 200,000 yuan market segment [10][11] Group 4: Financial and Operational Challenges - BYD's asset-liability ratio stands at 74.64%, which is relatively lower compared to other domestic manufacturers [16] - The company has significantly increased its R&D investment, reaching 54.2 billion yuan in 2024, but faces high operational debts [18][19] - Maintaining high sales growth is crucial for BYD to manage its debt levels and support ongoing R&D investments [20] Group 5: Future Outlook - BYD is focusing on low-end models to stabilize its market position while aiming for overseas expansion, targeting over 800,000 units in international sales [22] - The company has sold approximately 290,000 vehicles overseas in the first four months of the year, indicating potential for exceeding its sales target [22]