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《大行報告》富瑞:理想(02015.HK)定價策略表明有信心在價格戰中冀保持高端品牌形象
富瑞發表研究報告指,理想汽車(02015.HK)(LI.US)日前舉行春季發布會,發布首款純電動MPV「理想MEGA」以及升級版L系列車型。其中理想MEGA僅提供高端Max版本,售價近56萬元人民幣,預計下周一(11日)起交付,符合該行預期。 配置升級後,理想L7及L8Pro加價1萬元人民幣,其他L系列新品價格則維持不變。富瑞指出,L系列新版本的定價應能緩解公司的利潤壓力。 理想2024年首季收入指引介乎313億至322億元人民幣,換言之MEGA及升級版L系列車型上市後立即開始大規模交付,其平均售價將按季提升2%,認為其其定價策略反映出,在行業價格戰的高度競爭環境下,理想仍有信心保持高端品牌形象,短期內相信很大程度可緩解投資者對L系列車型盈利能力的擔憂。 富瑞目前保守預測理想MEGA每月銷量可達約3,000輛,預期有增長空間,重申「買入」評級,目標價升34%至239.34元。
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