Falling out of the first line and the third line, a good hand of cards was broken, why can't Xiaopeng Motors come out with a "hot model"?

Maintenance of the car

2024-08-03 20:52Posted in Guangdong automotive creators

At the time of the acceleration of new energy vehicles in China,"Wei Xiaoli"The new power models represented by the company have also started rapid development,But the development to the present,The gap between the car companies has gradually emerged,At present, the ideal relies on"Color TV + large sofa"The design idea caters to the needs of the household market,At the same time, sales have also increased significantly,Weilai is still losing a lot of money on a single car,But sales are steady and improving,On the contrary, Xiaopeng, who has a good hand in the early stage, is gradually lagging behind。

Xpeng recently announced that it has entered into a strategic cooperation agreement with Volkswagen to focus on joint research and development of electronic and electrical architecture technologies. The collaboration aims to create an advanced E/E architecture for Volkswagen's CMP and MEB platforms manufactured in China. It is expected that the first model with this architecture will go into series production in about two years. According to the financial report issued following this announcement, Xpeng's net loss in the first quarter was 1.37 billion yuan, which is a decrease compared with the same period in 2023, when the net loss reached 2.34 billion yuan.

In terms of sales, Xpeng's cumulative sales in the first half of this year reached 52,000 units, but this figure only accounted for 18.6% of its annual target of 280,000 units, showing that there is still a large gap between it and the expected target. On the other hand, the sales of several other new energy vehicle brands were relatively strong, with Hongmeng Zhixing and Li Auto selling 194,000 and 188,000 units respectively in the same period. In addition, the sales of Weilai, Leap and Zeekr have also reached 87,400, 86,000 and 87,000 respectively, which shows that compared with these new brands, Xpeng's current sales have fallen to the third tier.

According to media reports, Xpeng Motors recently reorganized its marketing team, Gu Yuanqin replaced Wang Tong as the new head of sales, and Yu Tao joined the company as vice president of marketing. This personnel change may be related to the challenges encountered in promoting Xpeng's "Jupiter Project" wholesale model in the market. In terms of brand performance, Xpeng's position in the market has declined, and if it does not take quick steps to improve, the company may face greater operational risks.

In addition, Xpeng's product line is relatively chaotic, covering multiple models ranging from 150,000 yuan to 400,000 yuan. Although there are many models, it seems that there is a lack of an iconic product that can lead the market, and at the same time, there is a lack of a popular product that can attract widespread attention in the market, which is an important reason for the fluctuation of Xpeng Motors' sales. At the same time, in the context of the current intelligence has become the consensus of the industry, Xpeng Motors' products lack a clear focus on intelligent characteristics, and how to achieve differentiation among many brands is an urgent problem for Xpeng Motors to solve.

It is worth mentioning that Xpeng Motors, as a new power brand that advocated the concept of "intelligent driving" in the early days, does not seem to have the lead in the current market competition, especially affected by the launch and popularity of Huawei's intelligent driving system. Huawei's brands such as Zhijie and Xiangjie equipped with ADS intelligent driving systems have achieved remarkable results in the market, which has caused Xpeng Motors' original proud "intelligent driving" feature to gradually lose its unique appeal.

In addition to the gradual fading of the product power of the product itself in the market, Xiaopeng's internal management has also had major problems. Xpeng announced last year that the head of the company's purchasing department had been suspended and that several employees were under investigation. It is understood that the suspended employee is Li Feng, the head of the purchasing department, and the incident is closely related to the supply chain anti-corruption action launched by Xpeng Motors. According to the report, at an internal meeting, a number of employees at different levels and departments were asked to stay and talk, involving more people than the anti-corruption campaign at the beginning of the year, and the situation was so serious that it even attracted the attention and intervention of the police, indicating that there is a lack of supervision in the company's internal supply chain.

Summary:

For the current new energy brand, a complete and clearly positioned product line is crucial, Xiaopeng has not sorted out a clear product array, and at the same time, the intelligent driving that took the lead in the early stage of listing has not played a distinctive role, and more importantly, there seems to be a problem with Xiaopeng's internal management, whether it is the personnel changes in the purchasing department or the marketing department, all reflect the management loopholes, Xiaopeng wants to catch up in the future, these problems need to be solved efficiently.

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