Breaking into BYD's main battlefield, He Xiaopeng takes out his' trump card '
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发表于 2024-8-29 13:50:43
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On the evening of August 27th, at the 10th anniversary of the company's establishment and the launch conference of the first MONA series model M03, Xiaopeng Motors Chairman He Xiaopeng changed his previous impression of not being good at words and began a personal speech.
Looking back on the past 10 years of entrepreneurship, He Xiaopeng said that he has reached the peak and fallen to the bottom.
He summarized his entrepreneurial experience of the past decade into one sentence: Over the past decade, Xiaopeng Motors has been swimming in a sea of blood, and he firmly believes that the company will 'swim until the sea turns blue'.
[align center] should stay at the "table"
In 2021, with Xiaopeng P7 topping the sales champion of new forces, Xiaopeng gained a great reputation; In 2022, the company suffered a Waterloo due to the failure of the G9; Last year, it intended to save itself with the Xiaopeng G6, but the subsequent failure in production capacity prevented the new car from maintaining its popularity, resulting in little breakthrough in Xiaopeng's sales so far.
Meanwhile, since the beginning of last year, the Chinese new energy vehicle market has been engaged in a fierce battle that continues to this day. Regarding this, He Xiaopeng bluntly stated that such "bloody" competition will continue until at least 2026. He predicts that in the next 10 years, there will only be 7 mainstream Chinese car brands left, with an annual sales of 1 million "AI cars", which will only be a ticket to the finals.
Given the current sales volume of Xiaopeng, it is not easy to obtain this admission ticket.
In the first seven months of this year, the company's cumulative delivery volume was only 63000 vehicles, with an average monthly delivery volume of less than 10000 vehicles. As a veteran new force, Ideal has delivered an average of 34000 vehicles in the first seven months, NIO has delivered an average of 15400 vehicles per month, and even the "newcomer" Jike has delivered an average of 14800 vehicles per month. Xiaopeng is facing an "awkward" situation where it is disconnected from its old teammates and surpassed by newcomers.
As an "old cannon" in the new forces, Xiaopeng urgently needs to break through. In order to stay at the "table", Xiaopeng took out his "trump card" to save himself. The new car M03 carries too many expectations for the company.
The starting price for center is 119800 yuan
It is reported that the research and development of Xiaopeng MONA M03 took 4 years and invested over 4 billion yuan, targeting the new energy vehicle market at the 200000 yuan level. Among them, the company's proud intelligent driving technology will be the main selling point of the new car to help M03 "break into" the market.
Before the price was announced, He Xiaopeng admitted that there has always been controversy within the company over pricing, and the selling price was not finalized until before the press conference.
The MONA M03 has released three models this time, namely the 515 long-range version, 620 ultra long range version, and MAX version, with prices of 119800 yuan, 129800 yuan, and 155800 yuan respectively, breaking the new low of Xiaopeng's price system and directly entering the main battlefield of new energy leader BYD.
Photo by Wu Di
Although the price is low, Xiaopeng has shown enough sincerity in terms of configuration. He Xiaopeng said that he had originally considered whether to launch the "Beggar Edition" model without intelligent driving, but for the sake of consumers, he ultimately decided to equip the entire series with intelligent driving as standard.
The new car has a length, width, and height of 4780mm, 1896mm, and 1445mm respectively, with a wheelbase of 2815mm. It is a moderate model size in this price range, but the wheelbase far exceeds that of its peers, ensuring ample interior space.
In terms of hardware, M03 comes standard with Qualcomm Snapdragon 8155 chip and 16G memory, supporting full field parking and assisted driving on highways and expressways. In addition, the MAX version priced at 155800 yuan also adds urban intelligent driving function on this basis, which is currently the only model in China that supports urban intelligent driving within 200000 yuan.
The new car was launched 52 minutes ago, and the large order volume exceeded 10000 units, which was the speed that the Xiaopeng P7, G9, and G6 were unable to reach when they were launched earlier.
The market believes that based on the pricing and configuration of M03, it may stir up the new energy vehicle market in China worth 100000 to 150000 yuan.
Expand production in advance to ensure delivery
According to DCD data, in July, the top five new energy vehicles in the domestic market with sales ranging from 100000 to 150000 yuan were all models under BYD: Qin L DM (32000 units), Yuan PLUS (26000 units), Qin PLUS DM (22000 units), Sea Lion 06 (22000 units), and Song PLUS DM (21000 units).
The entry of M03 is expected to change the phenomenon of BYD's monopoly, as its intelligent driving far exceeds BYD's. Moreover, M03's performance, range, intelligent cockpit, etc. are all stronger than BYD's pure electric models at the same price point. Taking the Qin PLUS EV as an example, its long-range version costs 170000 yuan, but the range is only 610 kilometers, while the M03 long-range version priced at 129800 yuan is not only more expensive than the Qin PLUS EV, but also has a range of 620 kilometers.
Photo by Wu Di
Whether the good performance of Da Ding Data can continue to lead to delivery performance still needs to go through many processes, including production capacity, sales, etc. Drawing on the experience of Xiaopeng G6, He Xiaopeng stated in an interview after the meeting that this is Xiaopeng's most fully prepared follow-up guarantee, including upstream and downstream supply chains, factory production capacity, etc. "Everything is ready".
According to Xiaopeng's plan, the current monthly delivery target for M03 is 10000 vehicles. It is reported that the production factory of M03 is the Zhaoqing factory, with an annual production capacity of 200000 vehicles. In order to put the new car into production, the company invested billions of yuan at the beginning of the year to upgrade and renovate the entire vehicle production line at the Zhaoqing factory. Unlike previous models, M03 is not equipped with a laser radar, so the pressure on the supply chain and production capacity is much lower than that of previous models.
Xiaopeng Motors, prepared, is waiting for MONA to bloom.
Reporter Wu Di
CandyLake.com is an information publishing platform and only provides information storage space services.
Disclaimer: The views expressed in this article are those of the author only, this article does not represent the position of CandyLake.com, and does not constitute advice, please treat with caution.
Disclaimer: The views expressed in this article are those of the author only, this article does not represent the position of CandyLake.com, and does not constitute advice, please treat with caution.
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