In the case of declining performance, Xpeng Motors has also experienced personnel turmoil. It can be said that Xpeng Motors is now at a critical juncture. Although it still has some influence, it needs drastic self-innovation, otherwise it will probably fall behind with the fierce competition in China's new energy vehicle market.
The financial report came late.
Recently, Xpeng Motors announced its 2022 financial report. The financial report shows that Xpeng Motors' sales last year reached 26.86 billion yuan, a year-on-year increase of 28%. The annual delivery volume exceeded 6,543,800+2,000 vehicles, a year-on-year increase of 23%. From the data point of view, the performance of Xpeng Motors seems to be good, but its annual loss has reached an astonishing 910.40 billion yuan, more than four times that of Li. ?
In fact, Xpeng Motors can achieve positive growth in 2022, mainly due to its performance in the first half of the year. Since the second half of last year, the sales volume of Xpeng cars has been declining all the way, and it has been around 6,000 in recent months.
The recent monthly sales of the main model Tucki P7 is only about 2,000 vehicles; Tucki's sales in February 2023 1890 vehicles; Tucki G9, which mainly focuses on the high-end market, once sold more than 4,000 vehicles a month when it was first listed, but its sales volume has fallen below 1 10,000 vehicles in February this year.
Among the three "Wei Xiaoli" companies, Xpeng has the lowest status, and its appeal to consumers is far behind that of Ideal and Weilai, which is difficult to make up in a short time. Usually, the sales of low-positioning brand cars tend to be higher, but Xpeng Motors has not done this.
In the fourth quarter of 2022, Li has actually made a single-quarter profit; Weilai Automobile lost 654.38+0.44 billion yuan in 2022, which was mainly affected by the layout of power exchange network. However, Xpeng Motors has neither produced superior technological achievements nor invested huge sums of money in infrastructure construction, and its loss of more than 9 billion yuan is really serious.
Why is Xpeng Motors weak?
In March, 2022, the sales volume of Xpeng Motors exceeded 6.5438+0.5 million, but judging from the market performance in recent months, Xpeng Motors may really be worried about its own survival. There are many reasons for the decline of Xpeng car sales, including few new models, insignificant scale effect and unclear product positioning.
Li can is the champion of new power sales because it accurately meets the car demand of high-end family customers and creates the core marketing point of "super daddy car"; Weilai Automobile has laid out a national power exchange network, which has attracted many consumers through power exchange modes and services.
On the other hand, the intelligent driving assistance system promoted by Xpeng Motors in the early stage did not form enough competition barriers. The competition in China's new energy vehicle market is extremely fierce, and it is difficult to gain a foothold in the market without strong core competitiveness. ?
Up to now, Xpeng Motors' * * * has four series of models, G3, G9, P5 and P7, which have a wide price range. Xpeng Motors was originally positioned in the mid-end market, and the price of the new car Tucki G9 launched later was raised to a higher price of 309,900-469,900 yuan.
Internal instability, Wang Can Feng Ying to clean up the situation?
Since the beginning of 2023, Xpeng Motors has attracted the most attention from the outside world, not a certain model, but Wang Fengying, a former meritorious veteran and president of Great Wall Motor, joined as the president of Xpeng Motors.
Wang Fengying has rich working experience and is regarded as the second person of Great Wall Motor after Wei Jianjun. The "airborne" Tucki is expected to bring different "things" to this young car-making new force enterprise.
In the past few months, the senior management team of Xpeng Motors has undergone considerable changes. Henry, the co-founder, resigned, and Li Pengcheng, the former vice president, moved to Obieta Technology. Wang Fengying's participation may help stabilize the situation of Xpeng Motors.
Even so, Xpeng Motors still has a long way to go. After Wang Fengying took office, Tucki launched a new model P7i, with improved performance and configuration, and improved overall competitiveness. However, the starting price reached 249,900 yuan, surpassing the hot-selling models such as BYD Han and Tesla Model 3. It's hard to say whether Tucki P7i can make a breakthrough in sales.
Not surprisingly, Wang Fengying of the traditional car company and the senior management team of Xpeng Motors still need time to run in. But if Tucki can't bring good market performance in 2023, the road ahead may be even more difficult.
This article comes from Auto Jingwei AUTOMATRIX, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.