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Netizens shouted to "unsubscribe"! Only 2 days after the launch, the price of the "Porsche Takeover" model has been reduced in disguise! The first case in the industry, Xiaopeng Motors' latest voice... On September 21, the new electric SUV model G9, which He Xiaopeng said "can take over from Porsche and become the benchmark of the times", was officially launched. However, only two days after the new car was launched, Xiaopeng Motors officially issued a notice on September 23, saying that due to user feedback on the complicated configuration of G9 products, Xiaopeng Motors will adjust the name and configuration of the G9 model version from now on, and will select the high-quality products. function directly as standard. It is reported that on the first day when the Xiaopeng G9 opened the reservation channel in August this year, the order volume of the new car reached 22,819 units. However, on the night the new car was officially launched, the complaints on the Internet gradually increased. Some netizens believed that the configuration of different versions of the G9 was complicated, which dazzled consumers; Some netizens even publicly shouted to "unsubscribe". Affected by the above factors, Xiaopeng Motors urgently adjusted its sales policy, adjusted the naming and configuration of each version of the G9 model, and upgraded some of the optional configurations to standard ones. According to incomplete statistics, after the configuration upgrade, the price of the G9 model has been reduced by 22,000-30,000 yuan in disguised form. As of press time, Xiaopeng Motors Hong Kong stock (09868.HK) closed at HK$51.5, down 4.54%; Xiaopeng Motors US stock (XPEV.US) closed at US$13.71, down 0.22%. Configuration upgrades, new car prices are reduced in disguise It is reported that the G9 is of special significance to Xiaopeng Motors. The new car almost integrates the technological crystallization of Xiaopeng Motors since its establishment 8 years ago. According to He Xiaopeng, chairman and CEO of Xiaopeng Motors, the company hopes to make the G9 a benchmark product in the era of smart electric vehicles, which is also the last generation of smart cars before they move towards driverless cars. In terms of model positioning, G9, Ideal L9 and Weilai ES7 are rivals on the same track, which also represents the collective willingness of new car manufacturers to enter higher-end models. According to public information, the Xiaopeng G9 has launched three models of endurance versions. The CLTC comprehensive cruising range is 570km, 650km and 702km respectively. The new car is equipped with the first mass-produced vehicle-end 800V high-voltage SiC platform in China, and the Xpeng S4 is super fast. The charging pile can be charged for 5 minutes, the battery life is 200km, and it only takes 15 minutes to charge from 10% to 80%. In terms of intelligent configuration, Xpeng Motors' second-generation intelligent assisted driving system XNGP has been implemented on the G9. XNGP will be the first to realize various types of highways, urban expressways/arterial roads/secondary roads, internal roads in the park, parking lots, etc. The full coverage of daily driving scenes, and the connection of high-speed toll stations, parking lot gates and other connection points, has become the first high-level intelligent assisted driving system that can serve daily commuting. In fact, most of the users who ordered the Xiaopeng G9 mainly focused on the intelligent configuration. However, because most of the intelligent functions of the G9 advertised by Xiaopeng Motors need to be optional, and there are many kinds of configurations for different model versions, This caused some consumers to have "difficulty in choice", which in turn led to collective complaints. Some netizens believe that according to the price and configuration table previously announced by Xiaopeng Motors, buying the "Beggar Edition" model will not enjoy too many intelligent configurations. If you want to collect all these configurations, the budget will go straight to more than 400,000 yuan. On September 23, Xiaopeng Motors urgently adjusted the price configuration of the G9. After the adjustment, the overall price of the new car remained unchanged, but each version of the model added a lot of configuration. Taking the model originally named 570E with a price of 329,900 yuan as an example, the 5D music cockpit of the new car needs to be optional. After adjustment, the configuration is upgraded to the standard configuration. Before that, He Xiaopeng had announced the price of the music cockpit, which was 22,000 yuan, which means that the price of this model has been reduced by 22,000 yuan in disguise. At the same time, after the adjustment, all models named Max version are equipped with 5D music cockpit and XNGP system as standard, and the comprehensive price has been reduced by as much as 30,000 yuan compared with the previous one. It is worth mentioning that although Xiaopeng Motors has made major adjustments to the price configuration of the G9, the 4C ultra-fast charging battery pack is still optional, and the price of the battery pack is 10,000 yuan. This means that if users want to enjoy the advertised "5 minutes of charging, 200km battery life", they still need to increase the price. Auto companies launched the "configuration upgrade war" Xpeng Motors adjusted the pricing strategy and configuration of the G9 in a timely manner, which caused widespread heated discussions inside and outside the industry. There are generally two voices in the industry. One is that Xiaopeng Motors is worthy of praise because it understands user needs, dares to face user complaints, and acts quickly and adjusts pricing and configuration in a timely manner, which reflects the sincerity of user-oriented enterprises towards consumers. . However, another voice believes that the configuration and pricing of new cars need to be scientifically estimated and calculated, which is directly related to which market segment the model will enter to compete, which is a very test of the company's strategy. This adjustment of Xiaopeng Motors has exposed the company's shortcomings in this regard. If it continues to sway, it will hurt the reputation of users. He Xiaopeng said at the press conference that he hoped that the G9 "will surpass the size of the Audi Q5 next year and achieve monthly sales of 10,000 consecutive units." Will consumers buy into Xpeng Motors' price adjustment? It also needs to be checked from the subsequent order volume. The move of Xpeng Motors has brought a new idea and a beginning to the pricing strategy of the auto industry, and also directly transmitted the pressure to many car companies. It is reported that on September 22, on the second day of the Xiaopeng G9 conference, Li Auto officially announced that the L8 will be launched on September 30, and announced a series of product information. It is reported that the Ideal L8 will launch two versions of Pro and Max, a new four-wheel drive electric system, magic carpet air suspension, 7.3.4 Dolby panoramic sound audio and video system, front-row four-screen interactive system with HUD, NOA navigation assisted driving will be the standard configuration of the ideal L8, and the prices are all within 400,000. This means that when car companies launch competing models for "hand-to-hand combat", they are also competing with each other on specific versions and configurations, and models with higher comprehensive prices are also more conducive to improving new power companies to a certain extent. gross profit margin. Previously, Xiaopeng Motors also hoped to improve the company's overall gross profit margin through G9. Now it seems that this move is a certain discount compared to the company's previous expectations. According to the financial report information, the gross profit margin of Xiaopeng Motors in the second quarter was 10.9%, and the gross profit margin of vehicles was 9.1%. These two figures are slightly lower than the performance of Weilai and Ideal in the same period. In the case of soaring raw material prices, it is an inevitable phenomenon that the gross profit margin of car companies will be diluted. At present, most of the new power car companies are generally optimistic about the gross profit level in the third quarter. Gu Hong, vice chairman and president of Xiaopeng Motors, believes that with the gradual delivery of the G9 and subsequent models, Xiaopeng Motors is expected to usher in a multi-dimensional positive growth cycle in terms of gross profit margin, average selling price of a single vehicle, and revenue. The gross profit margin target is set at 25%. Editor in charge: Bloomberg Proofreading: Zhu Tianting |