"Stunning" 48 hours: Xiaopeng G9's "secondary" listing highlights Xiaopeng Automobile's "both must, but also" contradiction mentality

This day is 4:30 pm on September 23, less than 48 hours from Xiaopeng G9.

The new car was stopped for less than two days, and it was unheard of in traditional car companies. Xiaopeng Automobile, who "dares to take the world", what did you go through these 48 hours? How do Xiaopeng say to "cooling customers"?

Unprecedented "second listing"

"The class that added overnight was finally done." Putting down the job in his hand, A Ming (a pseudonym, the same below) ushered in the morning dawn on September 23 in extreme tension and tiredness. Although I have been used to working overtime, but this time, A Ming has encountered it for the first time. "Need to re -prepare everything, materials, systems ..."

But the result is quite satisfactory. "Re -pricing, plus the adjustment of various configurations, the rights and interests of customers are already very good. The order this afternoon (September 23) will soon get up." A Can is Aming's colleague, and also experienced the same experience. A night's night.

The department's department got the pricing list of this new car on the morning of Xiaopeng G9. At this time, it was only less than 10 hours of official listing from the new car. "I felt a problem at the time (seeing the pricing)." A Can found that according to this pricing order, it is difficult for customers to choose a particularly suitable model between 350,000 and 400,000 yuan, but this is G9. The main price of a new model.

At 7:00 on the evening of September 21, Xiaopeng G9, which experienced multiple rounds of warming, was officially launched. The new car launched a total of six models of different configurations, with the price range from 309,900 yuan to 469,900 yuan. However, from this moment, the press conference has become a "Pengyou" vomiting conference.

The "slot" is mainly concentrated in: the selection logic of the G9 is too complicated, so that customers cannot start; XNGP (autonomous driving assist) cannot be selected or subscribed by the monthly ... There have been "guidance" mistakes -with intelligent technology as the selling point, the new car is too enhanced, and it is not equipped with any auxiliary driving function on the low -profile models.

A Chan's worry quickly became a reality. On September 22, Amin received a notice from adjusting the price and configuration of Xiaopeng G9; at 2:30 pm on September 23, Xiaopeng closed the order page of the official website G9; The configuration table was postponed to 4:30 pm the day.

"In fact, the SKU of the G9 is simplified than the previous models, but there are indeed some understanding thresholds, the problem of configuration ability, and the configuration logic." This incident will think about one to two days, and then promote the improvement of this issue as soon as possible. "

At 16:30 on September 23rd, Xiaopeng G9 completed the "second listing", which also made Amin who had a long sigh of relief.

On the same day, He Xiaopeng's Weibo posted the adjustment table of the G9 adjustment -the naming method of the previous "E" and "G" X "was canceled, and it was renamed" Plus "," Pro "and" MAX ". Taking the renamed 570 Plus version, that is, the previous 570G version as an example, the price is still 309,900 yuan, but the XPILOT system is standard. In addition, a 570 -battery life has added a MAX version with 5D music cockpit and XNGP auxiliary driving system.

Is it "cool" to customers, or "cool" to shareholders?

While forwarding the "second" listing Weibo of the G9, He Xiaopeng attached his own comments- "Everyone's voice and suggestions have been received, and it has been arranged. The principle is one: let customers get refreshing, the most important!"

The G9 adjustment of 48 hours of "frightening" is really to make customers "cool"?

"For Xiaopeng," surviving 'is more important than anything. "In the eyes of the industry who are familiar with Xiaopeng Automobile, this action is on the surface that He Xiaopeng listens to the customer's voice and the practice of" user -type enterprises ", but Behind it, Xiaopeng's contradiction mentality of G9's "both must and still need". "After all, the G9 is really critical for Xiaopeng."

To a certain extent, this is not alarmist. After taking the lead in eating the dividend of the smart electric track, in the face of various forces, including technology companies, traditional car companies, etc., although the new energy market is constantly growing, competition is not the same as the same; Inside the new forces, the key time of the switching of new and old products is faced. According to Qin Lihong, president of Weilai Automobile, "Wei Xiaoli" has entered the "curve" that can better reflect the comprehensive ability from the "straight road" of accelerated running.

Xiaopeng G9 is the representative of Xiaopeng Automobile's entering the "curve." The half-annual report in 2022 shows that in "Wei Xiaoli", Xiaopeng, who had the most daily amount of delivery from January to June this year, recorded the lowest total revenue, and the net loss was comparable to Weilai, which is heavier and heavier; In terms of gross profit margins that can better reflect the profitability of corporate profitability, Xiaopeng's 10.9%is much lower than the ideal 21.5%and 16.7%of Weilai, and lower than the same period last year, and continue to the bottom.

Although there are many factors that affect the gross profit level of bicycles, compared to the average price of more than 300,000 and an ideal of about 300,000 yuan, there are three models of Xiaopeng in their early 200,000 yuan in bicycle prices. The main reasons for gross profit margin. If so, Xiaopeng P5 has not achieved expectations, Xiaopeng G9 has almost become a product that Xiaopeng Automobile is desperate this year -both need to take the amount and increase the gross profit margin. Xiaopeng G9. He Xiaopeng had expected expectations for gross profit margin. "With the launch of the G9 and subsequent new platforms and new models, we will improve the gross profit margin of the model structurally. Our medium and long -term goal is to increase the company's overall gross profit margin to more than 25%." The conference call after the six -year report this year's report this year Above, He Xiaopeng once vowed.

On the day of the listing of Xiaopeng G9, He Xiaopeng said that he believes that Xiaopeng G9 will surpass the sales scale of Audi Q5 next year. In the segment of the five luxury SUV markets, the performance of "10,000 consecutive monthly sales" is achieved. However, on the evening of September 21, the "Pengyou" caused by the lack of price configuration logic G9 spit, so that Xiaopeng had to re -examine his previous decision.

On the day Xiaopeng adjusted the G9 price configuration, the ideal car released the listing time of the third model of its model L8. As the main competitive product of Xiaopeng G9, it is equipped with an ideal L8 similar to an intelligent experience may directly enter less than 400,000 yuan.

In the face of the changes in the market environment and the advice of competitors, Xiaopeng, who "both wants and wants", must make an explanation of shareholders.

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