On January 1, 2022, Xiaopeng Automobile announced the delivery results for the whole year of 2021: the total delivery volume of the whole year reached 98,155 vehicles, 3.6 times that of 2020. In the face of such stunning data, the outside world is not too surprised, for Xiaopeng Automobile, after the company entered a period of stable development and sat firmly in the first echelon of new forces, Xiaopeng's delivery volume climbed steadily in most people's expectations.
In the eyes of many people, in the just past 2021, what is really surprising is that Xiaopeng finally faced a problem: be yourself, Xiaopeng does not change.
"Do something unusual with a common name"
"Use ordinary names, do not ordinary things", this sentence comes from He Xiaopeng on the eve of the Guangzhou Auto Show Xiaopeng activities, he did not shy away from the outside world's slightly earthy impression of the word "Xiaopeng", but resolutely announced that he would not change the name, and used the new LOGO and this sentence to clarify to the market and the world that "Xiaopeng Motors, is Xiaopeng Motors." ”
There was a lot of discussion that followed, some people used Mercedes-Benz, Ford as examples, these cars without exception used the names of the founders, these names are equally approachable in their country, even unremarkable, but now, when it comes to cars, you will naturally think of these names.
Some people say that the name is just a logo, what is important is what you use to enrich these two words, if you have made a lot of different results, that is, not ordinary things, then even if you are Xiaoming, Xiaohong, you can also shine in the world.
Everyone understands the reason, the truth is like this, but for Xiaopeng, when this ordinary Chinese name is written in the center of the scroll of the world's automobile development, its own meaning has long exceeded the soil and the soil, good and ugly. For He Xiaopeng, for Xiaopeng Motors, everything that is not ordinary is to make ordinary names become unusual.
Building a car is an ordinary but not ordinary thing, and if it is for the sake of the four wheels to be able to carry a thousand pounds on the road, it must be ordinary. If this car on the road is a little different from other cars, it must be unusual.
He Xiaopeng said that exploration is what the brand has been doing, and Xiaopeng's brand positioning has also been updated to "the explorer of future travel". In fact, in the development of the past few years, Xiaopeng Motors has explored a lot, many of which have not even been realized, color-changing windows, liftable roofs, and the car code-named DAVID 1.0 that has not been finally mass-produced. But if you look at what Xiaopeng has achieved, the cool scissor door, the 300,000 yuan high-end sports car, the smoothest voice interaction system in history, and the NGP that gradually enriches the application scenarios... These achievements that can trigger market resonance have become a bellwether for the development of new vehicles. This also makes the outside world have more identification with the name of "Explorer" Xiaopeng.
He Xiaopeng said in a recent interview with Tencent Video's "Financial Appointment You" column that the most difficult part of smart pure electric cars is in the car. Looking at it now, at the beginning of 2022, Xiaopeng has solved the most difficult part, and for smart pure electricity, every time he plays, it will be an unprecedented breakthrough.
Xiaopeng, 2021 wins in "different"
New forces are the general term for Internet cars, and new cars are the general terms for all species that are different from traditional cars. Both are new, but until the beginning of 2022, we have to make a definition that there are fewer and fewer new in the market.
The publicity of the enterprise still stays on the high endurance, the acceleration is not fast, and the configuration is not complete, which is naturally understandable, after all, traditional consumers buying a car will inevitably compare these car purchase factors. But for the development of a company, or for how a car company can remove the fog of homogenization and truly achieve differentiation, it is obvious that it is far from enough to stay on the performance indicators of "seemingly differentiated".
On the contrary, Xiaopeng, its exploratory nature, so that xiaopeng's characteristics are more and more distinct, the original we all said that Xiaopeng has the most intelligent model, and now, Xiaopeng is more and more intelligent "pioneer" that taste, because the differentiation it grasps is the real sense of differentiation.
For example, the machine horses and flying cars on the 1024 Technology Day seem to be quite far away from the world, but Xiaopeng has determined the overall structure of the planned mass production of flying cars in 2024, intuitively putting the product in front of you and me, and this pioneering layout is difficult to see in other car brands.
Another example is the Gigabit Ethernet backbone communication architecture of the Xiaopeng G9. As the core product brought by Xiaopeng in 2021, Xiaopeng G9 has high quality developed in accordance with the dual certification standards of Chinese and European Vehicles, and has 800V high-voltage charging under the XPower 3.0 power system. More importantly, the industry's first Gigabit Ethernet backbone communication architecture enables vehicles to make a qualitative leap forward in data transmission.
These highlights make us realize that although Xiaopeng Automobile is still rooted in the track of intelligent travel, their every move is so different from other so-called new cars, Wu Yingqiu, chairman and CEO of Huanqiu Automobile Group, recently said in the evaluation of new cars, new cars, do not take homogenization as differentiation, although differentiation is difficult to do, there will be differentiation everywhere, but with the further popularization of intelligent pure electric vehicles, what we once thought was a new species is gradually homogenizing.
It is not difficult to see from Xiaopeng's 2021 that the differentiated layout of Xiaopeng Automobile has broken the shackles.
Insist on doing the hard but right things
In 2021, a key word has appeared in the automotive circle on a large scale, full-stack self-research. This whirlwind swept up the field of new cars, the new brand of traditional cars talks about full-stack self-research, and although the latter enters the field, although interlaced like a mountain, when it comes to the automotive field, the first thing is to talk about full-stack self-research.
The initiator of these four words is Xiao Peng, and the analysis of the 1024 Intelligence Day in 2020 is still fresh in my mind: the world's only two full-stack self-research. However, regardless of the true and false, strong and weak, more or less, since Xiaopeng Automobile is the initiator of this concept, it has a reason to make it the trump card of Xiaopeng Automobile.
Therefore, when you see the 2021 Xiaopeng Automobile report card, you want to pay more attention to the use of consumers' use of the relevant results of the full stack self-research.
As of the data at the Guangzhou Auto Show, the high-speed NGP mileage exceeded 11.98 million kilometers, and the cumulative memory route of parking memory parking exceeded 20,000, with the upcoming landing of the city NGP this year, an easy-to-use, practical intelligent driving system is gradually becoming the benchmark in the industry.
He Xiaopeng recently said in an interview that the emergence of a new species will inevitably be accompanied by negative voices. For automatic driving, regulations, policies, sophistication, these complex rules need to be broken, but Xiaopeng Motors has been insisting on doing difficult and correct things, for the full-stack self-development, Xiaopeng will not let go, because this is the spirit of explorers.
Write at the end:
In 2021, about Xiaopeng Motors, we have found a new phenomenon, that is, more and more people use Xiaopeng, but the real discussion about Xiaopeng in the car is not limited to cars, we can see Xiaopeng on the NBA field, we can see Xiaopeng on the e-sports field, we can see Xiaopeng in Norway, which is a good phenomenon for new car companies, because the different Xiaopeng is making new cars colorful, which is undoubtedly urgently needed in the field of new cars.
Those discussions about the name of Xiaopeng Automobile will continue to grow with this company, but when Xiaopeng clarifies itself in 2021, the Xiaopeng Automobile we see will be a more mature explorer standing at the top of the new car. (Zhongxin Jingwei APP)