At the beginning of 2022, the new forces car companies that have attracted much attention have successively announced last year's delivery results, which has triggered continuous hot discussions in the market.
Compared with the data of various companies, Xiaopeng Automobile has completely become the C position of the new force, ranking first in 2021 with a delivery volume of 98155 vehicles, proud of the entire new force track. What is more to make the peer side is that the annual delivery of Xiaopeng P7 reached 60,569 units, accounting for 62% of the brand as a whole, more than 3 times higher than in 2020, and it is truly the best-selling new force pure electric model of the year.
P7 Storm Counterattack
Many people may not think that xiaopeng P7, as a smart coupe with a price range of 200,000 to 400,000, was just released in the first half of 2020, and the market was actually filled with a lot of unoptimistic voices.
Not only consumers, many peers and professional evaluators are not very optimistic about the performance of Xiaopeng P7 after listing, mainly because at that time, there was no independent brand in the market that dared to launch a pure electric luxury coupe to explore the real taste of the consumer market, it can be said that Xiaopeng P7 has faced a great market preference risk since its launch.
At that time, coupe was a highly talked about topic in China, but it was still a relatively niche and low penetration market. There are fewer coupe models on the market, mainly foreign luxury brands are doing, such as Porsche, Jaguar, BBA, Cadillac and other brands. According to the data of the Association of Passenger Vehicles, the sales of B-class cars accounted for only 11.6% in the first half of 2020, the sales of luxury cars accounted for 7.8%, and the sales of cars with more than 300,000 cars accounted for only 4.9%. Looking at the B-class coupe alone, taking the BBA as an example, the BMW 4 Series sold 4620 units in 2020, and the Audi A5 sold 5330 units in 2020.
At the same time, Tesla's Model 3 was one of the hottest models in China at that time, with monthly sales of more than 7,000 units, whether it was the size of the owner or the market popularity, many opponents were afraid. The appearance of Xiaopeng P7 has made it the only domestic rookie that dares to face the hard Model 3 in terms of technology, positioning, price, etc., which is a very rare breakthrough in domestic smart cars, or a bold attempt.
In addition, the first generation of new power car companies are still in a relatively initial period of exploration, and their views on market opportunities and entry paths are not consistent. More importantly, at that time, everyone was still in the stage of burning money, and generally did not make money.
But what happened later, no one could have predicted: Xiaopeng P7 was not only not crushed, but also sold more and more hot, refreshing sales records again and again. In the fourth quarter of 2021, the year-on-year growth rate of sales in October, November and December reached 187.3%, 186.9% and 102.1% respectively, which promoted the overall delivery volume of Xiaopeng Automobile to increase significantly.
Solid sales data and market feedback have confirmed the superior strength of Xiaopeng P7 for many times, and it has become an absolute hit in the smart car market. More critically, as the only domestic warrior that once benchmarked Model 3, Xiaopeng P7 has now completely surpassed in terms of intelligent technology, comfort, and endurance, and even "hanging" Tesla Model 3, realizing the miracle of the king of the smart car market counterattack.
P7 Smart Wins
Today's smart cars on the market are dazzling, but the core of the competition of smart new energy vehicles still lies in two keywords, one is intelligence, that is, the degree of intelligence of the technology equipped with the car itself, and the other is the intelligent experience, that is, the real feedback that these technologies can bring.
Of course, the judgment of automotive intelligence is a comprehensive dimension, a certain function is very strong, or can only be intelligent in a single scene, can not be called a real sense of intelligent car, in the market competition can not have an absolute right to speak.
Therefore, the reason why Xiaopeng P7, which has raised the banner of intelligence since its release, stands out and leads the new power track, must also be looked at in an all-round way.
XPILOT 3.0 intelligent driver assistance system carries the most representative intelligent technology of Xiaopeng P7. This driving system has three major intelligent highlights, the first is to achieve mass production of high-speed NGP intelligent navigation assistance driving function, based on most of the highways and some urban expressways covered by high-precision maps, can achieve full-speed adaptive cruise, adaptive corner cruising, lane center control, intelligent lane change assistance, etc.
Specifically, high-speed NGP can achieve a fixed distance with the car, decelerate the in and out of the corner to accelerate, let the vehicle remain centered, and change lanes on the lever, which can ensure driving safety and bring a smooth driving experience in the high-speed driving scene. In March 2021, Xiaopeng Automobile opened the industry's first intelligent auxiliary driving mass production function "3000 km expedition", according to statistics, Xiaopeng High-speed NGP achieved an average of 0.71 takeovers of 100 kilometers throughout the whole process, the success rate of lane change overtaking was 94.41%, the success rate of ramp passing was 92.76%, and the success rate of tunnel passing was 94.95%, and the comprehensive performance exceeded Tesla's NOA.
Secondly, for the core pain point of parking, the owner of the car, Xiaopeng P7 is equipped with two intelligent parking capabilities, one is that you can learn the different parking locations and processes of each trip on your own, and then you can automatically park once and for all when you reach the memory parking space; the other is for some special difficult parking scenarios, such as night parking, narrow parking spaces, and novice parking, which can be handled freely.
In addition, the most thoughtful active safety system, Xiaopeng P7 vehicle is equipped with a very rich hardware sensing facilities, ultrasonic radar, millimeter wave radar, cameras, etc. A total of more than 30, which means that the P7 can provide forward, backward and sideways collision prevention without dead angles, and can avoid a considerable number of potential collision risks.
Intelligent cockpit is another major intelligent killer of Xiaopeng P7, based on the Xmart OS vehicle system and powerful engine processor, users can enjoy an unprecedented smooth and humanized interactive experience, such as accurately identifying the sound position and meeting the corresponding needs according to voice commands; the built-in car entertainment system with a large number of applications can meet the entertainment needs of K songs, games, music and so on; the car machine side also has a variety of life application services to bring exclusive experience.
The intelligent ability of Xiaopeng P7 lies not only in static intelligent technology, but also in dynamic intelligent upgrade, that is, OTA upgrade capability. Since the vehicle adopts sepa intelligent electric platform architecture, Xiaopeng P7 can easily achieve vehicle OTA upgrade and truly realize the comprehensive upgrade of intelligent vehicles. Judging from the recent OTA upgrade of Xiaopeng P7, more than a dozen functions have been added or optimized, which can significantly improve the intelligent experience of car owners.
Although intelligent driving assisted driving system, intelligent cockpit, and OTA upgrade have gradually become the standard of many intelligent models, the advantage of Xiaopeng P7 is that the experience brought by the intelligence of these three capabilities is far beyond imagination, and it has been used and recognized by car owners on a large scale, and is in a leading position in the industry.
Behind this, spending money on research and development is the foundation of the rapid growth of Xiaopeng intelligent technology. According to Xiaopeng financial report, the R&D expenditure of 2021Q3 is 1.26 billion, accounting for 22.1% of revenue, far more than other domestic new forces and Tesla, the total R&D expenses of Xiaopeng Automobile in the first three quarters of 2021 are as high as 2.763 billion, and the number of R & D team increased by more than 100% compared with the end of the previous year, which can be said to lay a leading position for Xiaopeng in intelligent vehicles.
In addition to intelligent technology, Xiaopeng Automobile also attaches great importance to the construction of basic service facilities such as supercharge and energy replenishment network, the latest data show that by the end of 2021, Xiaopeng Automobile has built 661 brand supercharging stations in 228 cities, and 311 physical retail stores in 121 cities, and the continuous upgrading of service network density has effectively enhanced the confidence of the entire market in smart cars.
A new benchmark for smart cars
Seven or eight years ago, the new power car companies seemed to have nothing in the face of the huge and complex automotive industry and a number of old power players, and they were once despised. But today is different from the past, the new power track is not only in full swing, but also ran out of the head representative of Xiao Peng.
From a financial point of view, Xiaopeng Automobile's 2021Q3 financial report is the most critical indicator - gross profit margin is not only improving, but also significantly improved, Q3 is 14.4%, the same period last year was 4.6%, in addition, the year-on-year revenue growth rate is significantly greater than the loss growth rate, Q3 revenue growth rate of 187.4%, while the loss increased by 72.5%.
Another highlight is that on the sales list of new forces cars in December, Xiaopeng P7, P5 and G3i are all in the top 10, and all models are market darlings. The above data and facts have proved the chain effect of Xiaopeng P7 leading the whole staff to sprint, forming a unique "Xiaopeng model".
Compared with the new power brand of a single model and a single positioning, the layout of "intelligence" of xiaopeng Automobile's whole system can obviously meet the different appetites of the market for smart cars, and the diversified product ecology is also an important prerequisite for the rapid popularization of smart cars.
Judging from some intelligent cars listed in the past two years, the concept positioning of "intelligent coupe" mainly in Xiaopeng P7 has been learned by many peers and has become a backbone force to promote the development of the intelligent car market, and Xiaopeng, which advocates technology, has also provided a very valuable business development inspiration for the product positioning and research and development strategy of many young intelligent car brands.
Smart cars are speeding up
Xiaopeng P7 counterattack, Xiaopeng Automobile has become the benchmark of new forces, but also the epitome of the development of intelligent vehicles.
According to the data of the Association of Automobile Associations, the retail sales of new energy vehicles in 2021 were 2.989 million units, an increase of 169.1% year-on-year, and the penetration rate reached 14.8%, far higher than the penetration rate of 5.8% in 2020. According to data from the Ministry of Industry and Information Technology, the proportion of new passenger cars equipped with combined driving assistance systems will reach 20% in 2021, of which the new energy vehicle loading rate will exceed 30%.
The popularity of new energy vehicles and smart cars, on the one hand, comes from the policy subsidies that have lasted for many years, reducing the purchase cost of consumers and improving consumers' willingness to buy cars, on the other hand, from the continuous expansion of the density and scale of smart car service infrastructure, so that consumers can fully enjoy the differentiated experience brought by smart cars.
There is no doubt that based on the continuous upgrading of the technical strength of mainstream players such as Xiaopeng, the market's acceptance of smart cars will become higher and higher, and the popularity of smart cars will become higher and higher. The smart car king such as Xiaopeng P7 is still in the early stage of the outbreak and will continue to maintain rapid growth in the future.
At the same time, Xiaopeng Automobile, as the vanguard of intelligent cars, will borrow explosive models such as P7 to fully promote the progress of the intelligent automobile industry and accelerate the full arrival of the era of intelligent cars.
Liu Kuang public number, ID: liukuang110