Editor's introduction: A number of industry professionals who have worked with Wang Fengying were recruited by him to join Xiaopeng and hold important positions in core departments such as production and planning. Wang Fengying, who came to Xpeng Motors a year ago, continued to swing her knife in the fields of marketing, production and planning after carrying out sales and service system reform and supply chain anti-corruption.
Many departments were adjusted by Wang Fengying
On January 22, some media reported that Xpeng Motors began a new round of organizational restructuring under the impetus of President Wang Fengying, which involved multiple departments including marketing, human resources, intelligent data, manufacturing and product planning.
According to the report, Wang Fengying introduced a number of industry people who had worked with him to join Xiaopeng Motors, such as Zhang Li, the former general manager of Great Wall Motors Manufacturing, who joined Xiaopeng and was responsible for manufacturing, replacing Jiang Ping, who has retired. Jiang Ziyang, who previously worked as a senior consultant for positioning consulting at Reece Strategy, joined Xpeng Motors to be responsible for product planning, replacing Wu Meng. After Wang Fengying left the Great Wall, she worked with Jiang Ziyang in Reese.
Including Yi Han, the former vice president of marketing of Xiaopeng, who left at the end of 2023 and was born in Geely, was also accused of being related to the new round of marketing organizational structure adjustment.
In response to the relevant information of the report, CRRC contacted an insider of Xiaopeng Motors for verification, but as of press time, no reply has been received.
Wang Fengying joined Xpeng Motors on January 30, 2023, and is the automotive talent recruited by He Xiaopeng from traditional car companies after the failure of Xpeng G9 listing. Soon after Wang Fengying came to Xiaopeng Motors, she led the reform of Xiaopeng's marketing system and the subsequent anti-corruption of the supply chain.
"She is in the Lord, and I am outside the Lord. Regarding Wang Fengying's positioning, He Xiaopeng disclosed it at the launch conference of the 2024 Xpeng G9.
After the last round of organizational structure and personnel adjustments set off by Xpeng, the performance of Xpeng Motors will begin to bottom out in the second half of 2023. In the past year, the performance of Xpeng Motors has increased from a low start in the first half of the year and a year-on-year decline to a cumulative sales volume of 141,600 units for the whole year, a year-on-year increase of 17%.
Xpeng G6 led to a bottoming out
The key role in this change is the Xpeng G6 launched by Xpeng Motors on June 29 last year, the car was sold at a price of 209,900, and the Xpeng G6, which learned the lessons of the G9 listing, experienced a ramp-up in the early stage of sales, driving Xpeng Motors to exceed 60,000 cumulative deliveries in the fourth quarter of 2023, a year-on-year increase of 171%. For the whole year, the cumulative delivery of Xpeng G6 reached 44,000 units, accounting for 30% of the total sales of Xpeng Motors.
However, relative to the industry as a whole, Xpeng's progress is still lagging behind, with a year-on-year growth of 17%, which is far lower than the overall growth rate of the new energy vehicle industry and a number of friends and peers.
According to the data of the Passenger Association, in 2023, the retail sales of new energy passenger vehicles in China will be 7.736 million, a year-on-year increase of 36.2%. In the once famous "Wei Xiaoli", the ideal will soar in 2023, and the gap with Weilai and Xiaopeng has been greatly widened.
At the same time, it should be noted that for Xiaopeng, a short-term turn in popularity does not mean that it has moved away from the elimination zone.
With the increase of competitors, the potential pressure on the Xpeng G6, which is currently the main sales force, has increased significantly. From July to December 2023, the sales volume of Xpeng G6 will be 3937, 7068, 8132, 8741, 8750, and 7673 respectively. From September to November, the sales growth rate of Xpeng G6 slowed down significantly.
And, in December last year, under the tail market, Xiaopeng G6 bucked the trend and declined, as of now, Xiaopeng G6 has not been able to complete the expectations of the model, He Xiaopeng once said, "Xiaopeng G6 at least monthly sales of more than 10,000 is a successful product." During this period, one of Xpeng's G6 competitors, Zhiji LS6, sprung up, from 3,627 units on the market in October to 9,878 units in December.
The target for the new year is 280,000 units
In 2024, Xpeng has set a sales target of 280,000 units, which requires Xpeng to achieve an average monthly sales of 23,000 units this year.
Objectively, in the fourth quarter of 2023, Xpeng has sold more than 20,000 sales for three consecutive months, which indicates that Xpeng has the possibility of sprinting to higher sales. However, the competitive pressure of Xpeng G6 has increased dramatically, and in December last year, the introduction of a limited time of 199,900 preferential prices has been confirmed from the side.
In this context, Xpeng released the pure electric MPV X9 at the end of last year, which has become an important strategic model for it to achieve its New Year's goal. Previously, in the high-end new energy MPV market, the dominant position was the MPV models that had been dominated by the Denza D9 and took the plug-in hybrid route, and the pure electric route was not popular.
During last year's Guangzhou Auto Show, Xpeng X9 warmed up and fought with the ideal MEGA, which is also a pure electric MPV, which made the car gain more attention from the outside world, and the limelight once overshadowed the ideal MEGA.
For Xiaopeng X9, He Xiaopeng previously publicly stated that Xiaopeng X9 aims to become the first in China's pure electric MPV market sales of more than 300,000 yuan.
On January 1 this year, the Xpeng X9 has been officially launched, and the price of the car is 359,800-419,800 yuan, which is 28,200 yuan cheaper than the pre-sale price. At that time, Xiaopeng's official Weibo revealed that before the press conference, X9 pre-sale orders had exceeded 30,000 units, and before the press conference ended, Xiaopeng X9 Dading had exceeded 5,000 units. By January 16th, Xpeng officially announced that X9 has started nationwide delivery.
In addition to the Xpeng X9 that has already been launched, Xpeng will also launch a number of new cars in 2024. For example, MONA, the first A-class pure electric vehicle cooperated by Xpeng and Didi, will be officially launched in the third quarter of 2024. In addition, Xpeng also plans to launch new vehicles including 1 sedan and 1 SUV.