If you don't do it, you are waiting for death, and if you don't cut prices, you are waiting for death, and if you don't cut prices, you are looking for death, which is the dilemma that the new forces are facing.
Since last year, the "price war" has become the main theme of the entire auto market, and this year, the price war has been accompanied by a public opinion war, making cars more and more like fast-moving consumer goods. Originally, a model can sell well for several years, but now the cycle of a model from explosion to oblivion may only be a few months, which poses a very big challenge to car companies.
Especially after the launch of Xiaomi SU7, the market competition situation is becoming more and more severe. In order to continue to attract the public's attention and ensure the continued competitiveness of products, car companies can only continue to improve the update speed of products and adjust product pricing at any time.
On April 11, Xpeng G6 launched the G6 580 long-range Plus version of the model, with a starting price of 179,900 yuan, and the price of other versions of the model has also been reduced by about 20,000 yuan.
The official said that with the increasingly significant scale benefits of the Fuyao architecture platform and the continuous cost reduction of the supply chain system, Xpeng G6 officially released a new version - 580 long battery life PLUS, which adjusted some comfort configurations on the original 580 PRO version, and further delegated the global 800V silicon carbide platform and PRO-level high-end intelligent driving capabilities to 179,900 yuan, allowing consumers to enjoy the high-end configuration under the trend of electric intelligence at a lower price.
This passage reveals two pieces of information, one is that with the help of the adjustment of the Fuyao architecture platform and the supply chain system, Xpeng has achieved cost reduction and efficiency increase, and can take the initiative to make price adjustments in the price war;
That's right, after this price adjustment, Xpeng G6 has become the only model in the industry that is equipped with a global 800V silicon carbide platform and the industry's first echelon of intelligent assisted driving capabilities within 180,000 yuan.
In fact, the industry's earliest mass production of the global 800V high-voltage silicon carbide SiC platform model is Xiaopeng G6, this model has maintained a super high popularity since the pre-sale began in June last year, and led the sales list of 200,000 domestic pure electric SUVs for three consecutive months after listing, and finally became the "sales champion" of more than 200,000 new pure electric vehicles in 23 years with a sales volume of 44,545 units. Whether it is product power, user reputation, etc., it has been confirmed by both the media and users.
It can be said that this is a work that debuts at the peak. However, the trend of the market has begun to change, following the launch of the 800V platform by Xpeng, various manufacturers are also competing to follow suit, and another major advantage that Xpeng is proud of is the high-end intelligent driving function, which is no longer an exclusive advantage after the "re-emergence" of the M7.
Some people may still remember that at the China Electric Vehicle 100 Forum in March this year, Yu Chengdong's sentence "The best domestic intelligent driving is Xiaopeng, but now Huawei is here." ”
This also further confirms from the side that at present, only Huawei and Xiaopeng can enter the first echelon of domestic intelligent driving.
And it is worth reminding that the current models equipped with Huawei ADS2.0 high-end assisted driving functions, including AVATR 11/12, Wenjie M7/M9, Zhijie S7 and other models are basically priced at more than 250,000 yuan, relatively speaking, Xiaopeng is more in line with the consumption concept and consumption level of most ordinary people.
As we all know, the reason why the high-end intelligent driving assistance function is priced is because of the high cost of hardware, and the Xpeng G6 will decentralize the 800V architecture and high-end intelligent driving to the 180,000 market, on the one hand, it is a response to the price war, showing the sincerity of Xpeng Motors to market competition, and on the other hand, it is the embodiment of technological equality.
As He Xiaopeng, chairman of Xpeng Motors, has said publicly many times: "We must bring down the price of high-end intelligent driving and benefit it to mainstream models at lower prices." This time, the price of Xpeng G6 will be lowered again, which shows the determination of Xpeng Motors to polish the "smart driving label".
You must know that the price of the Xpeng G6 580 PLUS version not only has an advantage over the new forces, but also cuts into the price range of mainstream SUVs including BYD Song PLUS and Song L, which also makes the audience of Xpeng G6 more extensive.
Of course, the reason why it was able to achieve price reduction and refresh the entry threshold for high-end intelligent driving is largely due to the adjustment of Xiaopeng Motors' organizational structure, supplier system, product structure and other aspects in the past two years.
This is a sign of corporate resilience.
It is worth noting that the new model launched by Xiaopeng G6 this time not only adjusts the price, but also launched the dark night exterior design, the optional soft light rice interior, etc., according to Xiaopeng staff, these are the expectations and appeals of many users in the past year. Therefore, Xpeng G6 this launch can also be said to be the result of "user co-creation".
The sincere spirit of innovation and more competitive prices will undoubtedly reactivate the product popularity of Xpeng G6 and obtain more orders.
If last year was the first year of Xiaopeng's transformation, then this year is the deep water area of transformation, in addition to those inherent competitors, Xiaopeng will also face challenges from new brands such as Xiaomi and Ledao.
The market is endless, and I believe that after the Xpeng G6 is adjusted, there will be other car companies to follow up on the policy, and whether it can withstand the price war in the end still depends on the organizational ability of the enterprise.
He Xiaopeng has repeatedly mentioned in public: "Xiaopeng is working hard to improve the systematization capability", Xiaopeng G6 can decentralize 800V and high-end intelligent assisted driving to the 200,000 market, indicating that the systematic construction has achieved preliminary results.
However, the test continues, and in order to further strengthen the competitiveness of Xpeng Motors in various market segments in the future, it is essential to adjust and innovate with the times.
Only by winning all can we survive, which is the biggest issue that all car companies must face in the next few years.