Have you noticed that the recent car circle is like the New Year.
Xiaomi and Zhijiming are fighting in the dark, and they have the feeling of fighting for 300 rounds. Xiaopeng even saw the seams and launched a price offensive to make a good calculation.
Maybe many people have also seen it in the past few days, and it is rumored on the Internet that the Xpeng P7 has a limited-time discount of 84,000, and the comprehensive discount price is as low as 140,000, which has brought a lot of heat to the long-dormant Xpeng P7.
Seeing this news, Lao Hu felt that the words "flipping the table" should be used to express Xiaopeng's current actions. After all, whose car worth more than 200,000 yuan can drop by more than 80,000 at once? No one can doubt whether there is something wrong with this.
Although the old saying goes, there must be demons when things go wrong, but don't guess. Today, Lao Fox will talk to you about this matter.
Is the big price cut real?
Since BYD raised the price butcher knife, Lao Hu is almost immune to the price reduction of car companies. These car companies are more ruthless than the other in the matter of price reduction, and the old fox's mouth really can't keep up with their fierce price reduction operation.
It's the same this time, some time ago, Lao Hu just said that the price of more than 200,000 Passat "exploded", and in less than a month, Xiaopeng made this one again.
Last time, someone said that more than 200,000 cars, it is impossible to win more than 100,000 yuan, joint ventures are impossible, and domestic production is impossible.
Here, the old fox has to defend himself, and he really didn't fool everyone. More than 200,000 cars can be bought for 140,000 yuan, which is definitely a picture and a truth.
Laohu found the relevant promotional poster, which shows that the king of Xiaopeng P7 cost performance has reappeared in the rivers and lakes, with an official guide price of 239,900 yuan, superimposed with a limited-time discount of 84,000 yuan, Shenzhen District supplement of 5,000 yuan, and a replacement subsidy of 10,000 yuan, the comprehensive preferential price is only 140,900 yuan, and the total subsidy for car purchase is 99,000 yuan.
Many netizens have also personally verified that the sales staff of Xiaopeng Motors' Shenzhen 4S store responded to the media that the preferential model in the poster is the old P7 model (2023 586E model) that can achieve 140,900 yuan after comprehensive subsidies, and its official guide price is 239,900 yuan.
See, the old fox never lies.
Go on to say, although the big price reduction of Xpeng P7 is true, I don't know if you have paid attention to another problem, that is, its price reduction does not seem to be so simple, and the purpose of "clearing inventory" is extremely obvious.
It is reported that the Xpeng P7 2023 586E is the model launched by Xpeng last year, and the vehicle is the same as the 2023 Xpeng P7, with only the configuration adjusted, which is the entry model of the Xpeng P7 2023.
In terms of intelligent driving, it is equipped with NVIDIA's Xavier assisted driving chip with a computing power of 30TOPS, which is the basic version of Xpeng's XPILOT L2 level intelligent assisted driving, and does not have the XNGP urban intelligent driving function.
Speaking of which, is it already clear to everyone? To put it bluntly, it is true that the Xpeng P7 has a big price cut, but it is the old car from last year that is cleaned up, and it is the basic version.
Should I say it or not, Lao Hu thinks that it is hard to say whether this car is worth more than 200,000 yuan, but after the price reduction, there is still a cost performance, after all, in the face of absolute price advantage, we will always be extremely tolerant.
As long as the price is low enough and things are fine, what does it matter if it is a stock car?
Still mentioning "Yong back then"?
Of course, it doesn't matter what Lao Hu said, it is from the perspective of cost performance. However, the old fox wants to put aside the low price and talk about it seriously.
This time the price cut, Xiaopeng P7 threw out the four big words "The return of the king" as soon as it came up, and I believe that discerning people will understand it at a glance. As one of the three musketeers of the new forces, Xiaopeng was as famous as Weilai and Ideal in the past, and it was a surprise in the years when new energy had just sprouted in China.
In the past few years, Xiaopeng has not been outstanding compared with the other two companies, and even some new forces later. Not to mention far away, let's just say that this year, in the first quarter of this year, Xpeng Motors has not exceeded 10,000 monthly sales for 3 consecutive months. The X9 accounted for more than 36% of the 21,000 new vehicles delivered in the first quarter of this year, while sales of the P7i, G6 and G9 remained sluggish. The Wenjie, Zerorun, and Extreme Krypton that came up in the back are much stronger than it.
In the face of this situation, Xiaopeng naturally has to find a way to market a wave of "car design" of "the return of the king", which can not only eliminate inventory, increase sales, but also earn a wave of popularity, isn't it the best of both worlds?
However, Lao Hu felt that the result might not be as Xiaopeng wanted.
In all walks of life, price war is the next policy, unless the price and product power can be achieved at the same time, it will only further reduce the brand influence and reduce user stickiness.
In fact, in terms of cost control, Xiaopeng Motors does not have obvious advantages, and the main intelligent driving ability cannot come out on top in the circle of fairy fighting. Therefore, the low price is just a temporary carnival, and it is even more impossible to have both.
Now it seems that in addition to marketing the "Yong of the year" and using the old Xpeng P7 model to fight a wave of price war to increase sales, Xpeng has no better way to break through.
Lao Hu thinks that there is nothing wrong with mentioning "Yong back then", but if you only use "Yong back then" to market, it will be a bit of a "Zhu Yan Ci Mirror Flowery Tree" feeling.
After all, those old joint venture car companies sell feelings, and everyone may not buy it, let alone a new force that is a little lonely?
What does the future hold?
At the beginning, the potential was unlimited, and now he is trying to live, every time he mentions Xiaopeng, the old fox always has a feeling of "hurting Zhongyong".
However, this does not mean that Xiaopeng is completely out of play. In the end, it was the "king" of the year, and it was impossible to admit defeat.
In Q4 last year, Xpeng delivered a total of 60,158 vehicles, setting a new record for single-quarter deliveries, with sales mainly coming from the three main models of Xpeng G6, G9 and P7i, and the gross profit margin (i.e., the percentage of gross profit or loss from car sales as a percentage of vehicle sales revenue) also reversed from -6.1% in the previous quarter to 4.1%.
In addition, after waves of blood exchanges, Xiaopeng's internal stability has also begun to stabilize. Now, under the start of the new executive Wang Fengying, Xiaopeng has also begun to take the innovative model of "direct sales + distribution" to reduce the burden on the entire enterprise.
The overall situation has improved, and Lao Hu thinks that this is a good thing.
Of course, there are also not-so-good places.
Now Xiaopeng is preparing its second brand, which is said to enter the price segment of 10-150,000 yuan.
Objectively speaking, this area is no longer a blue ocean, BYD, Geely, Changan, Chery have a total of more than 10 new cars in this field, and the competitiveness can be imagined.
A company that has no advantage in this range itself goes to grab the cake in an area that it is not good at, Lao Hu can only say that it is a bit fanciful.
epilogue
The knockout rounds in 2024 are more fierce than ever, and after the downturn of the previous two years, Xpeng has not fully recovered, and it is not very wise to blindly fight a price war at this time, or rush to grab a position in a popular field that it is not good at.
Of course, for consumers, the bigger the wind and waves, the more big fish will fall randomly.
Resources:
Sina News: Xpeng sales responded to its Xpeng P7 falling to 140,000 yuan
IT Home: The sales staff of the Xpeng store responded that the P7 was reduced to 140,000 yuan: it is a comprehensive subsidized price for the 2023 model
IT House: He Xiaopeng: The MONA model is the beginning of Xpeng's second and third brands, and it is expected to sell at least 100,000 units a year
Sina Finance: From "Prince" to "Companion", Xiaopeng has become the "old seventh" of the new force
Editor: Li