Among the new car-making forces, almost every few months, there are one or two brands "falling behind", but the "original" three giants of the new car-making forces, Ideal, Weilai, and Xiaopeng, although they are in different circumstances, are still persistent. Especially Xiaopeng Motors, the current situation has been quite embarrassing, the number of deliveries in March was 9026, and the number of deliveries in a single month fell below 10,000 again.
What's more critical is that the models that could have gone have fallen in terms of sales, such as Xiaopeng G6, when Xiaopeng G6 was listed, whether it was Xiaopeng Motors or people in the industry, they all pinned great hopes, after all, the whole system of 800V high-voltage platform, SUV models, the price is not high, and the advantages are quite obvious. But the sales of this car fell from a maximum of 8,750 units to 1,161 units within a few months, and despite several price cuts and the launch of the 580PLUS version for 179,900 yuan, sales just fell.
And the monthly sales of Xpeng P7 and Xpeng G9 are only 1609 and 1393 units, and they have basically lost the "basic disk", what does this mean, Xpeng P7 as the former master model of Xpeng, and it has also been forgotten by the market after the facelift. In the case of a sharp decline in the new model of the Xpeng G9, the sales volume is still not good, and the plan to hit the high-end market with this car has once again failed.
Now the leading model of Xiaopeng Motors is Xiaopeng X9, with monthly sales of 3946 units, for a 35-400,000 level MPV model, this sales volume is not bad, but the problem is, if such a model with sales of three or four thousand months becomes the leading model of a brand, is the danger a little high? Intelligent, or because of the cost performance, there will be some consumers to buy this car, but in the long run?
So why did Xiaopeng Motors start the earliest, but now it is passive among the new forces of first-line car manufacturing? We have always had a point of view, that is, the current situation of Xiaopeng Motors has laid a "bane" at the beginning of this brand. The first model of Xiaopeng Motors is a Xiaopeng G3 with a high configuration and low price, which has obtained a certain amount of sales, but it has also established the positioning of this brand, that is, a low-end brand, which Xiaopeng does not admit.
Therefore, when Xiaopeng Motors launched the G9 and tried to impact the high-end market, it was "beaten" by the market and consumers, and even the price of the new car was revised two days after it was launched, which shows that Xiaopeng Motors' preliminary research was not done well, and it was not even known about the price support ability of the Xiaopeng brand.
Of course, what is more critical is that Xiaopeng Motors can't open the high-end market in the field of sedans and SUVs, so it can only fight in the low-end market, this kind of "war damage rate" is very high, Xiaopeng Motors' 800V platform, high-end intelligent driving, in essence, in the low-end market, is not a rare thing.
And we have also seen that Xiaopeng Motors has responded quickly to market changes in the case of repeated failures in the impact of high-end, but many times it has played a counterproductive role! For example, when Xiaopeng G9 was listed, the price exceeded 300,000 yuan, but when it came to the facelift, it went directly down to the level of more than 260,000 yuan.
Another example is Xiaopeng G6, the previous sales are really good, but when the sales are slightly bad, the price will be reduced immediately, in February, this car has a price reduction of 20,000 yuan, and on April 11, a new version of 179,900 yuan was launched, whether the old owner feels stabbed in the back, not to mention for the time being, potential owners are afraid!
Therefore, the embarrassment of Xiaopeng Motors is that the positioning of the first model was too low, which led to the inability to achieve high-end today, and the low-end market, homogenization competition is too fierce, and the advantages of Xiaopeng Motors may not be able to be brought into play, which is the status quo. In March, the monthly sales of Xpeng Motors fell below 10,000 units again, and the sales volume was equivalent to being "locked"! And the relatively niche pure electric MPV model Xpeng X9 became the best-selling model, which is even more worrying.
It must be emphasized that this is an objective analysis based on data and the market, and all parties should not criticize it on the grounds of so-called damage to goodwill.