According to the latest weekly sales data, Xpeng's sales performance in the past week is worrying, because in this week, Xpeng Motors only sold 1,403 units.
In April, Xpeng delivered 9,339 vehicles, an increase of 33% compared with the same period last year and a 4% increase from March this year. However, competitors are making great strides, and in April, Li Auto, NIO, and Leapmotor delivered 25,787, 15,620, and 15,005 vehicles respectively, a year-on-year increase of 0.41%, 134.60%, and 71.69% respectively.
In terms of the composition of sales in March, Xpeng's highest-selling model is the highest-priced Xpeng X9, an MPV model with cumulative deliveries of nearly 10,000 units since its launch, consolidating its position as the best-selling all-electric MPV model in China. Even if it is placed in the ranking of all MPVs, the Xpeng X9 can still be ranked sixth.
However, pure electric MPV is a relatively niche category, and it is unrealistic to rely on pure electric MPV models to support the sales of the entire Xiaopeng Motors, and Xiaopeng Motors is not good in the two mass fields of SUV and sedan.
The Xpeng P7, which was supposed to be the main sales model of Xpeng Motors, sold 1,605 units in March, and the prices of other new power brands or cars of the same class of new brands of traditional car companies are constantly falling. For example, dark blue SL03 EV, Qiyuan A07, Dongfeng eπ07, Nezha S EV, seal electric version, Geely Galaxy E8, etc., and the starting price of Xiaopeng P7 is still more than 200,000 yuan, so that this car has little advantage in terms of cost performance, in addition, I think Xiaopeng P7 is time to carry out a major facelift upgrade, it does not adopt 800V architecture, and the battery life and performance have been somewhat unable to keep up with friends.
In the field of SUVs, the best seller of Xpeng Motors is Xpeng G6, with 1473 deliveries in March, Xpeng G6 has learned the lessons of Xpeng G9, and the configuration will be as full as possible, with a full 800V architecture and a self-developed XNGP intelligent assisted driving system. The data shows that the sales of Xpeng G6 from September to November 2023 are 8132, 8741, and 8750 respectively, and the sales volume has increased month-on-month for three consecutive months, winning the 200,000-level domestic pure electric SUV sales champion. However, the sales of Xpeng G6 have declined significantly since the beginning of this year, and in the first three months of this year, Xpeng G6 deliveries were 1803, 1161, and 1473 respectively. However, the emergence of models like Zhiji LS6 makes the cost performance of Xpeng G6 not so high, and in the case that peers are fighting a large price war, how to deal with Xpeng G6, whether to reduce prices for sales, or continue to maintain the same price, is a choice question.
With the brutal price war in the new energy vehicle market, Xpeng Motors must find a new starting point to make consumers notice, recognize and trust Xpeng Motors' products.
The main problem of Xpeng Motors at present is that the hot shelf life of new cars is too short, from last year's G6 to this year's X9. The top priority is to launch a stable and hot-selling product in SUVs and sedans, two categories with a large audience. Just like Musk's comment on the sharp drop in sales of Xiaopeng Motors: the car business is really difficult!