On June 13, "the post-80s and 90s have become the largest user group of pure electric MPV", "rear-wheel steering is the favorite of MPV users", with China's first pure electric MPV user report and Xpeng X90,000 user portrait conference held in Guangzhou today, Xpeng Motors disclosed many details in the Xpeng X90,000 user research report.
At the event, Zheng Rongqing, director of product marketing of Xpeng X9, said that Xpeng X9 has successfully achieved the innovation of the large 7-seat category through three core technology breakthroughs, and found the optimal solution for the development of high-end pure electric vehicles. It makes it possible for young people, female users, and post-90s generations to buy 7 seats. It is believed that as the Xpeng X9 is more well-known, the high-end pure electric vehicle market is expected to usher in faster breakthroughs and growth.
MPV has become the main force of high-end pure electric breakthrough
Looking at the market data of new energy vehicles in 2023, although the growth rate of high-end new energy products with an average price of more than 300,000 yuan is significant, compared with the growth rate of extended range new energy products as high as 19%, the market share growth of pure electric high-end products is only 11.6%, and the overall growth rate is even lower than the average growth rate of the market.
It is worth noting that although the growth rate of high-end pure electric cars and pure electric SUVs is relatively slow, the growth rate of the high-end pure electric MPV market has sprung up, with an increase of 168% compared with the same period last year. Among them, Xpeng X9 from January to May this year, the cumulative delivery reached 11,456 units, with a market share of more than 50%, becoming the current sales champion of high-end pure electric MPV, at the same time, Xpeng X9 is also more than 300,000 pure electric MPV, the fastest product to break through 10,000 deliveries, which can be called the masterpiece of high-end pure electric MPV counterattack breakthrough.
"Behind the high market share and high delivery volume is the product transformation brought by Xpeng X9 as a new generation of household MPV", Zheng Rongqing said, Xpeng X9 has 245 world's first product strength, achieving a leading position in the same class. In particular, the new three major parts represented by rear-wheel steering, AI intelligent driving, and magic change space have attracted a group of new users who are completely different from traditional MPV users to buy, redefined the new standard of high-end MPV, and opened the popularity of high-end MPV in the automotive industry.
Post-90s, women love, Xpeng X9 breaks through the "stereotype"
According to the survey data, 79% of the users of Xpeng X9 are additional replacement users, of which BBA users account for 8% of the fuel replacement users, and the average price of their last car is more than 500,000 yuan. This is a group of users who really know how to enjoy cars, and their choice of Xpeng X9 is undoubtedly a recognition. At the same time, 21% of first-time buyers also made Xpeng X9 break the "stereotype" that the first-time purchase rate of fuel MPVs accounted for only 5%, and became the primary choice of many families to buy a car in one fell swoop.
In the past, the extended-range new energy products of "energy, oil and electricity" became the family car chosen by many dads. However, the data shows that up to 25% of the new energy exchange buyers of Xpeng X9 are converted from users of extended-range models. When energy replenishment is no longer a problem, pure electric is the end of range extension. Since the daddy group favors Xiaopeng X9, it means that the user group of Xiaopeng X9 is younger, with the post-80s accounting for 41% and the post-90s accounting for 35%, which is beyond everyone's expectations. When a large number of users still have a sense of MPV in commercial vehicles, young people have quietly begun to accept pure electric MPVs.
In addition, Xpeng X9 is also "the first young people love MPV", for the entire MPV market behind the hot sales, is the main consumer group of the car generation change young, Xpeng X9 has gradually become one of the new three sets of young geeks, the current Xpeng X9 MAX version of the sales accounted for 73%, indicating that intelligent driving has increasingly become an important decision-making factor for MPV users to buy. In addition to male users, the high proportion of female users is also a major feature of XpengX9, compared with the traditional MPV5% of female users, XpengX9The proportion of female users has reached 20%, and it is easier to drive more intelligently as the reason for female users to drive XpengX9.
Favored by celebrities, new favorites of dads, women love to drive, and trusted by BBA owners, Xpeng X9 can be said to have attracted a group of middle-class families. So why do you choose Xpeng X9 together?
Disruptive product power has become the core reason for the purchase of Xpeng X9
As a new species, Xpeng X9 relies on category innovation to bring the family MPV into the 3.0 era. In the 1.0 era, the small three-bedroom, swing door, no aisle in the middle, and the three-row pure emergency; in the 2.0 era, the large three-bedroom just needs 7 seats, with less space changes, comfort and intelligence; In the 3.0 era, on the basis of the large three-bedroom, a changeable storage function and a rich audio-visual space have been added.
As a high-end pure electric MPV in the new era, Xpeng X9 has conducted an in-depth analysis in the face of changes in the user population, so as to evolve product features that are more in line with user needs. According to the survey data, the top six reasons for the purchase of Xpeng X9 are: rear-wheel steering, AI intelligent driving, magic change large space, 12,000 tons of large die-casting, AI Dimensity system and intelligent dual-cavity air suspension.
In the past, MPV models were often associated with "inflexibility", but the Xpeng X9 has retuned the chassis to improve smoothness and equipped with an active rear-wheel steering system as standard, achieving the smallest turning radius of 5.4m in its class. In response to the problem of rear-wheel steering encroaching on space, Xpeng X9 compresses the overall space of the rear axle structure through the world's first five-in-one super-integrated rear axle, and at the same time adopts an integrated die-casting body to reduce the use of a large number of parts.
In the past, MPVs did not have intelligent driving, but this does not mean that users do not need intelligent driving. Xpeng X9 is equipped with XNGP full-scene intelligent assisted driving system, based on the high-speed propulsion of Xpeng Motors' intelligent driving Kaicheng, Xpeng X9 is equipped with XNGP full-scene intelligent assisted driving system, which can be used immediately after delivery, and can truly realize the intelligent driving experience that can be used nationwide and easy to use throughout the whole process without relying on high-precision maps. Currently, the MAX version with the high-end XNGP function accounts for 73% of Xpeng X9 sales.
At present, more and more people use MPVs as a "third space" outside their homes and offices. The Xpeng X9 has a large interior space of 7.7 square meters, and even if it is full, the trunk can accommodate seven 24-inch suitcases. With the three-row seats folded down with one button, the storage space can be expanded to 2554L, and up to 4 adult bicycles can be accommodated. In addition, Xpeng X9 is equipped with an intelligent dual-cavity air suspension system, which can automatically adjust the suspension softness and hardness according to road conditions to ensure the most comfortable driving experience, so that it does not shake corners, does not bump over pits, and does not faint in the rear row.
After 10 years of continuous exploration, Xpeng Motors has maintained a leading position in intelligent driving and technology, effectively gained insight into the real needs of fast-growing users, and provided the best products for the market without compromising with reality. Through the release of China's first pure electric MPV user report and Xpeng X90,000 user portraits, it helps the intelligent new energy industry to have a clear and accurate insight into the development trend of the high-end pure electric MPV market, and continues to bring more users products and experiences that exceed expectations.
In the future, Xpeng Motors will continue to lead the new trend of the high-end pure electric MPV market and explore the infinite possibilities of intelligent new energy vehicles with more consumers. We hope that more consumers will have an in-depth understanding of the Xpeng X9 product concept, experience the unexpected car life, become loyal users of the Xpeng X9, and jointly promote the development of the intelligent new energy vehicle industry."