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Xiaopeng Motors, one of the first new forces, celebrated its 10th anniversary. In an internal speech, the company's chairman and CEO He Xiaopeng revealed a number of MONA progress, including that the orders for MONA's first model, M03, exceeded expectations.

On the same day, the person in charge of the MONA series and the product manager of Xpeng Motors answered questions of concern to users, emphasizing that the M03 will not have an online car-hailing version, but will have a Max version equipped with advanced intelligent driving, and that the M03 has no connection with the Xpeng P5 vehicle platform.

He Xiaopeng's internal speech:

MONA's orders exceeded expectations and it launched three major employee benefits

He Xiaopeng said that MONA orders exceeded expectations and exceeded G6 orders during the same period. In addition, it was also reported that the starting price of Xiaopeng MONA M03 will not exceed 135,900 yuan. From the two dimensions of orders and price, it is believed that MONA M03 has begun to show the potential of a hit.

He Xiaopeng also pointed out that Xiaopeng MONA M03 has already prepared a stable supply chain in advance and is ready for production. At this production speed, we are very confident that it will be launched and delivered.

On the occasion of its tenth anniversary, Xiaopeng Motors also launched a number of benefits for its employees. According to the internal PPT content, Xiaopeng Motors launched three major benefits for its employees, including talent cultivation, family care, and retirement benefits.

Talent cultivation benefits include a one-time scholarship for students who have completed master's and doctoral degree programs, of which 3,000 yuan per person for a master's degree and 10,000 yuan per person for a doctoral degree; family care benefits include the launch of the "Xiaopeng New Generation Plan", which will provide 10,000 yuan to employee families with a second child or twins from now on; 30,000 yuan will be given to families with three or more children; retirement benefits include providing one-time commemorative stocks and other retirement salary benefits to employees who have worked in the company for 5 consecutive years/more than 10 years and retire from Xiaopeng.

MONA Head:

M03 will not have an online car-hailing version, but will have a Max version with advanced intelligent driving

On August 15, Yang Guang, head of Xiaopeng's MONA series products, and the MONA product manager answered product topics that users were concerned about.

Public information shows that Xiaopeng MONA was formerly the car manufacturing business of Didi Chuxing called "Da Vinci". In August 2023, Xiaopeng Motors acquired the "Da Vinci" business and other businesses by increasing its shares. Born out of Didi Chuxing and now the product of cooperation between the two parties, Xiaopeng MONA was once believed to be a car supplier exclusively for online car-hailing platforms.

In this regard, Yang Guang emphasized that the M03 comes standard with assisted driving, smart cockpit, electric hatchback and other advanced features. In combination with product positioning and corporate strategy, Xiaopeng Motors will not launch an online car-hailing version. However, he also said that if users buy a smart hatchback coupe and take orders to subsidize their household expenses, "of course that is also possible."

Regarding whether the M03 adopts the P5 platform, Yang Guang said that the M03 is developed entirely based on the new platform and has nothing to do with the P5 vehicle platform.

Recently, some media learned from the terminal sales that Xiaopeng MONA M03 will not be equipped with Xiaopeng XNGP intelligent assisted driving system. Yang Guang revealed that the intelligent driving of M03 will have two versions, "M03 and M03 Max". Among them, the specific information of the Max version equipped with high-level intelligent driving will be displayed at the launch conference.

Yang Guang believes that the intelligent driving solution of the M03 basic class is also the strongest intelligent driving experience in its class, with 20+ sensing hardware, L2 assisted driving, 12 active safety functions, and full-scenario intelligent parking that can be parked in dead-end parking spaces. MONA product manager Wu Zhefeng added that the M03 can be parked with or without a wire, and the parking success rate is 95%.

It is reported that the M03 car machine is not equipped with the Xiaopeng Dimensity system. Wu Zhefeng said that in addition to 3D maps, lane-level navigation, music map atmosphere light linkage, wooden fish beads widget, etc., many Dimensity capabilities are also deeply empowered on the M03 car machine, including 3D rendering of car models, etc.

At the AI ​​conference held on May 20 this year, Xiaopeng Motors announced that all its models will be upgraded to Dimensity OS via OTA. Wu Zhefeng revealed that the experience will be continuously improved and new features will be introduced through multiple OTAs this year. Regarding the plan to switch to Dimensity, a specific plan will be formulated based on actual user feedback after the launch.

Although the Xiaopeng MONA M03 has a simple instrument panel design, it makes some users who are used to physical dials feel uncomfortable. Wen Songyuan, product manager of MONA, said that in the future, aftermarket instrument panels with different designs will be launched for selection to meet the diverse needs of different users.

Xpeng Motors in the past ten years:

The first new force with monthly sales exceeding 10,000, but failed to catch up with the new energy trend

"He Xiaopeng founded Xpeng Motors"? I believe many people have such a misunderstanding. In fact, Xpeng Motors was co-founded by Xia Heng, He Tao, and Yang Chunlei in 2014, and He Xiaopeng first participated as an angel investor. It was not until August 2017, after He Xiaopeng resigned from Alibaba, that he officially joined Xpeng Motors and served as chairman.

But what is certain is that after He Xiaopeng took over, Xiaopeng Motors developed rapidly. In March 2018, Xiaopeng Motors obtained the "green license plate" for new energy vehicles. In December of the same year, the first model, Xiaopeng G3, was officially mass-produced and rolled off the assembly line. It was the second new energy vehicle company to start mass production and delivery after Weilai at that time. In June 2019, the 10,000th Xiaopeng G3 officially rolled off the assembly line. In April 2020, the second model, Xiaopeng P7, was officially launched. Six months later, the 10,000th Xiaopeng P7 rolled off the assembly line.

In July 2021, Xpeng Motors was listed on the Hong Kong Stock Exchange. According to the prospectus, according to IHS Markit data, Xpeng Motors was the only automobile company in China at the time that independently developed full-stack autonomous driving technology including positioning and high-precision map fusion, perception algorithms and sensor fusion, behavior planning, motion planning and control, and applied the software on mass-produced cars.

Before Huawei officially entered the market, Xpeng Motors, which focused on self-developed high-end intelligent driving, was once a leader in intelligence and attracted many technology fans. In September 2021, Xpeng Motors became the first new force to sell more than 10,000 vehicles in a month. In 2021, Xpeng Motors delivered a total of 98,155 vehicles, becoming the champion of new forces that year. This is also the most glorious moment for Xpeng in the past ten years.

Later, the new energy vehicle industry ushered in a golden period. Public data shows that in 2021, my country's new energy vehicle sales reached 3.521 million units, a year-on-year increase of 1.6 times, and the market share reached 13.4%, 8 percentage points higher than the previous year; in 2022, new energy vehicle sales exceeded 6.88 million units, a year-on-year increase of 93.4%, and the market share soared by 12.1 percentage points to 25.6%; in 2023, sales continued to rise to 9.495 million units, and the market share exceeded 30%; and by July 2024, the monthly retail penetration rate of new energy vehicles exceeded 50% for the first time.

It is a little regrettable that while the new energy vehicle market has expanded exponentially, Xiaopeng Motors has missed this opportunity due to many internal reasons such as chaotic sales channels and unclear G9 product positioning. In 2022, Xiaopeng Motors delivered 120,800 vehicles. Thanks to the steady growth of the overall market, although the year-on-year growth exceeded 20%, it has been ranked fourth among new forces under the strong pursuit of friendly competitors.

In October 2022, Xiaopeng Motors made drastic adjustments to its organizational structure, and in January 2023, it recruited Wang Fengying, the former general manager of Great Wall, to join the company. Under Wang Fengying's drastic measures, the contradictions between Xiaopeng's direct sales and dealers gradually subsided, and the corruption problem was effectively controlled. In April 2023, Xiaopeng Motors launched the Xiaopeng G6, which supported Xiaopeng Motors' annual delivery of 141,600 vehicles, barely maintaining its fourth place.

Entering 2024, Wang Fengying's skillful hand can't change the dilemma of Xiaopeng Motors standing still. As a new force with sales exceeding 10,000 in the first month of 2021, Xiaopeng Motors' average monthly sales are still just over 10,000 three years later. Today's Xiaopeng Motors is betting on MONA to boost sales.

However, the new energy vehicle industry has gradually entered a mature stage, and the growth rate has slowed down visibly. The entire industry is competing in parameters, intelligence, and cost-effectiveness. MONA also needs more eye-catching product power to stand out.

Written by: Nandu Wancaishe reporter Chen Jingan