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in august, xpeng motors delivered 14,000 new vehicles, a year-on-year increase of 3% and a month-on-month increase of 26%.

at a time when nio has exceeded 20,000 units for three consecutive months, li auto has set a target of 50,000 units, and even leapmotor has sold 30,000 units, there is nothing to brag about with xpeng's growth hovering above 10,000 units.

with the hot sales of mona m03 on the market, xiaopeng finally has something to talk about.

at the beginning of august, the m03 arrived at the store, and i went to experience it statically. at that time, the price on the internet was about 150,000 yuan. everyone felt that it would be difficult to price the car close to 200,000 yuan. after all, in terms of battery life and driving performance, the m03's paper data showed no highlights. but in other aspects, this car is pleasing to the eye and easy to use.

within two days, news broke that the price of m03 would be below 140,000 yuan.

on august 27, the new car was officially launched on the market with three configurations and a price range of 119,800 to 155,800 yuan.

then, it really exploded!

within 48 hours of its launch, the number of pre-orders exceeded 30,000 units.

on august 30, at the chengdu auto show, yang guang, head of the xiaopeng mona product line, had a discussion with some media people. all the questions from the teachers were to the point, and there was not even a polite remark like "congratulations on the big sale of mona m03" - the communication between young people was so direct.

what is the direct method?

several key words are distilled: lessons, profits, and brand positioning.

at the product level, xiaopeng actually knows how to create a sense of surprise, but... (10,000 words omitted here)

some media at the scene said that "xpeng g6 lacks stamina" and asked, "xpeng mona m03 is more popular than xpeng g6 and has greater potential to be a hit. what lessons can we learn from xpeng g6?"

the product manager of xiaopeng mentioned three points: keep the price stable, understand the competitors' moves, and ensure delivery.

stabilizing prices and responding to competitors are related. xiaopeng has made good marketing preparations this time. "competition will intensify next year, so we have set the price right in one step, which is to give an explanation to old users and face the competition next year."

it is worth mentioning that even if the car price is set at 119,800 yuan, xiaopeng still has gross profit. they believe that this is due to the feedback from volkswagen's supply chain to xiaopeng.of course, the integration and complementarity with the didi team was also mentioned.

the research and development period of xiaopeng mona m03 lasted for more than 30 months. when talking about product strength, the product manager said categorically: "we don’t want to pile up a bunch of high-cost things, but adjust the appropriate things to their upper limit to control bom costs. some engineering teams get enough materials, but adjust them very poorly! ”therefore, corresponding to the price range of 100,000 to 150,000 yuan, the manufacturer emphasizes that the m03 is very comfortable as a city vehicle and advises everyone not to be annoyed by the torsion beam rear suspension.

the lessons also include streamlining skus.

it is reported that xiaopeng mona m03 has only 28 skus, including colors, so the production is very simple and fast - while most companies have more than 150 or 200 skus.

as for the delivery cycle, at this chengdu auto show, the new car announced the start of large-scale deliveries across the country, and the max version of the model priced at 155,800 yuan will start delivery after the spring festival in 2025.

the max version uses xiaopeng motors' xngp technology, but the fact that it takes so long to be delivered has triggered a wave of questions.yang guang replied frankly: "in the early stage, we also discussed the xiaopeng mona m03 max version internally. some people said that it should not be launched on the market and should be launched next year. in the end, we thought that if it is ready, we should launch it earlier and let users know the news earlier."

it can be felt that the xiaopeng team has experienced some struggles, and the contradictions and entanglements are"xpeng mona m03 has reached this price range. we ourselves are worried whether users in this price range need the max version, and such a powerful max version?"

what ultimately prompted them to launch the max version was "having a thorough understanding of the competitive situation." the xiaopeng team firmly believed that the xiaopeng mona m03 max version was the best max version in this price range, which could attract users, and those who were most interested in the xiaopeng mona m03 max version.

my personal understanding is that this version attracts users who are not just looking for cost-effectiveness, but also a group of young people who truly like and recognize intelligent driving technology. they will follow, care about, and like each other.

finally, let’s talk about the issue of brand upgrading - will the low price of mona m03 affect brand upgrading?

in this interview, everyone got very pragmatic responses. anyway, i felt comfortable after listening to them. they were really not artificial at all. there are two sentences from the original words of the manufacturer's leader that are worth pondering:

"we wanted to divide the brands before, but later we felt that we should start from the actual situation and identify the main and secondary contradictions. the xiaopeng mona series is our best choice."

“we believe that as long as we provide users with better cars of the same level and can meet the needs of core users and the younger generation of users in this price range, there will be no backlash to the brand. as long as the volume increases, it will be helpful to the brand.”

how sober! the chinese auto market is now so crowded that no one has any dignity left. what brand is going to move up? just think of ways to increase sales! without sales, what brand is there to talk about?

【written at the end】

after the launch of mona m03, the market feedback was enthusiastic. at the node of starting delivery, the xiaopeng team took the opportunity of the chengdu auto show to interact with the media, review the development background of this model, and generously respond to various sharp and sensitive questions. this was a "nutritious" communication. this sense of nourishment made me feel that after going through the wind and rain, xiaopeng has become honest, sober, and clear-headed, and it is time to take off again.