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by 2024, the sales of the former new forces "nio, xiaolai and li auto" have been clearly polarized. ideal currently easily exceeds 40,000 monthly sales, and nio can also stabilize at around 20,000. only xpeng has fallen behind, with monthly sales barely exceeding 10,000, which is a bit embarrassing.

in order to recover the declining sales, xiaopeng had to slow down the pace of brand development and refocused its attention on the low-end market. it launched the affordable xiaopeng mona m03, trying to open up the market with a low price. after the new car was launched, it did receive a good amount of orders. according to xiaopeng officials, the orders for xiaopeng mona m03 exceeded 10,000 units 52 minutes after the sale, and exceeded 30,000 units within 48 hours of the launch. in about a week, the orders have exceeded 60,000 units. xiaopeng mona m03 has indeed gained super high popularity in the short term, and may allow xiaopeng motors to "rediscover its glory". but a careful study of this new car will not make it difficult to find that there are many secrets behind the explosion of orders for xiaopeng mona m03.

order volume does not equal delivery volume

as we all know, showing off the number of orders has become an important marketing tool for many car companies. compared with the actual delivery volume, the number is often inflated. this is mainly reflected in two aspects: first, the order threshold is relatively low, usually only 1,000 to 3,000 yuan is required to reserve a car; second, the cancellation process is almost barrier-free.

taking xiaopeng motors' mona m03 model as an example, consumers only need to pay 5,000 yuan as a reservation fee. more importantly, the cancellation policy is extremely loose. if you choose the max version, the deposit can be fully refunded within 6 months. such a strategy means that the number of orders alone cannot truly reflect the market popularity of the product. therefore, when evaluating the sales of car companies, we should pay more attention to the actual delivery volume rather than just the number of orders. after all, the latter may be largely just a digital game under marketing means, rather than a reflection of real market demand.

in order to more accurately understand the sales of xiaopeng mona m03, "qi che ba tan" also called two offline experience centers of xiaopeng motors in beijing, and the answers they received were that the current car sales are hot, and test drives usually require appointments one week in advance. according to the reply given by xiaopeng sales, the experience center has received about 50 orders so far, of which high-end models account for more than half and the consumer group is mostly young users under 30 years old. at present, the current mona m03 cars are sold out nationwide, and the two main versions on sale need to be ordered and wait for production. the low-end and medium-end versions of the two have to wait for 2 to 4 weeks, and the high-end versions have to wait for 5 to 7 weeks. in this way, xiaopeng mona m03 has indeed captured the favor of a large number of users before the new year in today's consumption downgrade environment, and it seems to have achieved certain results by taking volume at a price.

m03 product strength is not outstanding

in fact, at first glance, the price of xiaopeng mona m03, 119,800 yuan to 155,800 yuan, coupled with high-end intelligent driving functions, an entry-level range of 515 kilometers, and a large hatchback coupe design, sounds and looks very tempting. but if you study the configuration table carefully, you will find that xiaopeng has made a good calculation in order to reduce costs on the m03.

in terms of product strength, the advantage of xiaopeng mona m03 lies in its relatively successful appearance design. the large hatchback coupe design and the wide body low-lying visual sense have attracted the attention of a large number of young users. the whole series is equipped with ags fully integrated active air intake grille, michelin low rolling resistance tires, 0.194 world's lowest drag coefficient and other designs as standard, achieving ultra-low energy consumption and ultra-long battery life. in the actual media test, the energy consumption of the car is less than 10kwh/100km, and the battery life achievement rate is also quite good. in addition, on the top-end model, the new car is equipped with dual orin x intelligent driving chips, which can realize high-level intelligent driving functions through the pure visual ai eagle eye intelligent driving route, including xiaopeng's proud x ngp, which can be installed on the car. however, it lacks the strong perception ability of laser radar. relying on visual perception alone, its real performance of intelligent driving has not been tested too much. at present, its paper strength is inevitably overestimated.

it seems that xiaopeng mona m03 is indeed a double-excellent choice in terms of appearance and intelligent attributes within 150,000 yuan, but unfortunately, after carefully interpreting the configuration table of the new car, many users will find that xiaopeng mona m03 hides a lot of little tricks in its configuration.

first of all, in terms of the three-electric system, the new car is equipped with a lithium iron phosphate power battery pack produced by byd. although the power consumption is very good, the new car is not equipped with a heat pump air conditioner, which may cause the new car to suffer from greater fluctuations in battery life in the cold winter. in addition, the front-engine front-wheel drive power layout naturally puts the xiaopeng mona m03 at a disadvantage in terms of handling properties. in addition, it uses a relatively old power motor and rear torsion beam non-independent suspension, which will affect both driving and riding experience.

finally, in terms of space performance, xiaopeng mona m03 has no advantage over pure electric models of the same price. compared with the size of xiaopeng mona m03, which is less than 4.8 meters, changan qiyuan a07 is longer and wider, with better comfort and space performance. in addition, due to the fastback shape of the new car, after actual driving experience, the headroom in the back row is also slightly cramped.

faced with the current market environment of consumption downgrade, xiaopeng mona m03 has indeed gained a lot of attention with its price of 100,000 to 150,000 yuan, coupe appearance and smart selling points. however, with the sharp decline in battery costs and a more complete supply chain system, the cost of manufacturing pure electric vehicles is much lower than before. there are many pure electric vehicles on the market with a price of just over 100,000 yuan and the same size as m03, such as qiyuan a07, leapmotor c10, aion v tyrannosaurus rex, etc., which will become strong competitors of m03. if xiaopeng mona m03 wants to gain long-term sales and popularity, it must go through a lot of tests.