"In the past few years, Xiaopeng Motors has not known how many car owners have been backstabbed, and now the old car owners we initially supported them have also become monkeys. Mr. Xu, the owner of the Xpeng G3 who bought the Xpeng G3 in 2019, told the Shell financial reporter.
Yesterday engaged in the mentality of G9 old car owners, today I got P5 LiDAR old car owners, and tomorrow I will give up G3 old car owners, the day after tomorrow is not G6, X9 Everyone has to turn again?What should we do with the credibility of the Xpeng brand if it goes on like this?Mr. Li, the owner of the Xpeng G3i, said.
The current operation of Xpeng Motors is incomprehensible. On the field, they argued with their friends in the field of autonomous driving, and then apologizedSend a circle of friends to say**I can't understand the financial report;Constantly pushing new cars on the product, but not caring much about the old car owners;In the financial report, the cash flow was worse and worse quarter by quarter, and finally the gross profit margin became negative. What kind of development path should follow-up enterprises take is confusing. A well-known automotive analyst said.
On December 21, Xpeng Motors said that it would stop production of its G3 and G3i within the year. This move once again sparked heated discussions, and some old car owners said: Xiaopeng's "backstab" is finally their turn.
Zhang Xiang, a visiting professor at the Yellow River Institute of Science and Technology, said that the innovation of Xpeng Motors is imperative, and it is normal to encounter fluctuations in the development process. However, how to stabilize the reputation and convert sales into profits in the future is a necessary condition for the sustainable development of enterprises.
Behind the acceleration of sales growth, old car owners have launched "joint letters".
In the second half of 2023, Xpeng Motors broke the previous downturn with the cost performance of the G6 and ushered in a long-lost sales explosion. In the second half of the year, the G9 also won a round of sales by virtue of a lower ** than the old model.
Photo by Xiaopeng G6 Beijing News Shell Financial Reporter Bai Haotian.
According to the data, the monthly sales of Xpeng Motors from June to November 2023 are 8,620, 11,008, 13,690, 15,310, 20,002, and 20,041 respectively. According to the November data, the sales of Xpeng Motors' G6, G9, P7 and P5 products were 8,750, 5,778, 2,990 and 2,523 respectively.
In November 2022, Xpeng sold only 5,811 vehicles.
Through a series of reforms and new cars, Xpeng is gradually recovering in the market, and the momentum is much better than in 2022.
However, behind the hot sales of products, some old car owners who once chose Xiaopeng in the difficult times of Xiaopeng Motors felt deeply "backstabbed". Owners of models including P5, G9, and G3 are frequently speaking out on the Internet.
The discontinuation of the G3 and G3i is an adjustment of the product line by Xpeng Motors. According to Mr. Liu, the sales specialist of Xpeng Motors, the G3 has not been actively promoted for sale for more than a month, and there may be some stock cars in other stores, so there should not be many new owners.
However, several Xiaopeng old car owners high-speed shell financial reporters, the most worried is that Xiaopeng Motors has replaced the technology platform, G3 and P7 and other old models may face problems such as insufficient accessories, poor follow-up software updates, and maintenance personnel do not understand the product.
Although Xiaopeng gave some compensation, we still have a feeling of 'outcast'. Since the first car was launched in 19 years, this car has been successively remodeled for 4 years, promoting intelligence, large canopy, and reliable batteries, but from our car compared to G6, G9, and P7, we are almost like orphans. There are not many updates throughout the year, there are few useful functions, and intelligent driving is basically not welt. How did I buy it in the first place? Mr. Xu, the owner of the G3, said.
In addition to the discontinuation of the G3 and the re-making waves, the old owners of the G9 and P5 also complained frequently in the second half of this year.
Xpeng G9 car owner group chat record WeChat screenshot.
In mid-September, the G9 was relaunched, and the price was reduced by up to 110,000 yuan compared with the old model. Compared with the old model when it was launched, some model configurations still need to be selected, and the G9 gives a richer standard configuration. Cost-effective has suddenly become the new label of G9. But in some Xiaopeng G9 old car owners, there are different voices. "I used to feel proud to drive a G9, but now I feel like a retarded person when I drive a G9. A Guangdong car owner complained in the group.
Another Mr. Li, who was ready to change his car, said that his top G9 had been driven for a year, and the second-hand car dealer gave an insurance price of 260,000 yuan. "A car of 470,000 yuan, driven for a year, told me to sell for 260,000 yuan. Car dealers all said that the new car ** is so low, my old car, it is difficult to sell ** grid. Mr. Li said.
In addition to the dissatisfaction of G9 owners, Xpeng P5 owners, especially those who have purchased the Xpeng P5 LiDAR version, are even more "complaining".
Previously, on October 24, at the Xiaopeng Motors Technology Day, He Xiaopeng demonstrated a series of new technologies of Xiaopeng Motors. Including Dimensity intelligent cockpit, more powerful assisted driving capabilities, etc. According to the plan, 50 cities will land Xpeng Motors' urban assisted driving within the year.
But after the event, hundreds of Xpeng P5 owners made public a joint letter to Xpeng Motors. These old car owners said that they had previously purchased a compact car P5 equipped with lidar of more than 200,000 yuan, but the intelligent driving plan of opening 50 cities within the year did not include these car owners, and the overall technology update speed was also very slow, hoping that Xiaopeng Motors would compensate.
I went to estimate the price, and the P5 lidar version bought for more than 200,000 yuan in 2021 can only be sold for 120,000 yuan, a drop of nearly 40%. Mr. Huang, the owner of the car in Shanghai, told the Shell financial reporter.
I feel that He Xiaopeng and the team have the same meaning every time they post a message to communicate with the old car owner, and I summarized it to him as 'I'm sorry, I can't wait for you, I'm going to move forward and chase my own better tomorrow'. Mr. Liu, the owner of the Xpeng P5, said.
* Frequent efforts on the field, the gross profit behind the increasingly strong image of Xiaopeng Motors is no longer healthy.
In the second half of 2023, Xpeng Motors has also been caught in two ** turmoil.
At the beginning of November, He Xiaopeng, chairman of Xiaopeng Motors, said in an interview with **Price: Friends talked about AEB, I think 99% of it is fake, it is fake, and those propaganda are not officially released by the company, all from Xiao**. Our people also went to ask, its AEB can't be driven at all, and there are too many cases of false braking on the road.
He Xiaopeng's remarks sparked heated discussions for a while. Yu Chengdong, chairman of Huawei's intelligent car solution BU, posted an article on WeChat Moments, suspected of replying in the air.
He Xiaopeng posted a picture He Xiaopeng's social ** account.
A few days after the incident fermented, He Xiaopeng issued a message thanking Yu Chengdong for his advice and generosity, which brought the controversy to a temporary end.
A wave is flat, and a wave is rising.
In mid-December, a manager in the field of public relations of Xiaopeng Motors was suspected of posting a post with a **person in the WeChat circle of friends**.
This ** person participated in the communication meeting of Xiaopeng investors at the auto show, and recorded questions, and was invited out of the venue by Xiaopeng. For this reason, the ** person posted a circle of friends to complain: Compared with Xiaopeng at the Guangzhou Auto Show to drive the reporters who asked questions out of the venue, Weilai is at least more open and friendly, Li Bin came to the venue early and shook hands with everyone one by one.
And the public relations manager posted: I haven't invited him here, after all, I can't even read the financial report.
Then, she publicly expressed some opinions, which sparked heated discussions. Some commentators have argued that **unsolicited is not right;There are also comments that the statements of Xiaopeng Motors related people are offensive and insulting, and the ** person has many years of experience in the industry, and it is not that he can't understand the financial report', which may have a negative impact on the brand.
At a time when Xpeng executives are actively speaking out, Xpeng Motors' sales are rising. Some of the issues faced by businesses remain unresolved.
The problem of negative net profit and gross profit margin is like a sharp sword, hanging over the head of this new car-making force.
Changes in some of the operating indicators of Xiaopeng Motors Mapping Beijing News Shell Financial Reporter Bai Haotian.
According to Wonder data, Xpeng Motors' net profit in 2022 will be -9.1 billion yuan, down 87% year-on-year, while in the first three quarters of 2023, Xpeng Motors' net profit has reached -9 billion yuan, down 33% year-on-year. It is almost a foregone conclusion that losses will intensify again in 2023.
In terms of operating indicators, Xpeng Motors' gross sales margin and net sales margin in the first three quarters of 2023 were -203% with -5122%, and the relevant data for the same period in 2022 are 1217% and -3121%。
When an automobile company's gross profit margin is negative, the industry generally believes that the company has entered a situation of "selling one and losing one".
At a time when Xpeng Motors is facing the pressure of ice and fire, Li Auto, which is also a new force in car manufacturing, continues to improve.
On November 9, Li Auto announced its financial report for the third quarter of 2023, showing that the company delivered more than 100,000 vehicles in the third quarter and had quarterly revenue of 346800 million yuan, a year-on-year increase of 2712%。Operating profit and net profit for the same period were 23400 million yuan and 28100 million yuan, achieving four consecutive quarters of profitability.
For Xiaopeng Motors, how to deal with a series of challenges on the road to change, how to become a loved and respected brand, perhaps in addition to "running" in the first field and accelerating the replacement of products, there are other ways to choose.
Beijing News Shell Financial Reporter Bai Haotian.
Edited by Song Yuting.
Proofread by Diyan Chen.