Judging from the trend of monthly deliveries, if the keyword belonging to Xiaopeng in 2023 is "turning the tables against the wind", then the keyword of the year in 2023 that belongs to the question world should be "coming back from the dead", and even, when the former fell to the bottom again, the latter has already met at the peak - according to official data, in January 2024, the question world successfully "killed" the ideal and won the title of the new power monthly sales champion for the first time, who would have thought that the 432 units of the Wenjie M7 in June last year could be defeated by one enemy after the facelift, pulled the ideal off the horse, as it had just been launched, and made Li Xiang unable to sleep again......
I think the intuitive data will be more convincing than my boring words, and the delivery volume and sales proportion data of the whole series and the new M7 (launched on September 12, 2023, and new models will be launched on November 28, 2023) in recent months are as follows:
The volume of the new M7 has gone from 10,000 to 30,000 per month, and it took only 4 months, and its sales accounted for 95%, obviously, today's question world, all rely on the new M7 of the question world, "milk" to feed - the new M7 that claimed to invest 500 million yuan to upgrade in all aspects is finally "fed" successfully, and it is not in vain that the mouth of the big mouth for an hour and a half of saliva. The launch conference only mentioned the new M7 that was "far ahead" five times, why is it really "far ahead" this time? I would like to take this opportunity to talk to you, not to blame me for hindsight, but to blame Yu Chengdong for not giving me the opportunity to listen to the "far ahead" ...... the spot
Previously, in the article on the interpretation of Xpeng G6, I mentioned: ** is the best medical beauty of the product. This sentence is placed on the new M7 of the world, and it is also true, with a starting price of 31980,000 to today's 24980,000 yuan, the new M7 "angry" dropped 70,000 yuan, the cost-effective spear straight to the competing models "seven inches", even if the ideal L7 can bear, there are always people who can't bear it - in addition to aligning the space and configuration, the new M7 will pull the ** to 24980,000 yuan, compared to 31The ideal L7, which is sold at 980,000 yuan, is "far ahead" of a whole position, and what happened later, you all know, it not only defeated the ideal L7, but even defeated three with one enemy.
Of course, if you just understand the new M7 as an annual facelift model with one less seat and a drop of 70,000 yuan, then your pattern is really smaller, those who want to rely on cost performance to defeat the ideal brand, have long been "corpses all over the field", Wenjie obviously does not want to be one of the ones who are carried away and thrown away, because if that is the result, the 500 million invested in the new M7 is afraid that they are all "dead and blind", although the 500 million itself is a metaphysical existence, and it seems that it has not been spent, and the main one is invisible.
If you only measure the 500 million by the change in shape, I am afraid that everyone will be like Xiaomi's rebranding, thinking that the world has encountered fraudsters - although the active grille and 21-inch wheels have been updated, but in fact, the difference is not obvious, the biggest difference is "but", the grille area is reduced, it is blocked by an extra iron plate, and a conspicuous lidar is added overhead, in short, the new M7 does not spend too much money on plastic surgery, and the main one is to respond to all changes.
You don't have to rush to fight for the new owner, look at the design of the M9, you may be like me, accept the harmless appearance of the new M7, and then turn your head to support the decision to "spend money in the invisible", such as 2800 million yuan spent on safety to save the face lost in the China Insurance Research Institute test in November 2022, such as the re-mold of the body, the upgrading of the body structure, the retransformation of the welding production line, and the use of new high-strength steel and composite body materials.
With the same strength and skill, the cockpit mold was redeveloped, the seats were redeveloped, the front and rear overhang dual FSD variable damping shock absorbers were added, and the chassis was re-tuned by foreign teams. The implication is that the middle-aged and elderly people (combined with the experience of previous visits to the store, the users of the M7 are basically about 40 years old) have a fundamental need for longevity and comfort, and the new M7 can be met, which is a major reason for its hot sales
In my opinion, another major reason why the new M7 can sell well is that it contains a very high "Hua", such as Huawei ADS 20 high-end intelligent driving system, equipped with HarmonyOS intelligent cockpit 30, after the former pushed the OTA upgrade on February 01 this year, the NCA intelligent driving pilot assistance function no longer relies on high-precision maps, so the country's high-speed, elevated, expressway, etc. can be used, which is undoubtedly a significant improvement in product strength.
The latter said that it is the best car machine on the market at present, it is not too much, it is intuitive, very smooth, and almost no learning cost, but also through the distributed soft bus, can achieve seamless flow with Huawei equipment, think about the current situation of China's automobile market - how many brands want to "marry" with Huawei (there are three cooperation models, namely parts business model, Huawei inside (HI) mode and Huawei smart car mode), you know that it contains "Hua" How competitive the volume is.
If you take a longer time axis,Look at the trend of the monthly delivery volume of the M7,Its experience is comparable to that of the male protagonist of Shuangwen,From the peak of the debut of "Huawei from the sky, invincible",To the edge of the world、Huawei disenchantment"The fall to the bottom,And then to the "price reduction and upgrading、Resurrection with one enemy three",Proper Shuangwen protagonist,From its perspective,We can find that the question world, which has been beaten by the society, seems to have been beaten out of self-growth——
At least, the past downturn made the world begin to realize that the die-hard pollen will one day be insufficient, if you want to increase, you must break the circle, and use ** and products to reach the "real consumer", the new M7 has done it, and the market has responded to it appropriately, so it has come back to life, the truth is as simple as that, but as Han Han said: Many people know a lot of truths, but they still can't live a good life, and car companies are not ......