This year marks the 10th anniversary of Xpeng Motors, and the goal is to double its performance.
On February 18, the first day of construction after the Spring Festival holiday in the Year of the Dragon, He Xiaopeng, chairman and CEO of Xpeng Motors, released an internal letter of more than 1,800 words to set the flag for the new year. Among them, the core attraction is "".In 2024, Xpeng Motors will launch two new cars, and about 30 new models are planned to be new or facelifted within three years. "Such an aggressive product planning is the first time in Xpeng Motors.
For you to focus on the key points, we have summarized the central idea of the entire internal letter, with the following six aspects:
1. Summary: Xpeng Motors has just fought a "non-closing.""Chinese New Year.
2. GoalsThis year, Xpeng Motors' performance will more than double, and it will enter a high-speed positive cycle in the fourth quarter or earlier.
3. New car: A total of about 30 new cars are planned for new products + facelifts in three years, and there are 2 new cars this year, one is 300,000+ and the other is 150,000.
4. Sustainable development:Develop the full life cycle product development management system v10
5. Intelligent driving: R&D investment of RMB 3.5 billion in "AI technology with intelligent driving as the core".
6. Go to sea: Enabled Internationalization v20, strengthen product localization adaptation in Europe, ASEAN, the Middle East, Latin America, Oceania and other regions.
The goal is not small, the motivation is very high, and Xiaopeng's 2024 will open a "sea of blood"."Compete.
The success of Xpeng X9 has made a good start for Xpeng's new launch. He Xiaopeng also revealed the other two new cars this year, one up to 300,000+, and the other down to 150,000 yuan. Previously, the compact car codenamed Mona cooperated by Xpeng and Didi, and the price was around 150,000 yuan; The internal code name of the other model may be F57, which is positioned as a pure electric medium and large sedan, with a hunting exterior style, or will be named P6, with a length of about 4About 9 meters, it may compete with models such as Denza Hunting Truck, BYD Han, and ZEEKR 001.
The following is the full text of Xpeng's internal letter
Happy New Year, dear students! Today is the first day of the Chinese New Year, I wish every student the spirit of Dragon and Horse, and enjoy the dragon and dragon dragon! I wish the business team a smooth start to the Year of the Dragon!
In order to better respond to customer needs, we have just gone through a "non-closing.""Chinese New Year:-) Global teams in the United States, Europe and other countries are operating normally, while in China, there are a large number of front-line students in the product, R&D, production, stores, service centers, 400 and other teams, and middle and back office students with operation guarantee sticking to their posts during the Spring Festival holiday, everyone has worked hard!
Pain and happiness, dare to think and dare to do"It is a true portrayal of Xiaopeng people in 2023. Last year, there were a lot of adjustments in organization, planning, business, operation, and efficiency, and we experienced a lot of pain, but also made great gains. The three management orientations of customer orientation, business thinking, and overall collaboration have been effectively implemented in the actual business, and we have insisted on using the right methods to do difficult but correct things, so that we can walk out of a completely different path from other companies in 2023 and begin to bottom out. How can we seize the new opportunities of the Year of the Dragon and make greater progress in the new year? I would like to share with you my ten thoughts.
Step by step to win
This year is the tenth year of Xiaopeng, the performance will more than double, the organization must supplement all the shortcomings, and the operation must begin to move towards high quality.
This year is the first year of accumulation and explosion of Xpeng's product and technology platforms. About 30 new products or facelifts are planned within 3 years; In 2024, we will invest more manpower (about 4,000 people are hired) and more than 40% of the R&D budget compared to the same period last year, and strive for tomorrow. Starting from this month, we will be based on the new Xpeng Product Development System (XPD), which is the product development management system for the whole life cycle of models with Xpeng characteristics, V10, with a more advanced and efficient whole-process system to help the company achieve greater success.
This year is the first year for Xpeng to take the lead in high-end intelligent driving and bring high-end intelligent driving from China to the world, with a total of 3.5 billion yuan invested in R&D in "AI technology with intelligent driving as the core".
This year is the first year of strategic upgrading of Xpeng's marketing strategy, and the first year of integrating the development of marketing strategies for automobiles, Internet and mobile phones.
This year is the first year for Xpeng to do strategic upgrades in the field of design, and the three modeling centers are parallel, and the modeling should be the same as AI, marketing, and management.
This year, Xpeng will release the first car of the platform on the 300,000+ and 150,000 level platforms, complementing the two important cornerstones of Xpeng's layout in the 10-400,000 level.
This year is Xpeng International V2In the first year of 0, we will lay out core markets in Europe, ASEAN, the Middle East, Latin America, Oceania and other regions, deepen the intelligent advantages of products, strengthen the localization and adaptation of products (including left and right drives), and create a new path of globalization from products, intelligent driving and brands.
This year is the year when Chinese auto brands enter the "sea of blood"."The first year of competition, which is the first year of the knockouts. Xpeng Motors has been fighting in the fierce competition in the "sea of blood" from the beginning, and has accumulated considerable experience, and I believe that perseverance will win.
This year is the second year of Xiaopeng's "from 1 to 2, the second entrepreneurship", and the second year of organizational adjustment, I will personally focus on the grassroots cadres and enterprise process level of the enterprise, do a good job in enhancing capabilities, and pursue the improvement of management capabilities and the improvement of the efficiency of the whole business.
This year, the improvement of the whole process of customer experience, more breadth and depth of business implementation (save money that should not be spent, spend more valuable money on people, R&D and strategy, and have better business profits), from strategic planning to the overall coordination of OKRs, PDCA action to promote the implementation, training and counseling for cadres will continue to deepen.
Let the cadres who dare to fight and can fight lead the troops to the field
Cadres are the first person responsible for the efficiency and effectiveness of their organization. "The key to winning every positional battle is in the cadres, as commanders on the battlefield, whether they dare to fight tough battles and whether they take the lead determine whether the team can move forward bravely and win against the trend. To meet the challenges of the new year, the combat effectiveness of the contingent of cadres must be raised to a higher level.
Seeking truth from facts: cadres can not only listen to reports, must penetrate multiple layers to understand the facts, must go deep into the front line to listen to the fire, and promote the implementation of the company's strategic strategies at the grassroots level to ensure that the effect and efficiency can defeat the opponent. We can't cover up the problem, report the good news or not the bad news, we must do what we say, and the mission will be achieved.
Overall collaboration: Cadres should be guided by internal and external customer experience, take the lead in breaking down departmental walls and knocking down high chimneys, not sacrificing upstream and downstream for single-point interests, nor pursuing a superficial group of harmony, and taking the initiative to take one more step for the overall interests in cooperation in order to maximize the value output of the enterprise.
Grow into a "manager.""Promote business growth with simple and efficient style, courage to take responsibility, and business thinking; Lead by example everywhere, take the lead in self-reflection, self-discipline, and self-activation, not only strong professional ability, but also continuous improvement of management ability, in order to activate the team and make extraordinary results in ordinary positions.
In the face of the macroeconomic optimism, many friends are shrinking and dare not invest, but I think this is our development opportunity. In 2024, we will buck the market and enter a high-speed positive cycle in the fourth quarter or earlier.
In the new year, the dragon is back on the scene, and the gears of the times are turning. During the Spring Festival, the intelligent driving mileage of Xpeng car owners increased by more than 2 percent year-on-year71 times, from the usability of xpilot to the ease and love of xngp, people's driving methods are really changing. I believe that with the improvement of our capabilities in the field of smart cars, all of you will join me in witnessing the leap and leap of Xpeng Motors this year.
Once again, I wish you a prosperous and prosperous new year!
He Xiaopeng. February 18, 2024, the ninth day of the Lunar New Year.
Tram Circle Observation:
In 2023, Xpeng delivered a total of 141601 new vehicles, a year-on-year increase of 17%. As of December 31, 2023, Xpeng Motors has delivered 400311 vehicles in its history, breaking the 400,000 delivery milestone. Among them, the G6, which was only launched in June, contributed nearly half of the deliveries in the third quarter. The 2024 G9 also brings a lot of sales. In addition to X9, there will be 2 new cars this year, 30 new cars in 3 years, Xiaopeng will use a fierce high-density product offensive to achieve the ambitious goal of doubling performance, please leave more expectations for Xiaopeng Motors in the comment area!