Extremely resistant but have to admit that the content of today's cars is full of too many "volume" characters, and it seems that in addition to this word, there is no second valid word, and it is extremely rare to have physiological resistance to a certain Chinese character. However, on the other hand, I understand very well the situation of this year's auto brands taking the initiative to join the first war, just like the weekly meeting, before the time point of "I will summarize two sentences", you always have to give a new volume, so as to show why the world still needs you.
In other words, for both car content and car brands, "volume" is forced by the situation. As a result, the main contradiction in the domestic automobile industry has become the contradiction between the limited middle class and its purchasing power, and the domestic high-end intelligent products that are fully involuted. How to win the hearts of the people while winning competing products has become the primary problem for brands and products.
Judging from sales and popularity, Xpeng G6 is undoubtedly the highest answer scorer at this stage - judging from the official data, Xpeng G6, which was launched on June 29 last year, took less than half a year to win the 23-year 200,000-level new listed pure electric sales championship with a total of 44,545 units. In the Weibo annual car selection, Xpeng G6 won the 2023 "Weibo Pure Electric Model of the Year" award with the support of Sina Weibo's netizens.
Just like those Guinness records that seem to be easy, but are actually as difficult as climbing to the sky, Xpeng G6 has proved that the seemingly most untechnical "volume" is actually the most technical test.
Taking product pricing as an example, because the old G9 was beaten by the society, Xpeng Motors was really hit by several key growths, especially the temperament changes in product planning and playing strategy - just looking at the pricing, Xpeng G6 showed unprecedented calmness, 1999-26.The price range of 690,000 yuan (the existing preferential policy of 10000000 yuan for a limited time in the whole system), the cleverness of this pricing lies in the fact that it bypasses the two Red Seas and deploys two major opponents.
Regarding the former, "two red seas" refers to the two concentrated markets of SUV hot-selling models - the market below 200,000 yuan and the market over 300,000 yuan; As for the latter, the "two major opponents" refer to the two main opponents in the G6 hunting range - the upper 250,000 opponents and the lower 200,000 opponents. In the form of avoiding its edge, find another way, and enlarge the range in the way of rain and dew, which is what we call "the brilliance of G6", relying on pricing alone, it puts itself in a position where it is easier to break through, and afterwards, we all know that it has become an unavoidable choice for 200,000 ** segments.
From the G6 point of view, we can see that excellent pricing can not only suppress competitors, manage user expectations, but also reflect their own technical capabilities and consider the future family product space. From the perspective of consequentialism, it is obvious that the pricing of G6 has benefited consumers and Xiaopeng - with G6 as the horn, Xiaopeng has dominated the 23-year turnaround script, not to mention, the three major selling points of the Fuyao architecture are because of the hot sales of G6, which has become deeply rooted in the hearts of the people, of course, this is a later story
For competitors, the more fatal point of G6 is that it has achieved advanced under the first-class framework - it has a visible "comparative advantage", especially in terms of intelligence and energy supplement, in the words of He Xiaopeng, "Fuyao" has three years of technological leadership. Taking XNGP intelligent assisted driving as an example, regardless of the number of takeovers, the scope of use, or the number of cars on the car ** and the number of open cities, Xiaopeng is far ahead, not relying on words but relying on hard work, changing consumers' perception of assisted driving, and even firmly grasping the pricing power of assisted driving, which is Xpeng's bull X.
According to official data, G6's MAX version of the assisted driving option accounts for up to 70%, and the number of cities that can be used in the MAX version of intelligent driving has reached 243 cities - when some brands are still relying on "shouting slogans", "putting **" publicity methods to mobilize user expectations and enthusiasm, in order to add "impression points" in advance, Xiaopeng has taken the lead, which is what I called earlier" comparative advantage visible to the naked eye".
Another example is the 800V platform technology, through two ways: increasing speed and reducing energy consumption, G6 has achieved endurance expansion without increasing battery capacity and battery cost, which is one of the core competitiveness of G6. But for the industry, the price is 19Starting from 990,000 yuan, that is, the standard 800V platform technology G6, I am afraid that there are many more things than this - although G6 is not the first person to eat crabs in Xiaopeng 800V technology, but it is the first time that this technology will be inclusive to 20 models, and the industry's global 800V era is also opened, G6 makes 800V technology and assisted driving the same, and has become a symbol of the competitiveness of new products.
To sum up, we can divide the competitiveness of G6 into two aspects: breaking through consumer expectations and piercing the market ceiling technology, both are indispensable, it is the fist formed by the combination of the two, so that the product advantages of G6 hit the hearts of consumers, hit the seven inches of competitors, so it has become the 23 years of 200,000 new listed pure electric sales champion. It seems that the most non-technical content of the "volume",Xiaopeng can roll out the technical content,No wonder G6 can win sales、Win the hearts of the people,If I am a friend,I have begun to spend the night pondering how to copy the homework,It's a pity,There is no technical strength to support,This homework must be able to copy the ......