Xiaopeng "Fighting" G9

"Excellent product, failed marketing, no Waterloo in product strength." This is the evaluation of the G9 by He Xiaopeng, the chairman of Xiaopeng Motors, last year.

On September 19th, at the launch event of Xiaopeng G9 in Dunhuang, the main focus was on the new G9, which came to make up for the market's "owe" to it.

The most obvious feature of this new G9 is to fill the gap in positioning.

In terms of hardware, the entire series is equipped with the soaring architecture function, including the XNGP intelligent driving system, hyper-threading intelligent chassis, and 800V silicon carbide fast charging platform; it has cut down on configurations with "low perception" for users and also reduced the number of styles.

The important move is the price. The new G9 directly lowers the price from the 300,000 yuan level to 263,900-359,900 yuan, a decrease of 46,000-110,000 yuan compared to the old model.

When the G9 was launched in September last year, He Xiaopeng set a goal to surpass the Audi Q5 within a year and achieve monthly sales of over 10,000 units. However, after its release, the highest monthly delivery of the G9 was only 4,020 units. From January to August this year, the cumulative sales volume did not exceed 10,000 units (8,624 vehicles), and the sales volume was only higher than that of the G3.

Obviously, after reshaping the P7i and launching the G6, the new G9 aims to regain the label of cost-effectiveness and reposition its target user group.

In He Xiaopeng's view, the product strength of the G9 is not a problem. "Volkswagen gave feedback after researching the G9, saying that the technology is solid but the cost is not excellent," he mentioned, "The sales volume of the G9 in Europe is very good, even ten times better than he imagined."

Therefore, He Xiaopeng is very confident this time, and the new G9 has been given the task of "regaining Xiaopeng's Shangganling". This time, he has raised a new goal: to achieve the highest sales volume in the 200,000-250,000 yuan SUV market (regardless of gasoline, pure electric, or hybrid), reaching 13,500 units per month.

To ensure that the birth of a "hot-selling model" is no longer hindered by supply chain, production capacity, and delivery issues, He Xiaopeng mentioned that the overall supply chain of the G9 has been optimized, and it will soon climb to a production capacity of 10,000 units per month and surpass the G6. "We expect to achieve the fastest delivery speed in Xiaopeng's history."

In fact, the G9's re-entry into the market is just a superficial phenomenon. What He Xiaopeng wants to prove most is that Xiaopeng has "come alive" again. However, in the increasingly complex and competitive industry environment, can the "battle" of the G9 be launched as planned, and how to balance sales volume and profit?

The road ahead is still long, but it is also unpredictable. Xiaopeng has just embraced the dawn.