“I’m already in ICU, and I’m dying.
” “We’re not much better, sitting at the door of ICU, waiting to get in.
” At the end of 2019, the above dialogue took place between he Xiaopeng and Li Bin, located in Victoria Harbour, Hong Kong.
One day a few months later, he Xiaopeng once again shared a photo with Li Bin and Li Xiang sitting on a sofa on his shoulder and back in his personal circle of friends.
, and accompanied by the article, “the three bitterness are remembering the bitterness and thinking sweet.
” It is undeniable that as the most outstanding representative of China’s new power car-building, we have gone through that most difficult and dark moment together, and the relationship between the three founders seems to have an air of sympathy for each other.
But since last year, “differentiation” has become the main theme of “Wei Xiaoli”.
On one side is the running and blooming of the ideal after stepping on the tuyere, and on the other is the struggle and self-rescue of Ulai and Xiaopeng after falling into the quagmire.
Because of the completely different situation, subtle changes gradually began to take place among the three founders, or more accurately, between Li Xiang and he Xiaopeng and Li Bin.
Homeopathy, when the time comes to January 1, 2024, standing at that special node, holding the “2023 terminal transcripts” of cars built by three new forces, there is actually a relatively clear prediction of their next trend.
Ideal, located in the extended range plate has established the lead, and will start the exploration of the pure electric plate, the following journey does not seem to hinder too much.
Xiaopeng, as the monthly delivery volume continuously broke through the 20,000 vehicles mark, also slowly found its own rhythm, the rest of the journey can make progress steadily.
Weilai, showing a relative struggle, seems to be the most worried existence, and the rest of the journey always feels bad luck, and there is no sign of optimism.
At the moment, the first half of the competition seems to be over, holding the “Wei Xiaoli” terminal report card that I have just got, but the result is greatly unexpected.
The brand, which thought it could soar into the sky, suffered a heavy blow.
the brand that thought it could hold the base suddenly fell into a quagmire.
the brand that thought it would be under great stress did not live so badly.
As for who you are talking about, you are welcome to take your seat.
Thus, first of all, focus the line of sight-the ideal.
From January to June, a total of 188981 new cars were delivered, which is very strong at first glance.
But considering that its founder Li Xiang, who once bought Haikou, will hit the target of 800000 cars for the whole year, it is clear that this new power is not as good as expected.
To investigate the main reason for its deviation from the track, the “listing failure” of the ideal MEGA must be to blame.
In contrast, the 2024 ideal L7, L8 and L9 are too confident in the process of intergenerational switching, as well as great pressure from fierce rivals like the question world, which also become “catalysts”.
Fortunately, after continuous deviation correction, such as temporarily halting the promotion of other pure electric M series models, drawing attention back to the extended range track.
for example, rearranging the positioning and pricing of the 2024 ideal L7, L8, and L9.
and, for example, to ensure that the L6 card is played without mistake.
Combined with last month’s output, the ideal is finally back on track.
In the second half of the year, the biggest task in front of him seems to be “selling cars with all their strength.
” However, with reference to the current bloody degree of competition in China’s car market, and the covetous eyes of the pursuers behind, trying to get more “cake”, there is nothing easy to say.
After a severe fall, the so-called “myth” in the ideal seems to be self-defeating.
Homeopathy, on the contrary, I thought I would make progress steadily-Xiaopeng.
From January to June, a total of 52028 new cars were delivered.
Although it has improved compared with the same period last year, it is undoubtedly a far cry from the expected development trend.
Well, there are bound to be readers who want to ask, what happened to this new power building cars? On the face of it, in the first half of the year, apart from Xiaopeng X9, which locates pure electric high-end MPV, there is no other effective force to join the product matrix, and the price range of several main selling products is so fierce that it is pushed into the quagmire.
But looking deeper, Xiaopeng’s real sense of the “crux” is still the lack of “fire” between the entire company system.
From the R & D side, to the product side, to the marketing side, to the delivery side, there will always be a variety of problems in some link.
In the second half of the year, with the arrival of similar Xiaopeng MONA M03 and the arrival of the internal code-named “F57” B-class pure electric car, this new power has built a car with the meaning of “meeting nectar after a long drought”.
With the great help of two new cars, it will be a must-answer question whether it can at least pull its monthly delivery back above the “withering line” of 20,000 vehicles.
In addition, whether it can really improve its organizational combat effectiveness will also determine its future.
As for the final debut, Weilai, on the contrary, it proved that “the lower the expectation, the greater the surprise.
” A total of 87426 new cars were delivered from January to June, which has performed very well considering the shrinking demand in the high-end pure electricity market and the limited upgrade range of 2024 all-series models on the NT2 platform.
In particular, monthly delivery remained stable at more than 20, 000 in the second quarter, and reached an all-time high of 21209 in June.
With regard to the reasons for the good state, Li Bin gave his judgment in a conference call after the release of the first-quarter financial results.
First of all, definitely due to the completion of product switching, the competitiveness of the 2024 models has increased.
second, the adjustment of the strategy of long-life batteries and BaaS in March is very attractive to users, with subscriptions of more than 80%, including the promotion of buy four get one free.
third, the improvement of sales capacity and sales network.
and the increase of power stations, the exchange mode has been recognized.
finally, the preservation rate of used cars and the reversal of brand reputation.
” To sum up, this new power has slowly found its own rhythm in car building.
But from a rational and objective point of view, the output of Wei Lai in the first half of the year mainly depends on the ET5 family, the ES6 family and ES8, and the contributions of the remaining “7 series brothers” are almost negligible.
And, alarmingly, even as the number of deliveries rises, there is still a dilemma: the growing number of BaaS buyers has pushed down the average price of their bikes even further.
In other words, how to strike a balance between quantity and money? Of course, the above pain points are only the tip of the iceberg of this new power’s many stubborn problems in building cars.
In the second half of the year, how to consolidate the foundation and develop at the same time will be the main challenge.
NIO, Ledao, and fireflies seem to work together, but in fact, the tide is surging.
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