The financial report looks ugly to the naked eye, but the chairman He Xiaopeng is optimistic. In his view, for Tucki, this is both a crisis and an opportunity for development.
In 2022, Xpeng Motors delivered more than 6.5438+0.2 million vehicles, ranking 10th among new energy vehicles in China. However, behind it is the lack of products and competitiveness.
In his opinion, this crisis is also a good thing, which makes Tucki see the developing problems earlier than other companies in the industry.
To this end, Tucki has carried out drastic reforms.
National defense: internal reform management
Tucki first adjusted and upgraded the management team from the top.
Wang Fengying, former vice-chairman and general manager of Great Wall Motor, joined the company, and she will be fully responsible for Tucki's product planning, brand marketing and the whole product matrix system. "This will help Tucki's products more accurately grasp the needs of customers, and greatly improve our ability and efficiency in selling services in the brand market. 」
In addition, the management structure of Tucki will become more flat and compact. Since February this year, all design teams, production teams, supply chain teams, organization management teams and process system teams in Tucki have directly reported to He.
"I believe that in the next few months, our overall planning ability, decision-making efficiency and execution efficiency will be significantly improved. These adjustments have effectively activated our execution and combat effectiveness. 」
As for Tucki himself, his focus is on how to achieve several times of energy efficiency and customer value with the same number of people through management, and how to greatly reduce the cost of the whole chain through scientific and technological innovation and management innovation.
Product level
In terms of product planning and product design, Tucki will start to innovate around customers' perceived value and differentiation.
Tucki will adjust our configuration combination in subsequent models, including new models and modified models, and unify the modular design and intelligent consistency design of the whole vehicle.
In the design of internal and external styling, Tucki has directly managed the styling team, and started to build three front-end styling teams for creative competition (i.e. internal horse racing). "I believe that we will continue to significantly improve the design of indoor and outdoor styling spaces. 」
Tucki seems to finally see the shortcomings in its product design. It's not easy. Of course, change takes time. At this stage, these models, including G6, have also been finalized. We won't see this improvement until the new car behind us.
In addition, Tucki has set NPS (Net Recommended Value of Users) as one of the core assessment targets of many business departments of the company, and is responsible for collecting feedback every month. "The NPS assessment will push us to be customer-centric in product planning, design, research and development and customer service. I believe you will see great progress from our new products and new OTA services. 」
Market and marketing
He revealed that the initial integration of the brand and marketing team has been completed and the overall strategy has been redefined. "This will help us see that in the next few months, we will effectively improve the quality, effectiveness and flexibility of marketing, and greatly reduce marketing costs. 」
This year, Tucki's marketing expenses will definitely be lower than before. "We have set a very radical goal internally, and at the same time we can ensure the effectiveness of our sales. 」
Tucki has completed the organizational adjustment of flat management of sales network, and is strengthening the network layout to improve the training and actual combat ability of front-line sales staff.
In addition, Tucki will improve the operational efficiency of the whole process. For example, in the current sales system, the efficiency of stores is improved by optimizing the layout of stores.
In the store, Tucki will adhere to the "self-support+authorization" method, and then the proportion of authorization will gradually increase.
The channel will also change from a simple sales attribute to a channel with the function of a 4S shop.
Having said that, what is the effect?
He excitedly revealed that the strategic adjustment has just begun, but it has already shown obvious effects in the first three months of the first quarter.
First of all, it can be seen to the naked eye that Tucki's operational efficiency is rapidly improving. On March 10, Tucki P7i was listed, and the test drive had already arrived at the store on the day of listing. At the same time, the product SKU has also been streamlined to make it easier for users to understand.
Direct data: After the release of P7i, the number of shops and test drives reached the highest level in Tucki in recent months.
"The new unit volume in February this year increased by 100% compared with 65438+ 10 in June. With the strong order performance of P7i after listing, new orders in March increased significantly compared with February. " "This is our first victory after comprehensive reform, and it has also boosted our internal morale. 」
Attack: In June, the sales volume of G will be 2-3 times that of P7. The new Tucki G6 will be unveiled at the Shanghai Auto Show and officially released and delivered at the end of the second quarter of this year.
This car is Tucki's own Model Y with a price range of 200,000-300,000.
More information about this car is that this car will also adopt die-casting integration, and the battery pack will be reduced by 40%-50%.
He said that this car has obvious advantages compared with competing products. "We believe that G6 will become the top explosion in this market, and the monthly sales target of P7 will be 2 ~ 3 times after mass production climbing. 」
Is this expression familiar?
When releasing G9, He once said, "We also have enough confidence in sales, and believe that we will surpass Q5 next year. We expect G9 to achieve 654.38+00,000 consecutive monthly sales in five luxury SUVs. 」
But the reality is that the sales of G9 are flat now.
I hope Xpeng Motors can seize this opportunity after this internal adjustment, and whether Tucki can make a comeback depends on G6.
He said that from the third quarter of this year, the sales volume of Xpeng Motors will increase significantly year-on-year and quarter-on-quarter, and the larger proportion is higher than the industry growth rate.
XNGP accelerated landing
From the end of March, XNGP will accelerate the landing of multiple vehicles in Guangzhou, Shenzhen and Shanghai.
Tucki, an online travel agency of NGP, took the lead in mass production of XNet, a bev time series network based on transform, in China. In the second half of this year, XNP, an algorithm based on XNet deep learning, will no longer rely on high-precision maps, and can achieve road coverage in national 10 cities.
"From our current test results, the new version of xngp obviously exceeds the actual use effect of similar technologies of our American friends. I believe that the autopilot technology and user experience of Xpeng Motors will also usher in an inflection point. 」
In the third quarter of this year, XNGP will be extended from the current three cities to many cities across the country.
In addition, Tucki will greatly reduce the cost of XNGP. Next year, the BOM cost (including software and hardware) of XNGP in Tucki will be greatly reduced, and it will be sold in different levels from the current software and hardware as a whole, so that the highest level of fully automatic driving will become the standard of all departments in Tucki.
On G9 and P7i, we have seen the change of Tucki.
As one of the best intelligent driving companies in China, Hopewell's operation will further enhance its product competitiveness.
He Xiaopeng said: "If the past five years are the golden years of new energy, I believe the next five years will be the golden years of fully automatic driving, then Tucki's leading automatic driving technology will give Tucki an advantage in the new five years of fully automatic driving, and at the same time, we will quickly make up for our shortcomings in the recent summary and changes, which will enable Tucki to gain a low market share in the new five years and greatly enhance its feasibility. 」
In addition, starting from this year, Tucki's pure electric platform, electronic and electrical architecture, power system, intelligent assisted driving software and hardware will all enter a balanced stage and a truly systematic car-building stage.
He Xiaopeng said that in the past, Tucki's R&D capabilities mainly focused on performance and function priority. In the future, R&D capabilities will focus more on maintaining functions and performance, but at the same time, the cost will be greatly reduced.
Tucki has formulated a clear implementation roadmap. Through technological innovation, fuel consumption distribution and other means, from this year to next year, the BOM cost of autonomous driving will be reduced by more than 50%, and the system cost of power and hardware of the whole vehicle will be reduced by about 25%.
Occupy the market more actively
In his opinion, extreme price involution will be inevitable in the near future 1~2 years. What Tucki needs to do at this stage is to make a good scale.
On the one hand, it strengthens the advantages of automatic driving and design, on the other hand, it reduces the cost, including marketing cost, R&D expenditure that does not create customer value, and BOM cost of software and hardware (application of integrated die casting, new battery pack technology, platform design at battery level (CTC? ))。
Specific to behavior, first, Tucki should make the scale of self-driving users at the forefront of the industry, even the first; Second, Tucki will continue to change its model and new model in the future, and will actively occupy the relevant pricing market.
In 20 17, there were about 300 new domestic car-making forces and nearly 70 domestic passenger car enterprises. As of this year, we can see that only about 50 passenger car brands are sold in China.
In any case, there may be only 25 in five years, so there may be only a few who arrive at 10 after 10. "This means that today, whether it is 65438+100000 years, 500000 years or 700000 years, automobile enterprises will not survive in 5 ~ 15 years, and the minimum number of China that can survive will reach 3 million years. 」
Tucki believes that in the next five years, even 10, it is possible to really survive by using scientific and technological innovation, strictly controlling costs and achieving the first scale of the market.
In the long run, He Xiaopeng's goal is to become the first smart car enterprise in China and even the world.
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