Author: Feng Jingang

Introduction: The two core competitiveness of intelligence and electric power have not been lost in the new G3i. It is still one of the strongest intelligent electric vehicles in the mid-end market.

The sales champion of intelligent electric SUV in the 150,000-200,000 range, XPeng G3, has undergone a mid-term update.

On July 9th, G3’s mid-term updated model, G3i, was officially launched in “Hotpot City” Chengdu, with a price range of 149,800-185,800 yuan, which is generally lower than the current guidance price.

With the two core product points of “super long endurance + super strong intelligence”, the 2020 G3 was hotly sold immediately after it was launched, and won the sales championship of intelligent electric SUV in the 150,000-200,000 range.

However, the market of intelligent electric SUV in the 150,000-200,000 range is no longer as it used to be, and the competition has become increasingly fierce, especially with the strong rise of NETA U Pro, whose sales in June have approached those of the G3.

So will the mid-term updated G3i be able to defend its championship? Or how will XPeng win this game of defense?

Development of the Young Market

In the past, the background of car manufacturers producing electric cars was always intertwined with the “four modernizations”, but now, as the new energy market develops to a deeper level, more and more enterprises are breaking away from the industry background and gradually transforming towards the market and users, including Ideal’s “Dad Car”, ora’s “Women’s Car”, Wuling’s “Elderly Car”, and so on.

It must be said that this is another example of the industry’s development from policy-driven to market-driven, which is a good thing. In fact, in the face of an immature market, it is easier to achieve success by taking a point-to-surface approach.

I see the same transformation in XPeng G3i, but in a different direction.

At the G3i launch event, XPeng invited QQ Music’s top stream IP “Rap League” and the new female singer and songwriter Naiwan to help out. According to XPeng, this arrangement is to let G3i stay true to itself with more young users and show off its true colors!

In other words, to resonate with G3i among young users.

Regarding the young statement of G3i, XPeng, who appeared in a T-shirt at the event, shouted out such a sentence, “Let every young person have a truly leading and cool intelligent car.”

Leading and cool – that’s what XPeng means by this product essence.

Specifically, the word “young” is indeed the core of G3i’s product.## Smart is not a follower, it’s a trump card

Smart electric cars have two labels: “smart” and “electric.” Traditional car industry insiders may consider “smart” as a mere attachment, but new car enthusiasts see it as a trump card. Increasing signs show that the latter is correct, as demonstrated by Xiaomi’s entry into the autonomous driving field and rumors of Luo Yonghao’s foray into the same industry. The importance of autonomous driving in future cars cannot be ignored.

Among many emerging brands in China, XPeng Motors is undoubtedly one of the frontrunners in promoting smart technology. For the G3i, XPeng emphasizes that it is the “first choice for young people’s smart SUVs.” In other words, XPeng has concealed the fact that G3i is an electric car and positioned it simply as a “smart car.” This can be seen as a new exploration for the brand.

Although the decision to market the G3i as a smart car is risky, XPeng’s strong smart technology and reputation in the industry make the opportunity worth the risk. Nevertheless, the product’s success ultimately hinges on its quality.

In terms of smart cabins, the G3i utilizes the advanced Qualcomm Snapdragon 820A automotive-grade chip, characterized by its agility, user-friendliness, and comprehensiveness. The data shows that G3’s voice assistant has a usage rate as high as 99% and ranked first in the 2020 i-VISTA automatic parking competition.

Regarding autonomous driving technology, the G3i is equipped with the XPILOT 2.5 autonomous driving assistance system, which features the level-leading autonomous driving assistance functions such as ACC adaptive cruise control, ALC automatic lane changing assistance (with automatic blinker), LCC lane centering assistance, LKA lane keeping assistance, ATC adaptive cornering cruise, and XPILOT Parking super automatic parking assistance.

In addition, the G3 provides seven color schemes, except for the “motion red,” all of which feature a overall cool and calm style. In contrast, the G3i will provide over 50 color schemes for both exterior and interior car wrapping, which is a clear reflection of XPeng’s emphasis on the young and trendy market.

Incorporating the family-style X Robot Face design language, intelligent lighting language, and hidden door handles, the G3i embodies both aesthetic and technological value that appeals to young consumers.

Embracing young consumers is a common theme in marketing; however, with the advent of the new intelligent electric car market, targeting the youth becomes a whole new proposition. Regardless of whether XPeng’s attempt to appeal to young consumers is successful or not, it is undoubtedly a positive and beneficial attempt for the currently slow-growing mid-range electric car market. Time will tell.# Shifting Focus from Power to Intelligence in the Age of New Energy Vehicles

During the age of traditional fuel vehicles, the hot topics of discussion revolved around acceleration, handling, and fuel consumption. However, in the age of new energy vehicles, the focus has shifted towards intelligent battery technology. From a developmental standpoint, batteries are just a temporary hot topic, but continued evolution of intelligent technology is what will keep the conversation going.

Therefore, intelligence is not simply an accessory for electric vehicles, but rather the biggest selling point. For XPeng Motors, which focuses on intelligent technology, this development logic offers long-term benefits.

Regarding the newly released G3i, it can be viewed as a stepping stone towards the future, and for those who love intelligent vehicles, this is an introduction to the newest lineup.

Is the Lack of Change in Performance Actually a Good Thing?

Upon the release of the new G3i, many people shook their heads, saying that there had been no change in performance. The new G3i boasts a 460 and 520 km range, 145 kW motor power, and 300 Nm torque–all of which are the same as the old model.

In terms of traditional vehicle definitions, if the performance doesn’t change and only the appearance is altered, it is indeed just a minor revision. However, for electric vehicles that are rapidly evolving technologically, maintaining performance stability is more reassuring than sudden changes.

The summer season has arrived, which means many electric vehicle owners become apprehensive due to the abundance of reports regarding electric vehicle battery fires. Although the probability of an electric vehicle catching fire is lower than for a traditional fuel vehicle, it cannot escape people’s attention.

In addition to battery fires, the stability of the driving motor is also crucial.

In May of this year, Porsche announced the recall of 43,000 Taycan vehicles due to the possibility of the driving motor cutting out and presenting a danger. This recall shocked audiences everywhere, and people began to question why Porsche could not handle electric vehicle technology.

Upon closer observation of the development trajectory of lithium-ion electric vehicles, it’s clear that although the technology has rapidly evolved over the past 12 years, a one hundred percent reliable quality assurance is still unattainable.

Regarding XPeng Motors, as a high-end brand with major components sourced from well-known manufacturers such as CATL and Jinko Electric, overall reliability ranks among the top of all new energy vehicles brands.

Therefore, while it is unfortunate that the performance of the G3i has not changed, it’s actually a good thing for users who prioritize reliable quality because the battery and motor have already undergone two years of market testing, which is more reassuring.Everyone is curious about the power of G3i, partly because its peer NIO’s U Pro has a range of 610 kilometers. Therefore, there is some gap between G3i’s power and the most advanced products on the market.

However, it is difficult to define how much impact this technological gap actually has. This is because range anxiety is partly related to the range of the vehicle, but also to the supplementary energy system, which greatly complements the former.

Therefore, although G3i’s on-paper range data is relatively low, as XPeng Motors has a more complete supercharging network, it cannot be regarded as a big disadvantage.

The Perspective on the Electric Propulsion

Currently, the electric vehicle market shows an obvious feature of strong demand for high-end and low-end products, but a weak demand for mid-range products. The low-end segment is for basic transportation, high-end segment focuses on intelligent electric vehicles, while mid-range products are limited due to cost and technical constraints, making it difficult to achieve a product power balance that meets consumer needs.

From the demand for intelligent electric vehicles in the high-end market, we can see that people can accept the concept of intelligent electric vehicles. Therefore, for the most difficult mid-range market, as long as the product power is in place, the market will be automatically opened up.

As for XPeng G3i, intelligence is its core competence. Although there is regret about its power aspect this time, the complete and perfect energy supplement system still makes it very competitive. Therefore, with both the core competences of intelligence and electric propulsion, the new G3i still remains one of the strongest mid-range intelligent electric vehicles on the market.

If we consider the intelligence attributes again, that is, those who choose vehicles for their intelligence, then the new G3i will be a good entry-level choice. With the same front design as the P7, the new G3i’s product definition is actually quite clever.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.