Writing | Zhou Changxian
Editor | Charles
“The XPeng G9 is my dream car.”
On the evening of September 21, at the G9 launch event, XPeng Motors founder He XPeng made a sincere confession. But it was this dream car that only allowed him to sleep for two and a half hours that night.
The reason is well-known. The SKU (Stock Keeping Unit, the smallest inventory unit) setting strategy of the G9 is unreasonable, resulting in user choice difficulties, and even the inability to make a choice. At the media communication meeting the next morning, He XPeng clearly stated that he “will think for another one to two days and then quickly push for the improvement of this problem.”
After the communication meeting, XPeng Motors immediately took action. On the afternoon of the same day, several media outlets including “Travel 100 People Association / AutocarMax” were “detained”. The two vice-president-level executives held an open and frank discussion for an hour and a half.
After fully listening to the opinions of the media and users, XPeng Motors immediately restructured the product lineup and configuration of the G9 that night. On September 23, at 16:30, XPeng Motors announced that not only had the model naming rules been updated, but its SKU settings were also clear. The most important thing is that compared to the previous version, it ceded a lot of rights to users.
This episode is not thrilling, but it is dramatic and has a warning significance. It shows the persistence and entanglement of this leading new car-making force when it is going through a bend and when the brand is going up, and the balance and trade-offs that the company needs to make.
“The XPeng G9 is the benchmark of this era.”
“Porsche is the benchmark of the previous era, and the XPeng G9 is the benchmark of this era and also the last generation of intelligent cars before autonomous driving cars.” He XPeng’s surprising statement at the G9 launch event spread widely on social media.
At the communication meeting, a media outlet asked He XPeng what are the dimensions of defining the benchmark and how to respond to the hot discussions on the Internet.
“The benchmark is definitely that there are no shortcomings and there are longboards in some areas. This is an important logic, and secondly, it is very enduring.” He XPeng believes that the XPeng G9 has just come out and it will take several years to observe its endurance.
He went on to say, “Porsche is a company I really like, very cool, very global, and very beautiful. It is a company that can balance technology and art. This is also what XPeng wants to do.”Undoubtedly, G9 is of great significance to Xpeng Motors. It bears the responsibility of promoting the brand of Xpeng and is a new work to practice the mission of “creating convenient and pleasant travel for humans with technology”, while also exploring the field of intelligent luxury for Xpeng Motors.
Apart from the industry-leading charging speed and the first fully-scenario intelligent assistance driving system, Xpeng G9 also has an intelligent dual-cavity suspension that surpasses the classic, a groundbreaking 5D music cockpit experience, and an elegant and luxurious design aesthetic. To a certain extent, it does refresh people’s perception of intelligent luxury, which is also the reason why it has received so much attention from the media and consumers.
According to He XPeng, Xpeng Motors has never before received so many messages and phone calls from customers, potential users and friends during the product launch, and many competitors are also paying close attention.
To a large extent, this is because Xpeng G9 has taken the lead in adopting many advanced technologies and achieved “global first” or “industry first” in multiple technologies, especially in the field of “intelligence”, making a leap forward.
As we all know, Xpeng Motors has always adhered to the pure electric ultra-fast charging route, solving the energy replenishment anxiety of electric vehicle users with efficient and convenient ultra-fast charging system and adequate cruising range.
On G9, Xpeng Motors is the first to adopt the domestically produced vehicle-mounted 800V high-voltage SiC platform. Test data shows that the peak power of the 4C version of the model is up to 430 kW, which can be charged for 5 minutes and travel 200 km with Xpeng S4 ultra-fast charging pile. From 10% to 80%, it only takes 15 minutes at the fastest. For the standard-equipped 3C model, it only takes 20 minutes to charge from 10% to 80%, leading the industry. In addition, G9 can also be downwardly compatible with third-party charging piles, and the charging efficiency is significantly better than that of models equipped with 400V platform.
He XPeng revealed that the 3C model is faster than the current fast charging by about 1.2 times, and the 4C model is faster by about three times.
In the view of AutocarMax, the launch of Xpeng G9 is not only of great significance to Xpeng Motors, but also will play a promoting role in the development of technology in the electric vehicle industry, especially in the field of intelligent technology.For example, the leading application of the 800V high-voltage SiC platform. There are currently two directions to improve the charging power of electric vehicles: one is to increase the charging current, represented by Tesla’s V3 supercharger; the other is to increase the charging voltage, which is the development direction chosen by many automakers and suppliers today.
At the Guangzhou Auto Show at the end of last year, BYD e-platform 3.0, Dongfeng Voyah, Geely SEA Haohan platform, Hyundai E-GMP, Mercedes-Benz EVA, and General Motors’ Ultium platform all announced the 800V high-voltage architecture. In terms of suppliers, Bosch’s 800V silicon carbide electric drive bridge at its Hangzhou factory has been produced in large quantities, and Veerapa Technology’s fourth-generation 800V silicon carbide high-voltage electric drive system was officially unveiled at the 2022 World New Energy Vehicle Conference. Visteon is also developing a specific 800V high-voltage platform…
Although the Xpeng G9 is not the first domestically produced 800V high-voltage platform mass-produced vehicle, it has the first mass-produced 800V ultra-fast charging platform in the industry and is also the first domestically produced vehicle based on the 800V high-voltage SiC platform to be produced in volume. In other words, it not only has the advantage of being the first, but also has the advantage of leading technology, and has a strong demonstration effect.
For example, the breakthrough of the G9 is also reflected in the realization of the cumulative “single-point function” to the comprehensive leap of “global intelligence”, allowing users to have an unprecedented intelligent travel experience in the full-time and space of car travel.
Taking the X version of the G9 as an example, it uses dual NVIDIA DRIVE Orin super computing platforms, with a total computing power of 508 TOPS. The perception system includes 31 perception elements. Among them, the 8 million pixel forward binocular camera can well achieve target object differentiation and distance redundant identification; the dual LiDAR with 180° horizontal coverage range effectively reduces the blind zone of vertical vision of the front layout plan, and can better deal with various complex city conditions.
At the same time, the X version of the G9 will be equipped with Xpeng’s second-generation intelligent driving system XNGP, which is an end-to-end intelligent driving system that can cover all scenes. Based on the new generation of visual perception fusion technology, more powerful computing algorithms, and decision-making and planning capabilities, the XNGP intelligent driving system is insensitive and does not rely on high-precision maps, and can run whether there is a high-precision map or not.
Moreover, XNGP will achieve full coverage of various daily driving scenarios such as highways, urban expressways/main roads/secondary roads, park internal roads, and parking lots for the first time, and connect toll gates on expressways, parking lot gates, and other connection points, becoming the first high-level intelligent assisted driving system that can serve daily commuting.
“I believe any company that takes the lead in an industry will bring about changes. For example, some supply chains will become more mature, and competing companies will see whether users need or use something. Good things will definitely be done by many people,” said He XPeng.
However, he reminded that as an innovator, one should innovate moderately and do subtraction well. Don’t do any worthless innovation.
On the curved path, we need both speed and stability
At a media communication conference, He XPeng made an interesting analogy: Today’s first generation of new forces are all on the curved path of a circular track. One company (Editor’s note: NIO) is already a little ahead of the curve, and XPeng is also on the curve.
“When you’re on a straight path, you can accelerate quickly; when you enter a curve, you need to slow down and turn to the next acceleration path.” So, what problems will arise on a curved path? He believes that the challenge is how to control the speed and avoid turning too fast while on the curve.
He XPeng said that XPeng Motors’ current logic is to steadily pass through the curve. “After the curve, you will see new technologies bringing new data and logic changes.”
Where is XPeng’s curve? He did not specify, but admitted that XPeng chose a road of exploration, preparation, and market education.
In my opinion, there are two things XPeng needs to pay attention to when passing through the curve:
First, the brand must be upwards, with stability first.
According to He XPeng’s plan, XPeng Motors’ main price range is between 200,000 and 500,000 yuan. From 2018 to 2022, XPeng Motors released four cars in five years. The fourth car was released in the last year of the five years. The main product of XPeng Motors now is the P7, which is priced between 200,000 and 300,000 yuan. The release of the G9 raises the price range from 300,000 to over 400,000 yuan.
As we all know, it is easier for car brands to move from top to bottom than from bottom to top. From this perspective, XPeng has clearly chosen the most difficult path compared to NIO and IDEAL.
More importantly, for XPeng Motors, the G9 is the “comprehensive flagship leader,” determining many subsequent cars. In short, this flagship car determines the construction of the first-generation product system, just like the Mercedes-Benz S in the product system.”G9’s most important factor for XPeng is the next generation of product and technology systems. For it, we consider both Chinese and European standards, as its qualities, safety, quality, and basic abilities all have significant differences.” According to He XPeng, he believes that G9 will be the foundation for many things in the future, making it immensely important for XPeng.
“Success requires a stable approach, especially for XPeng’s flagship product.” He XPeng believes that a steady approach with a focus on quality control is necessary to prevent major changes in each successive product.
XPeng’s layout for intelligent driving assistance is also carefully planned out: by 2023, most cities will gradually begin to develop intelligent driving assistance capabilities in full-scenario, without high-precision maps, and will gradually complete functional coverage; by 2024, the function of driving and parking will be integrated into a point-to-point intelligent navigation driving assistance system.
“Today’s intelligent cars have entered a new generation, and may enter a new generation again in 2025, 2026, which is directed by unmanned driving. We must make this generation stable.” Said He XPeng.
He stated that true intelligent driving must meet three conditions: full-scenario, full-range, and high safety. Only when all conditions are met, a portion of people will begin to accept, try and use.”
The second point is to make up for the marketing gap and adhere to a user-centered approach and Internet thinking.
There is no denying that XPeng’s mission of “using technology to create convenient and enjoyable travel methods for human beings” has a solid strategic plan and priority, but has an inherent disadvantage in marketing. This crisis arose due to the unreasonable SKU setting of G9.
According to some media outlets, the problem with the configuration logic of G9’s different versions and optional packages may reflect deeper-level marketing strategies and cost control issues.
XPeng’s senior executives have already begun to reflect on this. At a small communication meeting yesterday afternoon, a vice president bluntly stated that, first of all, our ability is not sufficient, although our marketing experience is not rich enough, we still made a mistake with empirical thinking.
After G3’s sales exceeded 30,000, XPeng Automobiles became somewhat ambitious and did not expect owners to prioritize cost-effectiveness over intelligent configuration.
At this point, they realized that many people may still only need a car with basic capabilities in today’s intelligent and new energy car sales system in China.
Therefore, in the SKU setting of G9, XPeng Automobiles has gone too far in correcting itself, and has provided configurations without intelligent driving assistance for this latest flagship product, in an attempt to acquire a broader range of users.”Although the appearance of this most basic version stems from users’ feedback rather than subjective decisions of the management, He XPeng himself finds it hard to strike a balance and make choices between priorities in reflection. Currently, XPeng Motors chooses to balance, and maybe it should make choices.
Conclusion:
“I feel a bit anxious about making cars every day, especially in such a turbulent market,” He XPeng said frankly at a media communication meeting. He added, “What’s the most fearsome thing? You haven’t seen the problems, or you see a dark future.”
To He XPeng’s surprise, on the night of the G9 launch event, the clamor from users and public opinion again plunged him into anxiety. Fortunately, he took heed of suggestions and corrected his course.
This fully demonstrates that two traits have been written into XPeng Motors’ DNA: putting users at the center and listening to their voices and having an Internet mindset that can iterate quickly and respond promptly.
“To run a good new car company today, you must have patience and perseverance, stick to your own principles, befriend customers, orient yourself around them, and discover and solve internal problems. These are the most important things,” He XPeng said.
“Challenges are not fearful. We should face and solve them!” added He XPeng.
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.