G9 is really a great car
First of all, G9 is really a great car, and we can feel the efforts and passion of the engineers from this car.
Thanks to XPeng, Chinese consumers have the opportunity to enjoy a surpassing experience at this price and technology enthusiasts can experience technology and experience that surpasses all current mass-produced cars in advance.
Take version 702 as an example, why choose XPeng? What is the strength of G9? How to introduce it to family and colleagues?
When buying a new energy vehicle, apart from brand preference, subjective factors such as appearance and interior decoration have a great influence.
Let’s make a real comparison of the core driving experience as follows:
- Endurance, energy consumption, the first (800V is really excellent, the endurance is solid, and the energy consumption is surprisingly low. It can drive 55 kilometers in reality, and WLTP drops by 50 kilometers)
- Assisted driving, the first (XPeng’s core selling point, this trend is irreversible, XNGP is accumulating strength)
- Charging speed, the first (Take a 120kW charging pile as an example, it can be charged to full power and exceed nearly twice the 400V car)
- Voice assistant, the first (No need to wake up, 0.9 seconds rapid response, four-quadrant recognition, leading other competitors for more than 1 year)
- Driving experience, sufficient power; comfortable driving experience, clear road feel, and sensitive steering (702 has no air suspension test drive experience)
- Space, sufficient space in the rear row; large trunk
- Other selling points: 5D cinema, meditation space, instant bed transformation, X-EEA 3.0 architecture segmented OTA, air conditioning + power endurance only drops by 2 kilometers in an hour.
G9’s product strength is really strong!!!
However, the G9 still lacks full firepower.
The underlying logic of any business is to benefit consumers.
Technologies that cannot be commercialized are not sustainable. XPeng needs to transform technology into consumer-perceived experiential scenes, and to create products, marketing, and market promotion from the perspective of consumers. However, from the consumer experience perspective, the G9 undoubtedly tends to be a self-entertainment product.
Two examples
1. The 800V platform promotional slogan: 5 minutes of charging provides 200 kilometers of driving
Achieving this requires the 650 model + 4C battery pack + S4 charging pile + external conditions (such as temperature) + the number of vehicles being charged simultaneously at the charging station. If any one condition is not met, the expected effect cannot be achieved, and consumers will not benefit, only being shown the technology.
Two types of consumers:
- My budget is insufficient, so I couldn’t afford the 4C battery. I’m sad because I didn’t get the core selling point in the promotion.
- I have enough budget and chose the 4C battery, but due to the scarcity of S4 charging piles, what I bought is a future expectation, a futures market. The overall experience is not good either way.
The larger the previous expectation, the greater the damage and backlash after the product is launched.
So, is the 800V platform’s real value here? What does it mean for consumers?
Below are two selling points
1. Doubling the efficiency of daily power supplementation
When looking for any charging pile in China, there is a 50% chance of doubling the charging efficiency!
Data: 50% of State Grid charging piles are 750V, which means that on average, non-800V platform vehicles can be charged for 40 degrees within half an hour while on the State Grid charging pile; the G9 can be charged for 80-90 degrees during the same time.
The 40-50 degrees of electricity charged within half an hour is the advantage of the 800V platform.The improvement in consumer experience is tremendous, which every consumer can personally experience, and it is something that every XiaoPeng G9 owner takes pride in and promotes to other EV owners in a “self-promoting” way.
“Hey, my car takes twice as long to charge and costs twice as much as others!”
2. Almost 1:1 WLTP range
Based on the actual user experience of the vehicle, the range can almost reach the 1:1 WLTP range.
The 800V platform has lower energy consumption, higher conversion rates, and longer range.
Three-step deduction:
- Simple and intuitive physics formula: P=U*I In a high-voltage platform, if P (power) is constant, the higher the voltage, the smaller the current (I).
- Invoking Joule’s law: Q＝I²RT, which means less heat is generated, resulting in less additional heat loss.
- This means that the energy conversion rate is higher.
Feedback to the consumer experience means a more realistic range.
In comparison, other EVs lag behind as they overestimate their range, while the G9 is now the real deal, running 600 km with the same 98-degree battery other EVs only manage 500 km, making the G9 a point of benefit for consumers and a self-promoting point of pride for G9 owners. Furthermore, using physics formula and logic to deduce the point, there is no way to deny it.
“Hey, my car is overestimated, only ran 55 km actually, the range is off by 50 km.”
This is the charm of technology, turning technology into consumer experience and benefits, in the end, the consumer pays the bill.
Complete the business loop.
II. Configuration of G9 Model
As a wannabe car owner & product manager, even before the G9 launch event (September 14th), I posted the following content to the G9 intention car enthusiasts group.“`markdown
The evaluation of the G9 at that time was, there was no opponent in this price range, but until the 21st release event… everyone knows what happened.
The higher the previous expectation, the greater the harm of the release event.
Especially for many highly intended car owners, who have already told their family and friends how strong this car is and what luxury configurations it has (like me)
As a result, after the release, snap, face slap, it has nothing to do with me, goodbye ~~
Fortunately, the configuration was revised on the 23rd and was rescued.
In fact, the core problem of XPeng’s vehicle configuration logic lies in not taking consumer benefits as the starting point but designing in the way of benchmarking traditional automakers.
Consumer Benefit, New Car Company Logic:
What I promote and promise are both what you will get. Core to product development is expectation management, making consumers feel comfortable psychologically, reflected in the four words: fully equipped across all series!
Traditional Automaker Logic:
With precise techniques and subtle configuration differences, differentiate the luxury of high-end models, with the ultimate goal of improving the overall revenue of the automaker.
Reflected in the configuration:
The current G9 is the logic of traditional automakers, with regular models at 570 and 702; luxury models at 650.
Let’s not talk about dual-chamber air suspension, dual motors, and 4C batteries.
“`All comfort features, such as electric suction doors, induction-type tailgate, headlight height adjustment, anti-glare rearview mirror, and the creatively designed footrest in the back seat with comfortable massage, seat heating, and even basic privacy glass are only available on the 650 model (now available).
This is what has been referred to as luxury-related features that have been heavily promoted throughout the press conference for the fully intelligent luxury five-seater SUV.
So, if we remove these features, what relationship does my G9 have with luxury?
Luxury is not defined by the manufacturer, but rather by the actual consumer experience with the product.
For those who have already purchased the fixed configuration from XPeng (the company), they might argue that all these features come with a cost.
Yes, but we have two perspectives to consider:
- Automotive companies are now flattening out their hardware configurations. Even luxury brands like BBA are beginning to unlock certain hardware features through payment, although it may be unpleasant. However, it has the following benefits:
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From the car owner’s perspective: I can upgrade my vehicle’s configuration in the future without changing the hardware; I only need to pay for it.
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From the OEM’s (Original Equipment Manufacturer) perspective: The complexity of the supply chain is reduced, the procurement scale is increased, costs are reduced, and delivery is accelerated.
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From the second-hand trading perspective: The cost of second-hand car trading is reduced, and even after buying a used car, consumers can still pay to unlock the hardware features.
Therefore, apart from the part that is unpleasant to consumers, flattening the configuration can increase the quantity of procurement, reduce production costs, simplify production, and increase the residual value of second-hand cars.
- All consumers are also brand promoters. Net Promoter Score (NPS) is crucial, needless to say. These features reduce the company’s marketing costs and enhance the image of the brand and product. Isn’t this an ideal product strategy?
Imagine, on a cold winter day, when a passenger who has never ridden in a G9 gets into the back seat.
The owner says: “Hello, XPeng, turn on the massage seat heating in the back seat.”
The passenger in the back seat replies, “Wow! Your car is amazing. It’s so luxurious.”
The G9 owner proudly responds, “The leg rest can even adjust the length and seat angle. Enjoy your ride.”# English Markdown
Backseat: “Wow, what car is this and how much does it cost?” (Because of the experience).
G9 owner: “XPeng G9 charges faster and drives farther than other electric cars. It’s also intelligent, and once you try the assisted driving, you can’t go back. If you’re interested, I can send you a link.”
Isn’t this an invisible promotion?
Let’s take a look at what the comfort options in the backseat (leg rest, massage function, heating) mean:
Many G9 car owners make the purchase for exchange, upgrade, or for their families. Since they are doing it for their families, they would rather give up their own driving experience (i.e. suspension + 4WD) for better riding experience for their family members (like me) if given the same budget. This is a benefit for consumers, and it involves delicate emotions. Just think about the little girl’s message to G3 on a tissue not long ago:
For this little girl, XPeng is not just a car, but also a “family member.” Therefore, of course, XPeng must provide better services to other family members. Massages and heating for the backseat family members in the cold winter, what a warm scene. During the press conference, we should talk about the scene.
How to Maximize the Impact
Based on the above thoughts, without changing the current supply chain, we have come up with the following ways to maximize the impact:
The configuration plan is presented from the user’s perspective, as shown below:
As you can see, this is not just a simple adjustment of configuration combinations, but a change in mindset, based on a user-centered logic.
Advantages of this plan:1. Customer Comfort: Meet the needs of different consumers, making them even feel like a bargain (evoke emotional value).
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Decoupled Configuration, Boost Sales: Many people are discouraged when they cannot get the desired configuration, such as the dual-motor non-air suspension version.
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Increase Profits: Compared to the current configuration, more people choose to install comfortable rear-seat equipment, which brings additional benefits.
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Increase the Resale Value of Used Cars: The benefits brought by luxury standard equipment throughout the range.
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Simplify the Supply Chain: Scale down costs to reduce overall prices.
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Improve Luxury Experience: Various luxurious and comfortable configurations are standard throughout the range, enhancing the brand image of XPeng.
The key is still the underlying logic [Consumer Benefit].
But is this new plan good? Not at all.
This configuration survey should be done before SKU is defined, and the configuration table should be converted into a vote. We all thought that the ship designer designed the ship, but the logic was reversed. Actually, the ocean (market) “designed” the ship because anything that doesn’t conform to the rules of the ocean is sunk by the ocean.
Although the above configuration seems to increase flexibility, the number of SKUs actually increases. Why can’t Apple phones replace batteries? Because they do not want to expose complexity and risks to customers. Vehicle configuration is like writing an API. If we want the other party to like to call us, we need to design the interface simply enough, with complexity left to ourselves and simplicity left to consumers.
I heard the cost of an SKU is 50 million? So, every time a luxury standard equipment enters, SKU can be significantly reduced, pricing can be reduced, users can benefit, and sales can be boosted.
Here comes the highlight:
Suppose we cut four SKUs and use the funds to supplement consumers, forming the following plan.The user experience map has been further optimized to:
Thanks to the SKU reduction, supply chain simplification, and price optimization, which brings about an increase in sales volume (the first law of economic demand), we believe that cost control can be achieved.
XPeng’s mainline is future new travel modes, which are autonomous driving, so the laser radar should be standard equipment. With data, the internal autonomous driving department will have the raw material to exhibit its talents. The Ideal Car Company next door uses assisted driving to differentiate Pro and Max models, but we should differentiate the car based on its essence, performance, and handling.
Some people may wonder why there is no “basic version”?
Indeed, in commercial pricing strategies, a “basic version” is generally defined to improve the cost-effectiveness of the main version and increase the sales volume of the main version. However, in the extremely competitive new energy market, our product should be compared with the products of all other competitors in the same price range, rather than just G9. Therefore, no matter which version of G9 it is, it should be able to perform well in order to build XPeng’s brand power.
The underlying logic of the above configuration strategy:
Large-scale mass production: The rise of China’s new energy vehicles depends on the market demand scale and the ability of large-scale mass production.
Feeding autonomous driving: The sharpest feature of autonomous driving is its ability to turn idle vehicles into social transport during off-peak hours (“G9” can run deliveries while you work). This requires a large amount of data feeding and therefore the ability to provide assisted driving should be standard equipment.> And no matter which plan, it always revolves around benefiting the consumer
Of course, adjusting the SKU is almost impossible. The above are just some immature ideas as a potential car owner.
Some practical suggestions
Now, let’s focus on some cost-effective and practical suggestions:
1. Wireless charging:
Can it be doubled, or can we choose branded fast charging?
For car owners, it’s my business whether I use it or not, but having it is your responsibility. Is it expensive to add wireless charging? Also, why can’t we choose branded wireless charging?
For example, Huawei and Xiaomi have 50W wireless charging (a customer at a Huawei experience store decided to buy the car after experiencing it because their Huawei phone could be quickly charged with the M7).
Besides, without heat dissipation, wireless charging is like roasting your phone.
But having a problem is not scary, let’s improve it together, OK? For example, silently turning it into dual wireless charging with the option to attach a branded wireless module in the future.
- Adding official electric suction doors and tailgate induction:
It’s really unnecessary to distinguish them. If consumers have a demand and are willing to pay for it, just give them the option. Those who really want it will even get it installed later, which will have a big impact on the whole car, and the money will go to someone else instead of allowing XPeng to earn it. Full series standard, real benefits for consumers, making practical luxury, and enhancing XPeng’s brand awareness.
If not standard, at least offer the option for later installation.
3. Driving recorder:
This need not be explained. I have purchased a Swiss Army knife to cut fruits, but do I still need to buy a fruit knife？Is there something difficult to say about this?
If the software can be improved, I hope the next generation of cars will have better recording. If not, design a concealed one.
4. Built-in ETC (Electronic Toll Collection)
Low investment, low cost, obvious consumer perception, and extremely high cost-effectiveness for XPeng factory.
All of these suggestions are integrated into one image:
It’s evident that when there is less delivery, the cost is lower, so it’s better to act quickly. This is the fully powered XPeng G9, which can be a flagship car of an era. Look at the next-door Ideal, its actions are indeed fast, with dual wireless, brand fast charging, and heat dissipation. As a matter of fact, this kind of modification is feasible.
In conclusion
The XPeng car owners really love XPeng, with more than 3000 messages a day in the signed group (which requires authentication for 500 members).
I hope XPeng can stand on the starting point of benefiting consumers, using possibly the strongest intelligent and auxiliary driving technology in China to provide XPeng car owners with a better and better new travel experience, and lead them to the future together.
XPeng always insists on doing difficult things correctly, and car owners unanimously believe that
China’s new energy market needs XPeng.
Keep going and soar high, 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.