Article by Clarence

Introduction: On one hand, constantly paying attention to consumer trends, timely adjusting their development strategy; on the other hand, continuing to drive forward on the “technology craze” path, creating a more enjoyable experience for consumers while leading the industry towards a better direction. This attitude and pace of XPeng Motors, which is both attitude-oriented and fast-paced, is a bright spot in the development of China’s automobile industry, bringing more colors to the evolution of the automotive industry.

“It’s really rare. XPeng G9 has just been on the market for two days and they’re already optimizing the configuration and reducing the price threshold. Isn’t this the first time in the industry?”

“This shows that He XPeng is very conflicted, otherwise why would he have made such a decision?”

Some people gloating, some applauding, and some feeling that He XPeng has broken the rules of the industry and set a bad precedent…

But the fault is not with the G9 itself, the product is fine, but rather with the difficulty of choosing. Among traditional car companies, it is impossible to quickly adjust the original model configuration within two days of launch; they may just continue with the original plan, offering greater terminal discounts if necessary. However, in the new forces that excel in direct sales, such a method is not feasible. Of course, for XPeng G9, the price range is not the main factor, but rather the confusing configuration that leaves consumers at a loss.

When consumers were unhappy, XPeng immediately made changes. Even the title of their official promotional tweet said, “If Pengfriends are unhappy, I’ll make a change.” Compared to the complex logic of the previous purchase process, the revised process is more clear-cut. Consumers only need to choose based on the differences in three aspects: battery life, intelligent driving, and performance. Many “holdout” consumers immediately changed their minds and placed orders after the adjustment. This shows that the product is not the problem, and that G9’s flagship luxury technology model still meets consumers’ purchasing intentions. This reversal can be described as a textbook example of putting the “user first.”

In this event where XPeng G9 configuration was adjusted, XPeng Motors’ attitude and response speed were something that many car companies could not match. Perhaps this is the best reflection of their Internet genes.

In addition to issuing commands to reverse the situation, on the eve of the article’s release, news reports stated that He XPeng spent over 200 million yuan to increase his stock holdings, revealing the determination and toughness of the helmsman and demonstrating the majesty of the company and its products in the industry.

Compared to such courageous moves of admitting their mistakes, He XPeng’s understanding and pursuit of technology is also admirable.As the flagship model of XPeng Motors, He XPeng has applied a wealth of cutting-edge technologies to the G9 model, including 800V fast charging, the second-generation XNGP advanced driver assistance system, MIMO multi-zone technology, dual-chamber air suspension, and the 5D music cockpit experience. Each of these technologies is designed to improve the consumer’s driving experience by providing greater convenience and comfort, while also leading the industry in a more focused direction.

Over-development? Proper positioning is critical

“I’ve been in the auto industry for almost 30 years, and during this time everything has gone up in price except for cars. Cars are getting cheaper and have more features. If you don’t add some fancy features, cars won’t sell,” said one automotive engineer, expressing his frustration with the over-development of the automotive industry.

Indeed, compared to many industries, the automotive industry has already reached the level of “over-development.” In order to attract more attention from consumers, many automakers have come up with various gimmicks. Some have installed multiple screens in their cars, while others have mass-produced screen-up-and-down and even horizontal-moving features that look quite high-tech, but are mostly just “empty shells,” with little practical use. To put it bluntly, these are “useless over-development.”

“I am firmly against the idea of having multiple screens in a car. The basic premise of having multiple screens is that there are many people in the car. But how many people use a car for how long, multiplied by a coefficient, and then with different screens, the input-output ratio has little value,” said He XPeng, founder of XPeng Motors, in a recent statement about the current phenomenon of “screen over-development” in the automotive industry.

Compared to such “showy” features, the 800V fast charging technology that is first installed in the XPeng G9 has quickly improved the user experience and put an end to the problem of electric car charging difficulties.

As the industry’s first mass-produced vehicle built on an 800V high-voltage SiC platform, the XPeng G9 650 version has a peak power of 430kW, which, combined with the XPeng S4 fast charging station, can be charged in 5 minutes and achieve a range of 200km. From 10% to 80%, the fastest charging time is only 15 minutes, an energy recovery experience that is infinitely close to that of a traditional fuel vehicle.# Here is the English Markdown text:

Before, range anxiety was the biggest concern for many consumers when buying new energy cars. Long-distance travel plans were simply not included in the schedule of new energy vehicle owners. Nowadays, XPeng G9 has dispelled such concerns. During the time the car is parked and resting at a high-speed service area, it can quickly replenish its electricity. If we follow the rhythm of most people taking a 5-minute break every 200 kilometers on the highway, XPeng G9’s charging efficiency can match the usage habits of most people. Such strength is enough to eliminate the mileage worries of a large number of consumers, making charging difficulties become history.

In the editor’s opinion, compared to playing tricks on the screen, XPeng G9’s innovative way of subverting the efficiency of electric vehicle energy supplementation is more meaningful. Such practical internal competition is the driving force behind the evolution of the industry.

This is the hard power

However, it should be noted that among the many versions of models introduced by XPeng G9, only the 650 model can be equipped with a 4C ultra-fast charging battery pack, realizing the ideal commuting of charging for 5 minutes and commuting 200 kilometers. Other models with 3C battery packs can support a maximum charging peak power of 301 kW. The fastest charging from 10% to 80% only requires 20 minutes, and the charging efficiency is higher than that of the 400V platform models.

In short, whether it is a standard model or a high-end model that can be equipped with ultra-fast charging, the charging efficiency has surpassed many current new energy models.

Of course, as XPeng’s latest flagship model, XPeng G9 not only has impressive charging speed but also achieves surpassing and evolving in many fields. As He XPeng stated, “G9 has the charging speed that peers envy, the industry’s first full-scene intelligent assisted driving system, surpassing the classic intelligent double-chamber air suspension, innovative 5D music cabin experience, and elegant and luxurious design aesthetics. G9 is the benchmark for this era and the last generation of intelligent cars before moving towards autonomous driving cars.”

The reason why He XPeng dares to say so is that G9 has extraordinary strength. Taking XPeng’s proud assisted driving as an example, XPeng G9 once again leads the industry.# XPeng G9: Leading Charge into the New Era of Smart Electric Cars

XPeng G9 is the first model equipped with XPeng’s second-generation XNGP full-scenario intelligent driving assistance system, which employs dual Orin computing platforms and dual lidars in hardware, with a peak computing power of 508TOPS. Thanks to the support of such a powerful hardware system, XPeng G9 connects VPA parking memory parking, highway NGP, and city NGP to achieve full-scenario coverage from one parking lot to another. What’s worth mentioning is that this assisted driving system is also striving to eliminate its dependence on high-precision maps, and can run normally whether or not such maps are available.

Similar to its pursuit of independent operation in assisted driving, XPeng G9 has also greatly reduced its reliance on networks in terms of smart interaction. Many functions can be voice-controlled even in weak or non-existent networks. In addition, for the first time, XPeng G9 applied MIMO multi-sound area technology to in-car voice systems, realizing multi-person simultaneous voice conversations with the vehicle without being woken up.

Apart from the substantial improvement in charging level and intelligent technology, XPeng G9’s handling level is also in a leading position. Taking the G9 four-wheel drive performance version as an example, it has a maximum power of 405kW, a maximum torque of 717N·m, and a hundred-kilometer acceleration of only 3.9 seconds. Coupled with the double-chamber air suspension, it achieves a perfect combination of performance and comfort, becoming a model that can rival the Porsche Cayenne in He XPeng’s view.

Running into the New Era

“After 8 years of entrepreneurship and technological accumulation of 3 products, G9 can finally achieve the perfect coupling of the brand new intelligent platform, electric platform, and the entire vehicle platform, forming a new generation of flagship,” said He XPeng at the launching event. It is evident that overthrowing the industry is the biggest mission of XPeng G9.

As an “upgraded bucket car” that has achieved comprehensive evolution, the arrival of XPeng G9 not only promotes the industry to develop further towards a better experience but also propels smart electric cars into a new stage of development.

XPeng G9 is equipped with 800V super-fast charging technology, providing an energy replenishing experience comparable to that of gasoline cars, which will lead new energy vehicles into the new era of 800V fast charging while accelerating the replacement of gasoline vehicles with new energy vehicles, bringing the industry into a more rapid new era.To allow consumers to enjoy the convenience of super-fast charging, XPeng has accelerated the layout of S4 Supercharger. In August of this year, the first S4 Supercharger station was launched in Guangzhou, followed by six additional stations in Beijing, Shanghai, Guangzhou, Shenzhen, and Wuhan this month. According to XPeng’s plan, more than 50 S4 Supercharger stations will be launched in core cities across the country this year. It is expected to increase to more than 500 stations by next year and over 2,000 stations by 2025.

In the face of such a transformative technology, XPeng is not the only company that has bravely moved forward. Many carmakers such as Porsche, BYD, Great Wall, and GAC have accelerated their plans to apply 800V high-voltage architecture. It is easy to imagine that with more companies joining in, 800V high-voltage supercharging will gradually become a standard technology for electric vehicles, and corresponding supercharging piles will also be rapidly deployed. At that time, charging for five minutes and driving for 200 kilometers will become the daily life of most electric vehicles.

As a result, the advantage of fuel cars in energy supplementation performance will no longer exist, and electric vehicles may become the mainstream of the auto market.

Electrification is the foundation of intelligence, and the rapid popularization of electric vehicles provides a material basis for further development of intelligence. At this point, XPeng, known for its technological advancements, can gain greater competitive advantage. XNGP, which has already formed a leading position, will establish insurmountable competitive barriers, putting XPeng in a far-leading position.

While continuously focusing on consumer trends and adjusting its development strategy on time, XPeng’s super-realist approach on the road of “technological internalization” is more admirable than some brands’ focus on “four in one” for consumer wallets.

Because of XPeng’s enormous development potential, He XPeng also increased his stake in XPeng Motors by 2.2 million ADS shares on the public market, with an investment of about 210 million yuan. After the purchase, He XPeng holds approximately 20.5% of the shares. This tangible investment not only demonstrates confidence in XPeng’s future growth but also stands in stark contrast to the ideal executive’s reduction of holdings and cash-out. He XPeng’s steadfast pace will continue to push XPeng Motors towards a more technological direction.

Undoubtedly, XPeng Motors is a bright spot in the development of the Chinese automobile industry, bringing more color to the evolution of the industry and leading the industry towards a better direction with its attitude and speed.

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.