Xpeng Motors 2065 438+09: have you found the key to sustainable development?

On the occasion of Haikou New Energy and Intelligent Networked Automobile Exhibition, a huge number of engine cars gathered leading figures in the automobile industry to discuss the development prospects of new energy vehicles. At that time, Juqing Automobile and Electric Horse Brother invited Li Pengcheng, vice president of Xpeng Automobile and general manager of brand public relations, to receive an exclusive interview with the "Sixiang+"figure created by Juqing, and to talk with you about the "key" of the new car-making force "Carp yue longmen" and the sustainable development of Xpeng Automobile.

Xpeng exhibited G3 products at Haikou New Energy International Auto Show, which opened on 10/0. 520 and P7 electric coupes are eye-catching.

20 19, subsidies fell, the auto market went down, traditional car companies entered the knockout stage, and the new forces of making cars passed the test of life and death. In this context, the monthly sales volume of Xpeng Motors electric vehicles is 1- 1 1.5 million, of which 80% are individual users. In terms of financing, Xpeng Auto also got the C round of financing this year.

Among the new forces making cars, Tucki is relatively low-key. Although it was founded on 20 14, most people didn't know the existence of Xpeng motor until 20 17 and 20 18. In contrast, 20 19 Xpeng Motors has become a dark horse.

Then, has Xpeng found the key to the new force "Carp yue longmen" and embarked on the road of sustainable development of "new four modernizations of automobiles"? Recently, Dian Juge interviewed Li Pengcheng, vice president and general manager of brand public relations of Xpeng Automobile.

1October1-110.5 million units.

"20 19 is a challenging year for Xpeng Motors. After all, Xpeng Motors has only been established for five years, just like a child of a few years old, and it is still not fully mature. However, 20 19 is also a very fruitful year. " Li Pengcheng summarized the performance of Xpeng Motors in 20 19.

In terms of products, on 20 19, Tucki launched G3? In the 520 version, the new car not only has a longer battery life, but also leads the same level in intelligence and car networking functions. Since its listing, it has experienced many OTA upgrades of the whole vehicle; In addition, Tucki also announced the appearance, interior decoration, configuration, pre-sale price and other information of the electric coupe P7, and the market response was hot. 20 19 The endless stream of people at Xpeng Motors booth of Guangzhou Auto Show is proof of this.

In terms of sales volume, in 20 19, the sales volume of Tucki G3 in1-1month exceeded10.5 million, which is already a very eye-catching achievement as a new force in car manufacturing. Especially if 80% of them are? C, full of gold.

However, in Li Pengcheng's eyes, sales volume is not the most important. The most important achievement of Xpeng Motors 2065 438+09 is that it runs through the whole system.

"In the year of 20 19, Xpeng Motors went through the whole process from product to research and development, to production, to sales, to delivery, and then to the launch of the second product. In the whole process, we have accumulated a lot of experience. "

Li Pengcheng said that in 20 19, under the environment of declining subsidies and declining automobile market, Xpeng automobile was able to go on and run through the whole system, indicating that Tucki can adapt to the development of the market. To put it another way, Xpeng Motors has adapted to this market in terms of system, production and sales.

"From this perspective, we are quite satisfied with the performance of 20 19. In 20 19, we also experienced many difficulties, even some storms. These things need to be summarized in the next step. If you let me score, I think I can score 80 points or 85 points, which is still a satisfactory result. " Li Pengcheng said.

With such achievements and confidence, Xpeng Motors can calmly face the subsidy recession. "Subsidy retreat is one of the manifestations of marketization. Every enterprise will face all kinds of competition, and no enterprise can survive by subsidies or policies. "

"20 19 has given us great confidence. This confidence can support Tucki to face 2020 better. Next, we will do more system adjustments and go better. "

Find the right way and stick to intelligence.

Compared with other new forces, what is the core advantage of Xpeng motor? I believe this is a problem for many people.

"Looking at Xpeng Motors from the outside, I think one of the biggest differences and our most persistent point is that Xpeng Motors has been making smart cars."

Li Pengcheng explained: "We don't think electric vehicles are really a watershed, because it is just a change in driving mode. Anyone who knows the history of cars knows that electric cars have a history of many years, and they are not new at all. But the smart car is a new thing that develops slowly with the development of the Internet. We believe that smart cars are as epoch-making as smart phones. "

Therefore, Li Pengcheng said that the core strength of Xpeng Motors is "intelligence".

"Xpeng has always insisted on being a smart car. We think smart cars are the next direction. A core point in smart cars is the OTA upgrade of the whole vehicle, which is a key point. "

For example, he said that in the past, consumers bought a traditional fuel car. After the transaction was completed, the function of the car would not increase, but it would only get worse. But smart cars are different. Smart cars, like smart phones, will always bring you freshness.

For example, 20 19, the OTA of Xpeng car has undergone several major upgrades, adding many new functions compared with the initial listing. In the second quarter of 2020, Tucki P7 electric coupe will be launched. By then, consumers can experience more new features through OTA upgrade on P7.

So the question is, what is a real smart car? What's the difference between the "wisdom" of Xpeng and the "wisdom" of other brands?

He said that there are four standards for the definition of Xpeng cars: fusion perception, Internet of Everything, advanced autonomous driving and vehicle OTA capability.

"I must emphasize the OTA of the whole vehicle, because there may be many OTAs that are fake OTAs. For example, it just upgraded a big screen to make the big screen interface more beautiful. This is meaningless. How to improve the performance of the whole vehicle through real software and hardware connection and OTA is the real OTA. With these four points just mentioned, it is a smart car. "

"Xpeng Motors insists on doing such a smart car. We will insist on doing our own ecology, we will have a huge autonomous driving center and our internet center, and we hope to complete our ecology and then integrate the power of external partners. For example, Ali's applet will be loaded on P7 for the first time. "

One proof is that Tucki's autonomous driving team and Internet center team add up to nearly 800 people, which seems to be a little less than traditional car companies. However, Xpeng Motors has less than 4,000 employees. In other words, almost 20% employees of Xpeng Motors are doing Internet and autonomous driving.

After finding the right road, Xpeng Motors will have confidence and determination in the road.

"20 19 years, from the overall development of Xpeng motor, we feel that the road we adhere to is right and recognized. For example, Xpeng Motors got the C round of financing on 20 19, which is very important because the capital market recognizes this path. In 2020, we will definitely stick to this direction. This may be a unique point of Xpeng Motors. " Li Pengcheng's summary.

User operation: This is the best time.

Li Pengcheng said that another feature of Xpeng car is the Internet gene. "I am a traditional autobot. I have been with Xpeng Automobile Company for almost a year. In this year, I have been integrating the Internet and cars almost every day. This is a good way to say that integration is actually a collision. The so-called collision is how I combine car thinking with internet thinking. This created a different gene in Xpeng Motors. "

Internet genes make Xpeng motor handy in user operation. Li Pengcheng believes that the era of smart cars is the best time for users to operate, for three reasons:

First, the users of Xpeng motor have gradually accumulated from scratch, so the OEM has the opportunity and time to intensively cultivate all users.

Second, smart cars are different from traditional cars. After users of traditional cars buy cars, the relationship between users and car companies is not strong. Because he established contact through a 4s shop, in addition, the car itself is not smart, and there is no way to establish contact with car companies through cars. But smart cars are different. Every OTA upgrade of smart cars requires direct communication between OEMs and users.

Third, communication tools are more convenient. "10 years ago, in the era without smart phones, traditional car companies and users had to contact and inform all kinds of information by SMS or registered mail. But now there are various means. For example, with the APP, the relationship between car companies and users has become closer. Therefore, at this time, doing user operations has the conditions of being in harmony with the people at the right time. "

"For Xpeng Motors, a company with heavy Internet genes, our communication with users will definitely be more convenient."

For example, he said that on Xpeng Motors APP, there are many direct exchanges with users; Xpeng motor adopts direct mode. The employees of the direct store are all from the OEM, and they will do a lot of communication with users and even collect feedback from users. Technicians will upgrade during product development and iteration; In addition, Tucki will collect users' needs or good ideas. Nowadays, many OTA upgrade requirements come from users' requirements or suggestions.

Internet genes, smart products, and user operations from scratch have enabled Xpeng Motors to accumulate a lot of experience in user operations and form a benign interaction with users, thus boosting the optimization and upgrading of products.

Expanding "Friends Circle" to Solve Charging Anxiety

"Compared with traditional car companies, the intelligent pure electric vehicles made in Tucki now have more things to consider than traditional cars. Traditional car sales certainly don't have to consider the problem of users refueling. But the user's charging problem must be considered. Especially when there is mileage anxiety, we must take this into account. " Li Pengcheng said.

He believes that there are two main points to solve the mileage anxiety of electric vehicle users at present.

First, solving the problem of battery life and improving the battery life of products as much as possible can solve the mileage anxiety of users to a certain extent. Therefore, in terms of product design, in 20 19, both products of Xpeng Motors have improved their endurance. G3？ The endurance of NEDC version 520 is increased to 520km, and the next Tucki P7 will reach the endurance level of 650km+. By then, P7 is likely to be the longest battery life in B+ coupe.

Second, solve the charging problem. If the user has a home to fill the pile, of course OK; When he travels, if all the charging piles can be opened to Xiao Peng automobile users, the mileage anxiety of users will be greatly reduced. Only in this way can we really promote the development of pure electric vehicles or intelligent pure electric vehicles.

Guided by this idea, Xpeng Motors has continuously expanded its circle of friends in 20 19 years.

Li Pengcheng introduced that in terms of charging, Xpeng Motors has expanded many partners this year, which is called "circle of friends" internally. For example, in September, Xpeng Motors cooperated with TEL, which built more super-filled piles for Tucki, bringing benefits to users; 65438+February, Xpeng Motor and NIO? Power cooperation, both sides * * * have enjoyed charging stations, and NIO? Power will become the installation supplier of Xpeng Motors Home Filling. In addition, Tucki has signed many other partners.

"Whether it is sales staff, service personnel or charging cooperation, integrating partners * * * to do a good job in the ecosystem of smart cars, which Xpeng Automobile has always insisted on. The core logic is only one point, that is, how to solve the mileage anxiety problem of the most painful point of current users. " Li Pengcheng said.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.