On the occasion of Xiaopeng Automobile's ten-year establishment, He Xiaopeng stated that this year is the first year for Chinese car brands to enter the "sea of blood" competition, which is also the first year of the knockout stage.
On February 18th, a reporter from Pengpai News learned from Xiaopeng Motors that CEO He Xiaopeng has released a letter of commencement, sharing his thoughts on the company's business and proposing goals such as "doubling performance" and "planning about 30 new products or models within 3 years" for 2024.
Looking back at 2023, He Xiaopeng believes that "pain and happiness, daring to think and do" is a true portrayal of Xiaopeng people in 2023. He wrote, "Last year, there were particularly many adjustments in organization, planning, business, operation, and efficiency, experiencing a lot of pain and huge gains."
Sales data shows that in 2023, Xiaopeng Motors delivered a total of 141600 vehicles, with a cumulative delivery of over 400000 vehicles in history. At the same time, in 2023, Xiaopeng Motors also received endorsement from the German veteran car company Volkswagen. At the end of July 2023, Volkswagen and Xiaopeng Motors announced that they would jointly launch two B-class pure electric vehicles for the Chinese market. Volkswagen announced that it would invest approximately $700 million in Xiaopeng Motors.
This year's performance has doubled, and both new platforms have released their first cars
2024 is the tenth year since the establishment of Xiaopeng Motors. Looking ahead to 2024, He Xiaopeng proposed, "The performance needs to double or more, the organization needs to supplement and complete all shortcomings, and the operation needs to start moving towards high-quality as the first step."
In terms of products, he stated that Xiaopeng Motors plans to introduce about 30 new or facelifted models within 3 years. And this year, Xiaopeng will release its first car on both the 300000 yuan and 150000 yuan platforms, filling the two important cornerstones of Xiaopeng's layout in the 100000 to 400000 yuan level.
In terms of research and development investment, more manpower will be invested in 2024 (recruiting about 4000 people) and a research and development budget exceeding 40% year-on-year will be invested; It is expected that the annual R&D investment in AI technology with intelligent driving as the core will be a total of 3.5 billion yuan.
In terms of marketing, He Xiaopeng said that this year is the first year for Xiaopeng to upgrade his marketing strategy and integrate the marketing strategies of cars, the Internet and mobile phones. "No matter how challenging and how much investment, we must make Xiaopeng's brand and marketing the first undisputed camp in the industry in the shortest possible time."
Regarding internationalization, He Xiaopeng stated, "We will lay out core markets in regions such as Europe, ASEAN, the Middle East, Latin America, and Oceania, deepen the intelligent advantages of our products, strengthen the localization and adaptation of our products (including left-hand and right-hand drive), and comprehensively create a new path of globalization in terms of products, intelligent driving, and branding."
The industry enters the sea of blood, continuing to optimize organizational capabilities
Starting from the end of 2022, Xiaopeng Motors embarked on a prolonged organizational change, with several core executives, including the founding team, leaving Xiaopeng one after another. In 2024, organizational restructuring remains the top priority for Xiaopeng Motors.
In his letter of commencement, He Xiaopeng said, "This year is the second year of Xiaopeng's' second entrepreneurship from 1 to 2 ', as well as the second year of organizational adjustment. Personally, I will focus on enhancing the abilities of grassroots cadres and enterprise processes in the enterprise, pursuing the improvement of management skills and the overall efficiency of the business."
He proposed to "let cadres who dare to fight and can fight lead troops to the field" and demanded that cadres "not only listen to reports, but must penetrate multiple layers to understand the truth, and must go deep into the front line to listen to the gunfire". "Guided by internal and external customer experience, take the lead in breaking departmental walls, demolishing high chimneys, not sacrificing upstream and downstream for single interests, nor pursuing superficial harmony".
Industry insiders generally believe that competition will become more intense and industry clearance will further accelerate in 2024. He Xiaopeng also stated that this year is the first year for Chinese car brands to enter the "sea of blood" competition, which is also the first year of elimination.
He Xiaopeng said, "Faced with the pessimistic macroeconomic situation, many friendly businesses are shrinking and hesitant to invest. I think this is actually our development opportunity. In 2024, we will go against the trend and enter a high-speed positive cycle in the fourth quarter or earlier."