On February 18th, a reporter from the Daily Economic News learned that Xiaopeng Motors issued an internal commencement letter on the same day. In the view of He Xiaopeng, Chairman and CEO of Xiaopeng Motors, "pain and happiness, daring to think and do" is a true portrayal of Xiaopeng Motors in 2023. This year, Xiaopeng Motors has made many adjustments in organization, planning, business, operation, and efficiency, experiencing a lot of pain, but also gaining.
Facing 2024, He Xiaopeng's goal for Xiaopeng Motors is to achieve a doubling or growth in performance; The organization needs to make up for all shortcomings; Business needs to take the first step towards high-quality development.
According to public information, Xiaopeng Motors sold 141000 vehicles in 2023, a year-on-year increase of 17%. In 2024, Xiaopeng Automobile's sales target is 280000 units, doubling from 2023. In order to achieve this goal, this year, Xiaopeng Motors plans to release its first models on platforms priced at 300000 yuan and 150000 yuan, further improving its product matrix.
The reporter learned that the first model of the 150000 yuan platform mentioned above is the first car of the "MONA" brand, a collaboration between Xiaopeng Motors and Didi; The first car on the 300000 yuan platform may be a sedan with the code name "F57".
"These two new cars are two important cornerstones to complement Xiaopeng's layout in the 100000 to 400000 yuan level. Within the next three years, Xiaopeng Motors plans to have nearly 30 new or upgraded models." He Xiaopeng stated in an internal start letter.
He Xiaopeng stated that this year is the first year for Xiaopeng Motors to move towards advanced intelligent driving. Xiaopeng Motors plans to invest 3.5 billion yuan in research and development of AI technology with intelligent driving as its core; This year is the first year for Xiaopeng Motors to upgrade its marketing strategy, with the goal of achieving the undisputed first camp of the industry in brand and marketing in the shortest possible time; This year is the first year for Xiaopeng Motors to make strategic upgrades in the design field. We aim to make styling, like AI, marketing, and management, the strengths of Xiaopeng Motors; This year is the first year of Xiaopeng Motors' internationalization V2.0. Xiaopeng Motors will layout its core markets in Europe, ASEAN, the Middle East, Latin America, Oceania and other regions, strengthen the localization and adaptation of its products (including left-hand and right-hand drive), and comprehensively create a new path of globalization in terms of products, intelligent driving, brand, and other aspects.
It is worth mentioning that He Xiaopeng also extensively mentioned the organizational adjustments of Xiaopeng Motors in his internal commencement letter. It is understood that Wang Fengying, the President of Xiaopeng Motors, has previously led a new round of organizational restructuring, involving multiple departments such as marketing, human resources, intelligent data, production and manufacturing, and product planning.
"I think the most important thing for a company to do well is to build its organizational capacity. Organizational capacity determines whether a company can achieve the 'top three in China' or 'top ten in the world', which is the 'core of the core'. He Xiaopeng once told reporters that in 2024, Xiaopeng Motors will continue to improve its organizational structure.".
"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 enhance my abilities at the grassroots level of cadres and enterprise processes, pursue the improvement of management ability and overall business efficiency." He Xiaopeng said in an internal commencement letter.
At the same time, He Xiaopeng also put forward three requirements for cadre training: first, seeking truth from facts, "cadres must penetrate multiple layers to understand the situation, listen to the gunfire on the front line, promote the implementation of the company's strategic strategy at the grassroots level, and ensure that they can defeat their opponents in both effectiveness and efficiency."; The second is global collaboration, "cadres should be guided by internal and external customer experiences, take the lead in breaking down departmental walls and high chimneys, not sacrificing upstream and downstream for single point interests, nor pursuing superficial harmony."; The third is to grow into a "business operator" and "drive business growth with a business mindset.".
In addition, He Xiaopeng also stated in his internal commencement letter, "In 2024, we will invest more manpower (recruit about 4000 people), invest more than 40% of our R&D budget year-on-year, and strive for tomorrow. Starting from this month (i.e. February), we will be based on the new Xiaopeng Product Development System (XPD)." The product development management system V1.0 with Xiaopeng's unique features throughout the entire lifecycle of car models, with a more efficient full process system, helps the company achieve greater success.
"Many friendly businesses are shrinking and hesitant to invest, but I think this is actually our development opportunity." He Xiaopeng believes that enterprises should have more broad and deep business strategies to implement, save unnecessary money, invest more in talent, research and development, and strategy, in order to achieve higher profits in business.