On February 18, the first day of the the Year of the Loong, He Xiaopeng, Chairman and CEO of Xiaopeng Auto, sent an internal letter to all employees of the company. At the beginning of the letter, He Xiaopeng first looks back on 2023, which he called a "painful and joyful" year. He made various adjustments in organization, planning, business, operation, and efficiency, experiencing pain and achieving huge gains. He Xiaopeng mentioned three management orientations: customer orientation, business thinking, and global collaboration, which have enabled Xiaopeng to embark on a completely different path from other companies and start bottoming out and rising.
Data shows that in 2023, Xiaopeng Automobile's annual sales reached 140000 units, a year-on-year increase of 17%. Since its delivery in December 2018, Xiaopeng Motors has delivered over 400000 vehicles. He Xiaopeng has set new goals for 2024: to double performance, to make up for all shortcomings in the organization, and to take the first step towards high-quality operations.
To achieve the above goals, Xiaopeng Motors plans to launch 30 new products or facelifts within 3 years. In 2024, Xiaopeng will release a new car on both the 300000+and 150000 level platforms, filling the key gap in Xiaopeng's layout in the 100000 to 400000 level.
Meanwhile, Xiaopeng Motors will recruit approximately 4000 people in 2024, with a year-on-year increase of over 40% in its research and development budget.
In addition, Xiaopeng Automobile will also carry out strategic upgrades in product development system, intelligent driving, marketing strategy, design field, internationalization, cadre training, enterprise processes, and other aspects. Xiaopeng Motors invests 3.5 billion yuan annually in research and development of AI technology with intelligent driving as its core.
"In 2024, we will go against the trend and enter a high-speed positive cycle in the fourth quarter or earlier." He Xiaopeng said that 2024 is the first year for Chinese automotive brands to enter the "sea of blood" competition, that is, the first year of elimination. Xiaopeng Motors has invested in fierce competition early on and accumulated considerable experience. Persisting will surely lead to victory.