Xpeng Motors’s sales fell behind and played a price war.

Tucki, with weak sales, is looking for incremental space.

The reporter was informed that the first model MONA M03 with a price of less than 150,000 yuan has entered the offline store for display.

A few days ago, when visiting the store, the reporter of science and technology innovation board Daily noticed that MONA M03 in Tucki was not equipped with laser radar, but only had L2-level assisted driving. Store sales revealed to reporters that this model is priced between 100,000 yuan and 150,000 yuan, which is a "quantity payment" for Xpeng Motors to directly benchmark BYD Qin and Dolphin, and will not be equipped with Tucki XNGP intelligent assisted driving system.

It is worth noting that six models are currently on sale in Xpeng Motors, and the target of 280,000 vehicles for the whole year of 2024 has been set. However, according to relevant data, the actual sales volume in the first six months was 52,028 vehicles. The just released July delivery data was 11,000 vehicles, up 1% year-on-year and 4% quarter-on-quarter.On the whole, Tucki has only achieved 23% of the annual delivery target.

Since the beginning of this year, car companies represented by BYD have started price wars.At present, new energy vehicles with the price range of 150,000-300,000 are the main positions for various brands to compete, which makes Xpeng Motors in a state of being attacked by both sides.

Bank of America Securities previously pointed out that Tucki’s sales volume will benefit from the launch of new models and the launch of modified models of G6 and G9 in the first half of the year, which may improve from the second half of the year. In addition to launching 150,000-class vehicles, going to sea has also become the exploration direction for Tucki to improve its predicament.

Want to bid against BYD, the top match is only 150,000.

The reporter of science and technology innovation board Daily visited the Xpeng Motors store in Shenzhen, and found that MONA M03 had come to the store, and there were several young people around the car to experience the car statically.

In-store sales told the science and technology innovation board Daily reporter: "MONA M03 in Tucki is targeted at young people, among whom there are many female users watching the car show. This model is designed to iterate over our previous P5 series models. "

It is understood that unlike the sub-brand Ledao established by Weilai, MONA is only a sub-series of Xpeng Motors Automobile, which originated fromDidiThe Leonardo da Vinci plan to build a car, Xpeng Motors andDidiThe investment in MONA project has reached 4 billion yuan.

Gu Hongdi, president of Xpeng Motors, once revealed: "DidiWe can provide Tucki with market resources for marketing, and we will jointly build a fast charging station. Besides,DidiWe will also recommend Tucki-related financial and insurance products to our’ Mona’ customers through its platform, and carry out further cooperation in future Robotaxi operation. "

It is understood that the store visited by the reporter of New Consumer Daily belongs to the dealer cooperative store in Xpeng Motors. According to the in-store sales, the prices of direct-operated stores and dealer stores remain the same, but the price of MONA M03 has not yet been announced. "Now it’s just the exhibition car in the store. There will be a press conference in mid-August, and then it will be sold directly. The estimated price is within 150,000."

According to the reporter from the sales office, MONA M03 is not equipped with laser radar and high-order intelligent driving function, and only supports L2-level assisted driving function, so it is out of Tucki XNGP intelligent assisted driving system.

According to insiders, most car owners who buy Xpeng Motors are interested in its intelligent driving system. "In order to reach the price range of 100,000-150,000 yuan, MONA M03 needs the ultimate compression cost, and it is normal not to be equipped with laser radar. However, whether it can impress consumers only by relying on L2-level assisted driving needs to be tested by subsequent product performance."

The latest financial report released by Tucki in the first quarter of this year shows that its revenue and net profit have achieved positive growth. In cooperation with Volkswagen, Xpeng Motors seems to have found a new growth point by "selling technology".However, in terms of sales volume, it has fallen behind the original new car-making forces Weilai and LI.

Recently, various car companies have published the performance of sales data in July, among which the data released by Xpeng Motors shows that,In the first seven months of this year, a total of 63,000 new cars were delivered, a year-on-year increase of 20%. Among them, 11,000 new cars were delivered in July, up 1% year-on-year and 4% quarter-on-quarter.

Since 2024,The delivery volume of Xpeng Motors has been hovering around 10,000 vehicles, with the lowest point even less than 5,000 vehicles.Xiaomi, which has been delivered only in April this year, has caught up with only one model on sale. At the same time, the sales of brands such as Zero Run and Krypton are also ahead of Tucki by four figures.

MONA M03 is regarded by the outside world as a "model with a large amount of money" in Xpeng Motors. When introducing MONA M03, store sales also said that this model is directly targeted at BYD Dolphin Series and Qin Series. "Compared with models of less than 150,000 yuan, MONA’s biggest advantage is its assisted driving and younger design."

In order to find the increment, Tucki has accelerated the layout of overseas markets.

Obviously, in addition to pushing low-priced models, Tucki needs to find new growth points, and has set its sights on overseas markets.

It is understood that Xpeng Motors has established dealer partnerships in UAE, Egypt, Thailand, Hongkong and Macau. He Xiaopeng, Chairman and CEO of Xpeng Motors, told the media during the 2024 Beijing Auto Show: "This year, we hope to expand the export scope of Xpeng Motors from the original three countries to more than 20 countries." According to statistics, in the first quarter of 2024, the cumulative export sales of Xpeng Motors reached 61.8% of the total export volume in 2023.

Judging from this year’s actions, Tucki G6 has undertaken the important task of Xpeng Motors to expand the international market. It is reported that this model has left and right rudder switching function to meet the driving habits of different countries.

At present, Tucki G6 has launched the right rudder version in Thailand, Malaysia and other countries and regions, and plans to start delivery this year. In addition, the G6 model will be introduced to Australia and will be officially launched in the fourth quarter of 2024.

A few days ago, Xpeng Motors officially entered the Singapore market, opened a pop-up shop in uob Square, the center of Singapore’s central business district, and provided test drive service. As for its first official store in Singapore market, it is expected to open in September this year.

The reporter noticed that the main model sold in this flash shop in Singapore is Tucki G6. The G6 sold locally in Singapore has two options: 66 kWh and 87.5kWh. The latter has a maximum WLTP cruising range of 570 kilometers. The starting price of the 66 kWh model is S $209,999, and the starting price of the 87.5 kWh version is S $224,999.

Some people think that Xpeng Motors’s choice to enter Singapore coincides with the local government’s concept of paying attention to environmental protection, and the small land area is more conducive to the laying of infrastructure such as charging piles.

At present, apart from BBA in Europe and America, Kia and Hyundai in South Korea, China’s new energy vehicle brands are mainly BYD, Euler, Ai ‘an and Chery, and Krypton and Tucki have also chosen to join this year. According to statistics, the top three new energy vehicles with the highest sales volume in Singapore in 2023 were BYD, Tesla and BMW.

A car owner who lives in Singapore told the New Consumer Daily that the Singapore government plans to gradually reduce the use of fuel vehicles. By 2030, the government will stop issuing new licenses for internal combustion engines. At the same time, Singapore’s Ministry of Transport reduced the road tax on trams, up to 34%. "From a policy perspective, the (Singapore) government is pushing the popularity of electric vehicles."

However, the above-mentioned little red book blogger also admitted to the reporter that the cost of owning a car in Singapore is high, and the bulk of the car price includes 20% tariff, additional registration fee (ARF) starting at S $7,000, and car ownership certificate (COE) starting at S $90,000. "China electric cars have to pay taxes as they come, and there is no price advantage."

In contrast, at present, the guide price of G6 in domestic manufacturers is between 199,000 and 276,900 yuan, and the promotion price of dealers in many cities has been as low as 179,900 yuan.

Some professionals engaged in automobile import and export trade told the reporter of science and technology innovation board Daily that there are still many challenges for domestic new energy vehicles to go to sea.

In his view, taking Xpeng Motors as an example, the biggest selling point at present lies in its intelligent driving function. However, according to the previous situation in Europe, the P7, the most popular model in Tucki, can’t fully exert its strength in Europe. Because software and intelligent driving are related to data regulations, they are restricted by the European market.Considering the factors of smart driving and brand, Xpeng Motors has no advantage over traditional brand electric vehicles in Singapore.

As for the Singapore market, the person said,Although China brand has technical advantages, there are challenges in brand awareness, after-sales network, localized operation, consumer psychology, supply chain and so on."The next three to five years will be a crucial period for China electric vehicle brands to expand into Singapore and even Southeast Asia."

Source: Cailian Association