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Recently, senior executives of the new forces of car building have left frequently. On November 30, Xiaopeng issued an announcement that Xia Heng resigned as executive director of Xiaopeng's board of directors, but still served as president of Xiaopeng. On December 9, ideal Automobile announced that Shen Yanan resigned as executive director and president of the company. the above changes will take effect from January 1, 2023.

According to media reports, Li Pengcheng, Xiaopeng's CEO assistant, has left. In this regard, Xiaopeng Automobile responded that Li Pengcheng left for personal health reasons and was very grateful for his contribution during the Xiaopeng period. Li Pengcheng responded: resign for physical reasons and take a period of rest.

According to the data, Li Pengcheng joined Xiaopeng Automobile in February 2019 as general manager of brand public relations, responsible for Xiaopeng automobile brand strategy, public relations communication, social marketing, brand creativity and other aspects of work, reporting directly to he Xiaopeng, chairman of Xiaopeng Automobile. In November this year, Xiaopeng completed the adjustment of its internal organizational structure. After the adjustment, Li Pengcheng was appointed as Xiaopeng's CEO assistant and still reported to he Xiaopeng, chairman of Xiaopeng Motor.

Before joining Xiaopeng Motor, Li Pengcheng worked at FAW-Volkswagen for 15 years. It is understood that Li Pengcheng graduated from Dalian Foreign Studies University in 2002, then joined FAW-Volkswagen and worked in the Foreign Affairs Coordination Section, Human Resources Department, General Manager's Office and sales company. In 2010, Li Pengcheng was promoted to press spokesman of FAW-Volkswagen. In 2015, Li Pengcheng succeeded Gong Xingbo as FAW-Volkswagen brand public relations director and Volkswagen brand information spokesman. In 2017, Li Pengcheng left FAW-Volkswagen and joined Auto self-media "after car ownership" as co-founder, senior vice president and general manager of Beijing Company, where he was fully responsible for the management of the marketing center and Beijing company. In 2019, Li Pengcheng joined Xiaopeng Automobile as General Manager of Public Relations of Xiaopeng Automobile Brand and former Vice President of Xiaopeng Automobile.

According to reports, Xiaopeng Automobile adjusts its internal organizational structure, and the transfer of Li Pengcheng from the general manager of brand public relations to CEP belongs to "rising and falling". It is understood that when Li Pengcheng joined Xiaopeng Automobile, it coincided with the launch of Xiaopeng P7 new car. At present, this model has become the best-selling model under Xiaopeng Automobile, and it is also the main sales force of Xiaopeng Automobile, which has established the influence of the industry in one fell swoop. Since then, however, Xiaopeng's P5 model has failed to build on the brand influence established by P7. The G9, which undertakes the heavy responsibility of sales and performance, adjusted its SKU two days after it went on the market, making Xiaopeng Motor into controversy.

On September 21, Xiaopeng G9 officially went on the market, with a price range of 30.99-469900 yuan. However, the launch of the G9 was not smooth, and the adjustment of the SKU was announced only two days after the launch of the new car, because the configuration of different versions of the model was complex, it was difficult to distinguish the relationship between the versions, and the selling point advertised by the Xiaopeng G9 was not standard, and even the new version did not even have the opportunity to choose and install it. As a last resort, Xiaopeng announced to adjust the SKU of the G9. According to the official website, the adjusted SKU Xiaopeng G9 is divided into 570,650,702 categories according to mileage. At the same time, drawing lessons from the naming method of IPhone, the model version is divided into Plus, Pro and Max versions, as a distinction between the high and low end of the version. The official adjustment of Xiaopeng for three models is to simplify and further optimize the difficulty of consumer choice, and perhaps more importantly to increase production capacity and overall sales. However, even if we respond to market feedback, the sales outlook of the G9 is still not very optimistic. According to the Federation of passengers, only 623 Xiaopeng G9 were delivered in October and 1546 in November.

In other words, the poor performance of Xiaopeng G9 on the market may be the main reason for Li Pengcheng's transfer. After this adjustment, Xiaopeng Automobile independently upgraded the business department originally responsible for corporate image to a first-level department, which is no longer the responsibility of Li Pengcheng, and the business unit was divided into two departments, corporate brand public relations and product public relations, all taken over by the new person in charge. According to the report, the new vice president of the brand is Wang Tong, who is currently serving as VP.

According to the data, Wang Tong joined Xiaopeng Automobile in June 2019 as vice president of Xiaopeng Automobile, responsible for the response of Xiaopeng Automobile team management system and public affairs in Beijing and Shanghai. Before joining Xiaopeng Motor, he was Vice President of Public Affairs of Alibaba Culture and Entertainment Group.

Xiaopeng Motor released its results for the third quarter of 2022, showing that its operating income in the third quarter was 6.823 billion yuan, an increase of 19.3 percent over the same period last year, of which vehicle revenue was 6.24 billion yuan, up 14.3 percent from the same period last year, down 10.1 percent from the previous month. The net loss was 2.376 billion yuan, an increase of 49.0% over the same period in 2021. According to the financial report, as of September 30, 2022, the company's cash and cash equivalents, restricted cash, short-term investments and long-term term deposits were 40.1 billion yuan. In terms of sales volume, affected by the epidemic in some areas and the supply chain, Xiaopeng delivered a total of 29600 vehicles in the third quarter, including 16776 P7 and 8703 P5.

He Xiaopeng said bluntly at the third quarter earnings call that automobile companies should not only consider prosperity, but also consider how to grow steadily in the face of headwinds. In the next few quarters, Xiaopeng will focus on strengthening cost control, improving operational efficiency and streamlining investment projects.

According to the financial report, Xiaopeng is expected to deliver 20, 000 to 21000 vehicles in the fourth quarter, compared with 5101 in October and 5811 in November, and is expected to return to 10,000 in December. However, the data show that Xiaopeng delivered only 1962 cars in the first week, and it seems that Xiaopeng is under a lot of pressure to rise to more than 10,000.

So far, Xiaopeng has delivered a total of 109500 vehicles this year, which falls short of its annual sales target of 250000 and achieves only 43.8% of its annual target. Assuming that 20, 000 vehicles are delivered as scheduled in the fourth quarter, Xiaopeng is expected to deliver 118000 vehicles this year, with a target completion rate of only 47.2%. Despite the low delivery volume in October, short-term delivery fluctuations will not affect Xiaopeng's long-term strategy, said he Xiaopeng, chairman and CEO of Xiaopeng Motor.

It is understood that Xiaopeng will launch three new products in the first quarter of next year, namely, the revamped P7, the medium-sized SUV G7 and the first MPV model H93, of which the medium-sized SUV G7 will match Tesla Model Y, which may be released in the second half of next year. In addition, with regard to the current performance situation, he Xiaopeng said on the third quarter earnings call that the G9 needs to overcome the challenges of epidemic situation and capacity climbing in the short term, but with its solid range and charging speed exceeding all the electric models on sale on the market, he is confident that the G9 will become the top three in the more than 300000 pure electric SUV market, and next year, with the accumulation of word of mouth, the gap between G9 and the first place will be further narrowed.

Next, Xiaopeng is going to tide over some difficulties.

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