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On January 28th, he Xiaopeng, chairman of Xiaopeng Automobile and CEO, released the internal letter of the whole staff. It has been revealed that Xiaopeng plans to launch five new and modified models in 2023; Xiaopeng aims to deliver a total of 450000 new cars in 2023, or 200000 in 2023; in addition, Xiaopeng's full scene assisted driving (XNGP) will be delivered in the third quarter of this year.

He Xiaopeng defined 2022 as a "difficult year". Declining sales, high-level turmoil and plummeting stock prices are the true portrayals of Xiaopeng Motor.

Reviewing the overall sales trend of Xiaopeng Automobile in 2022, it shows a completely different development trend in the first half and the second half of the year. In the first half of 2022, Xiaopeng also became the top new car-building force with a delivery volume of 68900 vehicles, while in the second half of the year, Xiaopeng car sales began to decline, falling from 15295 in June to 5101 in October, four consecutive months of month-on-month decline. it wasn't until December that it returned to the 10,000-car delivery threshold. It is understood that the delivery target of Xiaopeng car in 2022 is 250000, while the actual delivery volume is only 120800, and the target completion rate is less than 50%. As a result, Xiaopeng has lost its annual sales title, and the year-on-year growth rate of delivery volume and delivery volume is not as good as that of Ulai.

In addition to the lower-than-expected delivery volume, Xiaopeng's share price is "plummeting from a height of 3,000 feet." According to statistics, in the past 2022, Wei Xiaoli's US stocks fell sharply, of which Xiaopeng Motor fell 80.25% for the whole year, making it the new power enterprise with the biggest decline, falling from US $50.33 to US $9.94, while Ulai and ideal fell by 69.22% and 36.45% respectively. According to the performance data, Xiaopeng's net profit lost 6.778 billion yuan in the first three quarters of 2022, an increase of 89.54 percent over the same period last year. From the perspective of profitability, the new power car companies Lai, ideal, Xiaopeng are in a state of loss, but Xiaopeng car loss degree is the largest. Industry insiders believe that, "due to the increase in economic uncertainty, investors become more cautious in 2022, invest more conservatively in the middle and later period of vehicle enterprises, and focus more on strategic investment."

In this context, Xiaopeng Automobile made a substantial adjustment to the internal organizational structure on November 30, 2022, and set up five virtual committee organizations to open up the communication channels of all business lines of the company, so as to improve the efficiency of cooperation. At the same time, Xia Heng, co-founder and president of Xiaopeng Motor, resigned as executive director of the board of directors of the company. Li Pengcheng, former vice president of Xiaopeng Automobile and general manager of brand public relations, chose to leave after being appointed as assistant to Xiaopeng Motor CEO. Wang Fengying, former general manager of Great Wall Motor, was rumored to have joined Xiaopeng Motor as CEO, but the news has not been officially confirmed.

On January 18, he Xiaopeng reflected on the six major problems that emerged in the past year at the annual wrap-up meeting. On the face of it, Xiaopeng's share price fell 80% in 2022, sales continued to decline year-on-year since September, while internal morale declined, and senior and middle executives were at the root of the morale problem. These three form a vicious circle. In he Xiaopeng's view, Xiaopeng Motor has many disadvantages, such as lack of continuity in strategy, too much emphasis on scientific and technological innovation, neglect of user reputation, poor organizational ability, inefficiency of the department, separation of products and marketing, and so on. He Xiaopeng believes that the company's strategic planning problems have led to many other problems, such as product continuity, standard and selection, and the use of too many new technologies that have led to changes and challenges for suppliers.

According to the internal letter, Xiaopeng will revamp the P7, G3i and P5 models in 2023, of which the P7 replacement model is expected to be unveiled in March.

According to the spy photo exposure, the appearance and interior design of the new P7 will be adjusted to some extent, but the lines and shape are roughly the same as the current model, and are only expected to be adjusted for some details. However, part of the headlight group has been blocked, and lidar is expected to be installed in the obscured part. The side of the car body is more or less the same as the current model, although the rims are blocked, but it is not difficult to see that it is a new style. The rear part of the car, also dressed in heavy camouflage, is mainly concentrated in the rear encirclement and the lower part of the back-up compartment cover, but the details change is not obvious, the biggest change is actually the taillight group, the shape size of the taillight group is significantly larger than the cash. As for the interior, the new P7 is expected to use a more similar design to the Xiaopeng G9, most obviously the steering wheel.

Xiaopeng will also release two new cars, one is a five-seat sedan SUV G7 based on the F platform, the front face of the new car is still built in family design language, the split headlight group will not be absent, and the front enclosure uses the three-stage design that is common in fuel cars, and there are also diversion grooves on both sides of the front enclosure.

The other is a medium and large MPV based on H platform (internal code H93). The front part of the new car adopts the typical family design language of Xiaopeng, and the penetrating LED ring light group is matched with the split far and near light group. In addition, the whole front face of the new car adopts a closed design, but it is still equipped with ventilation and heat dissipation openings under the front enclosure.

He Xiaopeng said bluntly, "if we don't break it, it's just the difference between dying early and dying late." In the internal letter, he Xiaopeng lamented: "the vast majority of the current vehicle factories will be out in this knockout round. Xiaopeng has no way out and must burn their bridges and move forward bravely." According to the target, Xiaopeng will achieve a positive operating profit by 2025, with a minimum comprehensive gross profit margin of 17% and a sales target of more than 1.2 million vehicles in 2027.

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