Recently, the XPeng P7+ “sold out” and trended on social media.
How popular is the new car? On the night of its launch, the XPeng P7+ received 31.528 pre-orders, surpassing the sales of the XPeng MOINA M03 and breaking all of XPeng’s historical records. Due to the surge in orders, the XPeng Motors app even crashed, and even XPeng’s Chairman and CEO, He Xiaopeng, had to personally apologize.
This achievement is highly significant. In terms of pricing, compared to the lower-priced MOINA M03. the XPeng P7+ directly targets the 200.000 RMB market, competing with many strong contenders. Any newcomer needs to have sufficient product strength to succeed. In terms of timing, despite the traditionally slower “Golden September and Silver October” period, the pre-order volume for XPeng’s new car actually increased, showing that users recognize the XPeng brand.
From the release of the XPeng MOINA M03 at the end of August to the delivery of the XPeng P7+ in early November, XPeng has launched two blockbuster models within three months. It can be said that XPeng, which has now found its rhythm, has proven its technical and market strategies. So, what is the secret behind XPeng’s success?
From Reflection to Transformation
After the XPeng AI Technology Day press conference, He Xiaopeng entered the media interview room, unable to hide his excitement.
He said, “Over the past 24 months, we have done a lot of reflection, especially in terms of talent management. In recent months, talents in areas such as autonomous driving, power, and marketing have joined XPeng. We need to improve compensation, attract top global talent, and improve management methods to activate these talents.”
Over the past two years, XPeng Motors has undergone multiple rounds of significant adjustments, including leadership changes, internal anti-corruption efforts, and He Xiaopeng personally overseeing the supply chain. It wasn’t until October of last year that XPeng Motors’ reputation began to reverse. That month, XPeng Motors broke the 20.000-unit monthly delivery barrier for the first time. He Xiaopeng remarked that it was not easy to pull up from the lowest point in October last year after a year of effort.
After this deep squat, XPeng Motors has now leaped to a higher level.
In the past three months alone, on August 27. the first product in XPeng’s MONA series, the MONA M03. was launched, priced starting at 119.800 RMB. Within just 48 hours of its release, pre-orders for the MONA M03 exceeded 30.000 units. Two months later, the XPeng P7+ was launched, with prices ranging from 186.800 RMB to 218.800 RMB. On the night of its launch, the P7+ received 31.528 pre-orders, surpassing the MONA M03 and even breaking all XPeng’s historical records.
If the success of the MONA M03 had an element of luck, the XPeng P7+, priced much higher, becoming a market leader, truly demonstrates XPeng’s strength beyond expectations.
He Xiaopeng stated that, as the cornerstone for XPeng Motors’ transformation into a global AI car company over the next decade, the XPeng P7+ has two major missions: to provide more people with the space and comfort of a “luxury executive sedan” and to offer more fuel vehicle users the enjoyment of “high-level intelligence.”
With the world’s first AI car, the sleek profile of a coupe, the space of an SUV, and the comfort of an MPV, and using suppliers similar to those of the BBA (BMW, Benz, Audi), the XPeng P7+ does not seem to have direct traditional competitors.
Specifically, the XPeng P7+ is the first model equipped with XPeng’s self-developed AI Dimensity 5.4.0. end-to-end large model, and AI Eagle Eye autonomous driving system. The end-to-end large model is updated every two days, enabling monthly OTA updates. The P7+ also fully integrates XPeng’s self-developed X-GPT large model and comes standard with Qualcomm 8295P cockpit chips…
The selling points that exist for other cars in the same price range are equally present in the XPeng P7+.
The intention is clear. He Xiaopeng aims to use the launch of the world’s first AI car, the XPeng P7+, as the starting point to create a “tech luxury” brand centered around intelligence and standard features.
As the industry’s first to “eat the crab,” He Xiaopeng also proposed that XPeng models will no longer differentiate between Pro and Max versions, with intelligent driving as a standard feature, and that the Turing AI advanced intelligent driving will not require optional add-ons, subscriptions, or extra charges.
He explained, “In the past, we thought advanced intelligent driving was a value-added service that required a fee. If we make advanced intelligent driving a standard service, we will find new possibilities for value-added services in the future. This means that it will become the foundation for new value-added services. Therefore, the standard for AI cars is to be equipped with high computing power and high-level intelligent driving as standard, as these are the basics. Otherwise, many capabilities cannot be realized.”
The Era of “XPeng” Has Arrived
Has the wind finally shifted in XPeng’s favor?
He Xiaopeng is highly cautious. He said, “In the fourth quarter, XPeng will need to climb uphill and put in more effort. The fourth quarter through to the end of next year will be a period of stabilizing and solidifying after reaching a certain height, laying the foundation for the next phase of growth. I think this is a challenge. We need to lay a solid foundation, strengthen the system, ensure quality, and manage talent.”
He further analyzed that 2026 and 2027 will be the years when the foundation for the “elimination rounds” will take shape. The elimination rounds do not necessarily mean the final competition, as within those rounds, there will still be rankings for first, second, third, and fourth place. The competition in China’s automotive technology sector and global competition will last for many more years; it’s far from time to relax.
To face the upcoming challenges, He Xiaopeng demonstrated XPeng’s robust strengths in AI technology for 2024.
The XPeng Kunpeng Super Electric System is key to XPeng’s future. The Kun represents the next-generation extended-range system, which achieves an unprecedented 430 km of pure electric range and a total range of 1400 km. It uses an 800V 5C high-voltage platform and is equipped with an ultra-quiet engine. The Peng represents XPeng’s pure electric system.
He Xiaopeng pointed out that, in the future, XPeng Motors will gradually transition from “electric” to “electric + super electric” using the “one car, dual energy” approach. XPeng is confident that it will lead the industry in both AI and energy consumption management, which will greatly improve XPeng’s market position in China and globally.
To make it to the finals, He Xiaopeng frankly admitted that XPeng must achieve technological differentiation to create unique customer value. “In the past two years, we’ve done a lot of things. We’ve avoided unnecessary spending and invested more where necessary. We must think from the planning level, the architectural level, and the platform level.”
As another insurance for stable sales, “going overseas” is also an important step for XPeng Motors to transform into a global AI car company. XPeng’s strategy for overseas markets is quite different from most others.
According to He Xiaopeng, XPeng Motors will not create an independent global brand but will instead export some of its Chinese models to global markets.
He revealed that XPeng will build more R&D teams overseas and focus on platformization in China. Based on platformization, XPeng can offer simple configurations that work globally, rather than developing models specifically for certain regions. Overseas, the focus will be on technological differentiation, the mid-to-high-end market, a global perspective, and long-term planning, with a logic of winning together.
He Xiaopeng also stated, “All Chinese automakers should recognize that eventually, Chinese cars will go global and win alongside local players. I hope that, in the next ten years, more Chinese manufacturers will go global and become globally recognized brands.”
The XPeng P7 holds special significance for He Xiaopeng. This model helped XPeng win the 2021 sales crown among new carmakers, succeeding by controlling costs and leading in intelligent driving.
Years later, with the P7+, a more advanced technology and more mature supply chain, XPeng has demonstrated even greater explosive potential. The success of the P7+ is quietly shaping the “tech equality” that He Xiaopeng has emphasized. Perhaps the era of XPeng is just beginning.
