Today’s new car manufacturing companies can be said to be very skillful in product marketing. The product has already become popular even before it is launched on a large scale.
first came Weilai Li Bin said at the ES7 press conference that it is the "ceiling of 400,000-500,000-level configurations." Later, Li Xiang said at the Ideal L9 launch conference that it was the best family SUV within 5 million yuan. Now, He Xiaopeng published a long article on the eve of the Xiaopeng G9 being launched, saying that the G9 is the best SUV within 500,000, with handling comparable to the Porsche Cayenne , and NVH quietness comparable to the GLS Maybach ! As soon as this statement came out, it immediately became a hot topic on the Internet.
I believe users are already used to this kind of promotion method. Whether users believe it or not is another matter.
[1] Hard power is easy to surpass, but soft power is hard to catch up with!
A new car-making force company, compared with traditional car brands, is completely different in the research and development of product , and it can even be said to be subversive. As an industry that relies heavily on parts suppliers, the automotive industry has a lot of hardware that is not developed by the manufacturers themselves. In the new energy era, without engines and gearboxes, it has become relatively easier to catch up with luxury brands.
If the criteria for judging the quality of a car used to be the engine, gearbox, and chassis tuning. Then the future judgment standard may be chips and autonomous driving systems. Therefore, Tesla is a very forward-looking self-developed chip and develops its own driving assistance system. The same goes for domestic new power companies.
So the performance and control of the Xpeng G9 are comparable to the Cayenne, I believe there is no problem. Pure electric vehicles are definitely a dimensionality reduction blow in terms of performance compared to fuel vehicles! It is not surprising that the NVH is comparable to the Maybach, because as long as the materials are stacked hard and the sound insulation material is used in place, the NVH will definitely be better.
's hardware is easy to surpass, but its soft power is hard to catch up with. Soft power is mainly reflected in product system, brand awareness, and global influence. Xpeng is not on the same level as Porsche and Maybach.
【2】Million-dollar luxury cars are not selling hardware, but a sense of identity!
For users, what attracts them to million-dollar luxury cars is never just the hardware. Which car with a price of more than one million has bad performance? Which one has poor sound insulation? Which one is uncomfortable? Which one is not luxurious? Because after selling for one million dollars, the products have already reached the top level. The technologies of traditional car brands such as Mercedes-Benz , BMW , and Audi are also very similar, and it is difficult to differentiate.
In the past, we used to say "drive a BMW, ride a Mercedes-Benz" to distinguish the difference between a Mercedes-Benz and a BMW. But now this sentence is completely inappropriate. The BMW is also very comfortable, and the Mercedes is nice to drive. Therefore, what sells million-dollar luxury cars is never hardware, but a sense of identity.
Although the Xpeng G9 may be able to reach the hardware level of a million-dollar luxury car, in the eyes of Porsche and Maybach owners. Xpeng G9 is nothing. Can't even be friends.
Therefore, the next step for Xpeng and all new car-making companies is to enhance their brand image, increase brand awareness, and internationalize.
[3] Xpeng Motors has improved its soft power. Compared with Weilai, it is even harder to achieve ideals!
But currently, it is more difficult to improve Xpeng’s soft power than Weilai or Ideal. There is only one reason. Xiaopeng's product line is too confusing. There are expensive cars and cheap cars. The price of Xpeng G3 is only about 160,000, and the price of Xpeng P5 is only about 170,000. If you now launch a G9 to compete with Porsche and Maybach, it will be difficult to be convincing.
And Weilai Automobile has always been positioned as high-end, differentiated competition through battery replacement, and enhanced brand image through services. Therefore, the NIO brand can support a high selling price.
Ideal is fine. Although there are not many ideal models, the Zengcheng Hybrid has no range anxiety and is a differentiated competition. The whole series has only one configuration, which is to give users goodwill and enhance the brand image. So there are many ideal fans.
In comparison, it will be more difficult for Xpeng Motors to improve its brand's soft power.
