Tucki MONA M03 is really ＂different＂ this time？
Tucki MONA M03 ordered 2000 vehicles, will it last?
"Tucki MONA’s production capacity has been expanded twice in 10 days! This is a difficult decision. "On September 14th, He Xiaopeng, chairman of Xpeng Motors, sent such a Weibo.
On September 10th, Xpeng Motors Supply Chain Management Center issued an internal letter to suppliers, saying that the order volume of M03 has been rising rapidly. After locking more than 30,000 units in 48 hours, more than 2,000 units were added in a single day recently. We hope that supplier partners can improve their production capacity and ensure delivery efficiency.
Over the past year or so, the monthly sales volume in Xpeng Motors has been more than 10,000 vehicles. Why can MONA M03 order 2,000 vehicles a day now? What are the differences between MONA and previous models in Tucki?
Please see the analysis from Fang Dezhi.
Tucki MONA M03 exploded.
"Long drought meets rain". MONA M03 in Tucki sold well after it went public on August 27th, which was a "timely rain" for Tucki, where the sales volume has been sluggish in recent two years.
In "Wei Xiaoli", Xpeng Motors’s sales volume has been poor in recent two years, and the gap between it and Ideal and Weilai is getting bigger and bigger. Even Xiaomi Automobile, which entered the market in March, has to beat Tucki.
Since 2023, Tucki has launched new technologies and products frequently, but it is "praised but not sold"-the monthly sales volume still hovers around 10,000, far below the ideal of 40,000 to 50,000 and Weilai, which has reached the 20,000 mark.
Happiness comes too suddenly. On August 27th, Xpeng Motors MONA M03 was officially listed. After 48 hours of listing, 30,000 large orders were harvested. Then, the order exceeded 50,000 units, and then the daily order exceeded 2,000 units/day.
Tucki’s sudden "single explosion" surprised the whole industry and even the whole supply chain in Tucki. In order to increase production capacity quickly, Tucki mobilized the whole supply chain on September 10th. He Xiaopeng recently revealed, "In order to speed up the delivery progress, Tucki factory will not have a holiday on the 11th National Day. I believe this month will set a new record for the delivery of the first month."
It’s finally Tucki’s turn to pour wealth into the sky.
"Low price" urges MONA M03 in Tucki to sell well.
Low price is one of the most important reasons for the order explosion of MONA M03 in Tucki.
As the saying goes, there are no inappropriate products, only inappropriate prices. The first law of economics is that the lower the price, the greater the sales volume. Some new cars in Tucki had a high voice before they went on the market, but the sales after they went on the market were less than expected. The biggest reason was the high price.
In 2022, on the day Tucki G9 went public, Li Xiang, CEO of LI, praised a Weibo, the content of which was that nearly 80% people thought that the price of Tucki G9 was higher than expected.
Less than 48 hours after the conference, Tucki G9 announced a new scheme. Compared with the original scheme, the new scheme not only changed the vehicle configuration, but also reduced the price by 20,000 in disguise. It was called by some media as "the fastest price reduction after the new car went on the market in the history of automobiles."
Tucki MONA M03, it’s different this time.
He Xiaopeng said at the press conference that it was difficult to make up his mind on how to set the price, and it was not decided until the release. In the end, Tucki MONA M03 learned the lesson of high new car pricing before, and the price reached the designated position in one step, starting from 119,800 yuan, far lower than the price of about 150,000 yuan generally speculated by the industry before.
Users immediately confirmed this pricing with their feet. After listing, it was set to break 10,000 in 52 minutes and 30,000 in 48 hours.
Tucki MONA M03 not only learned the lesson that G9 was overpriced before, but also solved the problem of complicated models and configurations. In 2022, Tucki G9′ s "SKU incident" became a negative example of the industry: six models, three series of G, E and X, three kinds of battery life of 570, 650 and 702km, as well as a performance version, a commemorative version for listing and so on. There are too many configurations, and the functions that should be standard need to be added, but some low-end versions can’t be added, which is equivalent to furnishings, and even the configuration and optional packages are mutually exclusive. So that everyone is passing on a "maze diagram": before placing an order, please follow the process of "breaking through four levels", the first step is to select performance, the second step is to select battery life, and the third step is to select intelligence … If you find that you can’t choose in the third step, please go back to the first step and choose again …
Tucki MONA M03, it’s different this time.
There are only three models of M03: 515 long battery life version, 620 long battery life version and 580 long battery life version Max, and the prices are 119,800 yuan, 129,800 yuan and 155,800 yuan respectively.
Grasp the main contradiction of "endurance"
In addition to the price, Tucki MONA M03 has also grasped the main contradiction of electric vehicles: battery life.
Battery life is the short board of electric vehicles. If battery life is not solved, it will not be able to replace fuel vehicles. In the past two years, the growth rate of hybrid (including extended range) fires is much higher than that of ultra-pure trams. The main reason is that hybrid cars can have the benefits of new energy vehicles, but they have no endurance anxiety.
Before Tucki, some cars looked full of science and technology, but the sales volume was in the same price model, and Tucki had no advantage or disadvantage in endurance.
Tucki MONA M03, it’s different this time.
Tucki MONA M03 has a starting life of 515kM and is equipped with a 51.8kWh blade battery pack; The long battery life version has been increased to 620kM. In addition, it also has the fast charging ability of charging to 200km in 15 minutes.
More than half of the orders of MONA M03 in Tucki come from the long battery life version, which fully shows that under the same budget, the most important thing for electric vehicle users is battery life. You can buy a pure tram with a battery life of 620 kilometers at a price of less than 130 thousand, which is of course very competitive.
Let intelligence really land.
If endurance is a disadvantage, then intelligence is the advantage of electric vehicles, and Tucki is also the best at intelligence. However, the intelligent advantages of Tucki’s previous models have not really been perceived by consumers.
Tucki MONA M03, it’s different this time.
The top model with a price of 155,800 yuan is M03, which has XNGP Tucki intelligent navigation assisted driving system. This is basically about 150,000 yuan, and it is the only vehicle with NOA function in cities that can be opened in China. Looking at many domestic models, it is almost unique to be equipped with dual NVIDIA OrinX chips at this price.
The price of 119,800 yuan and 129,800 yuan M03, which are more close to the people, are equipped with ACC adaptive cruise, LCC lane centering assistance, intelligent assisted parking and other functions as standard. At present, intelligent driving is still in the process of rapid "learning iteration", and the most practical function is intelligent assisted parking. A car with less than 120 thousand can have intelligent assisted parking, which is simply full of happiness.
The long board is longer and the short board is not short. The M03 with 129,800 yuan can be said to be the lowest price, with long battery life and the most practical intelligent driving function. How can it not catch fire?
Will the big sale be high and low?
It was an instant hit, and it was not the first time for Xpeng Motors. Previously, some models in Tucki were sold on the market, such as the G6 in Tucki, but orders went high and low.
Will Tucki M03 repeat the same mistakes or continue Changhong?
If we analyze the reasons for Tucki G6′ s high opening and low going, we will find that channel and delivery capacity are one of the reasons.
Tucki, it’s different this time.
In terms of channels, the channels in Tucki are not what they used to be. After Wang Fengying arrived in Tucki, he led the channel reform. In September, 2023, Xpeng Motors launched the "Jupiter Plan" and completed the investment promotion of more than 100 new general stores in just two months.
In terms of delivery capacity, Tucki MONA M03 was well prepared before listing. He Xiaopeng said: "We are also focusing on promoting all aspects of supply chain, production, marketing, sales, delivery and service to create a more efficient horizontal scale system capability, and support us to launch and deliver new products with more intensive product cycles."
Can Tucki make a turnaround?
There is another reason why many models in Tucki were not popular before, and that is, after entering the market, the quality and service were delayed. During March 15th, 2024, Beijing News Shell Finance reported that Xpeng Motors’s endurance performance was inconsistent with the actual publicity and was questioned by users as "false standard".
Quality is the lifeline of automobile products. Whether Xpeng Motors can achieve "long-term stability" through MONA M03 depends on the most critical factor supporting the sustainable competitiveness of this product-quality.
Can Tucki MONA M03 be different this time?