XPENG Motors CEO He Xiaopeng issued a letter of commencement of construction in 2024 to expand the overseas market layout.
On February 18, the first working day after the Spring Festival holiday in the Year of the Dragon, Xiaopeng Motors Technology Company(小鹏汽车) CEO He Xiaopeng(何小鹏) issued a start-up letter to all employees.
He Xiaopeng said: "This is the first year for the accumulation and explosion of Xpeng's products and technology platforms. Within three years, about 30 new products or changes will be planned; in 2024, more manpower will be invested (approximately 4,000 people will be hired) and a year-on-year investment of more than 40 % of the R&D budget. Starting from this month, we will provide a new Xpeng Product Development System (XPD), which is the full life cycle product development management system V1.0 for models with Xpeng characteristics, with a more advanced, university-level full-life product development management system. The process system helps the company achieve greater success.”
At the same time, this year will also be the first year for Xpeng’s marketing strategy to be strategically upgraded. He Xiaopeng said that in 2024, "we must make Xpeng's brand and marketing the undisputed first camp in the industry in the shortest possible time."
In addition to expanding its product lineup, increasing research and development efforts, and updating marketing strategies, Xpeng Motors will begin to accelerate its overseas layout in 2024.
Previously, Xpeng Motors has entered the markets of Norway, Sweden, Denmark, the Netherlands and other European countries, and has achieved remarkable results. In Norway and Denmark, Xpeng G9 has become the sales leader of medium and large new energy SUVs in just two months of delivery, making it a hot-selling model in the local market. In the Danish market, Xpeng G9’s market share reached an astonishing 45%. In other words, for every two medium and large new energy SUVs sold in Denmark, one is a Xpeng G9.
2024 is the first year of Xpeng Motors’ international V2.0 plan, and overseas markets will become the main source of new sales for Xpeng Motors. Starting this year, Xpeng Motors will deploy core markets in Europe, ASEAN, the Middle East, Latin America, Oceania and other regions, further develop the intelligent advantages of its products, and strengthen the local adaptability of its products (including left-hand and right-hand drive models). Comprehensively create a new path for globalization in terms of products, intelligent driving and branding.
In the field of new energy vehicles, after many rounds of reshuffle, Chinese independent brands have stood out, including traditional car companies such as Geely Auto(吉利汽车), Changan Automobile(长安汽车), BYD(比亚迪), etc., as well as emerging forces such as NIO(蔚来), Li Auto(理想), Leapmotor(零跑), etc. Facing the fierce competition in the domestic market, it has gradually become a consensus among car companies to find new opportunities in the vast overseas market.
He Xiaopeng said that this year is the first year for Chinese automobile brands to enter the "bloody sea" competition, which is also the first year of the knockout round.