Compared with and of Xpeng Motors' previous new car debuts, the mona m03 is really not impressive. It is a small exhibition hall with only a few spectators in the audience. It is really miserable. This seems to indicate that The next fate of this model.
Although the first show was not enough, He Xiaopeng still revealed more information about mona m03 to the outside world. It is understood that this model is positioned as an A-class smart pure electric hatchback with a price of no more than 200,000 yuan. It is expected to be launched and delivered in the third quarter of this year.
It should be noted that mona m03, which was born in the cooperation project of Xiaopeng + Didi, is a pure c-end product and will not rely on the b-end market in the future, which is unexpected.
Friends who follow the mona project may already know that the project originally originated from within Didi. On August 28, 2023, Xpeng Motors announced the acquisition of the relevant assets and R&D capabilities of the project. According to the agreement between the two parties, Xpeng has paid The price is his own 3.25% stake (valued at 5.835 billion yuan). At that time, Xpeng was facing severe sales pressure and urgently needed a mass-market model to support the situation, while Didi wanted to return to its main business, that is, the field of mobile travel, and wanted to ax the project. It can be said that both parties were It was an instant hit.
Now it seems that after taking over the mona project, the positioning or thinking of mona m03 has fundamentally changed. The project has become the shape of Xiaopeng, without any trace of Didi.
Some time ago, many people compared mona with Weilai ’s second brand Letao. The two have the same idea, which is to decentralize part of the parent company's technology to lower the overall selling price and help the brand increase volume. They were indeed comparable before, but now they are no longer comparable.
This is because Xiaopeng announced that mona is just a brand new series of its own. Compared with the previously promoted sub-brands, mona’s positioning has undoubtedly been downgraded. Don’t underestimate the name of the sub-brand and the new series. There is a big difference between the two in terms of budget and autonomy. In other words, the future development potential of the mona series is far less than that of the Ledao brand!
I personally believe that the reason why Xpeng downgraded mona is mainly due to two considerations. The first is the most critical cost. Establishing a sub-brand requires establishing an independent marketing team, sales service network, etc. Building such a new framework will increase a lot of costs. Xiaopeng, which has been in a loss-making state for a long time and has an insufficient capital pool, naturally does not dare to take risks. The second is the speed of development. The sub-brand is separated from the parent company and will take a long time to establish its own brand influence in the future. In this case, it is better to directly belong to Xpeng and use the brand's existing resources to quickly gain momentum.
We can completely understand Xpeng’s idea. It is very practical and beautiful. However, the reality is that no matter how mona is positioned, it will be difficult to achieve Xpeng’s expected results, especially compared with Weilai’s second brand Letao. .
Why do you say that? It's actually very simple, just look at the basic conditions of the two. The reason why car enthusiasts have high expectations for Ledao is because he has Weilai as his foil. Currently, the average price of NIO’s products is around 400,000 yuan, and even entry-level models cost more than 300,000 yuan. This makes many users who yearn for Weilai motivated but unable to do so. Letao and NIO have similar core technologies, and they can also share NIO's proud power swap network. It is like a "cheap version of NIO." Therefore, Letao can attract this segment that NIO is "rejected from." "User.
So can mona achieve the effect of music? the answer is negative. There is a huge price gap between Xpeng's products and NIO's products. Among them, the average selling price of the brand's main models , Xpeng g6 and Xpeng p9 is around 200,000 yuan. As the price war intensifies, the prices of main models are still likely to drop further, which makes the mona m03 quite uncomfortable.
At present, He Xiaopeng only mentioned that the price of mona m03 will not be higher than 200,000 yuan. How much is it if it is not higher than 200,000 yuan? Is it the range of 150,000 to 200,000 yuan, or the range of 100,000 to 150,000 yuan?
If it is in the range of 150,000 to 200,000 yuan, the survival situation of mona m03 will not be very good. Once Xpeng Motors’ existing products continue to cut prices, it will only accidentally hurt friendly forces. The range of 100,000 to 150,000 yuan can attract consumers who pursue cost-effectiveness, but this pricing is somewhat unrealistic. You must know that Xpeng's current cost control capabilities are not strong, and some time ago there was a problem that production capacity could not keep up. In addition, if mona m03 breaks into the red sea market of 100,000 to 150,000 yuan, it will inevitably face squeeze from major manufacturers such as BYD and Geely . This is equivalent to a fight between children and adults, with no possibility of winning.
Let us take a step back. Even if Xiaopeng forced the price range of Mona M03 to 100,000 to 150,000 yuan regardless of losses, the car became an instant hit and attracted consumers to snap up. So can Xpeng Motors complete product delivery with its current capabilities? This requires a big question mark. Low-end models that cannot be sold in large quantities are meaningless. However, Xiaopeng's size is quite limited and its delivery capabilities are weak. How to complete orders will become a very headache for Xiaopeng.
Uncle Che’s summary
Generally speaking, due to the low pricing of Xiaopeng’s existing products, how to price the mona m03 has become a problem. If the car wants to be popular, it must enter the range of 100,000 to 150,000 yuan. And delivery is another problem. In addition, once the car is really priced like this, it will definitely seriously erode Xpeng's image, and the final result will be to turn Xpeng into a low-end brand. Personally, I think the best result of mona m03 is to replace the existing position of and xpeng p5 . However, based on the market performance of xpeng p5, there is a high probability that this car will not have much room for operation. It seems that the fate of mona m03 has been determined.
