On February 18, the ninth day of the lunar calendar, the first day of work after the Spring Festival, He Xiaopeng, the founder and CEO of Xiaopeng Motors, sent a letter to all employees to start work.。In this letter, He Xiaopeng revealed a lot of important information。

● Products: about 30 new cars planned in 3 years

In the start letter, He Xiaopeng said that this year will be the first year of the accumulation and outbreak of Xiaopeng's products and technology platforms.。He Xiaopeng mentioned that the company plans new products or changes about 30 models within 3 years。

At the same time, Xiaopeng Motors will invest more manpower in 2024 and plans to recruit about 4,000 people.。At the same time, the company will have more research and development budgets, which will increase by more than 40% compared to last year.。

In terms of intelligent driving, He Xiaopeng said that this year is the first year that Xiaopeng has taken the lead in moving towards high-end intelligent driving and making high-end intelligent driving from China to the world.。He Xiaopeng said that this year's annual R & D investment in "AI technology with smart driving as the core" will reach 3.5 billion yuan (RMB, the same below)。According to the company's financial report, Xiaopeng's R & D expenditure in the first three quarters of last year was 1.3 billion yuan and 1.3 billion yuan respectively..700 million yuan, 1.3.100 million, with an average quarterly R & D expenditure of 13.2.7 billion yuan。Based on this value, this year's Xiaopeng Automotive R & D spending on AI alone will account for more than 60% of last year's total R & D spending.。

In addition to good products, but also need to have a good marketing strategy to cooperate, or "wine is afraid of the alley deep"。

He Xiaopeng said this year will be the first year of Xiaopeng's marketing strategy to do strategic upgrades。He pointed out that this year, "it is necessary to make Xiaopeng's brand and marketing the first camp in the industry without controversy in the shortest possible time."。In the field of design, He Xiaopeng also said to carry out strategic upgrading, "to do the modeling and A1, marketing, management as Xiaopeng's long board."。

● Market: improve the price range layout, speed up the sea

As can be seen from the start letter, in the new year, Xiaopeng will continue to lay out other overseas markets while improving the layout of different price ranges.。

He Xiaopeng mentioned that this year Xiaopeng will release the first car of the platform on both the 300,000 + level and 150,000 level platforms, complementing the two important cornerstones of Xiaopeng's layout at the 100,000-400,000 level.。

For a long time, Xiaopeng cars are oriented to the high-end market。But after holding hands with Volkswagen and Didi last year, Xiaopeng has made it clear that it will hit the 150,000-level mid-market.。

Combined with the previous news released by Xiaopeng, the company intends to launch 150,000 class cars, the probability will be its cooperation with Didi A-class smart electric vehicles, project code "MONA"。Earlier in the Q3 call, He Xiaopeng said that the research and development of "MONA" is progressing smoothly and is expected to be listed in the third quarter of 2024.。

In addition, in the construction letter, He Xiaopeng also mentioned that this year will be Xiaopeng international V2.0 for the first year。This year, Xiaopeng Automobile will lay out its core markets in Europe, ASEAN, the Middle East, Latin America, Oceania and other regions, deepen the intelligent advantages of its products, strengthen the localization and adaptation of its products (including left and right rudders), and comprehensively build a new path of globalization from products, intelligent driving and brands.。

● Internal organization: let cadres who dare to fight and can fight lead troops on the field

Xiaopeng's internal organization adjustment began last year.。According to statistics, last year, Xiaopeng's sales system, automotive powertrain center, modeling center, automatic driving center, procurement department "top leaders" have changed people.。In the new year, He Xiaopeng seems to intend to continue to maintain this "high pressure" situation internally.。

In the commencement letter, He Xiaopeng said that to meet the challenges of the new year, the combat effectiveness of the cadre team must be improved.。In this regard, he also put forward some requirements for internal cadres。

One is to seek truth from facts。Cadres "cannot cover up problems, report good news but not bad news, and must do what they say and fulfill their mission."。

The second is to coordinate the overall situation。Cadres should "take the lead in breaking down departmental walls and knocking down high chimneys, not sacrificing upstream and downstream for a single point of interest, nor pursuing superficial harmony, and taking the initiative to take one more step for the overall interests of cooperation in order to maximize the value output of enterprises."。"

The third is to grow into an "operator."。Cadres should "promote business growth with a simple and efficient style, with a courageous attitude, and with business thinking."。"

In the letter, He Xiaopeng said that in the face of macroeconomic optimism, many friends and businessmen are shrinking and afraid to invest, and he feels that this is instead an opportunity for Xiaopeng Auto to develop.。"In 2024, we will go against the market and enter a high-speed positive cycle in the fourth quarter or earlier.。"

On the first day of the new year, He Xiaopeng cheered the company's employees, saying, "This year is the first year that Chinese auto brands have entered the 'blood sea' competition, which is the first year of the knockout round.。From the very beginning, Xiaopeng Automobile fought in the fierce competition in the 'sea of blood' and accumulated considerable experience, and I believe that persistence will win.。"

attached to the full text of he xiaopeng start letter