新興汽車廠商戰略分析（2022）：小鵬汽車

小鵬汽車 2022 年上半年銷量達到 68,896 輛，同比增長 129.5%。分車型來看，P7最大，為35,268輛，佔比51.2%，其次是P5，為23,179輛，佔比33.6%。在小鵬汽車，在不斷的產品開發和更新的同時，我們正在努力開發新技術並進軍新領域。

本報告重點關注中國新興汽車製造商小鵬汽車，提供了公司概況、業績趨勢、當前發展體係以及業務發展的主要方向——核心城市NGP（導航導航）和3類新業務（機器人出租車、仿生機器人和飛行汽車）。

內容

按銷售額計算的 10 大新興汽車製造商（2021 年）

第 1 章小鵬汽車：簡介

• 基本信息
• 收入/銷售額
• 汽車製造的歷史和計劃
• 貸款記錄
• 研發（R&D）系統
• 生產系統
• 營銷服務
  • 營銷模式
  • 售後服務
  • X-服務
  • X-身份驗證
  • 線下銷售服務店分佈
  • 金融解決方案

第 2 章應用用戶交互

• 應用首頁分析
• App功能分析：Discovery部分和XPeng-Owner部分
• 應用功能分析：小鵬（車控）板塊
• 應用功能分析：產品類別和探索版塊功能
• App功能分析：商城運營與探索板塊合作
• 應用功能分析：我的部分
• 應用用戶管理策略
• 用戶屬性與APP用戶增長系統
• 應用用戶增長系統：積分特點及賺取方式
• App用戶增長系統：積分消費模式
• App用戶增長系統：小鵬價值特徵、獲取/消費模式

第三章電氣化技術

• 銷售模式：關鍵參數對比
• 電池、電機、電控技術及供應商
• 充電網絡佈局
• 充電服務
• 充電產品
• 超級快充技術及佈局規劃
• 電氣化合作

第 4 章 EEA（電氣和電子架構）

• 歐洲經濟區的演變路線
• EEA Evolution：域控制器硬件
• X-EEA 2.0 架構特性
• X-EEA 2.0 架構：硬件和軟件架構
• X-EEA 2.0 架構：汽車以太網架構
• X-EEA 3.0 整體架構解決方案
• X-EEA 3.0 架構：中央架構區域控制器概述
• X-EEA 3.0 架構：SOA 分層
• X-EEA 3.0 架構：SOA 軟件架構
• X-EEA 3.0 架構：通信架構

第五章自動駕駛技術

• XPILOT 發展路線圖
• NGP的特點及與競爭對手的比較
• 城市 NGP 功能
• NGP 功能的演進
• 自動泊車功能發展路線
• 停車場中的 VPA 內存停車
• 多層停車場VPA-L記憶停車
• VPA 功能的演變
• 自動駕駛全棧自分析功能
• 自動駕駛數據閉環
• 自動駕駛智能計算中心
• 自動駕駛硬件配置及其供應商
• 與自動駕駛相關的趨勢

第六章智能座艙與車聯網技術

• Xmart OS 車載智能係統：概述
• OTA進化分析
• OTA流程
• OTA升級方式
• IVI OTA操作流程
• OTA 更新分析：按頻率
• OTA 更新分析：按年份
• OTA 更新分析：按類別
• OTA 計費模式
• OTA計費調整前後相關機型對比
• 車載生態功能
• 智能互聯功能使用率
• 智能座艙概要
• 智能座艙演進與供應商
• Xmart OS 應用示例：小鵬P7
• 車聯網服務費
• 車聯網相關合作趨勢

第 7 章未來移動業務

• 小鵬機器人：概覽
  • 小鵬機器人的智能機馬
• 小鵬航空：概覽
  • 飛行汽車研發（R&D）及試飛基地佈局
  • 發展歷程和計劃
  • 小鵬飛行汽車：概覽
  • 小鵬飛車參數

XPeng Motors Strategy Research: Landing Urban NGP and Expanding Three Branch Businesses

XPeng P7 drives overall sales growth, and three new models will be launched from 2022 to 2023 to drive new growth.

In 2022H1, XPeng Motors sales reached 68,896 vehicles, up 129.5% year-on-year. By model, P7 had the highest sales at 35,268 vehicles, accounting for 51.2%, followed by P5 with 23,179 vehicles, occupying 33.6%.

XPeng Motors has developed two major vehicle manufacturing platforms - David and Edward. Among them, David platform is designed for vehicles with a wheelbase of 2.6m-2.8m, and developed G3 series and P5. Edward platform is designed for vehicles with a wheelbase of 2.8m-3.1m, and already developed P7 and G9.

In terms of car-making planning, G9 was launched in September 2022, focusing on concept of ultra-fast charging, using 800V high-voltage SiC platform to achieve an ultra-fast charging of 5 minutes and a replenishment of more than 200km. In addition, XPeng also plans to launch a new car in 2023 on the newly built B-class platform and C-class platform respectively, covering a product matrix in the range of 150,000-400,000 yuan.

With OTA, the field of intelligent driving is the first to land urban NGP

According to ResearchInChina, since XPeng Motors' first OTA upgrade in January 2019, a total of 37 OTA upgrades have been implemented as of July 2022, about once every 1.2 months.

In terms of years, there are 8 times in 2019, 10 times in 2020, 6 times in 2021, and 13 times from January to July 2022.

In terms of categories, as of July 2022, XPeng has 279 OTA functions, and the upgrade content mainly includes six categories: IVI system, body and control, power system, information and data, cockpit and ADAS-related functions. Among them, IVI system and ADAS categories have the most updates, accounting for 72.4% in total.

In January 2021, XPeng made NGP Navigation Guided Autopilot (public test version) function available to users for the first time through an OTA upgrade. In addition to providing common capabilities that competing products can provide (such as on/off ramps, automatic lane change, etc.), XPeng NGP is also deeply optimized for scenarios in China's road conditions, such as large truck avoidance and nighttime overtaking alert functions that Tesla NOA does not have.

On September 17, 2022, XPeng successively pushed urban NGP to some P5 users in Guangzhou through OTA, becoming the first car brand in China to mass-produce high-level intelligent assisted driving in urban scenarios. After the relevant procedures are reported and reviewed, the urban NGP will be released to the general public in Guangzhou. Its characteristics are as follows:

• Full-stack self-research + LIDAR: urban NGP will be implemented on the XPeng P5 equipped with two LIDARs (provided by DJI Livox).

• XPeng urban NGP mainly relies on three perception information routes: the first is to form an accessible space with LIDAR perception, which is equivalent to the 3D space identified by LIDAR in the range that vehicle can drive; the second is the lane line based on road surface; and the third is trajectory of the car nearby, such as turning without a lane.

• The overall traffic efficiency is close to 90% of the manual navigation time: with mass production of urban NGP, the proportion of available time of XPeng intelligent assisted driving in the user's car-using time has increased to nearly 90%.

Expanding three branch businesses and exploring the future mobility

In addition to the intelligent driving business, Xiaopeng has also expanded three branch businesses, which together form "quartet" of future mobility.

Branch 1: Layout of Robotaxi, testing new ideas for assisted driving software

In February 2022, XPeng established an autonomous driving company--Guangzhou Pengxu Automatic Driving Technology Co., Ltd.

In July 2022, XPeng registered the trademarks "XPENG ROBOTAXI", "XPeng Zhihang" and "XPeng Zhixing" for Robotaxi business.

On the one hand, it creates commercial value through the capability of mass production pre-installed Robotaxi software and hardware, and future cooperation with various mobility operators; on the other hand, it provides a new idea for XPeng to test assisted driving software through Robotaxi's operation in generalized scenarios.

Branch 2: Entering the field of robotics to create an ecological collaboration between cars and robots

Like Tesla, XPeng also aims at the bionic robot, and released the third-generation prototype of intelligent robot horse "Little White Dragon" in July 2021. The XPeng bionic robot also chooses motor control mode. In addition to saving costs, the motor control can better complement and coexist with AI technology. XPeng has launched in-vehicle AI intelligent voice assistant "Little P" in 2020, through which XPeng linked the robot and automotive business with AI technology. Meanwhile, the intelligent robots have won the support of XPeng Motors in mass production capacity, sales channel, and user operation.

Branch 3: Layout flying cars and make efforts for air mobility

In terms of flying cars, XPENG AEROHT has developed five generations of flying cars from 2013 to March 2022. XPENG X2 is the fifth generation of XPENG AEROHT's self-developed two-person intelligent electric flying car, combining the core technology of the fourth-generation product XPENG X1. At the same time, XPENG AEROHT is promoting the R&D of the sixth-generation flying car XPENG X3, and will invest 85% of its budget in the development of this product.

Table of Contents

Top 10 Emerging Automakers by Sales Volume, 2021

1. Introduction of XPeng Motors

• 1.1 Basic Information
• 1.2 Revenue and Sales Volume
• 1.3 Car-making History and Planning
• 1.4 Financing History
• 1.5 R&D Layout
• 1.6 Production Layout
• 1.7 Marketing and Services
  • 1.7.1 Marketing Model
  • 1.7.2 After-sales Service
  • 1.7.3 X-SERVICE
  • 1.7.4 X-CERTIFIED
  • 1.7.5 Distribution of Offline Sales Service Outlets
  • 1.7.6 Financial Solutions

2. APP User Operation

• 2.1 APP Homepage Analysis
• 2.2 APP Function Analysis-Discovery Section and XPeng-Owner Section
• 2.3 APP Function Analysis-XPeng (Vehicle Control) Section
• 2.4 APP Function Analysis-Product Categories and Features of Exploring Section
• 2.5 APP Function Analysis-Mall Operation and Cooperation of Exploring Section
• 2.6 APP Function Analysis-My Section
• 2.7 APP User Operation Strategy
• 2.8 User Attributes and APP User Growth System
• 2.9 APP User Growth System - Points Characteristics and Acquisition Methods
• 2.10 APP User Growth System-Point Consumption Modes
• 2.11 APP User Growth System-Characteristics, Acquisition and Consumption Modes of XPeng Value

3. Electrification Technology

• 3.1 Major Parameters Comparison of Models on Sale
• 3.2 Battery/Motor/Electric Control Technologies and Suppliers
• 3.3 Charging Network Layout
• 3.4 Charging Services
• 3.5 Charging Products
• 3.6 Ultra-fast Charging Technology and Layout Plan
• 3.7 Cooperation of Electrification

4. EEA

• 4.1 EEA Evolution Route
• 4.2 EEA Evolution: Domain Controller Hardware
• 4.3 X-EEA 2.0 Architecture Features
• 4.4 X-EEA 2.0 Architecture: Hardware and Software Architecture
• 4.5 X-EEA 2.0 Architecture: In-vehicle Ethernet Architecture
• 4.6 X-EEA 3.0 Architecture Overall Solution
• 4.7 X-EEA 3.0 Architecture: Introduction of Central Architecture and Zonal Controller
• 4.8 X-EEA 3.0 Architecture: SOA Layered
• 4.9 X-EEA 3.0 Architecture: SOA Software Architecture
• 4.10 X-EEA 3.0 Architecture: Communication Architecture

5. Intelligent Driving Technology

• 5.1 Development Roadmap of XPILOT
• 5.2 NGP Features and Comparison with Its Competitors
• 5.3 Urban NGP Features
• 5.4 Functional Evolution of NGP
• 5.5 Automated Parking Development Route
• 5.6 VPA Memory Parking in Parking Lot
• 5.7 VPA-L Memory Parking in Cross-floor Parking Lot
• 5.8 Functional Evolution of VPA
• 5.9 Autonomous Driving Full Stack Self-Research Capability
• 5.10 Autonomous Driving Data Closed Loop
• 5.11 Autonomous Driving Intelligent Computing Center
• 5.12 Autonomous Driving Hardware Configurations and Its Suppliers
• 5.13 Developments Related to Autonomous Driving

6. Intelligent Cockpit and IoV Technology

• 6.1 Introduction of Xmart OS In-vehicle Intelligent System
• 6.2 OTA Evolution Analysis
• 6.3 OTA Process
• 6.4 OTA Upgrade Method
• 6.5 OTA Operation Steps for IVI
• 6.6 OTA Update Analysis - By Frequency
• 6.7 OTA Update Analysis - By Year
• 6.8 OTA Update Analysis - By Category
• 6.9 OTA Charging Model
• 6.10 Comparison of Related Models Before and After OTA Charging Adjustment
• 6.11 In-vehicle Ecological Features
• 6.12 Intelligent Connected Function Usage Rate
• 6.13 Intelligent Cockpit Highlights
• 6.14 Intelligent Cockpit Evolution and Its Suppliers
• 6.15 Xmart OS Application Example: XPeng P7
• 6.16 IoV Service Charges
• 6.17 IoV-related Cooperation Dynamics

7. Future Mobility Business

• 7.1 Introduction of XPENG Robotics
  • 7.1.1 Intelligent Robot Horse of XPENG Robotics
• 7.2 Introduction of XPENG AEROHT
  • 7.2.1 Flying Car R&D and Flight Test Base Layout
  • 7.2.2 Development History and Planning
  • 7.2.3 Introduction of XPeng Flying Cars
  • 7.2.4 Parameters of XPeng Flying Cars