**Xpeng Sales Model Facing Challenges Amid Internal Concerns and Resistance**
Amid Xpeng’s internal concerns and distributor resistance, its wholesale sales model has only been tested on a small scale so far, according to local media reports. The company’s sales team is undergoing new staffing adjustments, with a pivot to a more dealer-dependent model facing challenges.
**Staffing Adjustments in Xpeng Sales Team**
Former Xpeng vice president Gu Yuanqin has taken over the role of head of sales, following the departure of Wang Tong. Gu, who previously worked on developing Xpeng’s navigation and positioning system, is now leading the sales team amidst changes in sales strategies.
**History of Xpeng Sales Model**
Xpeng initially used a direct sales model before allowing dealers to join in 2019. In 2023, the company launched the Jupiter Project to attract large group dealers. Recently, Xpeng began requiring dealers to purchase half of their targeted vehicle sales each month, which is posing challenges due to internal concerns and dealer resistance.
**Challenges with Wholesale Model and Inventory**
The wholesale model for new energy vehicles (NEVs) has proven difficult due to inventory management issues. Dealers are struggling to sell off purchased inventory quickly, as demand for NEVs changes rapidly. This has resulted in concerns about pricing disruption and under volume pressure from dealers with excess inventory.
**Xpeng Marketing Department Changes**
Xpeng’s head of marketing position is set to be filled after being vacant for four months. Yu Tao, from Oppo’s OnePlus brand, is expected to join Xpeng as vice president of marketing. He will oversee marketing, public relations, and communications, reporting to company president Wang Fengying.
**Sales Expectations for Xpeng in 2024**
Xpeng aims to sell 280,000 units this year, which would require averaging more than 30,000 units per month. However, the company has yet to achieve sales of over 10,000 units per month this year, highlighting the challenge of meeting the ambitious sales target.
**Future Plans for Xpeng**
Xpeng aims to provide a Level 4-like smart driving experience in China by 2025, with the upcoming debut of its first Mona model in June. The company’s focus on innovation and advancing smart driving technology reflects its commitment to staying competitive in the rapidly evolving EV market.
**Conclusion**
Xpeng’s wholesale sales model and dealer-dependent strategy are facing challenges amid internal concerns and inventory management issues. The company’s sales expectations for the year are ambitious, but meeting the target will require overcoming current sales hurdles. With new leadership in the marketing department and plans for advanced smart driving technology, Xpeng is positioning itself for success in the competitive EV market.
Ringkasan
Xpeng menghadapi tantangan internal dan resistensi distributor dalam model penjualan grosirnya yang baru. Tim penjualan Xpeng melihat penyesuaian staf baru, sementara perusahaan berusaha beralih ke model yang lebih bergantung pada dealer. Model penjualan grosir hanya diuji coba dalam skala kecil hingga saat ini, menyulitkan untuk diperluas secara nasional.
Bagaimana pendapat Anda tentang tantangan yang dihadapi Xpeng dalam mengubah model penjualannya? Apakah Anda berpikir strategi penjualan grosir akan berhasil atau ada hal lain yang sebaiknya dilakukan? Kami juga ingin tahu pendapat Anda tentang proyeksi penjualan Xpeng yang mencapai 280.000 unit tahun ini. Silakan bagikan pandangan dan komentar Anda di bawah!
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