新興自動車メーカーの戦略分析 (2022年)：Xpeng Motors

XPeng Motorsの2022年上半期の販売台数は、前年同期比129.5%増の68,896台に達しました。モデル別では、P7が35,268台で51.2%と最も多く、次いでP5が23,179台で33.6%を占めています。Xpeng Motorsでは、継続的な製品開発・更新と並行して、新技術の開発や新規分野への進出を進めようとしてます。

当レポートでは、中国の新興自動車メーカーXpeng Motorsに焦点を当てて、同社の概略や業績動向、現在の開発体制、主な事業展開の方向性 - 中核となるurban NGP (Navigation Guided Pilot) と、3種類の新規事業 (ロボタクシー、バイオニックロボット、空飛ぶクルマ) -、といった情報を取りまとめてお届けいたします。

目次

販売台数上位10社の新興自動車メーカー (2021年)

第1章 Xpeng Motors：イントロダクション

• 基本情報
• 収益・販売台数
• クルマづくりの歴史と計画
• 融資の履歴
• 研究開発 (R&D) 体制
• 生産体制
• マーケティング・サービス
  • マーケティングモデル
  • アフターサービス
  • X-サービス
  • X-認証
  • オフライン販売サービス店の分布
  • 金融ソリューション

第2章 アプリのユーザー操作

• アプリのホームページ分析
• アプリの機能分析：DiscoveryセクションとXPeng-Ownerセクション
• アプリの機能分析：XPeng（車両制御）セクション
• アプリの機能分析：製品カテゴリと探索セクションの機能
• アプリの機能分析：モールの運営と探索セクションの協力
• アプリの機能分析：My Section
• アプリユーザーの運用戦略
• ユーザー属性とAPPユーザー成長システム
• アプリユーザー成長システム：ポイントの特徴と獲得方法
• アプリユーザー成長システム：ポイントの消費モード
• アプリユーザー成長システム：XPeng Valueの特性、取得・消費モード

第3章 電化技術

• 販売モデル：主要パラメーターの比較
• 電池・モーター・電気制御技術とサプライヤー
• 充電ネットワークのレイアウト
• 充電サービス
• 充電製品
• 超急速充電技術とレイアウトプラン
• 電化協力

第4章 EEA (電気・電子アーキテクチャ)

• EEAの進化ルート
• EEAの進化：ドメインコントローラーハードウェア
• X-EEA 2.0アーキテクチャの機能
• X-EEA 2.0アーキテクチャ：ハードウェア・ソフトウェアのアーキテクチャ
• X-EEA 2.0アーキテクチャ：車載Ethernetアーキテクチャ
• X-EEA 3.0アーキテクチャ全体のソリューション
• X-EEA 3.0アーキテクチャ：セントラルアーキテクチャ・ゾーンコントローラの概略
• X-EEA 3.0アーキテクチャ：SOAレイヤード
• X-EEA 3.0アーキテクチャ：SOAソフトウェアアーキテクチャ
• X-EEA 3.0アーキテクチャ：通信アーキテクチャ

第5章 自動運転技術

• XPILOTの開発ロードマップ
• NGPの特徴と競合企業との比較
• Urban NGPの機能
• NGPの機能の進化
• 自動駐車機能の開発ルート
• 駐車場でのVPAメモリーパーキング
• 立体駐車場VPA-Lメモリーパーキング
• VPAの機能の進化
• 自動運転のフルスタック自己分析機能
• 自動運転データのクローズドループ
• 自動運転のインテリジェントコンピューティングセンター
• 自動運転のハードウェア構成とそのサプライヤー
• 自動運転に関連する動向

第6章 インテリジェントコックピットとIoV技術

• Xmart OS車載インテリジェントシステム：概略
• OTAの進化の分析
• OTAのプロセス
• OTAのアップグレード方法
• IVI向けOTA操作手順
• OTA更新の分析：頻度別
• OTA更新の分析：年度別
• OTA更新の分析：カテゴリー別
• OTAの課金モデル
• OTA課金調整以前/以後の関連機種の比較
• 車載エコ機能
• インテリジェントコネクテッド機能の利用率
• インテリジェントコックピットの概略
• インテリジェントコックピットの進化とサプライヤー
• Xmart OSアプリケーションの例：XPeng P7
• IoVサービス料金
• IoV関連の協力の動向

第7章 未来のモビリティ事業

• XPENG Robotics：概略
  • XPENG Roboticsのインテリジェント・ロボット馬
• XPENG AEROHT：概略
  • 空飛ぶクルマの研究開発 (R&D) と飛行試験基地のレイアウト
  • 開発の経緯と計画
  • XPeng Flying Cars：概要
  • XPeng Flying Carsのパラメーター

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