Undoubtedly, the intelligent driving system is its most amazing equipment.
In the public’s cognition of Tucki, it is the first echelon of intellectual driving in China, and it will follow this line of thinking when making product layout. If so, although MONA M03 in Tucki is not equipped with lidar, a pure vision intelligent driving system should be equipped in it.
Secondly, the low price, Tucki official statement is that it will focus on the market below 200,000 yuan. By the way, in fact, most models in Tucki have come to this price range. I really don’t know how they will divide their product lines.
Inevitably, the starting price of medium-sized SUV, Tucki G6 is only 179,900 yuan now, and the starting price of medium-sized and large-sized SUV and Tucki G9 is only 243,900 yuan. If we want to open the gap with existing models in Tucki, the price of MONA should be around 100,000-150,000 yuan, otherwise it will fall into internal friction.
In fact, the idea of MONA M03 in Tucki is the same as that of Weilai: decentralize some existing technologies, lower the overall selling price and attract users with insufficient budget.
Yue Dao is considered to be the key to Wei Lai’s break. Can Tucki MONA do the same thing?
The difference between them is that Ledao is a sub-brand of Weilai, but MONA is just a brand-new series. Don’t look at this small difference, there will be great differences between the two in terms of budget and autonomy.
91che boldly guesses here that Xpeng Motors’s positioning of MONA may have two main purposes.
- Save costs. Under normal circumstances, the second brand must have an independent marketing team, sales service network and brand identity. To complete these will increase a lot of costs, and Tucki, who has suffered long-term losses, does not want to burn a lot of money;
- Speed up. To release brand-new sub-brands, it is necessary to re-establish brand influence, which is not easy to do in the short term. In this case, it is better to directly borrow the existing brand assets in Tucki.
But the reality is that no matter how Tucki tries to position its brand, MONA may find it difficult to achieve the expected results, especially compared with Ledao.
The reason why Ledao has gained more expectations on the Internet is mainly because of Weilai’s good foil. Because the average price of Weilai brand is close to 400,000 yuan, it has blocked some users who are powerless to Weilai. Many consumers have to give up because of the high price. When Ledao appeared, the core technology was similar and they could share the power exchange network with Weilai. The "cheap version of Weilai" naturally attracted some users.
MONA is unlikely to have the effect of "cheap Tucki". The average selling price of G6 and P7 in Tucki is around 200,000 yuan. With the price war getting worse, their selling prices may further drop. If the price of MONA M03 in Tucki is between 150,000 yuan and 200,000 yuan, once the price of existing models in Xpeng Motors continues to be reduced, it will only cause trouble for itself. And if the MONA series can’t open the gap with Xpeng Motors, what’s the use of tossing out a MONA after all this trouble?
If MONA M03 in Tucki sets the price at around 100,000 yuan, can it attract more consumers with its low price?
This is actually very difficult.
Because of the low sales volume, Xpeng Motors’s cost control ability is not strong, and Tucki’s supply chain should not be enough to support this kind of car. Don’t forget, He Xiaopeng went to the workshop to screw the screws because of the production capacity. Once Tucki enters this Red Sea market, it will directly face BYD, Geely and other big manufacturers. It is absolutely impossible for MONA to win this giant with both technology and scale and good at cost control.
To take a step back, even if Tucki forced Tucki MONA M03 to be a product with "low price and high quality" regardless of losses, and it was really recognized by users, how to deliver it is a big problem with Xpeng Motors’s current ability.
Low-end models must be large-scale, and low-end models that do not take the volume are worthless. However, Tucki’s volume is too small, and its delivery capacity is limited. Once an order is issued, it will give Tucki a great headache.
Moreover, once Tucki MONA M03 is delivered on a large scale, it will seriously erode the image of Tucki brand, and the final result is that Tucki has become a low-end brand.
This is different from the situation of Ledao. The "low-end" of Ledao is relative to the price of Weilai brand. The starting price of the first model Ledao L60 is expected to be 219,900 yuan, and the price of the main model may be more than 200,000 yuan. And the low end of MONA in Tucki is really low end.
In this regard, Tesla is a worthy example. The news that Tesla will launch a cheap model has been circulating on the global network for at least three years, but it has not yet landed.
Cheap models seem to make Tesla’s sales soar, but Musk has been hesitant, mainly considering that the cheap version of Tesla will damage the brand image; At the same time, with Tesla’s current production capacity, it may not be possible to guarantee the delivery of the cheap version of Tesla.
Xpeng Motors’s existing models have low prices, so there is not much room for operation. Whether as an independent brand or as an independent car series owned by Tucki, MONA can only play a limited role, and it may even be counterproductive.
If Xpeng Motors just wants to take advantage of MONA’s popularity to launch some brand-new models and transform the existing product system, for example, let it take the place of Tucki P5, that’s ok, but whether it can be sold by changing the name of the model is also a question mark.
In fact, MONA’s original positioning was to face the B-end market, otherwise Tucki wouldn’t have taken the initiative. Now MONA has entered the ordinary C-end market, and the difficulties it faces have improved a lot instantly. How to operate this brand-new car system well is a big problem for Xpeng Motors, or it will become a hot potato and a troublemaker for the company.
In June, 2024, Xpeng Motors sold 10,668 vehicles, barely staying in the club with monthly sales of 10,000 vehicles. The launch of MONA was a "new boat" attempt before Tucki spread its wings. Just, can it really be changed by changing its name?
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