On Valentine's Day, February 14, He Xiaopeng officiated at the weddings of many MONA owners at the Civil Affairs Bureau.
This is a hot marketing, and also a step for Xiaopeng Motors to shift its brand narrative from technological disruption to user symbiosis. This marketing move is very much in the style of Lei Jun, and it should not only be expected to harvest short-term traffic, but also an attempt by Xiaopeng to build a "user community".
Behind this is He Xiaopeng's decision to follow Lei Jun's advice and become "CEO rather than chairman".
He Xiaopeng has already talked about this in his recent article "What Price I Paid to Be a Real CEO", which has been hotly discussed in the industry.
On November 15, 2024, He Xiaopeng, Chairman of Xpeng Motors, attended the Xpeng Motors launch conference at the 2024 Guangzhou International Auto Show.
In the early days, He Xiaopeng was immersed in technological idealism and pursued cutting-edge innovations such as autonomous driving and flying cars, but the pricing disaster of G9 exposed the fatal problem of technological elitism being out of touch with market demand. Since then, he has pushed the company to shift from "technical strengths" to "filling in weaknesses", transforming technology into user-perceivable experience differences and achieving economies of scale by lowering prices.
On January 21, 2025, at the Sky Mountain in Haikou, Xiaopeng Huitian's "land aircraft carrier" flying car completed its first flight in Hainan.
As the elimination competition in the industry intensifies, He Xiaopeng's "life and death line of annual sales of 1 million units" still requires a balance between scale and profit. He frankly admitted that low gross profit is only a process, but scale is the prerequisite for survival. The core of Xiaopeng's strategy in 2025 is to move forward steadily and build long-term competitiveness through global layout and AI-driven.
He Xiaopeng's "CEO Evolution Path" is a typical example of China's new generation of entrepreneurs at the intersection of hard technology and manufacturing.
His transformation from a "dream maker" to an "industrialist" is not only a reshaping of his personal role, but also a microcosm of China's new car-making forces returning to the essence of manufacturing after the capital bubble receded.
