2024小鹏P7用户调研报告

Investment Rating - The report does not explicitly provide an investment rating for the electric vehicle industry or the specific model, Xiaopeng P7+. Core Insights - The main competitor for Xiaopeng P7+ is Xiaomi SU7, indicating a competitive landscape between the two brands [2][36]. - Intelligent driving technology is highlighted as the most significant factor for Xiaopeng P7+'s appeal, although its attractiveness is noted to be less than that of Huawei's offerings [3][32]. - Beyond intelligent driving, cost-effectiveness is identified as the key strategy for Xiaopeng to maintain its market position [3][32]. Summary by Sections User Demographics - Xiaopeng P7+ users are primarily young, with 69.3% under 30 years old and an average age of 28.9 years. About 45.6% are married, and 83.2% are first-time car buyers [11][15][24]. - The typical user profile includes a high percentage of individuals working in IT, construction, and finance, with an average annual family income of approximately 293,000 yuan [13][17]. Purchase Motivations - The primary motivations for purchasing Xiaopeng P7+ include commuting (76.2%), availability of subsidies (52.5%), and having the economic means to buy [21][22]. - Users prioritize battery life and range, with 51.5% emphasizing the need for a real-world range of at least 400 kilometers [30][31]. Competitive Landscape - If not purchasing Xiaopeng P7+, 24.0% of potential buyers would consider Xiaomi SU7, with the latter's long wait times and slightly higher prices being significant deterrents [38][39]. - Other notable competitors include Model Y and Han EV, with specific user preferences influencing their choices [36][38]. User Preferences - The top five factors influencing the choice of Xiaopeng P7+ are intelligent driving (46.5%), price and benefits (39.6%), battery and range (37.6%), intelligent cockpit (31.7%), and comfort (31.7%) [32][35]. - A significant portion of users (25.7%) chose Xiaopeng P7+ without comparing it to other brands, indicating a strong brand loyalty and recognition of its value proposition [35]. Market Outlook - The report suggests that Xiaopeng must enhance its production capacity and consider price adjustments to remain competitive against Xiaomi SU7 and other emerging models [3][38].