The previous second thought that Musk asked to leave the founding team was incorrect, and the next second, he wiped out the senior executives of his company: the former founding members were semi-retired, and there were only 2 of the former 12 executives left.

He Xiaopeng, who no longer is a good person, turned around.

“I believe this is a whole new era!”

On March 13, He Xiaopeng took the press conference stage with the facelifted Xiaopeng G6 and G9.

Super high cost performance, with more than 25,000 vehicles in just 4 days, and the two new cars have become popular, which has become a big victory.

30,350 units were delivered in January, an increase of 268% year-on-year, returning to the championship throne of new car-making forces; in February, the results of more than 30,000 units were stabilized, and at the same time, the championship throne was also stabilized. For the entire first quarter, Xiaopeng Motors has provided the latest data, delivering a total of 94,008 new cars, a year-on-year increase of 331%.

Since the beginning of 2025 - series of data shows that Xiaopeng Motors is indeed opening a new era, but on the day of the press conference, He Xiaopeng described the company's situation like this: "Some people say we have arrived at KTV, but in fact we have just walked to the door of the ICU."

The G9, which opened a new era , also brought Xiaopeng Motors into the darkest moment - "that was the most desperate moment since its founding."

Time is back to September 21, 2022, and the launch of Xiaopeng's new model G9.

At that time, almost everyone had high expectations for the G9.

He Xiaopeng directly shouted: "The strongest SUV within 500,000" and claimed that he would "take over Porsche and surpass Audi."

The entire company regards it as the beginning of Xiaopeng Motors' challenge to its high-end strategy, waiting to shock its peers and scrub the car circle.

However, when the press conference officially ended, all the optimism disappeared.

"Are you crazy?"

Some media friends stood up and angrily criticized Xiaopeng executives.

This is the Xiaopeng press conference. Basically, the media that can participate must "give some face", and now the " face" has been completely torn off .

The reason why the media on the scene was so annoying was that the G9 at that time was indeed outrageous.

The variety of options are so complicated that it is difficult to remember even sales.

What's even more terrifying is that it is a car company that sells smart driving as its selling point, but the G9 has no basic and lowest-end assisted driving, and it is even priced at 310,000 yuan.

In an instant, from the live broadcast room to the car-friend group to the media, there were endless curses, and the original orders were cancelled on a large scale.

Soon, He Xiaopeng also realized the seriousness of the problem and immediately left some media behind. Two media communication meetings were held the next day.

It was originally a matter of asking for advice, but now the media are completely disrespectful. The scene directly turned into a criticism meeting, "You are completely disgusting users."

48 hours later, Xiaopeng urgently launched a new configuration table, but the market did not give Xiaopeng any chance to regret it.

Not only did the total delivery volume of G9 in three months was only more than 6,000 vehicles, but Xiaopeng's overall sales were broken, from nearly 70,000 units in the first half of 2022 to more than 20,000 units in the second half of 2022, and was rubbed against the ground by NIO, which is also a new car-making force.

Since then, Xiaopeng Motors' stock price has fallen by 80%.

In fact, long before the release, He Xiaopeng did not support the G9 configuration table, but the product, supply chain, manufacturing, and finance have their own reasons, so a configuration table that the chairman and CEO did not support was passed in this way.

But at that time, it was not surprising that such a thing happened to Xiaopeng Motors.

Unlike many people imagine, strictly speaking, He Xiaopeng is not the real founder of Xiaopeng Motors.

He Xiaopeng, who was born in the Internet, originally wanted to be an investor silently. It was not until 2017, three years after Xiaopeng Motors was founded that he truly joined Xiaopeng Motors and became an "airborne" CEO.

This reason, coupled with the fact that he "didn't like doing a lot of business things the most, although they are very important", made He Xiaopeng relaxed about business-related matters, and the company's major decisions were mainly determined by the "President Office" composed of four people, including He Xiaopeng, through consultation.

In He Xiaopeng's view, this is democracy, trust, and governance through inaction.

But Lei Jun poured a basin of water: "I think the biggest problem of Xiaopeng Motors lies in you, because you only want to be the chairman, not the CEO . "

A no longer honest and even a little iron-blooded He Xiaopeng is about to be born.

Two months after the 2022 G9 press conference, He Xiaopeng killed the "President Office" and began to concentrate his power in his own hands.

But he is still arguing with media reporters about the issue of "dictatorship and democracy".

The reporter gave an erroneous example, "After Musk took over Tesla, he invited the founding team away one after another."

He Xiaopeng said bluntly: "I don't think this is a good case, it's just that he succeeded."

At this time, He Xiaopeng still had the attitude of "ruling by doing nothing", thinking that "a role who acts as CEO needs to come in."

At that time, he would not have thought that these remarks would soon be slapped in the face, and what he never expected was that he later discovered that the company was almost emptied by these people!

Coincidentally, Wang Fengying, known as the "Iron Lady of the Car Circle", has just left the Great Wall, which has served him for 31 years. This is "the only person inside the Great Wall who dares to slap the table with Wei Jianjun."

He Xiaopeng decided to introduce a strong Iron Lady as the president.

So, after experiencing too many insomnia, He Xiaopeng personally drove Xiaopeng car to persuade Wang Fengying to join. When Wang Fengying sat on Xiaopeng's car for the third time, she began to believe that "you can also drive smart cars in the city."

Perhaps it was these "test drives" that Wang Fengying had already seen before she was about to join the company: "There is a problem with the steel in your company."

He Xiaopeng was stunned at the time and said bluntly, "It's impossible, this is the steel of the best company to buy directly!"

But Wang Fengying would not speak out in such a thing - this might even send some people to prison.

With suspicion, He Xiaopeng began to in-depth product management, and often called executives urgently in the middle of the night to "Ask of Soul" to re-examine the company.

I don’t know if I don’t look at it, I’m shocked when I see it.

" It took 9 months for me" , He Xiaopeng finally understood that the people in that link were actually collaborating on him.

At that time, Xiaopeng Motors' department told He Xiaopeng that the cost of P7 and BYD Han is almost the same, and it is already the cheapest in the country.

Of course He Xiaopeng didn't believe it, but he was not a professional background and could not prove his point of view. Instead, the other party could immediately produce countless data, proving that this was the cheapest in the country.

So, He Xiaopeng suddenly learned specific business issues and went deep into the front line to understand and inspect. Later, he also learned from this and told NIO founder Li Bin:

"The supply chain must be managed by yourself, and you must understand it. If you don't manage it yourself, it won't work."

Since then, the senior executives in charge of the supply chain have changed people twice in succession. Not only are employees taken away by the police on the way to work, but even Li Feng, the vice president and head of the procurement department, was taken away by the police in October 2023.

It is not only the supply chain that has problems. Xiaopeng Motors' marketing department also has many problems. The two systems of direct sales and authorization are independent, with serious internal friction. Even "whoever sells well will open a direct sales store around it."

Therefore, He Xiaopeng's old subordinate Wang Tong became the new "fire-fighting captain". Since taking over Xiaopeng's sales business in December 2023, he has also begun iron-blooded reforms.

In just two months, Wang Tong completed the merger of the two teams directly operated and authorized.

In just three days, he reduced the management authority of the general manager of the region from 100 stores to more than 10 stores, and at the same time stipulated that the sales target "only exceeding the amount" was "permitted", and inefficient stores were directly eliminated.

Wang Fengying has been even more ruthless since she joined the company in February 2023!

There are 20 people in a table, and Wang Fengying can scold her for an hour, and sometimes even He Xiaopeng doesn't let her go. All costs have also been managed to the most subtle points, ranging from employee travel to advertising and marketing expenses, including He Xiaopeng's expenses, all of which have been strictly controlled.

By September 2023 , at the press conference of World War II G9 , He Xiaopeng directly turned into a reflection conference.

He complained about the "seven deadly sins" on the spot and said bluntly: "The core of the problem that Xiaopeng Motors has lies in people, and the problem of people must lies in him as the CEO." " Last year, there were 12 executives in Xiaopeng's financial report , and today, there are only two left. "

Xiaopeng Motors has thus officially entered the leadership era with He Xiaopeng, Gu Hongdi and Wang Fengying as the core, while former co-founders Xia Heng and He Tao are nearly semi-retired.

"The years I have been working in Xiaopeng Motors have been the years when my personality has changed the most."

In recent years, He Xiaopeng, who once always said he was honest, began to " torture" everyone, "not caring about individual feelings", and the company's development overwhelms everything .

After experiencing a crushing defeat in 2022, Xiaopeng Motors urgently needs a "proud" moment.

At that time, Xiaopeng Motors had not really determined its future direction.

Huang Honglin, the marketing manager with sales background, has always been dissatisfied: "From the sales perspective, I am definitely willing to sell cheaper cars with hardware because it sells better."

In the past, He Xiaopeng might have followed the other party's opinions, but this time He Xiaopeng's attitude began to be tough, and even mercilessly named him at the internal meeting: "Bruce, you don't believe in autonomous driving. After driving, you can find Xinzhou to get an internal beta version of the car and drive it carefully."

Helplessly, Huang Honglin was forced to drive a smart driver while handling work, but unexpectedly, "I was sent to my destination without driving."

Soon, in July 2023, the G6 model led by Huang Honglin became Xiaopeng Motors' iPhone 4, and Xiaopeng was promoted to the first echelon of Intelligent Drive.

Unfortunately, G6 is still not a big victory, it can only be regarded as a "stop decline", and the hope of Xiaopeng Motors' turnaround has not yet come.

Co-founder Xia Heng once murmured to the media: " Have our internal review mechanism completely failed?"

He Xiaopeng realized the seriousness of the problem.

He Xiaopeng started to move just after the Spring Festival in 2024. In just three months, he had more than 30 meals with more than 600 employees, mobilized, took photos, and drank, and repeated them more than 30 times.

But the employees didn’t expect that as soon as they built up their confidence, they had to face the most serious problems when they returned to the company:

"What do you think the company is doing the worst? What is the worst in your department? Who is the worst person around you?"

He Xiaopeng was not going to let anyone go, twice a week, each time alone, face to face, and listen to the employees' thoughts in person.

Not many times, He Xiaopeng realized that " the chairman can be a good person, but the CEO cannot . "

At that time, He Xiaopeng found that the company's department wall was serious, so he went directly to the department that was in charge of the process.

At the beginning, the person in charge wanted to make excuses and talked a lot - just like those who were in charge of procurement.

But I didn’t expect that He Xiaopeng is no longer the same as He Xiaopeng, and his attitude is quite tough: “Don’t talk about these things, show me the cloud document directory immediately.”

The person in charge was directly guilty and said he wanted to prepare, but after He Xiaopeng said "now" twice in a row, he was still forced to open the document.

Afterwards, the person in charge disappeared and the entire department was demolished by He Xiaopeng.

Immediately afterwards, all departments of the company were seized, and He Xiaopeng also started to "work hard" from then on, working six days a week, arriving at work before 10 a.m., and staying in the company at 10 p.m., and going straight to the front line.

The most critical procurement department has to hold meetings to He Xiaopeng every day.

The meeting was inefficient. First, I asked the HR to discuss it. If it could not be solved, I further asked the business manager to discuss it. If the meeting was still too long, He Xiaopeng would even ask someone to listen to it in person.

Subsequently, more P10s were taken down, and a large number of P9s were promoted by He Xiaopeng. Within a year, He Xiaopeng replaced 85% of the person in charge in 30 first-level centers.

Programmers manage HR, let HR manage marketing, and let people from suppliers manage power and automotive technology. Everyone is forced to do business that they have never done before, bringing different thinking concepts into the business.

By mid-2024, He Xiaopeng was full of confidence and suddenly announced to the public that starting from the third quarter of 2024, Xiaopeng Motors will enter a positive cycle of ultra-high speed.

Sure enough, after the release of MONA M03 in August 2024, Xiaopeng Motors began to explode, breaking out of the quagmire of a total market value of HK$50 billion. By the time the latest G6 and G9 were released in March 2025, it had already exceeded HK$180 billion, returning to its peak market value three years ago.

What Xiaopeng lost is taken back!

Now, it is the 11th year of Xiaopeng Motors. At a time when major factories are beginning to reverse the intra-conversion, "hardness" and "tired" have become high-frequency words in He Xiaopeng's mouth.

This entrepreneur, who was once known for his easy relationship, began to learn to centralize power after paying the heavy price of falling by more than HK$100 billion in market value, began to learn to "torture" his employees, and began to "consider individual feelings".

Perhaps, these temperaments are not likable, but a He Xiaopeng like this is much better than a He Xiaopeng who lets the company go.

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