XPeng is aiming to sell 11 new cars simultaneously.

XPeng is launching new models one after another.

On May 9th, the 407th batch of new vehicle announcements from the Ministry of Industry and Information Technology was released. Three new models from XPeng Group made the list and became the focus. According to the industry's regular rhythm, new vehicles that have completed the ministry's announcement will be officially launched within 2 - 3 months. Considering XPeng's current 7 models on sale and the GX that has already started pre - sales, XPeng has the opportunity to expand its model matrix to 11 models in 2026.

Among new - force automakers, only Leapmotor has a chance to be compared when it comes to selling 11 models under a single brand simultaneously.

Specifically, the three models of XPeng that have recently completed information announcements are all SUVs. According to the vehicle tail - marks, they are XPeng G9L, XPeng L05, and XPeng L03. The latter two are generally expected by the industry to be included in a product sequence similar to XPeng MONA. Considering that XPeng GX is also planned to be launched within May, XPeng has staked its 2026 performance on the SUV track.

In today's auto market, each new model launch is like getting a chance to play a card, and a brand - new model is a big card. There are many examples in the market where a single new model launch can boost an entire brand. XPeng had a similar story when it launched the MONA M03 in 2024.

For XPeng, the four big cards in its hand are the best means to reverse the sales trend in 2026. Official data shows that from January to April this year, its cumulative new vehicle deliveries reached 93,693 units, a 22.8% decline compared to the same period in 2025. However, the challenges behind trying to boost sales by selling 11 models simultaneously cannot be underestimated.

01

Challenges in Store Sales and Software Maintenance

In fact, since 2026, XPeng has been constantly holding new vehicle press conferences. From the sales - driving MONA M03 and P7 +, to the flagship models X9, G9, and P7, and then to the relatively marginal G6 and G7, all 7 models on sale at XPeng have been updated to the 2026 version.

This is why it is said that XPeng will probably sell 11 new models simultaneously. After all, these are all models updated in 2026. If XPeng discontinues some models, it may cause a round of unfavorable public opinion. And if XPeng wants to sell 11 models at the same time, the first problem to solve is the choice between display cars and test - drive cars.

This issue was mentioned when Li Auto reviewed the unsuccessful launch of the MEGA in 2024. At that time, Li Xiang, the founder, chairman, and CEO of Li Auto, mentioned in an internal letter to all employees that the launch of the MEGA directly led to the display space of main - selling models such as the L8 in stores being squeezed, resulting in a trade - off between new models and existing main - selling models.

"If the number of store display spaces cannot keep up, it will only lead to internal competition and poor sales for all models," Li Xiang analyzed at that time.

This kind of problem actually already exists at XPeng, which is currently "only" selling 7 models.

Taking a mall showroom located in the core business district of Tianhe, Guangzhou as an example, according to a previous visit by Yuan Auto, XPeng can only display 4 models in this store. And in another showroom in Dongpu, Guangzhou, Yuan Auto also encountered the situation where there was no display car for the XPeng X9.

It should be noted that since the beginning of this year, the scale of XPeng's sales network has been relatively stable, and there is no obvious expansion trend that matches its product matrix. According to official website data, as of May 12th, the number of XPeng's sales centers was 742. For reference, this number was 744 on January 12th this year.

In addition to front - end sales, XPeng's increasingly large and complex product matrix will also bring pressure to after - sales, especially the issue of software update adaptation, which car owners are becoming more and more sensitive to.

Taking XPeng's second - generation VLA assisted - driving system, which is the main promotion this year, as an example, although all models on sale have the Ultra version that supports this assisted - driving ability at the hardware level, the adaptation work for different models still has a sequence. Coupled with He Xiaopeng's promise to launch a distilled version of the second - generation VLA assisted - driving system for Max - version models, XPeng is already under great pressure just to handle the assisted - driving update adaptation for the existing 7 models.

Considering that intelligence is XPeng's biggest label, how to balance the R & D of new vehicle functions and the update and maintenance of existing vehicles will be the key for this new - force automaker to sell 11 models simultaneously and boost sales to a new level.

02

Maybe It's Time to Consider Letting Go

Although it was mentioned above that if XPeng discontinues some models on sale, it may anger some old car owners, from the perspective of the sales structure, it may still be a worthy option to consider.

According to third - party terminal retail data from the China Association of Automobile Manufacturers and the China Passenger Car Association, among the 7 models on sale at XPeng from January to April this year, only the MONA M03 achieved a monthly sales volume of over 10,000 units. Even when calculated by the cumulative sales volume from January to April, only three models, the MONA M03, P7 +, and X9, exceeded 10,000 units, with specific figures of 33,992 units, 12,758 units, and 10,301 units respectively.

In the overall auto market, except for the MONA M03, the other two so - called "sales - driving" models of XPeng can hardly be considered outstanding. As for other models, some have even been hovering between 200 - 400 units in monthly sales for four consecutive months.

It is not difficult to see that although some of XPeng's models are still being iterated, they have lost attention and even competitiveness in the auto market. Against this background, XPeng may consider giving up some weak models. After all, with the addition of the following 4 new SUVs, the internal segmentation of its product matrix will become more blurred.

After the launch of the four new SUVs, GX, G9L, L03, and L05, XPeng will have seven models in the 100,000 - 400,000 yuan SUV market, and four of them are expected to be "crowded" in the 100,000 - 200,000 yuan range. From the current public information, these XPeng SUVs will feature leading assisted - driving, intelligent cockpits, and good space performance in the same class as selling points, but there is no obvious differentiation in terms of performance parameters and exterior design for now.

If we compare with Leapmotor, which is also expected to have 11 models on sale this year and whose official delivery volume from January to April is nearly twice that of XPeng, the latter has something to offer in terms of differentiating new models.

If we add the planned new model A05, Leapmotor has eight models in the under - 150,000 - yuan segment, which seems to have a higher density than XPeng's SUVs in the 100,000 - 200,000 - yuan range.

However, in fact, the product positioning of these eight Leapmotor models is significantly different. The ratio of sedans to SUVs is 50:50. Among them, the sedans include both more practical three - box sedans and two - box "hot hatches" that pursue individuality. The sizes of the SUVs also cover small, compact, and medium - sized, and there is also a price difference of 20,000 - 30,000 yuan in the starting prices.

Under such a strategy, each new model launch by Leapmotor is more likely to tap into new growth, rather than causing internal competition within the brand.

For example, the Leapmotor A10, a small SUV positioned for urban commuting, saw its sales volume rise rapidly after its launch in March and reached 14,372 units in April, becoming the brand's best - selling model. At the same time, the sales volume of the Leapmotor B10, a family - oriented compact SUV, increased by about 49% month - on - month to 5,230 units in April.

Returning to XPeng, according to what He Xiaopeng said before, its sales target for 2026 is 550,000 - 600,000 units. If we divide the time and sales tasks evenly into three parts, considering the delivery of about 94,000 units from January to April, XPeng's sales progress has fallen far behind.

To achieve the 2026 sales target, XPeng not only needs to launch new models vigorously but also adjust its existing product matrix more reasonably.

This article is from the WeChat official account "Yuan Auto", author: Pan Zhuolun. Republished by 36Kr with permission.