真有点糟糕了！
刚刚，小鹏发布2023年业绩。
何小鹏和“铁娘子
”王凤英，压力巨大。
小鹏全年毛利率1.5%，但实际汽车销售毛亏损，毛利率为负数；
全年净亏损103.8亿，再创新高。
和同行对比一下，就知道有多惨了。
去年，理想净赚118亿，每卖一辆车赚3万。
比蔚来好，蔚来净亏207亿，每卖一辆车亏13万。
小鹏，每卖一辆车亏7万。
要说还是蔚来够意思，陪着小鹏一起亏，难兄难弟。
有趣的是，今晚小鹏汽车的发布会，提问环节极其活跃。
投资人灵魂发问，猫崽摘出几个质量很高的提问，一起来看看：
Q1.小鹏的智驾技术，和华为的技术比，领先在什么地方？如何继续维持在自动驾驶的绝对领先？
何小鹏：我们各有秋千。但小鹏主要还是提高品牌营销能力……
“目前没有谁把全域自动辅助驾驶做非常好，小鹏比华为更专注，专注更能形成战斗力。”
为了更加还原，猫崽录下关于这个提问，何小鹏的回答，绝无添油加醋。
Q2.年销28万辆，意味着月销要在2万以上，小鹏目标是否合理？MONA保底销量目标？
笑死。小鹏管理层：我们没定过这个年度目标。
另外，管理层称，新品牌MONA的销量，月销在1万辆以上才算成功。
MONA是什么？
前不久，小鹏官宣要打造的全新品牌MONA，与滴滴合作开发，进军10-15万市场，为年轻人提供一台真正的AI智驾汽车。
中产的钱，收不动了，开始想着年轻人。
哈哈。这难道是因为小鹏的名字不好听，打算换个名字改命吗？
何小鹏最新发言称，未来三年要推出10多款车型。新品牌推出的首款车，有信心会是A级纯电市场最亮眼的爆款新车型。
这是不把比亚迪放眼里啦？不用想，有比王的地方，必定是一场厮杀。
截至去年底，小鹏汽车现金及现金等价物为211.27亿，但是，短期借款、应付账款及票据合计为260.96亿元。
从这点来看，今年如果销量起不来，又搞不到新钱，后果不堪设想…
小鹏，还能撑多久？一起来看看！
净亏损超百亿
“卖一辆亏一辆”
2023年，小鹏汽车还在疯狂亏钱。
根据最新财报数据，去年，小鹏汽车全年收入307亿元，毛利润却只有5亿元，净亏损高达104亿。
毛利率从2021年开始，连续两年下滑，去年更是跌到谷底，只有1.5%。
最近四年，小鹏汽车的净亏损，累计已经超过270亿。
细看小鹏汽车的收入构成，汽车销售收入280亿，汽车销售成本就284.58亿，毛亏损4.58亿。
真正做到，“卖一辆亏一辆”。
服务及其他销售收入26.65亿，毛利8.98亿，抵消了汽车销售的亏损。
如果不是去年四季度，小鹏的销量起来了，它的业绩可能会跌得更惨。
为什么小鹏汽车，做不到盈利？
一个是销售规模不够大，像理想，去年卖爆，盈利一下就上来了，规模摊平了研发和生产成本。
另一个是价格战，小鹏的生存空间就更少了。
在业绩发布会上，小鹏汽车称，由于降价促销增加及新能源汽车补贴届满，G3i及现有车型升级相关的存货拨备、采购承诺亏损，对汽车毛利率有所影响。
剔除上述情况后，小鹏的汽车毛利率为0.8%，仍低于2022年的9.4%。
不过，今年理想汽车遭遇“黑天鹅”事件，今年会如何，很难说。
从理想汽车官微来看，已不再公布周销量。
营销大变革
何总：加速全球化扩张
尽管财务报表一直处于净亏损，但去年，小鹏的门店及充电站均有增加。
其中充电站增加94个，门店增加80家，截至去年末，小鹏汽车的充电站为1108个，拥有500家门店。
实际的情况是，小鹏汽车去年一年，都在寻求从组织架构、人事到营销网络、渠道革新的一轮内部洗牌。
何小鹏在今晚的业绩发布会上称，去年实际上淘汰了130家经营不善的销售门店，同时引入了160家经销商。
他还说，今年将进一步扩大销售网络，加速渠道下沉到三四五线城市。
同时，小鹏汽车还启动新的经销商合作模式，通过建立半个月左右的渠道库存，加快终端交付速度，并充分激活经销商的积极性
去年，小鹏汽车还有一个转变，花钱不再“大手大脚”。
从财报数据来看，小鹏汽车的经营开支出现微降，约118亿，其中研发开支与上一年持平，约52.77亿。
同时，小鹏在飞行汽车还要继续投入，智驾也要继续研发。
今晚，何小鹏的发言，差点就唬住我了。
图源自视觉中国，已授权，何小鹏
他说，小鹏汽车要加速海外业务的扩张速度！
原因是在挪威、丹麦，他们卖得太好了。
小鹏汽车还打算，今年二季度将面向全球市场推出G6的国际化左舵版本，逐渐攻下中东、东南亚、和欧美等国家。
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