XPENG Branding
XPENG has been present in the Thai market for nearly a year, yet its brand positioning remains unclear in the crowded Chinese EV segment. The key challenge is to establish a distinctive space that sets XPENG apart from competitors by bridging its strong global reputation with a locally relevant identity.
At the same time, XPENG’s global vision as an Explorer of Future Mobility through breakthroughs such as flying cars, humanoid iron, advanced software, and next-generation technologies. This vision must be translated into the Thai context to differentiate XPENG and inspire consumers with a future-forward identity that is both global and local.
Planning & Execution
Our strategy is to representing XPENG CREDENTIAL as a future-proof brand, not only competes in the automotive market but also leads as a technology company shaping the future of human living.
From this position, we built the creative core concept: “LIVE THE NEXT, NOW.” This idea is more than a tagline; it is an encouragement for Thai people to be brave and to step confidently into the future today, not tomorrow. XPENG represents the courage to move forward, the readiness to adopt innovations, and the commitment to make advanced technology accessible and meaningful in daily life.
As the first brand to bring tomorrow’s technologies into Thailand, XPENG demonstrates how progress can directly enhance people’s quality of living. Just like every XPENG car that seamlessly blends intelligence, design, and sustainability, the brand becomes an enabler that escorts Thais into the future here and now.
Recognizing the limitations of showcasing all of XPENG’s advanced technologies locally, we leveraged AI-generated simulations of flying cars and humanoids, blending them into Thai lifestyles through online content. This approach illustrated how XPENG’s innovations can redefine the future of living, making the vision tangible and inspiring.
Effectiveness / Results
- Achieved 600% growth in May 2025 (compared to April 2025)
- Ranked No.1 Best-Selling in the Premium Electric MPV in July 2025
- Ranked No.1 Best-Selling in the Chinese Premium EV segment for two consecutive months; June and July.
- Received Excellent performance 70.65%VR which is over the automotive market benchmark at 35.4%
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