XPENG has appointed independent agency Supermassive as its lead strategic and creative agency for Australia and New Zealand following a competitive multi-agency pitch.
Supermassive will partner with XPENG on its local platform, brand work and model launches as the Chinese-born AI-driven mobility company expands across the ANZ market.
The appointment follows XPENG’s recent announcement of an Australian expansion involving six new electric vehicle models, led by the G6 SUV and X9 people-mover, alongside a retail scale-up to 50 national locations.
“The auto category is going through a rare moment where the rules are genuinely being rewritten, and as one of the most exciting and advanced tech companies in the world, XPENG is right at the pointy end of it,” said Jon Austin, Co-Founder, Supermassive.
“From our first conversation with Damian and the XPENG team, there was a shared appetite to challenge how an automotive brand could show up in the ANZ market. That kind of ambition, backed up by some truly mind-blowing tech, is such a thrilling combination for a creative company like ours.”
“XPENG is building its ANZ presence from a standing start, which is rare in automotive and presents a significant creative opportunity,” said Damian Royce, Head of Marketing and Creativity, XPENG Australia and New Zealand.
“At its core, XPENG is a story about intelligence, and that demands a different kind of creative thinking. As we expand across Australia and New Zealand, we wanted a partner who understands how to build emotional resonance and cultural connection from the ground up. Supermassive impressed us with their strategic clarity, creative capability and understanding of how to launch brands in ways that capture both attention and imagination.”
