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March 27, 2025 – XPENG has chosen independent agency Supermassive as its lead strategic and creative partner for Australia and New Zealand, following a competitive multi-agency pitch. The appointment comes as the Chinese-born, AI-driven mobility company accelerates its regional rollout with six new electric vehicle models and a retail network targeting 50 locations across ANZ.
Supermassive will handle XPENG’s local brand platform, creative strategy, and model launch campaigns, working closely with the automaker’s in-house marketing team. The agency’s brief includes building emotional resonance and cultural relevance from scratch in a market where XPENG currently has almost no brand awareness.
“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 of 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.”
Damian Royce, Head of Marketing and Creativity at XPENG Australia and New Zealand, echoed that sentiment: “XPENG is building its ANZ presence from a standing start, which is rare in automotive and presents a significant creative opportunity. At its core, XPENG is a story about intelligence, and that demands a different kind of creative thinking.”
XPENG’s Australian launch will be led by the G6 SUV and the X9 people-mover, with additional models to follow. The company plans to scale up from a handful of initial pop-up stores to 50 retail locations across Australia and New Zealand over the next 18 months. This aggressive retail strategy aims to compete with established players like Tesla, BYD, and MG, all of which have already built sizable dealer networks down under.
Supermassive, founded in 2019 by former agency leaders, has built a reputation for helping challenger brands achieve outsized impact. The agency’s past work includes campaigns for Uber, Netflix, and several tech startups. While Supermassive has limited automotive experience, the founder’s background in entertainment and consumer tech convinced XPENG’s team that the agency could bring a fresh perspective to car marketing.
“We wanted a partner who understands how to build emotional resonance and cultural connection from the ground up,” Royce said. “Supermassive impressed us with their strategic clarity, creative capability, and understanding of how to launch brands in ways that capture both attention and imagination.”
The ANZ appointment is part of XPENG’s broader push beyond China. The company has already entered European markets like Norway, Denmark, and the Netherlands, and is actively exploring opportunities in the United States. At CES 2025, XPENG showcased its latest autonomous driving technology and flying car concepts, signaling its intent to compete on the global stage.
Industry analysts see the Supermassive hire as a strategic move to establish a distinct brand identity outside China. “Chinese EV makers often struggle with brand perception in Western markets. By partnering with a creative agency that understands local culture, XPENG can differentiate itself from tech-first competitors like BYD and NIO, which rely more on product specs than storytelling,” said Margot Li, an automotive analyst at Sino Auto Insights.
Australia’s EV market is growing rapidly, with sales jumping 110% in 2024, driven by new entrants and government incentives. But brand loyalty is still low, and most consumers are open to trying new names. This creates a window for XPENG to build a loyal following through creative campaigns that emphasize intelligence, safety, and design.
Supermassive’s first major test will be the launch campaign for the G6 SUV, expected later this year. The agency is likely to focus on XPENG’s AI-powered features, such as its advanced driver-assistance system (XPILOT) and voice-controlled cockpit, which are less common in mainstream EVs at this price point.
By tapping Supermassive, XPENG is betting that a locally rooted creative approach can help it stand out in a crowded field. The move mirrors similar strategies by other Chinese autom
