XPENG hands Supermassive the keys to ANZ creative

XPENG has appointed independent agency Supermassive as its lead strategic and creative agency across Australia and New Zealand following a competitive multi-agency pitch.

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The agency will work with the Chinese-born AI-driven mobility company on its local brand platform, creative work and new model launches. The appointment comes as XPENG prepares to expand its Australian presence with six new electric vehicle models and a retail network of 50 locations.

Supermassive takes the wheel on ANZ growth

The expansion will be led by the G6 SUV and X9 people-mover, with Supermassive tasked with helping XPENG build its brand locally as it scales across the region.

Jon Austin, co-founder of Supermassive, said the automotive category was at a point where “the rules are genuinely being rewritten”.

“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,” Austin said.

“That kind of ambition, backed up by some truly mind-blowing tech, is such a thrilling combination for a creative company like ours.”

Building XPENG from a standing start

Damian Royce, head of marketing and creativity at XPENG Australia and New Zealand, said the company’s relatively new presence created an opportunity to shape how the brand connects with local consumers.

“XPENG is building its ANZ presence from a standing start, which is rare in automotive and presents a significant creative opportunity,” Royce said.

“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.”

Royce said Supermassive impressed XPENG with its “strategic clarity, creative capability and understanding of how to launch brands in ways that capture both attention and imagination”.

The appointment adds XPENG to Supermassive’s regional and international client roster. The independent agency said further new business wins will be announced in the coming weeks.