XPENG — Test Drive & Retail Offer

THE STRATEGY

Awareness alone doesn't sell cars. We focused where it counts — turning interest into action. Consideration → Conversion XPENG launched its first model in Australia in 2024, building early awareness through national auto show appearances. In October 2025, TrueEV — XPENG's Australian distributor — brought NIOdesign on board to close the gap between interest and purchase, through Test Drive activation and a fast, adaptable Retail Offer system.

Year

25-26

Industry

XPENG / TrueEV Australia

Scope of work

Campaign strategy

OOH

Digital

Timeline

Campaign Creative & Rollout

THE STRATEGY

Year

25-26

Industry

XPENG / TrueEV Australia

Scope of work

Campaign strategy

OOH

Digital

Timeline

Campaign Creative & Rollout

The Consideration Stage

Test Drive

Deployed at Sydney Airport — walking distance from XPENG's Sydney Airport showroom — pairing high-traffic digital OOH with a QR code that let travellers book a test drive on the spot. Extended across digital screens and retail touchpoints to turn product interest into a physical experience and qualified leads.

The Conversion Stage

Retail Offer

An always-on offer campaign, adapted at pace across key retail moments — Christmas and Boxing Day — to keep the conversion message current without rebuilding the system from scratch.