On November 18th, after a day at the Guangzhou Auto Show, XPeng held a brand renewal event.
XPeng Auto’s CEO and Chairman, He XPeng, said at the brand renewal event, “In seven years, XPeng has grown to become a leader in China’s smart car industry. As the only full-stack self-developed automobile brand in the intelligent field in China, we chose to renew our brand at this moment hoping that we can continue to lead in the era of smart travel, and continue to explore more at the forefront of the times.”
The logo itself extends in all directions, resembling a capital letter “X.” This “X” symbolizes XPeng’s breakthrough in crossing boundaries and courageously exploring uncharted technological territories, providing Peng friends with a more convenient and enjoyable travel experience through advanced technology, and represents the “X” in the explorer.
This brand renewal is XPeng Auto’s first comprehensive and in-depth interpretation and deduplication of the brand at the brand level since it was founded seven years ago, including the release of VI visual images based on XPeng’s new logo, brand spirit, brand positioning, vision, mission, and core values.
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XPeng’s brand spirit: Dare to Explore
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XPeng’s brand positioning: Future Travel Explorer
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XPeng’s vision: Exploring technology and leading future travel revolution
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XPeng’s mission: To use technology to create more convenient and enjoyable travel life for people
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XPeng’s core values: Intelligent, Quality, Exploration, Fashionable, Sustainable
He XPeng also mentioned that due to XPeng and Xiaomi’s forays into overseas markets, non-Chinese-speaking countries abroad have started to pronounce the name “Xiao.”
As for the “darkest moment of the new force” in 2019, He XPeng mentioned that when Li Bin’s NIO was in the ICU, he, He XPeng, was standing at the ICU door of XPeng’s. They could only encourage each other. At the darkest moment, many team members were cut, but the automated driving team was kept. XPeng firmly believes that this is the right path.
“Rebuilding XPeng Auto is to challenge myself.”
G9
In the event’s promotional poster, XPeng also showed a partial exterior view of the front of the mid-to-large flagship SUV model G9, using the same penetrating-style headlights as the P7.
Information source: XPeng official
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.