XPENG appoints Supermassive as ANZ lead agency

The partnership will support the Chinese-born, AI-driven mobility company as it expands its presence across the region

Independent agency Supermassive has been appointed XPENG’s lead strategic and creative agency for Australia and New Zealand, following a competitive multi-agency pitch. The partnership will support the Chinese-born, AI-driven mobility company as it expands its presence across the region.

Supermassive will work with XPENG on its local brand platform, creative work and model launches. The appointment comes as XPENG prepares to expand its Australian operations with six electric vehicle models, led by the G6 SUV and X9 people-mover, alongside a retail network targeting 50 locations nationwide.

Supermassive to shape XPENG’s ANZ brand

Jon Austin, Co-Founder, Supermassive: “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. 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.”

Damian Royce, Head of Marketing and Creativity, XPENG Australia and New Zealand,: “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. 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.”

XPENG expands electric vehicle presence

The appointment adds to Supermassive’s regional and international client roster and comes during a period of growth for the independent agency. The agency said further business wins will be announced in the coming weeks.

The partnership also follows a series of industry accolades for Supermassive over the past 12 months. These include being ranked Australia’s number one independent creative agency at Spikes and receiving B&T and Mumbrella’s PR Agency of the Year awards in 2025.

www.supermassivestudio.com

www.xpeng.com

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